Alan Sugar wants a success because he doesn't like failure on a personal level and a return on the business, what he doesn't need is the money he'll earn from the new business. His net worth is estimated at £1.4 billion. £250k is 0.018% of that.
I'm not saying he'd be happy to lose it, but the next investment will be a very small % of his portfolio, so he can make it ultra high risk, ultra low risk and anything in between.