INVEST TO SUCCEED. INVEST TORONTO.
Economic Development Committee Update
January 26,2012
Agenda
•Shareholder Direction and Mandate
•Clients and Outcomes
•Thinking About Return
•November China Investment Mission
City of Toronto Shareholder Direction
Overview of the Corporation
As a corporation (but not an agent) of the city the activities of Invest are dictated by
a shareholder direction from the city. This document specifically lists the activities
of the corporation and directs the board to ensure Invest is carrying out these
activities.
•designing and carrying out marketing and investment activities,
including but not limited to branding and advertising for business
investment;
•coordinating initiatives with other public sector agencies and
businesses;
•organizing and participating in strategic trade missions in accordance
with strategies developed cooperatively with the City;
•providing marketing advice to Build Toronto, and when appropriate
•referring investors to Build Toronto, the City, or other relevant City
agencies, boards, commissions and corporations.
Board Direction
Strategic Planning Committee The SPC put together a set of guidelines to direct management’s activities. Below is the set of statements that guides our work:
•Invest Toronto’s overarching goal is to enhance the economic competitiveness of Toronto. Our
mission statement, as defined by the Strategic Planning Committee, is to:
•Win business investment into Toronto and securing corporation expansions and re-locations by
driving the marketing and positioning of Toronto in global corporate investment markets and selling
the benefits of a Toronto location;
•Foster effective business and institutional partnerships within Toronto, to enhance the success of
businesses, sectors, and investors that are present in our city;
•Provide decision-makers with intelligence and expertise on Toronto's global opportunities, sectors,
and niches, and coordinating the positioning of Toronto for the long term;
•Identify opportunities to advance Toronto’s presence in associated global markets and leading local
teams to pursue and secure opportunities; and
•Improve the local and regional effectiveness of global economic promotion of Toronto through building a shared ‘Toronto Story and Toronto Reputation’, and through efficient co-ordination and
collaboration.
INVEST TORONTO SERVICES
Invest Toronto is the City of Toronto’s arms length sales and marketing
corporation that presents the global business opportunities found in Toronto. As
the company responsible for attracting inbound foreign direct investment into the
City of Toronto, we offer one-on-one consultations to organizations and site
selectors making global business investment decisions.
Our Services:
• Complimentary concierge service for businesses
• Answer all questions and enquires on investment in Toronto
• Facilitate interactions with sector experts and all three levels of government
• Provide guidance on site location and selection
• Facilitate business-to-business linkages
• Provide industry and economic benchmarking analysis
• Connect clients to qualified professional service individuals
Invest Toronto Organizational Chart
President & CEO Renato Discenza
Chief Financial Officer
Winston Young
Shared CFO
Vice President
Sales & Marketing
Vacant
Executive Vice President
Operations
Terrie O’Leary
Director
Investment Services
Zvi Lifshiz
Investment Services
Kevin Samra
Investment Services
Eldad Gerb
Investment Services Vacant
Global Markets & Investment Services
Faraz Tareen
Office Manager
Melec Abdulazis
Senior Client Exec
Vacant
Vice President
Public Affairs Nikki Holland
Communications / Marketing Manager
Vacant
Global Markets & Operations
Frances Forrester
E-Business Analyst
Ronnie Sanders
Design & Website Coordinator
Vacant
Executive Assistant
President & CEO
Silvia Pellitteri
The Toronto value proposition is refined through a formal sales cycle
Value
Time,
Information &
Effort per
Client
Marketing
Toronto
Globally
• Outbound Trips
• Web / Social
Media / Mobile
• Ambassador
Program
Relationship
Development
• Client meetings
• CRM Tracking
• Initial Back
round research
• GTMA, MEDT ,
DFAIT & partner
leads
Research &
Analysis
• Financials
• Labour
Requirements
• Real Estate
• Market demand
Partners
• Legal
• Accounting
• Human
Resources
• Permits
• City, Province,
Feds and
partner
agencies
Prospect Qualify Propose Close
7
Since February 2010: 398 Clients
9
Time,
Information &
Effort per
Client
Marketing
Toronto Globally
• Outbound Trips
• Web / Social
Media / Mobile
• Ambassador
Program
Relationship
Development
• Client meetings
• CRM Tracking
• Initial Back
round research
• GTMA, MEDT ,
DFAIT & partner
leads
Research &
Analysis
• Financials
• Labour
Requirements
• Real Estate
• Market demand
Partners
• Legal
• Accounting
• Human
Resources
• Permits
• City, Province,
Feds and
partner
agencies
Prospect Qualify Propose Close
46 103 46 21 won
21 lost 161 Not qualified
21 won
opportunities
represent a
range of
549 to1221
positions
How Invest is Selling Toronto Abroad: To YE 2011
• Over 250 direct, senior level B2B meetings at
company HQ. These are proactive outreach and
does not include leads that come in through other
channels
• As part of our overall strategy we have and will continue to conduct
targeted B2B meetings in overseas markets. These meetings allow
Invest Toronto to engage directly with foreign companies who are
interested in opening or expanding their business into North America.
