by John Forkin.
Inward investment is a sometimes tough and always unpredictable game.
Hundreds if not thousands of variables will have been considered by the time final sign-off is given to invest in any particular location. These range from fundamentals, such as why even look for a new location, to site, staff and access issues.

The truth is that every decision is underpinned by a variety of rational and emotional aspects, whether one is talking about the creation of five or 500 jobs. The competition between cities is fierce and winning is not a science.
For an inward investment agency such as Marketing Derby, the worst times are the moments (sometimes weeks, more often months) awaiting the investor’s final decision.
By this point there is no more pitching to be done. As the famous poster says, you’ve just got to keep calm and carry on.
That’s why the decision by HEROtsc to open its new Sky contact centre creating 700 new jobs in Derby was such welcome news, coming just in time for Christmas.
In my final article last year, I talked about how, following a tough 2011, good news had finally started to arrive on the jobs front for Derby.
I mentioned Rolls-Royce and Toyota, both of whom had announced a significant growth in employment but only dared hint at the HEROtsc investment which I knew was waiting in the wings. Once the deal was agreed, HEROtsc didn’t hang around.
The announcement on a Thursday was followed by a recruitment fair on the Saturday and by the Tuesday, jobs had been offered.
Since then, Bombardier has been awarded the much-needed £188 million Southern Trains contract so 2012 has started on a good note too.
It’s self-evident that Derby needs new employment. Its economic strategy is to create 5,700 net new jobs over the next 5 years. There are only three ways to do this – new businesses starting, existing employers growing and inward investment.
It’s important to see more new business starts as Derby has lagged behind competitor cities on start-up rates. But in the short term, this will only contribute a small amount to the jobs target. Indigenous growth is always going to be a bigger contributor. This is a business city and some of its firms are the world’s best and these are in growth.
Prospects among the thousands of other companies based in the city will very much depend on the health of the UK and eurozone economies, where 2012 promises to be another flat year.
Finally, there is the contribution of inward investment. Last year, we worked on investments leading to 1,160 new jobs in Derby.
A big chunk is HEROtsc but companies such as Young Ideas in retail, Ask in leisure, plus Gardner and Tracsis in technology show that Derby is becoming more attractive.
Their reasons for choosing Derby all differ though in each case, location, workforce and effective local partnerships were all crucial.
Derby, therefore, has a strong story to tell.
Our economic heritage is second to none, as is our contribution in terms of gross domestic product. What is different now is Derby’s clear vision. The £2 billion transformation of the past few years is starting to get noticed, especially by outsiders.
Published in Derby Telegraph – Wednesday 10th January 2012