Pictured above: University entrepreneurs meet Dragon's Den star, Peter Jones. From left to right Daniel Sheridan, Peter Jones, David Wick and Simon Hill

Dragon's Den star, Peter Jones, was in Coventry this week to look at how Coventry University is working with and encouraging student entrepreneurs.

Coventry University has developed a strong reputation for supporting business ventures; home-grown, locally and regionally so it was no surprise when Peter asked if he could pay a visit to the Institute of Applied Entrepreneurship (IAE).

The IAE is home to all enterprise and entrepreneurship activities at Coventry University and offers the region - and its students, graduates and staff - a broad range of entrepreneurial support and services for every level and stage of business start-up and growth.

Peter met with three graduates, Daniel Sheridan, David Wick and Simon Hill, who are also running their own businesses, and gave them the benefit of his advice.

Simon Hill, who runs Summit Marketing Solutions, was thrilled to meet Peter. He said:

"Peter is a genuinely nice guy but he pulls no punches and when I met him, he gave me three minutes to give him a Dragon's Den style pitch of my business. It was quite nerve-wracking so I can imagine how being on the show must be for the contestants!"

Simon, who graduated this year, is now running his business from the Techno Park as well as studying for an MA. His company, Summit Marketing Solutions, is an innovative advertising company based in Coventry that provides new and cost effective ways of helping its clients gain more business by using digital media.

Simon said: "I have a mentor who is offering me valuable advice and now I need to focus on getting the message out to local businesses that digital media is a cost effective way to advertise and can be targeted positively at a specific audience."

The feedback from Peter Jones about his visit to Coventry was also a positive one. On his Twitter site he said: "I had a fascinating day visiting the Institute of Applied Entrepreneurship at Coventry University. It was a great example of mixing education and business."

The vision of the IAE is to become an internationally recognised institute of excellence which promotes an entrepreneurial lifestyle and mindset within the University community and its stakeholders.

To achieve this, the Institute focuses on five core business areas: entrepreneurship education and training, applied research, entrepreneurship support for business and creating and maintaining an entrepreneurial culture.

These areas combine to provide a unique range of programmes and activities; leading the way in entrepreneurship, enterprise and innovation.

Last year, Coventry University was highly commended at the Times Higher Awards in the Entrepreneurial University of the Year award.

Director of the IAE, Gideon Mass, said: "We were delighted that one of the country's most famous entrepreneurs, Peter Jones, came to look at the way we are supporting and encouraging entrepreneurs in Higher Education.  We obviously want the students who come to study at Coventry University to stay and run their businesses. It is good for them, good for the University and of course, is excellent for the regeneration of Coventry."