That vino idea looks a hot mess to me.
The core beliefs include strength; it's 8%, surely for marketing purposes she'd say something about all the taste and less of the alcohol? It's a wine brand, but it's not wine, it's wine based. All the 'flavours' have a perky description, chic, simply, perfect or luscious - except the grapefruit flavour, which from looking at the site, happens to be the only one that Virgin are going to stock. They also want £6 a bottle, plus delivery 
I don't like the idea of her dating app either. From what I read people doing online dating like to cut to the chase to see if there's likely to be an attraction. Tinder is based solely on do I like the look of them? I'm not sure people will want to play games or flirt with anonymous, faceless strangers when it could turn out to be a big waste of time.
I'm really disappointed in the concept of how they big up these people and there are so many tenuous assets and so many flaws in their 'business plans' It makes me feel so negative. The ambition is great but the experience and backing behind some of the ideas is so flimsy.
I'm also tired of these wet behind the ears business and training experts who don't seem to have accomplished very much at all.
I like Joseph's idea. Why not have a solid business that can grow and grow. As they said about Toni & Guy they built that business up over many years.
Joseph's business could grow into the plumbing equivalent of a Dyno Rod or Kwik Fit but for finding a plumber. Like he said, plumbing services aren't ever going to be out of demand. I think it's too slow burn for Lord Sugar though.