In 1985, Brian Jackson is a first-year university student and information sponge. Since his working-class childhood in Southend-on-Sea, Brian has loved the TV quiz show ''University Challenge'', whose famous catchphrase—"Your starter for 10"—gives the film its title. Soon after arriving at Bristol University, Brian attends a party where he meets the left-wing politically conscious Rebecca, with whom he seems to have an instant connection. Brian attempts to join their ''University Challenge'' team but narrowly fails to secure a spot when he helps another potential candidate, Alice, cheat on the qualifying test. Brian falls for the glamorous Alice and tries to date her, despite her multiple signals that she only sees him as a platonic friend. As the term starts, Brian is invited to join the ''University Challenge'' team after one of the other members falls ill. The captain of the team, Patrick Watts, is a stuck-up post-grad who has managed to remain team captain despite never having achieved success on ''University Challenge''. Brian immediately impresses the rest of the team with his wealth of trivia knowledge and uses his time with the team to get closer to Alice, eventually getting invited to her house for the Christmas holiday. Unfortunately, Brian embarrasses himself in front of her family by getting stoned while trying to impress Alice. He returns to Bristol to spend the rest of the vacation and meets Rebecca again. They once more hit it off, but as they are hooking up, he inadvertently calls her "Alice", offending her and ruining the moment. Following his romantic failures, he talks with Spencer, his friend from Southend, who tells him that he is in legal trouble on account of his criminal activities. Brian invites him to a party before he has to face the judge.