Lord Sugar’s popular, cut-throat reality show is back on television and one of the potential apprentices, an entrepreneur from Essex, is not worried about his chances of impressing the Amstrad tycoon.

Ross Fretten, a 29-year-old digital product consultant from Chelmsford, who described himself as “confident/arrogant”, believes he can win The Apprentice.

He told us: “I wouldn’t go on the show if I thought I couldn’t win.

“I am a very smart guy and I like to think I am charming; I think that is a very potent combination.”

Fretten described himself as a very honest person and said that he will not screw people over. He said that his game plan is to “let people sit back and unravel themselves.”

Fretten is excited to join the line-up of candidates and is not worried about entering the formidable boardroom - which has seen some brutal sackings in its years of television service.

He added: “I am not intimidated at all. 

“I am quite excited to go into the boardroom and see Lord Sugar and Karen Brady in the flesh, and I think it will be quite surreal sitting in the boardroom in this show that I have been watching for the past four years.”

Fretten was a student at Ravensbourne University in London where he was headhunted by advertising and marketing agency, Ogilvy, who Fretten says wanted somebody “disruptive” and that he fitted the bill.

During his time with Ogilvy, he has worked on numerous projects including the relaunch of the 'Land Rover digital experience'.

But his latest endeavour is to join 17 other candidates in the battle to win Lord Sugar’s £250,000 investment.

The 13th series of The Apprentice will air on BBC One at 9pm on Wednesday, October 4.