Better transport and better skills training - that is what North Worcestershire needs for a brighter economic future.

That was the message to more than 100 entrepreneurs and business and local authority leaders at a special conference at Avoncroft Museum.

Called by the North Worcestershire EDR (Economic Development Regeneration), the conference was arranged to explain what is happening in terms of investment in the area and what support exists for businesses to grow.

Latest estimates say there is £350m of investment, public or private, committed to the Bromsgrove, Redditch and Wyre Forest area at the moment.

The area is covered by the Greater Birmingham and Solihull Local Enterprise Partnership, and the deputy chairman Steve Hollis pledged that North Worcestershire was as important to them as Birmingham.

He expected the LEP's coffers to grow to offer more investment in the area, with advanced manufacturing, digital and life sciences among the priorities.

North Worcestershire has 10,000 business, 99% of which are Small to Medium Enterprises employing under 250 people.

The head of economic development and regeneration, Dean Piper, promised support to local businesses hoping to expand.

That offer was welcomed, but local business leaders pointed to education, skills and transport as the key challenges they want to see resolved.

Gary Jordan, Managing Director of L G Harris brushmakers of Bromsgrove, said better roads were needed as more houses were built and the town grew, and there was a need for closer links with educational establishments to improve skills.

Neil Morris, operations director of OGL Computers in Kidderminster, called for another rail halt in the town to improve commuting links with Birmingham, but also bemoaned the standard of spelling he saw when going through job applications.

West Midlands Safari Park operations director Darren Chorley also wanted to see better roads. The park attracts visitors from areas more than two hours drive away and has set its sights on becoming a 'day-and-a-half' attraction.

Heart of Worcestershire College principal Stuart Laverick said working with business was central to what they did, but also pleaded with businesses: Don't cut back on apprenticeships and training during hard times.