Business Aarhus 1. Foreign Direct Investments in Aarhus

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1 Business Aarhus 1 Foreign Direct Investments in Aarhus

2 Business Aarhus 2 What is foreign direct investment? A controlling ownership in a company in one country here Aarhus, Denmark by an entity based in another country

3 Business Aarhus 3 Why should cities focus on foreign direct investments? Attraction and retention of jobs & increased GDP: An international oriented white-collar job has a value of approx. DKK 5 million.* Loyalty towards a location is decreasing and localization has increasing strategic importance (Cost reduction, access to new markets and competences) Foreign corporate investors often brings increased market access, competences and finance => Improve competitiveness and productivity in the local entity Why should cities focus on investment promotion? Boards of directors and executive management do not have perfect information => Proactive support, service and marketing can make a difference There are 1,000+ investment promotion agencies in Europe, so the competition for investments will not become less intense in the future *) Oxford Research & Copenhagen Economics for Copenhagen Capacity

4 Business Aarhus 4 Overview of foreign direct investments in Business Region Aarhus 1,471 entities 775 entities have 50% or more foreign ownership (Controlling ownership) It s only 3% and 1,5% out of the total 42,438 private entities (A/S, ApS and branch office personal ownership, I/S, IVS not even included) Source and background: NN Markedsdata Business Region Aarhus-area Ultimate mother-company with foreign ownership Danes living abroad is also included

5 Business Aarhus 5 Overview of foreign direct investments in Aarhus Share of Full Time Employees (FTE) in foreign owned companies in private sector, 2010 All industries Manufacturing Construction Wholesale, retail and transportion ICT Consultancy, Financial service etc. Other industries Source: estatistik.dk based on Statitics Denmark

6 Business Aarhus 6 Overview of foreign direct investments in Aarhus Legal entities vs. Affiliates Types of affiliates with large difference in setup

7 Business Aarhus 7 Overview of foreign direct investments in Aarhus Top 10 ownership countries counts 89% of all entities Clear focus on Northern Europe and US

8 Business Aarhus 8 How do foreign corporate investors come to Aarhus? Mergers & Acquisitions and Joint Ventures Outsourcing partners Greenfield Access to the Danish and local market

9 Business Aarhus 9 An archetype of a foreign corporate investor recent years Acquired an existing company The acquired company has a niche technology with global market potential White-collar / R&D oriented jobs The foreign corporate investor buys competencies to supplement existing portfolio or place in the value chain (i.e. the investor is often an industrial buyer, not capital fund) The entity became a Global Center of Excellence within the new corporate structure The corporate investor often brings in: Market access through existing channels / global sales setup Financials Investment in new jobs through expansions A positive side effect: If the former owner was a private person, some of them are turned into business angels for new companies.

10 Business Aarhus 10 What is investment promotion? Sales, service, and marketing activities aimed at attracting, expanding and retaining companies, jobs and investments in Aarhus

11 Business Aarhus FDI Workshop 11 IPA roles and responsibilities Advertising PR & media Branding Sponsorship Internet site Social media Newsletters Testimonials Studies and brochures Investor targeting Lead generation Cold calls Direct mailings Industry events Investor seminars Industry networks Foreign offices Multipliers Key account management Satisfaction surveys Respond to early warnings Troubleshooting Matchmaking Lobbying Location data Site visits Permits and other regulatory issues Incentives Property Workforce Contacts 11

12 Business Aarhus FDI Workshop 12 The FDI market Total global number of greenfield projects in Number of IPAs in the world?000 Your share of the market? Source for number of projects: UNCTAD, fdi Markets

13 Business Aarhus 13 What should be our Investment Promotion Strategy going forward?

14 Business Aarhus 14 SWOT-analysis Input for discussion

15 Denmark on the business charts No. 1 least corrupt country (Transparency International Corruption Perceptions Index 2014) No. 1 in the world for doing business (Forbes Magazine 2014) No. 2 country to invest and develop local talent and having readily available skilled labor (IMD World Talent Report 2014) No. 4 in the Ease of Doing Business index out of 189 economies (World Bank 2015) No. 6 in the Global Entrepreneurship and Development Index (Global Entrepreneurship and Development Institute 2015) No. 7 in the Glass-Ceiling Index (The Economist index for women and work in the OECD member countries) No. 7 in the EU on the Global Competitiveness Index (World Economic Forum Global Competitive Report No. 13 globally) No. 10 in the global Business Environment Rankings (The Economist Intelligence Unit World Investment Prospects ) 15

16 Business Aarhus 16 For Invest in Denmark

17 Business Aarhus 17 For Invest in Denmark

18 Business Aarhus 18 Who is the competitors? Examples Business functions Bookkeeping: Poland Manufacturing, facility: Hungary / Eastern Europe / Baltic countries Manufacturing, outsourcing to sub suppliers: Asia Contact Center: Eastern Europe Regional HQ: Copenhagen & Stockholm (Takes all Greenfield investments) Sectors Food innovation: The Netherlands Wind Power: Hamburg (R&D) and UK (Market access)

19 Business Aarhus 19 Input to discussion Strengths Human resource base University city Innovation hub Opportunities Technology field on Aarhus University Cluster development New location of the airport Weaknesses International accessibility and connectivity Threats Bottleneck on specialists and skilled labour Potential focus areas and initiatives Make the Northern European version of Raleigh, US or Sophia Antopolis, France Proactive attraction activities on specialists and skilled labour according to companies needs (Enlarge the pool) Go another mile for the expats (jobs/activities for spouses/families + rental and serviced housing)

