Dozens of fledgling businesses will spend 50 days in Birmingham working with serial investors to get their firms off the ground as part of a new initiative.

Selr8r, which is described as a “start-ups finishing school” will see companies bid to work alongside investors including Irish Dragons’ Den panel member Sean O’Sullivan, for a sales push.

The initiative will be based at incubator Boxxed, in Digbeth , and will see up to £250,000 invested in the start-ups ahead of intensive work to perfect business cases and get products out to market.

Boxxed founder Danny Fisher will also work with the businesses, alongside mentor Alan Clayton and social networking pioneer Bill Liao – the first investor in Xing.com.

He said: “Businesses submit proposals and we look to see if we can add value. If they are accepted, they get £10,000 and other services, accommodation, and so on.

“They come to Birmingham for 50 days and get a nominated salesperson.

“For us it is about understanding what these businesses are about.

“Most of the businesses we are talking to at the moment have a product or service they are looking to sell – it is a question of honing the offering, getting out there and selling it.”

He added: “Between myself, the sales manager, sales director, we will look at their strengths and weaknesses and see what support we can give, and then bash the phones.

“The sales guys will sit with them and develop a pitch, and then expect the founders to get on the phone.

“The idea is even if they are not successful they will get 50 days’ training with salespeople.

“This is what excites me – I am a salesperson.”

The programme, which is currently open for applications, will run for 50 days from April to June.

A 10-strong sales team is being taken on, and hotel and working space is being found for the applicants.

There will be one sales manager for every three businesses, as well as an overall sales director, and investors will be taking equity stakes in the businesses. Mr Fisher said there had already been a lot of interest from willing participants, including from companies which make education software, furniture and military software.

Mr O’Sullivan is managing director of venture capital firm SOSventures, which invests in start-up companies across the globe, primarily in the technology sector.

Mr Fisher himself is a serial investor, and says he often comes across businesses with self-created £1 million valuations, asking for £250,000 investments.

Nine times out of ten, he says, what they actually need is guidance and sales assistance.

He said: “They always come with those figures – £1 million valuation and £250,000 investment. They say we need a new CTO and FD and all sorts of things, but in reality they have got a product and now they have got to take it to market.

“That is exactly the type of company we are looking for.”

Mr Clayton has 20 years of working with start-ups, and has seen many go on to trade internationally.

He said: “Birmingham is one of the most exciting and creative cities to set up and expand a business.

“From the spring, this new programme will see us put ambitious start-ups through their paces in a high intensity boot camp, giving them the ability to convert interest into impressive sales.

“By undertaking a comprehensive review of their business models, customer profiles and marketing messaging, we hope to develop the city’s next set of thriving companies.”