Apprentice 2011 update: Helen, you're hired!

She might have missed out on Lord Sugar's £250,000 investment, but Helen Milligan is still a winner.

After seeing Helen pitch her idea for a mass-market concierge business in the final episode of series seven, Alex Cheatle, CEO of Ten Lifestyle Concierge, decided then and there to offer the Apprentice star a job.

Cheatle says: "Although Helen's plan for a concierge service was rejected on the grounds that she didn't have the contacts to work in this area, I was impressed that she saw the potential of the sector and was in tune with our ethos of providing intelligent support for busy people."

Lord Sugar's interviewers (interrogators, more like) did mention that there were a few UK-based concierge services already running in the UK: Ten is one of the biggest, brightest and best. "We're growing at an average rate of 47% a year," says Cheatle. "We're currently recruiting to 50 roles, and we need good, well-organised managers to help manage our expansion in the UK, which is why I would like to offer Helen a job with Ten."

Matthew Riley, founder of Nelson telecoms company Daisy Group, was once of Lord Sugar's interviewers this season. He challenged Helen to "Book me a table at The Ivy tonight", leaving the would-be entrepreneur stumped.

But Cheatle already has a little black book bursting with contacts to cover that side of things: "As for having the right contacts, that's our area of strength. Our restaurant experts can absolutely get you a table by the window at the Ivy."

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