Building Branding Capacity of Agro-Food SMEs

Terms of References (ToRs) 

 Building Branding Capacity of Agro-Food SMEs

and Startups

1.0 Background: 

Small Enterprise Center (SEC) Association is a Palestinian non-profit organization that started in 2002 as a project within the framework of a former GIZ Private Sector Development Program. In 2008, SEC has been officially registered as an independent non-profit organization governed by the Palestinian Law of Charitable Associations and Community Organizations No.1 for the year 2000. SEC began with an office in Ramallah and has grown to be a leading national organization serving Palestinian Micro, Small and Medium Enterprises (MSME) and social enterprises (including cooperatives).  Currently SEC is implementing phase-II of the project  “Agro-processing in Palestine -Supporting SMEs and Entrepreneurship for Youth” in partnership with DROSOS FOUNDATION. Under this project scope, SEC is looking forward to support selected participating SMEs and startups operating in agro-food sector in artwork. The professional expert task includes: developing designs of logos, labels, packages, brand books, business cards and catalogues for participating SMES and startups (Maximum 14 entities).

2.0 Purpose:

SEC and DROSOS FOUCNDATION are seeking offers from suitably qualified resource person/s to assess and design artwork for SMES and startups for the purpose of enhancing their competitiveness in the local and regional markets.

The specific objectives of this assignment are: 

1. Increase awareness of selected SMEs and startups of the importance of using brand identity 
2. Conduct brand assessment of  8 startups, the need assessment for the SMEs already conducted  
3. Develop intervention plan to fill the gap of current art work of the startups and SMEs
4. Develop attractive and professional artwork for both SMEs and startups 

3.0 Scope of work:

The expert will work closely with SEC staff and SMEs & startups to deliver an online training in Branding, assess the current branding capacities of the selected companies in terms of logo, label, packaging, business cards, and catalogues, review company profiles and interview each company owner in order to identify gaps per each company. An activity plan per each company should be developed based on the review in order to undergo implementation. The implementation comprises the following:

1. Meet the SMEs and startups 
2. Receive and review companies profile 
3. Conduct 2-day online training course. This will be a collective training for the SMEs and startup. 
4. Individual coaching for each company, which will entail giving them guidance and advice in regards to branding.
5. Design agreed upon items for each company, based on the below table which determine number of items per company 
6. Develop and send a first draft of each item including options to SEC and the selected SMEs and startups. The conditions and guidelines of MoNE and PSI should be taken into considerations when designing any brand identity and/or logos.
7. Offer SEC and the selected SMEs and startups the space to give comments on the draft.
8. Integrate comments accordingly.

4.0 Deliverables: 

The contract will be signed between SEC, selected SMEs and startups and the expert(s). The followings are the expected deliverables from the expert/s:

1. Review company profiles and interview each company owner in order to identify gaps per each company
2. Develop an assessment report for each startup that uncovers key main issues regarding branding capacities in terms of logos, labels, packaging, business cards, catalogues and brand books
3. Develop an activity plan including the methodology and approach for each activity for each entity 
4. Deliver an online training course in branding, including material development and training report
5. Deliver individual coaching sessions based on the identified needs, and report on coaching for each SME and start up including all interventions and services provided 
6. Design agreed upon items for each company.
7. Develop and send a first draft of each item including options to SEC and the selected SMEs and startups.
8. Develop a final narrative report (English language) taken into consideration from both Sec and the companies

The below table presents the selected SMEs and startups that will receive branding services including items to be designed:

5.0 Qualifications and Work Experience of the Expert 

It is expected that the consultant that will develop the artwork should possess the following expertise:

• At least diploma in graphic design or any relevant fields.
• At least 8 years of experience in business branding development
• Provide two references of similar work

7.0 Duration of Appointment: 

The expected level of effort of the expert is around 30 working days, within two months’ time are foreseen for developing products from signing the contract. 

8.0 Logistic Support for The Expert by SEC

 SEC will provide information, and documents on participating SMEs and startups. The expert will be responsible for covering the transportation costs, coordinating with SMEs & startups, other costs might occur due to the assignment. 

9.0 Deadlines for Submitting CVs and Technical and Financial Offers

The deadline for submitting CVs, and Technical and Financial offers by latest Dec. 31, 2020 at 16:00 PM. 

Kindly send the offers to SEC email:  [email protected]