IF Derby's bid team had walked into the Dragons' Den four years ago seeking approval for its dream to host the World Cup, it would have definitely received the thumbs up from Rachel Elnaugh.

Today, the 44-year-old is more likely to be found inspiring other entrepreneurs to fulfil their dreams – or with her family at her home in Derbyshire.

But she still has a deep enthusiasm for Derby's bid to host the World Cup.

From London to Birmingham, Manchester to Reading, Rachel's work has seen her travel all over the country but, in April 2006, it was in Bakewell where she decided to make her home.

She said it was the fact the place had "everything" and that is why she feels the World Cup competition would be at home in the county too.

She said: "Derbyshire is a fantastic choice, with its infrastructure and transport links.

"The county is also incredibly diverse, which is very interesting for visitors because you can engage other people's interests through a mix of culture.

"It also always stands out to me how helpful and friendly the people of Derbyshire are, and how safe you feel, which I think World Cup supporters would notice too."

Derby is one of 16 cities competing for the right to stage World Cup matches.

But the Football Association, which is compiling England's own bid to host the tournament, is only looking for 12 suitable venues.

The decision on which cities will be included in England's campaign will be made in December, before the FA presents its case to football's world governing body, FIFA.

The FA has already paid two visits to Derby to assess its case – the first inspection took place in July, the second earlier this month.

Rachel, who appeared on BBC television show Dragons' Den for two seasons in 2005 and was awarded the Ernst & Young Entrepreneur of the Year award in 2002, said the World Cup would be wonderful for Derby businesses.

She said: "I'm not a huge football fan but I believe that the focus there would be on the city and county if it hosted the World Cup could only be a good thing.

"The city is absolutely ready to host something on this phenomenal scale and, if businesses in the area think innovatively about how they can capitalise on it, then it is a wonderful opportunity for them."

Derby's bid team is made up of representatives from Derby County, the city and county councils, Marketing Derby and the University of Derby, among others.

They have submitted a preliminary tournament bid to the FA in the form of a 230-page document. The final bid will be submitted in November.

After the announcement of which cities will be included in the FA's campaign to bring the World Cup to this country for the first time since 1966, a decision on which countries will host both the 2018 and 2022 World Cup competitions will be made in December 2010.

Rachel, whose experiences company Red Letter Days, which generated more than £100m, crashed in 2005, said the value of hosting the tournament would be seen in many ways.

She said: "For Derby, the value of hosting it might not be seen just in pounds and pence – it's the prestige and the chance to be in the spotlight.

"This is the area's opportunity to become something major in the world so people need to have that confidence to ensure they achieve it."

Other cities competing are Birmingham, Bristol, Hull, Leeds, Leicester, Liverpool, London, Manchester, Milton Keynes, Newcastle and Gateshead, Nottingham, Plymouth, Portsmouth, Sheffield and Sunderland.