Location Strategy

THE MARIS METHODOLOGY:

DATA-DRIVEN SELECTION

We recommend evaluating location through five specific strategic lenses to ensure your choice supports your business goals.

1. Talent Access and Commute Mapping
The number one determinant of location suitability today is access to talent. Hybrid working has not eliminated the commute; it has made the “commute-to-value ratio” more important.

• The Data: Map where your current workforce lives using anonymised postcode data. Overlay this with average commute times, transport modes, and cost tolerance.
• The Strategy: If your data shows a sales team needs client access while tech staff prioritise quiet commutes, you may need a location that balances these needs. Be mindful of DEI implications, as location can support or hinder inclusion for lower paid workers or those relying on public transport.

2. Client Proximity and Market Positioning
Your office location speaks to your market positioning. It is a brand touchpoint.

• Credibility: In sectors like law or finance, a presence in established zones signals stability and credibility.
• Innovation: For tech or creative agencies, proximity to innovation clusters or regeneration zones signals a forward thinking edge.
• The Network Effect: Being near key clients or partners supports visibility and ease of relationship-building.

3. Infrastructure and Amenities
A location is only as good as its ability to support your people.

• Connectivity: Look beyond the tube station. What is the frequency and reliability of the line? High-speed fibre and 5G infrastructure are non negotiable for business continuity.
• Lifestyle: Amenities such as gyms, cafes, green spaces, and wellness facilities are essential for work life quality. These factors are often the difference between a team that comes in and one that stays home.

4. The ESG Lens
Your location choice impacts your carbon footprint.

• Transport: Does the location support low carbon commuting? Look for secure cycle storage and EV charging.
• Building Performance: Is the local energy supply green? Does the area have high environmental standards regarding waste management?

5. Future proofing and Planning
Where you move affects how well you can adapt.

• The Horizon: Check local development plans. Are there major transport upgrades coming that will increase value? Or is there a massive construction project planned next door that will cause noise disruption?
• Resilience: Is there sufficient resilience in the local market to withstand economic fluctuations?

THE CFO’S CORNER:

COST VS. VALUE

Location drives cost, but it also drives value. You must understand the broader financial dynamics beyond the headline rent.

Occupier Dynamics:
Look at occupancy levels in your target zone. High vacancy often means better incentives for you.

• Incentives: Landlords in softer markets may offer longer rent-free periods or capital contributions to secure a tenant.
• The “Up-and-Coming” Strategy: Moving to a regeneration area can offer lower rents today with the potential for asset appreciation, but you must balance this against the risk of amenities being “promised” rather than “present”.

Total Cost of Occupation:
Compare rent, rates, and service charges across shortlisted zones. Ensure that a short-term financial gain does not create long-term operational pain.

MARIS TOOLS:

THE “RISK LENS” CHECKLIST

A great location on paper does not always perform in practice. Watch for these common blind spots:

• The Prestige Trap: Choosing an expensive address that has poor transport links for junior staff.
• The Accessibility Gap: Ignoring the needs of neurodiverse staff or those with mobility issues.
• The Narrow Appeal: Overcommitting to a location that works for your current team but limits your ability to recruit from broader talent pools.
• The Reputational Risk: Moving into a controversial development that misaligns with your corporate values.