Invest also meets with local influential business organizations as well as
the Canadian federal and provincial representatives in markets to
establish positive working relationships for future investment
opportunities in Toronto.
• Each trip is preceded by months of lead preparation to ensure success.
Invest Toronto staff members meet with the Federal and Provincial
officials in Toronto to discuss the best time and location and opportunities
for international travel, they communicate with the OIMC and DFAIT
offices abroad to ensure that coordination of opportunities and potential
meetings are leveraged and they open dialogue with key Toronto
business stakeholders to gain insightful information and contacts.
B2B Meetings
49 India
34 Israel
18 Germany
16 Brazil
19 France
12 UK
12 Chile
5 Spain
5 UAE
12 Italy
68 China
Distribution
of
Clients
Logistics 1%
Conglomerate 2%
Retail 2%
Engineering 2% Fashion & Design
3%
Energy 4%
Food and Beverage
4%
RE & Construction
5%
Other 5%
Entertainment & Hospitality
5%
Business Services
6%
Life Sciences 7%
Financial Services
8%
Manufacturing 15%
Green Energy & Clean-Tech
15%
ICT 18%
Country of Origin for Investors
Thinking About Return: Direct Impact of Jobs
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
$350,000,000
$400,000,000
$450,000,000
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10
GD
P f
rom
Sa
lary
Annual GDP Growth
$50,000
$60,000
$70,000
$80,000
$90,000
$100,000
Avg Annual Comp
Year Employees Added
1 100
2 200
3 300
4 400
5 500
6 500
7 500
8 500
9 500
10 500
Thinking About Return: Facilities
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
1 2 3 4 5 6 7 8 9 10
Incre
men
tal A
nn
ual
Tax in
$
Year
Direct Property Tax for Jobs Added From previous Scenario
Thinking About Return
Quantitative Qualitative
Primary
Secondary
Tax Assessment
GDP from Payroll
GDP Spend from Corporate Spend
(non-Payroll)
Growth of existing Businesses
Retention Enhancement from
“Global Brand”
Brand Premium for Opportunities
Citizen Satisfaction
Corporate Satisfaction
Becoming part of
Global Supply Chain
China: An Important Market for Toronto:
Over half a Trillion dollars looking for a home
China Investment Mission Nov 2011
•39 B2B meetings (distribution see chart)
•5 Government
meetings (not included in
chart)
Opportunities to leverage Invest Toronto
The capacity that Invest has been building up over the last few months can be leveraged by the city, if the right
alignment is put in place. In addition to working with attracting companies directly Invest can be a crucial tool to:
•Create executive ambassador program to align city and business community and
formally “induct” Toronto business in selling city
•“Top 100” HQ call and proposal program
•Market and help sell specific development opportunities at Build, Waterfront, and
other Toronto city controlled locations
•Attract infrastructure investors for subways, transit, civic and other key city projects
•Create a “Study Toronto” capacity to lure students to study in Toronto
•NGO and Global organization attractions (i.e. similar to IATA, WHO etc)
•UHNW (Ultra High Net Worth) Attraction program for individuals and family
foundations
•Help “productize” specific Toronto initiatives to foreign investors
Conclusion
• Toronto has a great value proposition but requires significant, consistent and
unrelenting efforts on communicating the value
• Competition for investment is very fierce
• Multiple stakeholders and lead generators need to be managed as channels
to Toronto’s benefit
• We need to tie together city-building projects with investor interest and
“productize” investments and create “offers”.. A real opportunity to bring in
capital
• We need to target markets that are looking for partners in their global growth..
Not just go where the GDP is today but also where the GDP is growing fastest
• Momentum is everything in branding and awareness: it impacts international
and domestic (base of companies already here) investment decisions
20
CONTACT
Invest Toronto
001 416 981 3888
www.twitter.com/invest_toronto
www.investtoronto.wordpress.com