After a series of negative experiences looking for a job, Sussex counsellor Pat Frank has set up an agency to help older people start their own businesses.

Ms Frank, who ran six businesses from a shoe shop to a bed and breakfast guest house, found she was repeatedly rejected for jobs for which she felt she was well qualified on the grounds of age.

She said: "If you are a job seeker aged 50 plus, it is more than likely you will encounter ageism in the employment market place.

"This is not so much a glass ceiling but more one of a brick wall that has to be overcome."

Her comments came as past and present British Airways cabin staff joined a protest at being forced to retire at 55.

Ms Frank said: "One way of surmounting the age barrier is to become self-employed.

"I'm 65 and have no intention of retiring. I like being self-employed and I'm sure self-employment would suit many people who can't get back into employment.

"If you have a business idea, your local Job Centre will give you information about the New Deal 50 plus and refer you to your nearest Enterprise Agency, which will offer valuable advice and training to help you turn your idea into reality.

"But what help is there if you would like to become self-employed but have no idea what business you would like to run? None. That is why I started Inspirations."

Ms Frank, who lives in Horsted Keynes, said she was filling an important gap by offering what she believed to be a unique service for people aged 50 plus.

She said: "My aim is to help would-be entrepreneurs to identify their skills, interests and assets and match them to a choice of small business ideas. There are a lot of talented people who can't find jobs but have the skills necessary to run a business.

"I work with them to identify their strong points, match them to a business, and put them on course for a career they thought they would never be able to start in their 50s.

"Employers are missing out on a lot of talent. Older workers are often thought of as being inflexible but they are very adaptable to change, more loyal and not constantly on the look out for other jobs.

They are reliable and often have a more caring attitude to customers."

Ms Frank, a qualified counsellor, has worked as a career guidance adviser and marketing consultant for many years.

Once her clients are committed to and have confidence in their new business idea, they can then seek further help through the New Deal 50 plus and Inspirations.

For the over-50s who have been claiming unemployment benefit for at least six months, the New Deal 50 plus may be able to help get people back into work.

The scheme is a government initiative, established in April 2000. Its aim is to encourage mature unemployed people to come off benefits and take up work.

Ms Frank can be contacted on 01825 791337 or at www.selfemploymentideas.co.uk Age Concern is campaigning to get the Government to create for equal job opportunities for all ages.

Director general Gordon Lishman said ageism was more pervasive than other forms of discrimination.