London offers a favorable business environment and is a top location for businesses in Europe. It has a stable tax regime with low corporate tax rates and has attracted more European headquarters than any other European city in recent years. London provides access to a large talent pool, major transport links globally, and a diverse economy that is projected to continue growing rapidly. The document promotes London as one of the best locations in Europe for businesses and investment due to these competitive advantages.

1. IMAGINE YOUR BUSINESS IN
LONDON
EUROPE’S NUMBER 1 BUSINESS LOCATION

2. THE UK IS OPEN FOR BUSINESS
The UK offers one of Europe‟s most favourable tax regimes
3rd lowest city
Total tax payable as % of gross profit for tax payable
80
60
40
20
0
Milan Paris Madrid Brussels Dusseldorf Frankfurt Amsterdam London Geneva Dublin
Source: World Bank Doing Business 2010, fDi
Intelligence, from the Financial Times Ltd

3. UK’S FAVOURABLE AND
STABLE TAX REGIME
The UK signals strong political will to maintain economic stability and less complexity
around taxation.
% of gross profit
 Main rate from 1 April 2011 26%
2012 24%
2013 23%
2014 22%
 Small companies rate from 1 April 2011 20%

4. LONDON IS EUROPE’S 1
BUSINESS LOCATION
London has attracted three times more European headquarters than any other European city
since 2003
Headquarters (Inward FDI)
160
120
80
40
0
London Amsterdam Dublin Paris Geneva Madrid Brussles Dusseldorf Frankfurt Milan
Source: fDi Markets (www.fdimarkets.com) from the
Financial Times – Q2 2009. Number of Greenfield FDI
projects attracted into the location since 2003

5. LONDON HAS BEEN
VOTED
1 EUROPEAN CITY
FOR BUSINESS
FOR THE 21ST YEAR

6. EUROPEAN CITIES MONITOR 2011
Top European Cities to do Best cities for easy access
business to markets or customers
European City Ranking 2011 European Rank Rank Score Score
Change
City 2011 2010 2011 2010
London 1
Paris 2 London 1 1 1.5 1.31 0.19
Paris 2 2 1.09 1.15 -0.06
Frankfurt 3
Frankfurt 3 3 0.68 0.74 -0.06
Amsterdam 4
Brussels 4 5 0.46 0.49 -0.03
Berlin 5
Madrid 5 7 0.45 0.4 0.05
Barcelona 6
Berlin 6 9 0.44 0.37 0.07
Madrid 7
Amsterdam 7 4 0.42 0.6 -0.18
Brussels 8 Hamburg 8 15 0.35 0.31 0.04
Munich 9 Munich 9 11 0.34 0.37 -0.03
Zurich 10 Milan 10 6 0.33 0.42 -0.09
6

7. GFCI 11 TOP 5 AREAS OF
COMPETITIVENESS
Rank People Business Market Infrastructure General
environment access competiveness
1 London London London London London
2 New York New York New York New York New York
3 Hong Kong Hong Kong Hong Kong Hong Kong Hong Kong
4 Singapore Singapore Singapore Singapore Singapore
5 Tokyo Seoul Tokyo Tokyo Seoul
5 Chicago Chicago Zurich Seoul Tokyo
7 Seoul Tokyo Seoul Zurich Chicago
8 Shanghai Zurich Chicago Chicago Zurich
9 Boston Toronto Shanghai Geneva Toronto
10 Zurich Geneva Toronto Frankfurt Shanghai
7

8. LONDON’S SET UP COSTS
Cost of establishing a business
(percentage of income per capita)
8
7
6
5
4
3
2
1
0
Tokyo Dubai Frankfurt Shanghai NYC (NY) Paris Singapore London Toronto
Source: World Bank Doing Business Guide, fDi
Intelligence, from the Financial Times Ltd, 2012

9. RIGIDITY OF EMPLOYMENT
INDEX
Rigidity of Employment Index
60.0
50.0
40.0
30.0
20.0
10.0
0.0
Paris Frankfurt Shanghai Tokyo Toronto Dubai London Singapore NYC (NY)
Source: World Bank Doing Business
Guide 2012, fDi Intelligence, from the
Financial Times Ltd

10. COST & QUALITY
COMPETIVENESS
160
140
120
100
80 Quality Index
Cost Index
60
40
20
0
London Tokyo NYC (NY) Shanghai Paris Singapore Toronto Dubai Frankfurt
Source: fDi Intelligence, from the Financial Times Ltd (2012)

11. TAX LEVELS 70
COMPARED BY 60
LOCATION
50
The UK remains
competitive when
40
looking at total tax on
profits, compared to 30
locations like New
York, cities in Germany 20
or Paris
10
0
Profit tax (%) Labor tax and contributions (%) Other taxes (%)
Source: Ease of Doing Business 2012

