It started as a simple idea.

Become ground zero for green technology.

That's what northwest Arkansas is shooting for.

It has three things working in its favor.

It's centrally located.

It's the home of Wal-Mart.

And the University of Arkansas can provide brainpower.

"We work very hard to try and bring public sector, private sector, and academic sector to agree to some very basic objectives and work toward them together."

So far the plan seems to be taking shape.

It's a plan championed by the mayor of Fayetteville.

"He's trying to bring jobs to northwest Arkansas that fit kind of the vision the leadership has been talking about in promoting a valley, a place where sustainable companies have a significant presence."

Several "green" companies have already decided to set up shop in northwest Arkansas.

"They're coming here not just because Fayetteville's a nice place, I mean it is a nice place, but that's not what they're doing, they're seeing a business opportunity, an opportunity to make money."

The new companies focus on everything from water purification to biofuel development.

In Fayetteville, part of the plan is to get green businesses that are five to ten years old.