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Target Business Consultants PLC: Terms of Reference for Consultancy Service For Developing and Conducting a 4-day Training Module for Market Research and USP determination within the Bruh Bootcamp and participate as a judge in the assessment point

Bids closing date February 26, 2021, at 2:30 PM,
Bids opening date No Specific Opening Date & Time
Published on ( Feb 22, 2021 )
Posted on Feb 22, 2021

Re- Advertising Terms of Reference for Consultancy Service


Developing and Conducting a 4-day Training Module for Market Research and USP determination within the Bruh Bootcamp and participate as judge in the assessment point

Project Overview

About Jobs Creation Commission (JCC)

Sustainable job creation and youth employment are critical challenges that Ethiopia is facing today, as the Country aims to transition to a middle-income country by 2025. With about 2 million new entrants to the labor market every year, 49% of employed population being in subsistence employment, and ~70% of the population under 29 years old, a concentrated effort to grow current jobs, create new jobs, improve the quality of these jobs and the inclusiveness of the labor market are necessary. To this end, the Jobs Creation Commission (henceforth referred to as JCC) adopted a holistic approach to tackle the binding constraints to jobs and proposed an ambitious, yet urgent call to create 14 million sustainable jobs by 2025.

The Commission is a year-old federal institution established under the Prime Minister Office in Ethiopia, with a mandate to coordinate, govern and monitor all national and regional institutions to reach the nation’s objective to align policy and institutional strategic plan to achieve a sustainable jobs ecosystem. Well-aware of past local and global experiences that policy and governance alone cannot produce sustainable outcomes with a single change, JCC spearheads the jobs creation agenda by initiating a ‘One Plan. One Report’ initiative and data collection mechanism to capacitate institutions and facilitate systemic change. Building institutional capacity by raising expectations, increasing motivation, and building networks of relationships, have the power to transform the jobs ecosystem. Thus, JCC intends to resolve competing objectives and weed out disjointed, fragmented decision-making practices that impact employability, jobs creation, quality of jobs, human capital potential, and economic growth by connecting the dots and creating enabling jobs environments to drive the system.

The JCC has worked on developing a Plan of Action for Job Creation (PAJC) that aims to identify the set of policies and programs required to foster job creation and unleash the potential of the Ethiopian Economy. The Plan of Action for Job Creation proposes holistic interventions to solve the employment and job creation challenges and provides a new vision of employment in Ethiopia. The plan aims to foster the business environment and conditions necessary to create 14 million jobs by 2025, to absorb the currently unemployed, and to ensure that sustainable jobs are created for new entrants to the labor force. The plan has been developed through important and lengthy consultations with relevant stakeholders from the public and private sectors, following an important paradigm shift from a state-led to a balanced public and private led growth.

The Government of Ethiopia’s Plan of Action for Job Creation

The Plan of Action is a 6-years plan that will include policy reforms on the macro-level, on the demand side (including interventions on 11 prioritized sectors), on the supply side to improve the levels of human capital in Ethiopia as well as on linkages to improve the functioning of the labor market. In this proposal, key components of this Plan that will directly be implemented and/or facilitated by the Jobs Creation Commission are detailed and explained. All these interventions are drawn from the Plan of Action for Job Creation and are aligned with the strategic objectives and priorities of the federal government of Ethiopia and include:

About the Enabling Ethiopia Project supported by the MasterCard Foundation

The JCC is being supported by the Mastercard Foundation (MCF) for the Enabling Ethiopia (EE) Project, a 3-year initiative designed to improve youth employment opportunities through the implementation of key components of the 2020 - 2025 Plan of Action for Job Creation. These include:

About Target Business Consultant PLC(Target)

Target is a consulting firm established in 2004 for the provision of consulting services in business, finance and organizational development. It also provides business outsourcing services including fund management, payroll and payment management services. Target has been assigned by the MCF to provide service to the Enabling Ethiopia Project of JCC as a Fund Manager. Accordingly, it has the responsibility of handling the process of procurement of service, hiring service providers and effect payment for the service provided as per the approval of its performance of the assignment by the Enabling Ethiopia, JCC project.

The Bruh Entrepreneurship Competition

Bruh Entrepreneurship Competition is a call to young entrepreneurs to bring forth innovative ideas to solve critical cross-sectoral challenges such as infrastructure, health, agriculture etc. to meet public need and grow to become a profitable company on the way. The competition aims to facilitate seed grant and acceleration to start-ups who are mature in concept and can be commercialized timely.

Bruh with direct support capacity will support business development from ideation to financially rewarding business. Boosting Bruh’s impact will require actively seeking out mature enterprise ideas that are implementable and can penetrate the market as well as generate revenue in as little as three years and have the capacity to scale up. This will be the basis for a flourishing start-up business environment in Ethiopia subsequently resulting in increased financial movement that will benefit financial institutions when growth is realized, simultaneously a multiplier effect can be observed regarding job creation.

Bruh has the capacity to become a strong supplier of innovative start-ups by utilizing multiple stakeholders to widen resources available to enhance its impact and its sustainability. It will operate in a transparent manner to realize accountable implementation and ensure support to the overarching objective of solving critical cross-sectoral issues that are evident.

