When we set up the company we were told not to register in Zug because it's where all the dodgy companies are located and it was important to get a couple of trading years under our belts before considering Zug. I think we'll move the company there this year, though.

It is the most tax effective place to be but rent tends to be a tad higher to compensate.

It's not that far from Zurich. Plenty of expats there.