THIS week, Lord Alan Sugar will again sneer from across the desk to dismiss another hapless candidate, while millions of BBC viewers lap it up.

It will be a pantomime performance of frowning, furrowed brows and finger pointing.

Dressed as a business show, The Apprentice is merely a mask for light entertainment.

However, it does have a role to play in business, and can help stimulate interest to strengthen the sector, says Gillian Marshall, chief executive of the Entrepreneurs’ Forum.

The former Business Link North East advisor and development manager says while the show’s place in the listings should remain for laughs, people can take points from it.

She said: “I remember Nick Hewer, one of Lord Sugar’s advisors, saying if they put the best people they could on the programme, it wouldn’t be as attractive as it is.

“But what it does do is raise interest in business and brings it to the forefront of people’s attention.

“If someone says something over and over again it leaves a seed in their thought process.”

Initially joining the Gateshead-based forum as business development manager for the north of the region in May last year, Mrs Marshall previously worked as commercial partnership manager with UK Trade and Industry (UKTI).

However, she said the forum’s pull of helping local business was too much to ignore, and was unveiled as Nicola Short’s replacement as chief executive in September.

Speaking at the start of Global Entrepreneurship Week, the world’s largest campaign to promote entrepreneurship, which aims to inspire the next generation, she said: “We have some real hidden gems in the North-East, and I had known about the forum for a while.

“At the time I was working for UKTI, going all over the country, but my heart is in North-East business and I want to support local companies.

“Nicola left the forum in a fantastic place and it’s now exciting to take it forward and to the next stage of what we are trying to do.

“Our business membership is really strong and we have a good network.

“We are now planning for 2015, listening to what our members want and looking at our tracker survey to identify where the challenges are.

“People often worry if they are doing things right, and whether there are those in the same place they are, and the answer is always yes.

“There is always someone who has been there and can support you, empathise with you and understand the growing pains.

“Entrepreneurs are decision makers, they make decisions and they do so decisively.

“They can often be seen as risk takers, but it’s a calculated risk and they are so passionate about getting on and doing it.

“We need to encourage business to see that they can advance by getting support from people who have experience on the same journey.”

The Entrepreneurs’ Forum has more than 480 members in the North-East, which it says share their knowledge to help deliver business growth and success.

A key part of that will be its autumn business conference at Wynyard Hall, near Billingham.

The event takes place on Thursday, November 20, with North-East business leaders, including Pamela Petty, managing director of Newton Aycliffe dehumidifier and chest freezer maker Ebac, and Dr Arnab Basu, chief executive of Sedgefield scanner maker Kromek, expected to form part of the line-up.

Mrs Marshall added: “We have events to offer an altruistic helping hand and give support.

“How often do you get to speak to someone who has been there and done it?

“From where we have come from, we have a really strong membership but want to build on that.

“It’s exciting times and it is onwards and upwards.”

Five minutes with... Gillian Marshall

Favourite North-East building and why? Durham Cathedral. I see it every day from my garden. After my father retired, he was a volunteer Bedesman showing visitors around this majestic building.

What was your first job and how much did you get paid? I worked as a customer service assistant and cashier for Barclays Bank. I earned £3,500 pa. It was a very long time ago and I didn’t expect to be there for 22 years.

What is the worst job you've had? My first part-time job working on the cigarette and tobacco counter at a local supermarket. I had no idea about how many brands of cigarettes there were and often had to ask the customer to point the packets out to me.

What would you cook for me if I came around for dinner? I love cooking and experimenting, but one of my favourites would be to cook pappardelle with wild boar ragu followed by my very special tiramisu. I love everything about Italy including the food, the wine and style most Italians have.

What would your superpower be? Reading people’s minds.

Name four people, dead or alive, who would be at your perfect dinner party: Nelson Mandela, Bob Geldof, Prince Harry and George Clooney. I’m sure the conversation would include some world issues along with a little fun mixed in.

Most expensive thing you've bought - other than car or house - and how much? I always struggle to think of something really different for my husband’s Christmas present. Inspiration came when I placed a bid at an auction to have an Aston Martin for the weekend. It was a total surprise and completely unexpected. Not sure what I will think of for this Christmas though.

Favourite book? I do like Dan Brown’s books - fast pace, mystery thrillers. Angels and Demons is my favourite.

When did you last cry? It doesn’t take much to make me cry - family, celebrations or something on the television.

What is your greatest achievement? Probably being chief executive of the Forum. I also have a fantastic team, which makes life a great deal easier.

What’s the best piece of advice in business you've ever been given? Don’t be afraid to ask for support, there is always someone happy to help.

Most famous person on your mobile phone? Sir John Hall. He recently accepted our Lifetime Achievement award and gave a fabulous speech.

What was the last band you saw live? Take That. I have to admit I’m a fan of Gary Barlow.

Describe your perfect night in: Fillet steak with a lovely wine, then relaxing in front of the log burner listening to music.

In another life I would be... Probably a cat who lives in a loving family home, but has the freedom to come or go as they please.

Who would play you in a film of your life? My eldest stepdaughter, she often says I’m her role model.

What irritates you? People who don’t take responsibility, especially those who say ‘that’s not my job’.

What's your secret talent? I’m not sure I have one, but if you were to ask my friends and family they would probably say that I can entertain lots of people and not get hassled.