At the heart of their Economic Strategy is a vision that states: "Within ten years the West Midlands will be recognised as a world-class region in which to invest, work, study, visit and live and the most successful in creating wealth to benefit everyone who lives in the region."

INITIATIVE is a key element in support of this objective. AWM and the European Regional Development Fund (ERDF) have therefore provided funding for this project to ensure that it plays a vital role in expanding the West Midlands' economy.