12. THINK OPPORTUNITY
LONDON’S UNIQUE BUSINESS BENEFITS

13. ACCESS TO
ALMOST
12 MILLION
CONSUMERS
Source: 1 Eurostat regional statistics, 2009

14. 4 TH RICHEST
CITY IN THE
WORLD BY 2025
Source: 1 Eurostat regional statistics, 2009

15. OPEN FOR BUSINESS
EUROPE’S 1 LOCATION IN EUROPE FOR FINANCIAL AND
BUSINESS SERVICES AND CREATIVE INDUSTRIES

16. LONDON IS ONE OF THE MOST COST-
EFFECTIVE CITIES IN EUROPE TO
ESTABLISH A BUSINESS
Cost of establishing a business
20
Lower set up cost compared
to other European cities
15
10
5
0
Milan Madrid Amsterdam Dusseldorf Frankfurt Brussels Geneva Paris London Dublin
Source: World Bank Doing Business Guide
2010, fDi Intelligence, from the Financial Times Ltd.

17. LONDON OFFERS ONE OF EUROPE’S
MOST FLEXIBLE LABOUR MARKETS
Low rigidity of
Rigidity of Employment employment in London
60
50
40
30
20
10
0
Madrid Paris Dusseldorf Frankfurt Amsterdam Milan Brussels Geneva Dublin London
Source: World Bank Doing Business 2010, fDi
Intelligence, from the Financial Times Ltd

18. LONDON’S CENTRAL
LOCATION…

19. LONDON’S DIVERSE
TALENT POOL

20. LONDON HAS A HIGHLY-
SKILLED WORKFORCE
More than half (53%) of London‟s working population are highly qualified2
% of population with tertiary education
60
50
40
30
20
10
0
London Brussels Amsterdam Paris Geneva Madrid Frankfurt Dusseldorf Milan Dublin
Source: 1. Urban Audit; National Statistics, fDi
Intelligence from the Financial Times Ltd. 2 ONS, 2007-
2008

21. 700,000 OF LONDON’S 4 MILLION
WORKFORCE COMMUTE INTO LONDON ON A
DAILY BASIS

22. LONDON’S TALENT POOL
 With a working population of 3.6 million
2012 2011
and a further 4 million in the surrounding Institution name
region, London has the resources to ranking ranking
Massachusetts Institute of
supply a highly educated and 1 3
Technology (MIT)
experienced workforce
 London employs 24% of all GB employee 2 1 University of Cambridge
jobs in computer and related activities
3 2 Harvard University
and 22% of all GB telecommunications
employee jobs UCL (University College
4 7
 118,000 people are employed in the London)
Computer Software and Applications 5 5 University of Oxford
industry in London, increasing to 161,700
6 6 Imperial College London
people when including those employed in
the telecommunications industry 7 4 Yale University
 Furthermore, London is the leading UK
destination for overseas 8 8 University of Chicago
talent, accounting for 25% of all overseas
9 13 Princeton University
students in the UK – and London‟s
universities work closely with the business California Institute of
10 12
community to ensure delivery of the Technology (Caltech)
talent needed Source: QS World University Rankings 2012/13
 2 out of the top 10 universities worldwide
are London-based

23. DOMESTIC & Business & administrative studies
INTERNATIONAL Subjects allied to medicine
GRADUATES IN LONDON Creative arts & design
IN 2010/11
Social studies
 London boasts access to some of
Education
the best graduate talents in the
world, with more top world ranking Biological sciences
universities and leading edge Engineering & technology
creative courses than any other
city. Creative arts & design, Computer science
architecture, building & planning, Law
and Mass communications are the
second most popular subjects Medicine & dentistry
studied, following business, with Languages
25,650 graduates
Mass communications &…
 Creative arts and design
represent accounts for over Architecture, building & planning
16,000 graduates (domestic & Historical & philosophical studies
international)
Physical sciences
 Mass communications and
documentation represented just Mathematical sciences
under 5,000 graduates in 2010/11 Agriculture & related subjects
 About 4,600 London universities
Combined
students graduated in
architecture, building & planning in Veterinary science
2010/11
0 5000 10000 15000 20000 25000
Source: Higher Education
Statistics Agency 2010/11 23

