manager: Dawna Matchstick project manager: Jeff Winning team: Primarius Reasons for win: Their book was entertaining, age-appropriate and near-unanimously preferred by the first graders, as well as Martha and the Random House executives. Primarius's reward: A Japanese dinner with Martha Losing team: Matchstick Reasons for loss: Though the story was fairly well-written and the illustration work was praised, the usage of rhyming verse was felt to have misfired badly, and the book was agreed to have been targeted at the wrong age range. The Random House executives said it would be more appropriate for fourth graders than first. Sent to Conference Room: Jeff, Dawn, Jim Eliminated: Jeff Rudell, for taking over the entire project and not listening to his teammates. While Dawn was sharply criticised for bailing out of her original task of writing the book, Martha decided that since Jeff had decided to take on virtually the whole task after that happened, he deserved total blame for the loss. Dismissal comment: "You just don't fit in." Martha's letter: "Dear Jeffrey, I'm sorry that you are the first to go. Not to fail, but rather, not to fully succeed. You entered this serious endeavour, knowing that someone would have to leave after the first task. Unfortunately, it is you. Personally, it is hard to make such a judgement call. But it is part of this interview process. Good luck, travel safely, it was great to meet you." Week 2: Business is Blooming Airdate: September 28, 2005 Hosting Company: Martha Stewart Living Omnimedia Project: Teams had to sell flowers in high-end floral shops. Primarius project manager: Carrie Matchstick project manager: Chuck Winning team: Primarius Reasons for win: The team hired a professional arranger to set up their shop. Despite trouble caused by the initially high prices, they ultimately managed to sell most of their stock after reducing their prices. Primarius made a profit of $1,866. Primarius's reward: Volunteering with New York Cares (New York City's leading volunteer organization - www.nycares.org) to create a garden for a Community Center in the Chelsea neighborhood Losing team: Matchstick Reasons for loss: Their mass-marketing strategy did not pay off, and they didn't sell nearly enough flowers to have a chance of victory. While their shop was well-decorated, their promotional scheme had a terrible idea of hiring the women selling flowers not only with their Dutch tacky outfits, but they were stood in the wrong corner