The Bruh training bootcamp is one of the most essential parts of the Bruh competition. Within 30 days more than 140 participants from various backgrounds are supposed to be prepared for the final selection of the Bruh competition. Participants which have been selected based on a rough description of their business ideas and its statuses, which are supposed to present in the final pitch event their business plans, investor presentations and demonstrate their product and service offers in form of prototypes. By doing that they also have to convince the judges about their market readiness in terms of their idea maturity status and their competences as entrepreneurs to realize their business ideas in practice successfully.

Preparing the Bruh bootcamp participants in such a short period of time with all these deliverables, requires a design which keep participants motivated and empowered despite a challenging environment, without resting times to enable participants to gain the relevant knowledge and competences as well as to develop the expected outcomes. A group of ten experts from six different organizations has been formed to develop a design of the Bruh training bootcamp which satisfy these demands.

Based on the expert group results, the bootcamp has been designed with integrated motivation and empowerment activities, the stimulation of engagement through competition and filtering methods as well as with tailor made training modules which enable knowledge and competence building while participants work on relevant outputs for the final deliverables at the same time. Furthermore, it has been designed in a way that participants have the opportunity to build teams and experiment the collaboration with different team members to potentially decide the start of their business within a team by leaving them the freedom to continue by their own the same time. The team approach unease also the time challenge and can encounter potential knowledge or skill gaps. For encountering knowledge and skill gaps, additional voluntary peer support will be encouraged as well.

The training modules include entrepreneurial competences, holistic idea development for investor presentations, visual and explanatory prototype building methods for developing own presentable prototypes, practical methods and real-life conduction of market research, legal company set-up possibilities including company forms and finance opportunities as well as final business and financial plan development and its practical preparation.

Activities and events include regular fun-game challenges and experience sharing get-togethers as well as organized events with entrepreneur role models for entrepreneurial journey and failure experience sharing as well as organized events for peer experience sharing and bootcamp feedback collection.

The conduction of the Bruh competition and its bootcamp 2021 is a pilot. The target is a continuous improvement process with implemented feedback sessions within the bootcamp itself as well as with follow-up monitoring’s after the bootcamp.

The Job Creation Competition will use the results, the developed structures and methods to support finally also private organizations in conducting similar competitions and bootcamps to fulfill organizational related needs.

In chapter 2 the general concept of bootcamps will be explained and the used goal setting and methodologies for the Bruh bootcamp. In chapter 3 the content structure and the processes of the Bruh bootcamp will be illustrated and in chapter 4 the individual training modules will be described in more detail. Additionally, in chapter 4 the Terms of Reference contents for Consultants will be provided, consultants who are going to develop partly new training modules and who will conduct the training modules and the entertainment activities during the Bruh bootcamp time. 

About the Bruh Bootcamp

A Bootcamp is a training camp for learning various types of skills. The speciality about it is, that it is a full-time training in a closed environment which usually focus more on skills and applied trainings than general knowledge transfer.

The advantage of using a bootcamp approach as training measurement within a business competition is that a huge number of skills can be developed in a short period of time and that participants can be challenged through intensive concentrated working times. Moreover, business groups can be built, and team spirit developed. All of this can be done with a focus on output generation and the assessment of strengths and weaknesses of participants and their business ideas. This makes it to an ideal tool for improving business concepts, business teams and to select the most promising business teams/ideas the same time.

Important is to design the bootcamp in a proper way aligned to the targeted goals and deliverables. The main goal for the Bruh bootcamp has been identified in the building of strong business teams which have a high likelihood of market realization and survivability, while developing skills and improving job chances through skill development for all participants are sub goals which might be compromised for the sake of the main goal.

Based on these goals the following methods and procedures have been chosen as major guidelines for the bootcamp design:

1.   Rationale of the assignment

The Bruh bootcamp will be designed for a length of 30 days including the arrival day. Within these 30 days there will be three screening and team grouping points as well as two assessment and filtering points. It entails 6 practical training modules, two experience sharing events, two industry visits, several market research field trips and regular group fun game challenges every week, which will be partly included inside the trainings.

Each practical training module should not exceed a number of 35 participants. Therefore, with 140 targeted participants of the bootcamp a minimum of 4 trainings in parallel are needed and thus a minimum of 4 trainers per training module. As the bootcamp is designed to develop after each training a deliverable on which base the next deliverable will be developed within the next training module, it won’t be possible to conduct parallel classes with one trainer per module. Reduced number of participants due to the filtering could enable a reduction of trainers, yet, as the process get more intensive after each filtering it is recommended to enable a lower participant to trainer ratio and to design the trainer number based on the initial number.

As 4 different training groups are trained in parallel it is recommendable to enable interactions among the group participants as well as the respective trainers.

Therefore, three fun game challenges and one experience sharing session per week will be conducted in which teams are mixed with members of other groups. Fun game challenges after lunch on Monday’s, Wednesday’s and Friday’s for 1 hour and an intergroup experience exchange on Saturday evening. This will start in the second week because in the first week games will occur frequently inside the training in which groups can be partly mixed anyways.