24. DOMESTIC & Business & administrative studies
INTERNATIONAL Subjects allied to medicine
STUDENTS IN LONDON Creative arts & design
IN 2010/11 Social studies
 Future access to talents from Education
London universities in creative
courses is well prepared. Biological sciences
Creative arts, design and Engineering & technology
architecture & planning are the
second most popular subjects Computer science
studied, following business, with Medicine & dentistry
59,000 students for 2010/11
academic year. Languages
 Creative arts and design Law
represent one of the most Historical & philosophical studies
popular subjects with just under
47,160 students (domestic & Mass communications &…
international) Architecture, building & planning
 Mass communications and Physical sciences
documentation represented just
under 12,830 graduates in Mathematical sciences
2010/11 Veterinary science
 Architecture, building &
Combined
planning accounted for over
11,780 students at the same Agriculture & related subjects
period
0 20000 40000 60000
Source: Higher Education
Statistics Agency 2010/11 24

25. 40% OF LONDON’S
WORKFORCE WERE
BORN ABROAD
Source: LSE London‟s Place in the UK Economy 2009 – 2010

26. CONNECTIVITY

27. DIRECT FLIGHTS
TO MORE THAN
450 DESTINATIONS
Source: 1 OAG Worldwide

28. TRANSPORT LINKS
 In 2011, London was voted Europe‟s most  Paris and Brussels can be reached by
internationally accessible city by analysts Eurostar high speed rail service:
 London to Paris: 2 hours 15 mins
Cushman & Wakefield for the 22nd consecutive
 London to Brussels: 1 hour 51
year running mins
 Five international airports handle over 120
million airline passengers a year, operating
direct flights to over 300 international
destinations worldwide
 All major European business locations can be
accessed within two hours flight time from
London. There are 6,400 weekly direct flights
to European destinations
 London sits at the hub of the UK‟s road
transport network, with the M25 providing
excellent access to major routes covering all of
the UK
 London has one of the world‟s largest over-
ground/underground rail networks, with daily
average trips reaching 4.3 million in 2008 -
more than any other European city

29. TRANSPORT - AIRPORTS
 London‟s five international airports Key London airport transport links
handle over 120 million airline Airport Links
passengers a year and operating
Heathrow Heathrow Express: direct service
direct flights to over 300 international departing to/from Paddington (Central
destinations worldwide London) every 15 mins, duration 15
 All major European business locations mins. Underground: Heathrow to
can be accessed within two hours‟ Central London - 30-40 mins. By road:
Distance is 30 km
flight time from London‟s airports
 The table below indicates the Gatwick Gatwick Express: direct service
departing to/from London Victoria
frequency of flights between London (Central London) operating every 15
and other major EU business centres mins (duration 30 mins). 49 km and 1
Weekly direct flights from London to major hours drive from Central London.
European destinations
London 20 mins from Bank/Canary Wharf
Destination No of weekly Flights City (Central London) by DLR. 16km from
the West End and Westminster, 10km
Munich 93 from the City of London and 5km from
Milan 122 Canary Wharf.
Brussels 56 Stansted Stansted Express: direct service
Amsterdam 172 to/from Liverpool Street Station
Stockholm 96 (Central London) departing every 15
Frankfurt 136 mins. Stansted is 57 km and about 1
Berlin 76 hour drive from Central London.
Rome 66 Luton Main national railway via Thameslink
Madrid 108 services to/from King‟s Cross Station.
Paris 51 65 km and approx 1hour drive from
Source: OAG Flight Disk (week of 25th April 2011) Central London

30. SUPER-FAST
BROADBAND CITY
London was recently designated a super-fast broadband city. Rolling
out fibre broadband speeds of 330Mbps from spring (from 80mbps).
90% London population will have superfast broadband by 2015. ½m
Wi-Fi hotspots (including on transport network).

31. VALUE

32. LONDON OFFERS THE BEST
VALUE FOR INVESTMENT
Regional HQ Cost Quality Analysis
200
180
160
Quality Operating Cost
140
120
100
80
60
40
20
0
London Paris Madrid Amsterdam Frankfurt Milan Geneva Dublin Dusseldorf Brussels
Source: fDi Intelligence, from the Financial Times Ltd

33. FUTURE GROWTH

34. LONDON IS THE ONLY
EUROPEAN CITY IN THE
TOP 20 FASTEST GROWING
CITIES RANKING
By projected GDP growth 2007-2025
(Source: McKinsey quoted in MarketingWeek 2012)

35. FUTURE GROWTH
 Canary Wharf Group recently announced plans for
£2billion expansion and launched Europe‟s largest
„FinTech‟ accelerator space.
 £6.5 billion has been invested in upgrading and
extending transport links.
 £11billion investment in east London around the
Olympic Park.
 Three quarters of the £9billion Olympic budget is
for long term regeneration of the area
 National Infrastructure plan for the UK identified
£250billion worth of investment to 2015.

