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Breaking into the crowded and competitive fitness market is no easy feat and the teams must know their target market for their product to succeed.

In team Empire's brainstorm, Ben wanted to go down the 'sex sells' route. He wanted to create a piece of portable equipment, 'something that you can incorporate into actually having sex. Some sort of spring loaded...' Luckily he trailed off.

We can only imagine Sir Alan's face if Ben's personal sex-exerciser had made it to the boardroom. And what would they have done for the poster?

Moving away from Ben's idea Empire hit on the 'bingo buster', hailed as the piece of equipment that would trim the nation's flabby arms. 'Keep it simple' was project manager James's advice as he sent half his team, led by Ben, off to develop the prototype.

But, as so often in The Apprentice, the combination of big egos, arrogance and pressure spells trouble. Ben, Maj and Kimberly got carried away and started adding bells and whistles to their 'bingo buster' and it transformed into something quite different.

The 'Home Multi Tone' was born. Unveiled it looked like a piece of old junk and failed to appeal to the industry experts.

Maj was fired this week for being a 'passenger', leaving James and Ben with another chance to show Sir Alan they have a sharp business eye.

See also:

• In pictures
• Majid's exit interview
• Boardroom winners and losers
• In pictures
• Zero orders

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