The Apprentice 2 is the second season of The Apprentice, which began on September 9, 2004, on NBC. Although this season did not match the ratings of the first and dropped out of the Top 10 Nielsen, it still performed strongly overall, ranking 11 with an average of 16.14 million viewers.
Season changes This season featured 18 candidates, whereas the first season only had 16.
Three new twists were introduced to The Apprentice this season. First, each team was unexpectedly forced at the season's outset to make a 1-for-1 player swap, resulting in a male on the female team (Bradford), and a female on the male team (Pamela). The traded members then became the project managers for the first task. Second, it was revealed that a project manager for the winning team would be immune from being fired the following week, even though in the season's second episode Bradford Cohen decided to waive his exemption that he got on the episode prior and was subsequently fired for making that ill-advised decision.
Finally, the losing project manager could choose either two or three people to bring to the boardroom to be considered for firing. The option to take three people to the boardroom was only used twice, with the first person (Ivana Ma) who did so making the decision after pressure to do so from Donald Trump.
The candidates
Teams Team 1Team 2ApexMosaic
CandidateBackgroundOriginal teamAgeHometownResultKelly PerdewSoftware executiveMosaic 37 Carlsbad, CaliforniaHired by Trump(12-16-2004) Jennifer MasseyAttorneyApex 30San Francisco, CaliforniaFired in the season finale(12-16-2004)Sandy FerreiraBridal salon ownerApex 28Rockville, Maryland10Fired in week 142(12-9-2004)Kevin AllenLaw studentMosaic 29Chicago, Illinois10Fired in week 14(12-9-2004)Ivana MaVenture capitalistApex 28Boston, Massachusetts10Fired in week 13(12-2-2004)Andy LitinskyRecent Harvard graduateMosaic 22Boca Raton, Florida10Fired in week 12(11-25-2004)Wes MossPrivate wealth managerMosaic 28Atlanta, Georgia10Fired in week 111(11-18-2004)Maria BorenMarketing executiveApex 31Virginia Beach, Virginia10Fired in week 11(11-18-2004)Chris RussoStockbrokerMosaic 30Long Island, New York10Fired in week 10(11-11-2004)Raj BhaktaReal estate developerMosaic 28Philadelphia, Pennsylvania10Fired in week 9(11-4-2004) Elizabeth JaroszConsulting firm ownerApex 31Marina del Ray, California10Fired in week 8(10-28-2004)Stacy RotnerAttorneyApex 26New York, New York10Fired in week 7(10-21-2004)John WillenborgMarketing directorMosaic 24San Francisco, California10Fired in week 6(10-14-2004)Pamela DayInvestment firm partnerMosaic 32San Francisco, California10Fired in week 5(10-7-2004)Jennifer CrisafulliReal estate agentApex 31New York, New York10Fired in week 4(9-29-2004)Stacie Jones UpchurchRestaurateurApex 35New York, New York10Fired in week 3(9-23-2004)Bradford CohenAttorneyApex 33Fort Lauderdale, Florida10Fired in week 2(9-16-2004)Rob FlanaganCorporate branding salesmanMosaic 32Frisco, Texas10Fired in week 1(9-9-2004)
1 – In an unannounced move, Trump fired two candidates week 11. Boren was fired first. 2 – As planned, Trump fired two candidates week 14. Allen was fired first.
Weekly results CandidateWeek 1 teamWeek 5 teamWeek 7 teamWeek 11 teamWeek 12 teamFinal week teamApplication resultRecord as project managerKelly PerdewMosaicMosaicMosaicApexApexApexHired by Trump3–0 (win in weeks 2, 10, & 12)Jennifer MasseyApexApexApexApexMosaicMosaicFired in the Season Finale1–0 (win in week 7)Sandy FerreiraApexApexMosaicMosaicMosaicFired in week 142–0 (win in weeks 9 & 13)Kevin AllenMosaicMosaicApexApexApexFired in week 142–0 (win in weeks 3 & 11)Ivana MaApexApexApexApexApexFired in week 130–2 (loss in weeks 2 & 13)Andy LitinskyMosaicMosaicMosaicMosaicMosaicFired in week 121–1 (win in week 8, loss in week 12)Wesley MossMosaicMosaicMosaicMosaicFired in week 110–2 (loss in weeks 7 & 11)Maria BorenApexApexMosaicMosaicFired in week 111–0 (win in week 6)Chris RussoMosaicMosaicApexMosaicFired in week 101–1 (win in week 5, loss in week 10)Raj BhaktaMosaicMosaicApexApexFired in week 91–1 (win in week 4, loss in week 9)Elizabeth JaroszApexApexApexApexFired in week 80–2 (loss in weeks 3 & 8)Stacy RotnerApexApexMosaicMosaicFired in week 7John WillenborgMosaicMosaicApexFired in week 60–1 (loss in week 6)Pamela DayMosaicApexMosaicFired in week 50–2 (loss in weeks 1 & 5)Jennifer CrisafulliApexFired in week 40–1 (loss in week 4)Stacie Jones UpchurchApexFired in week 3Bradford CohenApexFired in week 21–0 (win in week 1)Rob FlanaganMosaicFired in week 1
Elimination Table Elimination chartNo.Candidate1234567891011121314151Kelly IN WININININ IN INININ WININ WIN BR ADV HIRED 2Jennifer M.IN IN IN IN ININ WIN IN IN ININ BRIN ADVFIRED3SandyIN IN IN IN ININ ININ WININ BR BR WINFIRED4Kevin ININ WINININ BRIN IN BR BR WININ BRFIRED5IvanaIN LOSE IN IN INININ IN BR BRININFIRED6Andy BRININININ BR BR WINININ BRFIRED7Wes INININININ IN LOSEINININFIRED8MariaIN IN BR IN BR WIN ININININFIRED9Chris ININININ WIN ININ IN INFIRED10Raj INININ WININ ININ INFIRED11ElizabethIN IN LOSE BR INININFIRED12Stacy R.IN IN IN BR BRINFIRED13John INININININFIRED14Pamela LOSEINININFIRED15Jennifer C.IN BR INFIRED16Stacie J.IN BRFIRED17Bradford WINFIRED18RobFIRED The candidate was on the losing team. The candidate was hired and won the competition. The candidate won as project manager on his/her team. The candidate lost as project manager on his/her team. The candidate was brought to the final boardroom. The candidate was fired. The candidate lost as project manager and was fired.