36. A UNIQUE LIFESTYLE

37. LONDON IS ONE OF THE
MOST MULTI-
CULTURAL, COSMOPOL
ITAN CITIES IN THE
WORLD

38. CULTURE
2 opera houses
4 world heritage sites
5 world class symphony
orchestras
10 National Trust sites
10 English Heritage sites
+100 theatres and music halls
+200 museums and galleries

39. 30% OF LONDON’S AREA
IS GREEN SPACE

40. QUALITY OF LIVING IN LONDON
VS GLOBAL CITIES
Quality of living index
140.0
120.0
100.0
80.0
60.0
40.0
20.0
0.0
Singapore Tokyo Frankfurt London Paris Toronto NYC (NY) Dubai Shanghai
Source: fDi Intelligence from the Financial
Times Ltd, 2012

41. A FAMILY Number of international
FRIENDLY baccalaureate schools
ENVIRONMENT 30.0
 London has 27 offering
the international 25.0
baccalaureate
curriculum, with North
London Collegiate 20.0
School in Edgware and
King‟s College in
Wimbledon performing 15.0
very strongly
 London also hosts 10.0
international schools
such as the French
Lycee Charles de 5.0
Gaulle and highly
thought after private
schools 0.0
 Oxford and Cambridge
universities are 1 hour
away on the train
Source: fDi Intelligence from the Financial
Times Ltd, 2012

42. 40
INTERNATIONAL SCHOOLS

43. WHY COMPANIES CHOOSE
LONDON …
“We chose London because of the wealth of talent and expertise available
in conducting complicated cross border transactions.”
Mr Zhuobiao Chen, Managing Director in London, CNOOC
“We chose London because it is a more attractive place for Indian
businesses. It is the most important business centre in Europe and the
financial services industry is very advanced here. Another reason for
choosing London was to take advantage of the excellent access to global
capital markets.”
Samuel Joseph, Bank Representative, The Export Import Bank of India
“This investment confirms the UK‟s position as a major worldwide scientific
hub for the company. We chose London because of its excellent reputation
for clinical research and pool of highly qualified and talented scientists.”
Willard Dere, Senior VP & International Chief Medical Officer, Amgen

44. WHY COMPANIES CHOOSE
LONDON …
“We see the UK as a launching pad for the rest of Europe. The UK is a year
or two ahead of Europe in terms of investing in new technology. It‟s a large
market. It has an excellent skilled labour pool. It‟s an expensive city but I think
you get your money‟s worth by having really quality people.
Frank Mahdavi, Chief Strategy Office, MIR3
"Being in London means we have the ability to reach and develop the
market far faster. Previously we were trying to service our European
customers from the US – the wrong side of an eight-hour time difference.”
Mike Grafham, Customer Success (EMEA), Yammer Inc
“The attraction of London is the people and the talent. It was obvious that
London was the place to be.”
James Harrison, CTO, Brit Services Technology

45. PRIME OFFICE RENT COMPARISON
Location Prime Office Rents Location Prime Office Rents
per sq. ft. per annum per sq. ft. per annum
London Belfast £13.00
West End Glasgow £28.50
Covent Garden Manchester £29.50
£47.00
Paddington Birmingham £27.50
£41.00
Soho Bristol £27.50
£40.00
City Leeds £25.00
Central City Core Edinburgh £25.50
£53.00
Midtown Cardiff £22.50
£43.00
Eastern Fringe Newcastle £20.00
£28.00
Northern Fringe Liverpool £21.00
£30.00
Canary Wharf Cambridge £27.50
£35.00
Oxford £22.00
Outer London locations Reading £29.00
Chiswick £37.50 Bracknell £22.00
Croydon £25.00 Maidenhead £30.00
Hammersmith £35.00
Harrow £16.50 Selected EU locations
Kingston upon Thames £22.50 Dublin £25.70
Uxbridge £28.50 Geneva £65.00
Romford £14.00 Paris £61.50
Wimbledon £29.50 Zurich £68.50
Heathrow £22.00 Amsterdam £25.00
Uxbridge £28.50 Barcelona £16.50
Madrid £22.50
Note: All prices indicate average asking prices for prime Stockholm £36.50
rents per sq.ft. per annum in selected areas (exclusive of Munich £27.00
rent free periods). Prices quoted are for rent only and
exclude rates or service charges.
Cologne £19.50
Source: CBRE/Jones Lang LaSalle/GVA/Knight Frank/
CoStar, Q1-Q2 2012

46. HOW LONDON & PARTNERS
CAN HELP YOUR BUSINESS
SUCCEED

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48. IMAGINE YOUR BUSINESS IN
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