The starting gun has been fired on a 'Dragons’ Den' style contest that could see entrepreneurs in the Watford area net prizes worth more than £12,000 at the Hertfordshire County Show.

Now entering its fourth year, the Lord Lieutenant of Hertfordshire's Entrepreneur's Challenge and will see 10 shortlisted finalists vie for an array of prizes.

The winners will receive support from companies including Pearldrop video promotion, Fairstone Financial Management, Focus7, Taylor Walton Solicitors and the University of Hertfordshire.

They will also get marketing, legal, and business advice as well as workshops on securing trademarks and cyber security.

To be eligible, entrepreneurs must be based in Hertfordshire and have a business that has been running for less than three years and displays potential for growth. Charities and non-profit organisations are not eligible.

The competition is backed by the Hertfordshire Chamber of Commerce, which will be offering free bronze membership to all finalists.

Chamber managing director Donna Schultz said: “This is a fantastic opportunity if you’re a new business. Not only will you have the chance to impress the judging panel, you’ll be able to promote your business to tens of thousands of people during the show."

In addition to Chamber membership, the ten finalists will be invited to join the University of Hertfordshire’s incubator hub for a year.

They will present a three-minute pitch to a panel of judges before being grilled by BBC broadcaster Stuart Storey.

Last year the contest was won by sustainable cleaning products business The Green Company, which used the award as a springboard to further success.

The competition will be held at the Hertfordshire County Show on May 25 and 26, with finalists managing a stall on both days in addition to the competition.

It is estimated that the finalists will have the chance to reach an audience of more than 38,000 people across the two days.

The County Show, organised by the Hertfordshire Agricultural Society, will be held at the Showground, Redbourn, just off Junction 9 of the M1.