For the fun games it is recommended to have a special team of at least 5 persons which will organize these events as well as the bigger events such as the kick-off event and the fuck-up night. Moreover, they should support the training groups with all logistical challenges and all administrative procedures.

The same time, trainers of the different training groups should meet every day in the evening to discuss and exchange and also meet with the fun game group for discussing participant allocation and game goals.

2.   Objective of the consultancy Service

The objective of this individual/firm consultancy assignment is to adapting and conducting the training module for market research and USP determination within the Bruh Bootcamp and participate as a judge in the assessment point.

We search one Lead Consultant who develops the entire training module including a manual for it and organize and prepare 3 other trainers and 4 co-trainers for the training module conduction and conduct and coordinate the training. He or she will receive the payments in their behalf and is responsible to distribute the payment among trainers and co-trainers.

Tasks/Deliverables Lead Consultant:

  1)   Development of the training module with the following structure

a.    Introduction to market research, its dimensions and its relevance for market positioning (0.5 day)

b.    Introduction to macro and meso research and tools and methods for internet research for it with practical research on the internet (0.5 day)

c.    Introduction to competitor and supplier analysis and practical methods (0.25 days)

d.   Introduction to expert interviews and customer interviews with role plays (0.25 days)

e.    Using of surveys and social media for customer research and developing online surveys (0.25 day)

f.     Developing expert interview, customer survey, competitor and supplier analysis concept (0.25)

g.   Developing and conducting expert interviews at institutions, customer interviews and competitor and supplier research (0.5 day)

h.   Result Presentations (0.25 day)

i.     Introduction to Pricing Strategies and Price Finding (0.25)

j.     Introduction to Market Description Structure in a Business Plan and Market Positioning (0.25 days)

k.    Preparation of Market Description and USP description and its (0.75 days)

Each training section set has to include relevant localized knowledge as well as practical assessments to apply the knowledge to the business module of participants and to present and discuss the results in peer assessments. Market research relevant institutions as well as internet websites and online tools have to been introduced and explained to gather information from these. Preparations has to be assigned partly as homework’s with presentations in night works.

è 6 Consulting days

2)   Participating in a briefing Session at JCC

è 2 Consulting days

3)   Select further trainers and Co-Trainers and train the trainers for delivering the training module  

è 5 Consulting days + 3 consulting days for each trainer = 14 days in total

4)   Conducting the Training Module and coordinate the other trainers and co-trainers

è 4 Consulting days for 8 persons = 32 days in total 

5)   Participate as judge for the second assessment point with all judges (not co-trainers)

è 1 Consulting day for 4 persons = 4 days in total

Total Consulting days: 58

3.   Qualifications of the consultants

Demanded Experience Lead Consultant:

1)   Working Experience in a consulting or research firm

2)   Experience in Market Research and Business Plan Development

3)   Experience working with MSME and related institutions

4)   Experience in conducting trainings and workshops

5)   Working Experience in an Entrepreneurship centre, Business Incubator or in Business Development Services or with own start-up/SME

Demanded Experience from Sub-Consultants:

1)   Experience in Market Research and Business Plan Development

2)   Experience working with MSME and related institutions

3)   Experience in conducting trainings and workshops

4)   Working Experience in an Entrepreneurship centre, Business Incubator or in Business Development Services or with own start-up/SME

Demanded Experience from Co-Trainers/Mentors:

1)   Experience in Market Research and Business Plan Development

2)   Working Experience in an Entrepreneurship centre, Business Incubator or in Business Development Services or with own start-up/SME or as incubate tenant

6     Duration of Consultancy

The consultancy will be offered on a fixed-price contract for up to 58 consulting days in a time frame from March 1, 2021 to March 21, 2021, with a fixed time frame for conducting the training from March 18 to March 21, 2021.

7     Disbursement schedule

The service payment shall be made in 1 term at the end of the training.

8     Other issues

Accommodation and Food (instead of per diem) during the training time is provided within the bootcamp.

9     Application Documents

Demanded Application Documents:

1)   CV Lead Consultant

2)   List of Sub-Consultants and Co-Trainers including contact information and short description of experience

3)   Technical Proposal including action plan

4)   Financial Proposal incl.

-          Separated Lead Consultant, Sub-Consultant and Co-Trainer Fees

-          Accommodation costs: 2 Nights Addis Ababa for Briefing Session (if lead consultant is from outside Addis)

-          Per Diems: 2 Days for Addis Ababa Briefing Session (if lead consultant is from outside Addis)

-          Travels:   

1x time travel of Lead Consultant to Addis (if lead consultant is from outside Addis)

1x time travel for 8 persons to Addis Bootcamp Location (if consultants are from outside Addis)

-          Further materials:

Necessary teaching materials and handouts

10 How to Apply

Interested firms should submit their technical and financial proposals in separate envelop on or before February 26, 2021, at 2:30 PM, to the following address: -

Target Business Consultants Plc

N/Lafot Sub City,  Lebu Mebrat Shoa supermarket 3rd floor

Tel +251 926796218, +251 116 636645  

Addis Ababa Ethiopia

11 Target Business Consultants PLC reserve the right to reject any or all the offers.





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