A company which is aiming to revolutionise the way businesses handle incoming phone calls is thankful it was 'sent to Coventry'.
ShopCall is now based at the University of Warwick Science Park's Business Innovation Centre in Binley after being set-up in Leicester.
The firm has developed a solution to consumer frustration with automated phone systems at the same time as maintaining efficiency for corporations.
Its ShopCall product allows a company's telephone system to operate like a website and gives customers the chance to place orders as well as make enquiries.
The product was originally devised by Wesley Cornell, who was later joined by Mike Smith, and both are now directors of Shopcall.
But getting the business off the ground required funding, which was proving elusive in Leicester.
A chance phone call led to the firm calling on the help of the University of Warwick Science Park and that has given it the platform from which to launch.
"I was due to go to an event at Leicester City Football Club but when I called to book a place I discovered I was too late," said Mike.
"I got talking to the woman on the phone about the business and the predicament we were facing and she suggested I called the University of Warwick Science Park.
"We just couldn't get funding over in Leicester and that was always going to be crucial in us getting off the ground.
"The Science Park was absolutely vital to that and we are delighted with the way things have mapped out here in Coventry."
ShopCall managed to secured significant amount of funding - thanks partly to the Investment Readiness programme through the Science Park.
The company is now close to securing contracts with four major retailers and has plans to grow from five to 50 staff over the next two years.
"We are aiming the product mainly at large Plcs but we are also targeting SMEs too and the two together should lead to the expansion we have planned," Mike added.
Karen Aston, centre manager at the Business Innovation Centre, said ShopCall proved that Coventry and Warwickshire was the perfect location for small businesses to grow.
She said: "The Investment Readiness programme has helped dozens of firms over the years secure funding that is crucial in getting them started.
"The University of Warwick Science Park has numerous services that can enable small firms to grown and this is just one of them.
"And the fact that Shop-Call needed to move here to get off the ground speaks volumes for the Science Park and Coventry and Warwickshire as a place to do business."