He might enjoy dishing out the boardroom tough talk - but Lord Sugar is facing some difficult business questions of his own.
Last night's first programme of the new series only managed to attract four million viewers - exactly the same as the first series.
Despite rebranding the programme Young Apprentice - rather than Junior Apprentice - the BBC has seen little return on its investment.
It's the kind of growth which would see Sugar blow his top.
Lord Sugar dismissed his first would-be executive from the boardroom of Young Apprentice, with Mahamed Awale becoming this series' first mini mogul to hear the dreaded words, "You're fired!"
But, according to the Guardian, Monday's programme began with the same audience as the original series launch last year, a 15.6% share between 9pm and 10pm on BBC1.
It was even beaten by ITV1's Doc Martin with 8.7million viewers. How's that for a taste of your own medicine, Lord Sugar?