Expression of Interest (EOI)

Business Development Services for the footwear sector of Bhairab in the area of Digital Marketing

1. Introduction

1.1 Background

Funded by Switzerland and the Government of Bangladesh, co-implemented by Swisscontact and the Local Government Division (LGD), the PRABRIDDHI project is working with partner municipalities to foster local economic development. The goal is to transform the partner municipalities into more competitive local regions where enterprises can thrive, new businesses are attracted to invest, employment and income opportunities are created, and the citizens enjoy improved standards of living. After successful completion of the two years Phase I (August 2018 to August 2020), PRABRIDDHI has started its current phase of implementation on September 01, 2020. During Phase I, PRABRIDDHI worked with the Jashore and Shibganj municipalities in the light engineering and mango sectors, respectively. The project has started working with Bhairab and Bogura municipalities in 2022. In total, the project will work with six to eight municipalities throughout the current phase. 

1.2 Approach

The LED program’s aim is to create a Business Enabling Environment and support better services for key actors by the municipalities and key stakeholders. A “territorial change management initiative” will be induced to foster Local Economic Development.  The programme supports the municipalities and local businesses to create a common platform and processes for identifying the key blockages for business growth which impacts wealth generation and employment creation. At this moment, multiple projects, and investments (financed by GOB as well as Development partners) are focusing on the evolvement of municipalities and to improve the infrastructure at the municipal level. The LED program complements these investments by utilizing resources, both physical and administrative, to the planned activities for business growth. PRABRIDDHI supports municipalities and local business associations to identify key activities for business growth, and design sub-projects, while synergies are made with other initiatives of the government or development partners. The program also supports through partnership to reduce the risks associated with piloting new business and growth strategies that create economic opportunities for the poor.

2. Context

Bhairab has developed from an agricultural and fishing to an industrial zone over the decades. The area is well connected through roads and a river port with the rest of the country. Bhairab is well known for its footwear industry, which developed over the last 25-30 years. Around 13,000 small and large footwear related forward and backward linkage workshops and shops (like packaging, leather, rexine, foam, covers and buttons) have been set up in Bhairab municipality, where more than 60,000 people work.1 Assessing certain driving factors for economic growth as criteria, the footwear sector of Bhairab has been selected as one of the priority sectors where PRABRIDDHI intends to implement LED initiatives. 

The following constraints were identified upon discussion and participatory analysis with the entrepreneurs in the Bhairab footwear value chain:

Limited knowledge on digital marketing and lack of digital marketing platform:

  • Lack of basic digital literacy required to cater to customer segments via online mediums, i.e. website, Facebook, third party e-commerce platforms, email marketing & communications.
  • Other than a few of the large footwear factories in Bhairab, many of the factory owners do not sell their products through online platforms.
  • The local factory owners are neither equipped for digital marketing of their products nor do they have the required knowledge for selling the products online.

3. Proposed intervention concept

The objective of the interventions is to design and deliver sustainable Business Development Services to the Bhairab footwear sector in the area of Digital Marketing. The interventions will be targeted to both the input sellers and footwear workshops of Bhairab. Initially the interventions will be short-term, spanning around 3-6 months and should lead to longer term strategies creating sustainable systemic change in next 7-18 months.

The interventions will be focused on the following areas/ activities:

Short-term:

  • Analysis of the capacity and need of the entrepreneurs.
  • Selection of pilot entrepreneurs based on their willingness and capacity to co-finance part of the activities.
  • Designing and delivery of training on how to utilize social media and other platforms for digital marketing.

Long-term:

  • Development of a web platform for footwear marketeers and design business model for its sustainable operation.
  • Engage media influencers/institutional buyers for branding and promoting Bhairab footwear sector.
  • Organize national level exhibition and networking events to promote the digital platform and create market linkages.

The intervention is expected to reach 100 entrepreneurs initially. It is expected to expand to 5,000 entrepreneurs across the entire value chain of the footwear industry over 3 years in Bhairab municipality.

4. Required qualification

PRABRIDDHI is looking for consultants/consultancy firms/service providers (e.g., e-commerce companies) who meet the following requirements:

  • Expertise in analyzing value chains, constraints and developing interventions for private sector development.
  • Experience of developing and/or providing Business Development Services in the area of digital marketing.
  • Experience of working in the footwear sector of Bhairab will be preferred.
  • Experience of working with international development agencies will be preferred.
  • Excellent written and verbal communication and reporting skills in English.

PRABRIDDHI is open to explore collaboration with multiple entities.

5. Selection criteria

Following an initial proposal expressed by interested organisations and a process of due diligence, partners will be selected based on 

  • Organization’s experience and the qualifications of its employees (20)
  • Relevant industry experience (20)
  • Relevance of proposed solution (40)
  • Willingness and ability to co-finance the intervention (20)

6. Timeline

The planning and implementation timeline of the project is 3-6 months from the commencement of the contract. The contract may be extended depending on the progress of the intervention and the performance of the partner in consideration of longer-term strategies.

7. Submission details for the initial proposal

Interested organisations are requested to express interest by filling out the attached EOI Form by 19th June 2022 to the following e-mail address:
bd.prabriddhi@swisscontact.org

Following response to the initial EOI, a virtual/physical discussion session will be hosted by PRABRIDDHI for selected organizations and detailed intervention concept/TOR will be shared.

For more information, please e‐mail to bd.prabriddhi@swisscontact.org.

 

1 Numbers are based on the information obtained from https://thefinancialexpress.com.bd/trade/small-footwear-makers-need-low-cost-fund-to-flourish-1545107999