The Sandwell Business Ambassadors (SBA) programme was launched in March 2016 with the aim of determining how to utilise the strengths of local strategic businesses by acting as advocates to support the borough in its ambitions to develop its business base. All of the Sandwell Business Ambassadors are passionate about communicating just what Sandwell can offer. As successful business people themselves, the Sandwell Business Ambassadors want to cultivate a thriving business base through supporting the borough from a number of different aspects. The primary objectives of the Sandwell Business Ambassadors are to be the voice of Sandwell businesses, ensuring they are heard by the Council and that information is fed back to them in a relevant and timely manner. They also aim to represent Sandwell businesses in the wider community and improve the lives of Sandwell residents through engagement with schools, promoting opportunities and instigating initiatives to bridge the skills gaps.