Call for a Local Sales Consultant- Dairy Dany- ARYAF

Berytech is a leading organization in the Entrepreneurial Ecosystem in Lebanon, that aims to provide a conducive environment for the creation and development of startups, through incubation, business support, counseling, funding, networking, and company hosting, hence taking part in the economic revival of the country, participating in wealth and job creation, and retaining graduates and high-level skills in Lebanon.  

ARYAF serves Micro, Small, and Medium Enterprises operating in food processing, local hospitality, tourism, the restaurant industry, eco-tourism, and Agri-tourism within west Bekaa, Zahle, and South Mount Lebanon.  

The program aims to empower sixty MSMEs (Micro, Small, and Medium Enterprises) to increase their sales volume, implement a business continuity plan, and provide training to their staff, including youth, women, and disabled individuals.

The program is funded by The German Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by Deutsche Gesellschaft für International Zusammenarbeit (GIZ), in partnership with Berytech, within the framework of Strengthening Agriculture, Local Communities and Small and Medium Enterprises project (ACE). 

Dairy Dany is a small and medium enterprise (SME) that specializes in producing high-quality dairy products from cow and goat milk. Dairy Dany was established in 2013 and since then, it has been present in all outlets in the Chouf area, where it is well known for its delicious and fresh products. Dairy Dany offers a wide range of products, such as milk, laban, labneh, laban ayran, keshek, chanklish, labneh embreez (serdele), halloum, akkawe, double cream, and labneh mkaazale bel zeit. Dairy Dany is committed to delivering fresh and delicious dairy products to its customers, using traditional methods and natural ingredients.

However, Dairy Dany has faced some challenges in expanding outside the Chouf area, due to the high competition and the lack of distribution channels. Dairy Dany is looking for ways to overcome these obstacles and reach new markets and customers.

The objective of this consultancy is to assist Dairy Dany in developing and implementing a sales expansion strategy that will enable it to increase its market share and reach more customers in the local market. The consultant will work closely with Dairy Dany’s owner and staff to identify the current challenges and opportunities, conduct a market analysis, design a sales plan, and provide training and coaching on sales techniques and customer service.

• Market Analysis: Conduct a comprehensive analysis of the local market in Beirut and Metn, Lebanon to identify potential sales outlets for Dairy Dany’s products. Evaluate consumer preferences, competitor analysis, and market trends.
• Strategic Planning: Develop a detailed sales expansion strategy outlining actionable steps to penetrate new points of sale. This should include specific approaches tailored to each target location, considering cultural preferences and market demands. The plan should include the following elements:

• Sales objectives and targets for each channel
• Sales strategies and tactics for each channel
• Relationship Building: Establish connections and foster relationships with potential retailers, markets, or suitable outlets in Matn/Keserwan, and Beirut. Negotiate terms for product placement and sales agreements.
• Marketing and Promotion: Devise a localized marketing and promotional plan to create awareness and generate interest in Dairy Dany’s products.
• Monitoring and Reporting: Implement a system to monitor the progress of the sales expansion initiative, regularly reporting to Dairy Dany on achievements, challenges faced, and suggested adjustments to the strategy.

The consultant will deliver the following outputs:

• A situational analysis report of Dairy Dany’s current sales performance
• A market research report on the potential points of sale for Dairy Dany’s products in the target areas
• Local sales expansion plan
• 6 new points of sale for Dairy Dany (6 orders)
• A final report summarizing the consultancy activities, results, challenges, lessons learned, and recommendations

Phase 1: Market Analysis

• Market Research and Analysis:
  • Conduct comprehensive research on the Matn/ Keserwan, and Beirut markets.
  • Identify consumer preferences, purchasing behaviors, and trends related to traditional Lebanese foods and preserved products.
  • Analyze competitor strategies, pricing, and market positioning.
• Identification of Potential Points of Sale:
  • Utilize market research findings to identify potential sales outlets in Matn/Keserwan, and Beirut
  • Prioritize locations based on foot traffic, consumer demographics, and existing market demand for similar products.

Phase 2: Strategic Planning

• Sales Expansion Strategy Development:
  • Develop a tailored sales expansion strategy for each target location (Matn/Keserwan, and Beirut
  • Define specific objectives, sales targets, and key performance indicators (KPIs) for each location.
  • Determine suitable product offerings, pricing strategies, and promotional tactics for each market.

Partnership Development:

• • Initiate outreach to potential retailers, markets, and other outlets identified in the market analysis phase.
  • Negotiate terms for product placement, pricing, and promotional activities.
  • Secure agreements and partnerships with selected points of sale.

Phase 3: Implementation

• Marketing and Promotion Plan:
  • Develop a localized marketing plan tailored to each market's preferences and cultural nuances.

Phase 4: Monitoring and Evaluation

• Progress Monitoring:
  • Implement a system to track progress against set KPIs and sales targets.
  • Regularly monitor sales performance, market feedback, and the effectiveness of marketing initiatives.

• Evaluation and Reporting:
  • Evaluate the success of the sales expansion strategy periodically.
  • Prepare comprehensive progress reports detailing achievements, challenges faced, and recommended adjustments to the strategy.
  • Provide recommendations for further improvement or expansion based on gathered insights.

• Proven experience in sales and marketing strategy, preferably within the food industry or SMEs.
• Strong network and understanding of the Lebanese local market
• Ability to effectively communicate and negotiate partnerships.
• Track record in achieving sales expansion goals.