Under the leadership of the Rotterdam self-made millionaire Michel Perridon and his two assistants, the entrepreneurial twins Marie and Julie Reinders, a razor-sharp judgment is made about the knowledge and skills of the participants. The candidates who will take up the challenge are; media personality Michella Kox, artist and entrepreneur Bizzey, YouTuber Jessie Maya, artist Sjaak, TV maker and writer Catherine Keyl, hygiene expert Rob Geus, editor-in-chief and royalty expert at RTL Boulevard Justine Marcella, ex-MP Henk Krol, presenter and analyst Anouk Hoogendijk and television airman Maxim Hartman.