Weekly summary
Week 1: Toying with Disaster Air date: September 9, 2004 Apex project manager: Bradford Mosaic project manager: Pamela Task: Develop a new toy for Mattel. The product deemed most viable would be the winner. Judges: Donald Trump; Carolyn Kepcher; George H. Ross Trump monologue: Be Quick But Be Careful – To be quick and not careful is a bad decision. Trump prefers when his employees carefully take their time and make the right decision; but a good decision made quickly is the best combination. Result: The team with mostly men (Mosaic) developed a line of mutated animal Transformers called "Crustacean Nation". The team with mostly women (Apex) developed a radio controlled car called the "Meta-morpher" with parts that interchange. Winning Team: Apex Reasons for win: The Mattel executives felt that Apex's product was more innovative, and would generate more money over time due to potential sales of add-on packs containing new parts. Reward: Dinner with Trump and Melania Knauss. Dramatic tension: When deciding on corporation names, Raj clearly disliked his team's name (Mosaic), as he wanted to name the team "Empire," and thought Mosaic was a "fruity toot" name; the name was also criticized by Trump. Trump was also puzzled that Raj decided to carry a cane during the first task. On Apex, Bradford struggled to fit in with his otherwise all-female team, and Stacie J. completely alienated the members of her team during the wait before a winning team was decided. On Mosaic, Pamela makes fun of the weight and haircuts of the children in the focus group, which offended Carolyn. Losing Team: Mosaic Reasons for loss: Trump felt that their toy was generic and lacked a unique selling point, and that their presentation was inferior to Apex's. Sent to boardroom: Pamela, Rob, Andy Firing Verdict: Several team members claimed that Rob did not contribute as much as he could have, but Rob claimed he was underutilized. He also curtly cut off Carolyn in the boardroom when she interrupted him to ask a question. Although he came up with the "Crustacean Nation" concept, Andy insisted that he was brought into the final boardroom simply because of his youth. Ultimately Trump was not impressed with Rob feeling he could've contributed even though he wasn't asked and decided he would be the first to be fired Fired: Rob Flanagan – for not being assertive in the task, not coming forward with his ideas, and being very disrespectful towards Carolyn. While Pamela led the team to defeat with the poor presentation, and he questioned Andy's youth, he felt both had potential and decided Rob's failure to step up and contribute along with his poor enthusiasm were enough to justify his dismissal. Notes: On September 14, 2004, Mattel announced that they would produce the winning toy under the name Morph Machines. It debuted in early 2005 at a retail price of $30. Episode One Recap at NBC.com Read the Episode 1 Recap at Yahoo!'s Apprentice 2 Website
Week 2: Scoop Dreams Air date: September 16, 2004 (a special 2-hour cut later aired on September 18) Apex project manager: Ivana Mosaic project manager: Kelly Task: Create, develop and market a new flavor of ice cream with the Ciao Bella Gelato Company for the Trump Ice Cream Parlour. Judges: Donald Trump; Carolyn Kepcher; George H. Ross Trump Monologue: Get Organized – A lack of organization is a lack of leadership and without leadership, success is impossible. Result: Mosaic developed a flavor made of various types of doughnuts. Apex's flavor was based on Red velvet cake. Dramatic tension: Although both teams initially struggled to find a place to market their ice cream, Mosaic made a critical error when they left their business plan in the open for Apex to read. Pamela irritated her teammates asking too many questions about the ice cream production, and then with a lackluster sales performance. The men also struggled dealing with John, after he demanded that the team forgo any sort of lunch or snack breaks so that they could sell ice cream all day and not spend any profit. When Raj stated that he had hypoglycemia, which would be grievously aggravated by not eating anything during the day, John started yelling at Raj, accusing him of being lazy and making up excuses. Kelly then told the team that every man would get $5 to buy some food during the day, and when John tried to argue against this, Kelly simply told him "Got it. It's noted," and then gave everyone (including John) the petty cash. Winning Team: Mosaic Reasons for win: They made almost $250 more than the other team. Although they had to buy their own ingredients (namely doughnuts), they opted to give a portion to the Leukemia-Lymphoma Society as a marketing gimmick, which successfully boosted their sales. Kelly also selected a good location, which was near the Times Square branch of Toys "R" Us (the briefing location in the previous task), because he remembered Trump describing it as the country's busiest toy store. Raj also suggested that the men wear bowties in the style of old-fashioned ice cream men. After they won, project manager Kelly asked Trump if their entire winnings could be donated to the charity, to which Trump agreed. Reward: Dinner at the Petrossian Losing Team: Apex Reasons for loss: Apex started somewhat later than Mosaic, and were forced to move from their original sales location near the TKTS center when existing street vendors demanded to see their permit (it was not clear that they actually needed one for the task). In the process, Apex became separated, and their carts lost contact with each other for several hours. Apex tried to bring the carts back together, but Stacie J. misidentified their location as the junction with 7th Avenue, when they were actually standing at the junction with Broadway. Though they eventually got the carts back together, and Jennifer C. made a bulk sale to a restaurant near the end of the day, the time lost when the carts were separated ultimately proved too much to overcome.