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I probably sound like a broken record on HN, but this is surely a big part of the problem - living costs in London. Even £40k doesn't give a great standard of living in London, due to ridiculous accommodation and transport costs. I think that startups should locate somewhere much cheaper but still attractive to grads, somewhere north. Examples - Birmingham, Nottingham, Sheffield, Leeds, Newcastle.

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>Even £40k doesn't give a great standard of living in London

That all depends on your definition of "great standard of living". I started out on £20k and have never felt that I was slumming it in London.

Fair point. My personal definition of a reasonable living standard, is being able to save a house deposit and eventually buy a 2-up 2-down terraced house, without forgoing all social life or basic no frills holidays. Such as house costs £70-80k in a cheap part of a northern city, £120k in a more up-market part, and, as for London, well maybe its under £300k on the very last stop on a tube line - Morden for example. In London you're likely to end up in a shared apartment for years. It might be a nice apartment, with good housemates, but it'll never be yours, and what happens when you get married and have kids? Lots of people answer "well then I move a 45 min train ride away". My other definition of decent standard of living involves not paying out thousands of £ to catch a stressful crowded train every day. ;)

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