Request for a Marketing and Market segmentation Coaching Expert (company/Individual)

1. Objective

The project is implemented by Fair Trade Lebanonin partnership with UNDP and funded by KFW, and aims to support 50 startups and MSMEs in the Metn region in Dekweneh, Bourj Hammoud, Jdaidet el Matn, Baouchriye, and Sin El Fil through tailored training, coaching, and financial assistance. It targets businesses at three growth stages—Nascent, Advancing, and Mature—across all sectors such as Agriculture, Forestry & Water, Agri-Food (Food Processing), Creative Industries, Industry, Information and Communication Technology (ICT), Services, Retail & Wholesale, promoting sustainable growth and gender inclusivity.

2. Coaching topics

The Coaching will cover the following themes:

• Identifying and defining target personas
• Conducting market segmentation to determine which markets to focus on
• Adapting marketing strategies based on identified market segments
• Developing a marketing strategy document outlining clear goals and action steps
• Selection of target customers and personas based on segmentation
• Providing guidelines for social media engagement (without delving into detailed social media management)
• Recommendations for increasing brand awareness and customer acquisition
• Tailoring marketing tools and approaches to fit the MSME’s capacity and resources 

3. Deliverables

• Conduct one-on-one coaching sessions, with 1 to 2 coaching sessions per entity for 2 entities located in Bauchrieh and Bourj Hammoud, conducted in-person or online

•  One short summary report per entity, covering:

• Market segmentation analysis and selected target market
• Persona(s) definition
• Developed marketing strategy (adapted to identified market segmentation)
• Social media and content guidelines (high-level)
• Suggested next steps for implementation

4. Qualifications

• University degree in Marketing, Business Administration, or relevant field.
• Minimum 5 years of professional experience in marketing strategy development, business coaching, or SME consultancy.
• Proven presentation skills.
• Proven ability to drive results

5. Skills

• Adheres to FTL values
• Good interpersonal communication skills
• Engaged in developing self and others
• High degree of self-motivation
• Excellent leadership, team building, and management skills
• Good time management
• Organized and able to create multiple timelines and schedules
• Good knowledge of Arabic and English

8. Company qualification

The company must have the following valid legal documents:

• Commercial Circular
• Fiscal Certificate of Incorporation at the Ministry of Finance
• VAT Certificate of Registration (if applicable)
• ID of company’s authorized representative(s)
• Copy of fiscal number registration or an 8.5% tax to be deducted as per Lebanese law from individual trainers

9. Payment terms

• Invoices must be issued no later than the 25th of each month, and payments will be processed within 20 business days, provided that all deliverables have been submitted.
• Payments will be made via bank cheques.
• All applicable taxes will be deducted from the Consultant’s fees unless the Consultant is registered with the Ministry of Finance.