Call for External Consultant(s) – Marketing, Sales, Communication and Branding- Basatine

Context & Background

Bolstering Agriculture Systems’ Ability to Invest, Nourish, and Employ (BASATINE) is a four-year project that aims to support farmers and other value chain and associated sector actors in areas of Beqaa and Akkar focused on the production of wheat and vegetables, seeking a territorial approach, and promoting linkages with other value chains. Through complementary interventions designed in alignment with the humanitarian-development-peace nexus, the project will immediately address food insecurity and provide needed income and technical support to farmers to survive this tumultuous time, as well improve the capacity of food systems to maintain employment and growth in the longer term via stronger domestic production and system linkages. This will ultimately contribute to greater economic stability – particularly for women, improved rural development, and more positive social cohesion between host/refugee communities at a local level.

For this purpose, Berytech, through the BASATINE Project, will hire consultant(s) who will be able to deliver the consultancy services requested below to 19 SMEs operating in the agri-food sector.

The consultant(s) will be primarily working with Small and Medium Enterprises (SMEs) most of which are characterized by their primitive and low-tech nature. These enterprises are underdeveloped and may lack the necessary resources and infrastructure commonly found in established companies. Furthermore, some of these SMEs are situated in vulnerable areas, which may pose additional challenges to their operations. It is important to note that a number of these enterprises might not have well-defined governance structures or fully developed teams. The consultants’ role will be crucial in supporting these SMEs by providing guidance, expertise, and assistance in enhancing their operational capabilities, fostering growth, and establishing sustainable business practices based on the three axes of intervention defined in this TOR.

Consultant(s) might in some cases and based on the clients’ location, travel in-country to rural areas. Online sessions might be allowed if approved by the program team.

The objectives of the consultancy engagement are as follows:

1. Develop and implement an effective marketing strategy to promote the company's products/services within budgetary constraints.
2. Enhance the company's branding to establish a strong and recognizable brand identity.

3. Improve the company's overall communication with its target audience, including customers, stakeholders, and the public.

Scope of Work

1. Initial Assessment
   1. Conduct a comprehensive analysis of the company's current marketing efforts, branding strategies, and communication channels.
   2. Identify strengths, weaknesses, opportunities, and threats (SWOT analysis) related to the company's marketing and branding efforts.
   3. Assess the company's target audience, competitors, and industry trends to identify areas for improvement

    

2. Marketing Strategy Development
   1. Develop a tailored marketing strategy that aligns with the company's goals, target audience, and limited financial resources.
   2. Identify and recommend cost-effective marketing channels and tactics, such as social media, content marketing, email campaigns, or partnerships.
   3. Create a marketing plan that outlines specific actions, timelines, and responsible parties for executing the strategy.
   4. Provide guidance on budget allocation, ensuring maximum impact within the available financial resources

    

3. Branding Enhancement
   1. Conduct a brand audit to assess the company's current brand perception, brand assets, and brand positioning.
   2. Develop a comprehensive branding strategy that aligns with the company's values, target audience, and industry standards.
   3. Create or refine brand elements, such as logos, taglines, color palettes, and brand guidelines.
   4. Provide recommendations for consistent brand messaging across various touchpoints, including website, social media, and marketing materials

    

4. Communication Improvement
   1. Assess the company's current communication channels and strategies, including website, social media platforms, and customer support.
   2. Develop a communication plan that ensures consistent and effective messaging across all channels.
   3. Provide guidance on improving customer engagement and satisfaction through effective communication practices.
   4. Offer recommendations for crisis communication management and reputation enhancement strategies

5. Sales Strategy and Market Access
   1. Assess the specific sales challenges faced by vulnerable MSMEs.
   2. Conduct market research to identify potential market opportunities for MSMEs.
   3. Develop a sales strategy tailored to the unique needs and limitations of the MSMEs.
   4. Identify suitable market access channels for the MSMEs, considering their limited resources and infrastructure.
   5. Identify potential distribution channels, partnerships, and strategic alliances.
   6. Define target customer segments and value propositions.
   7. Provide targeted businesses with recommendations for effective positioning within the market to enhance their competitiveness.

Upon selection, the consultant will be duly onboarded on the task with the program team and accordingly, the intervention roadmap will be developed in tandem with the program team with exact timeline of intervention and deliverables.

Additionally, and as part of Berytech’s Monitoring and Evaluation (MEL) processes, the consultant(s) is/are required to:

• Deliver an end-of-intervention report to the program’s team. This final report summarizes the outcomes and impact of the intervention with targeted businesses, highlighting key achievements and lessons learned.
• Attending check-ins short meetings, if needed and required by the program’s team.
• Attending MEL induction meeting before the beginning of the intervention and adhere with all MEL requirements with the assistance and proper support of the program team.

Deliverables & Payments

The consultant is/are anticipated to facilitaet three personalized, three-hour one-on-one coaching sessions with each of the 19 targeted SMEs. This approach aims to address the distinct and individual needs of each business, fostering a tailored coachinf experience that aligns with their unique requirements. Through these sessions, the consultant is expected to provide guidance and support to enhance the capabilities of each SME in Marketing, Sales, Communications and Branding.

Deliverables:

1. 1 assessment report per company (SME) detailing the current situation of the business, the action plan.
2. 57 one-on-one coaching sessions for the 19 targeted SMEs, 3 sessions per SME - (attendance sheet)
3. 1 end-of-intervention report detailing the work done and the impact.

Full payment shall be made upon the satisfactory submission of all deliverables in accordance with the agreed terms and conditions.

Intervention Modality

• Upon selection, the implementation timeline is expected to fall between March 2024 till May 2024.
• The consultant(s)will prepare and submit an end-of-intervention report as part of the consultancy job and attend all onboarding meetings that are required by the program team. It is understood and agreed that the provision of this report should be provided free of cost and included within the scope of the consultancy services.

For technical clarifications on the scope of work, deliverables, work timeline, or for any relevant questions please contact Mr. Slayman Fawaz (Program Manager) at slayman.fawaz@berytech.org,  Mr. Hussein Sheet (Senior Business Advisor) at hussein.sheet@berytech.org. or Ms. Bouchra Tamer (Business Advisor) at Bouchra.tamer@berytech.org .