20 Business Aarhus 20 Investment promotion strategy

21 Business Aarhus 21 Overall segmentation In the Aarhus area In Denmark Outside Denmark Business Aarhus Retention, Support and Growth Proactive outreach / Key Account Management Business Aarhus Attraction In response to inquiries Invest in Denmark Attraction Cooperation

22 Business Aarhus 22 The strategy is focused on retention and support using promotion as support to that Advertising PR & media Branding Sponsorship Internet site Social media Newsletters Testimonials Studies and brochures Investor targeting Lead generation Cold calls Direct mailings Industry events Investor seminars Industry networks Foreign offices Multipliers Key account management Satisfaction surveys Respond to early warnings Troubleshooting Matchmaking Lobbying Location data Site visits Permits and other regulatory issues Incentives Property Workforce Contacts

23 Business Aarhus 23 Mission Vision Ensure best-in-class experience in establishing and operating their company in Aarhus and in cooperating with the City of Aarhus To contribute to the creation of 2,000 new jobs in Aarhus per year Retention and development of foreign direct investments Primary target group Internationally oriented companies (Both foreign and domestic owned) Resources 2.8 focused FTE Administration & marketing covered by the business fund

24 Business Aarhus 24 Selected references

25 Business Aarhus 25 Target groups in Aarhus Size Value-proposition Responsible organisation Many employees Sales, service and support TOP 100 Business Aarhus Sales, service and support Business development package SME 75 Other SMEs Advice/dialogue on business model/strategy Entrepreneurs Bubbles Business Link Central Denmark No employees

26 Business Aarhus 26 A client-centered approach What is your situation? What are your opportunities and challenges? What can we do for you?

27 Business Aarhus 27 Examples of cases and activity levels per year Retention and development To find the right location in Aarhus To serve as a point of entry and liaison to the City of Aarhus (including purchasing sites, building projects and labor) To introduce relevant partners, networks and key persons To provide a short-cut to highly qualified labor To discuss/launch initiatives which are necessary for the investment case To involve the company in initiatives and forums of strategic interest To assist in maintaining, developing and expanding activities in the Aarhus area - including branding and developing the infrastructure around the business To establish contact to knowledge, research, and educational institutions Attraction Introduction to Aarhus and guest programs Decision-making Location services Establishing contacts to relevant partners, networks, institutions and decision-makers One single point of entry and liaison to the City of Aarhus in connection with construction projects and the like. Recruitment of employees Welcome meetings PR regarding establishment Key Accounts 150 outreach meetings per year 75 Projects/cases per year* 20 meetings/contacts 20 SMEs > 100 jobs in total per year * 1 larger > 300 jobs per year * / ** * ) The number we have been directly involved in. We don t use number of jobs created. ** ) Every second year / primarily from other parts of Denmark

28 Nyt topmoderne kontantcenter med 250 arbejdspladser placeres i Aarhus. Dermed bliver sikkerheden med håndteringen af kontanter for danske banker styrket, og Aarhus fortsætter sit byggeboom Business Aarhus 28 Promotion platform Executive Dinner for top executives Annual magazine New Year s briefing Dialogue meetings Business Aarhus nyhedsbrev 22. september 2011 Bankernes Kontant Service placerer nyt topmoderne kontantcenter med 250 arbejdspladser i Aarhus. Atea bygger nyt stort domicil i Aarhus N, og Delacour Dania flytter i nyt domicil på Åboulevarden. Med andre ord Aarhus fortsætter sit byggeboom. Nyheder Bankernes Kontantservice kommer til Aarhus Atea bygger nyt domicil i Aarhus /.com Newsletter Hand-out LinkedIn company profile

29 Business Aarhus 29 Partnership/ambassador strategy Who typically has contact with companies in connection with location services: Business realtors Developers, investors Architects Building consultants Lawyers Accountants Banks GTS Advanced Technology Groups Executive search, HR consultants, etc.

30 Business Aarhus 30 Potential initiatives to strengthen investment promotion Maintain and develop The strategic focus on business conditions and in terms of investment promotion on aftercare Direct access to the Mayor is crucial for local based aftercare Division of Labour between Business Aarhus and Invest in Denmark Operational improvement implemented at the moment Full implementation of Key Account Management Upgrading the English part of the marketing platform

31 Business Aarhus 31 Potential initiatives to strengthen investment promotion How to strengthen investment promotions Without additional resources Revitalize and rethink the cooperation between Business Aarhus, Invest in Denmark/FVI and partners in Aarhus (including form, roles, go-to-market and success criteria) More proactive towards the owners/boards/management in foreign companies when they are in town (Of course, in full cooperation with the local management) asking for leads M&A- and Joint Venture-cases Improve relationships and cooperation with selected Chambers of Commerce (For instance Top10-countries) Improve Tender & Vendor Management to support Investment Promotion (Be realistic in terms focus on attractions and aftercare) With additional resources Invest more in customer centric aftercare and support Resource situation must be analyzed Establish investment promotion strategy in relation to Business Region Aarhus Establish investment promotion network(s) and partnership(s) (as on tourism) to coordinate and activate partners (Cluster organizations, Incubators, Service providers, University/Researchers etc.)

32 Business Aarhus 32 Manager Soren Boel Pedersen T: E: