New Markets Research and Analysis

Research Design

Background:

UBONGO is Africa's leading producer of kids' edutainment. As a non-profit social enterprise, we create fun, localized, and multi-platform educational content that helps kids learn, and leverage their learning to change their lives. Ubongo reaches over 42 million kids across Africa through accessible technologies like TV, radio, and mobile phones. Our shows Ubongo Kids, Akili and Me and Nuzo and Namia currently air in 23 countries across Africa in multiple languages.

Introduction

Our distribution model is through a multi media (broadcast, digital and last mile) distribution approach in our focus markets. Prior to entering a new market, Ubongo intends to take a data-driven decision-making process, where we gather as much information as possible to inform strategy and tactics. Ubongo is keen to understand demographics, education ecosystem, partners and policies around edutainment, media and broadcast in target markets. These metrics are critical for strategic decision-making and prioritization, both at a Pan-African and country specific level.

Goal

To conduct market research and readiness assessment to absorb and scale products and brands in emerging markets. Specifically, in 2025, Ubongo wishes to collect market data and generate insights on the following priority countries:

• DRC
• Niger
• Ethiopia
• Madagascar
• Burkina Faso
• Nigeria
• Angola

Objectives

To undertake detailed analysis of the content market and diving deeper into the needs and barriers with regards to the edutainment sub sector including;

1. Understanding Audience needs and attitudes including content preferences
2. Mapping potential competitors and partners
3. Exploring user device preferences (Including linear TV, Subscription based audio-visual channels, traditional radio and digital uptake),
4. Identifying policy and regulations that would influence content uptake
5. Overall identifying potential opportunities and providing recommendations on the most viable strategy.
6. To identify the barriers and motivators that may affect the choice of children's content by parents.

Research Questions

1. To provide data on key metrics in new and promising markets for Ubongo to scale and grow its products and brand including:

• Demographics: What is the country's population aged 3-14 years? What are the birth rates? What is the population density and distribution?
• Education: What are the literacy levels? What is the latest Early Grade Reading Assessment data? What are the countries policies around Learning through Play or Play Based Learning? What are the country's policies around edutainment? What nuances exist e.g. hard to reach population, People With Disabilities and neurodiversity, gender, youth?
• Media and Broadcasters: What is the preferred medium for mass reach? What devices are present? What is the broadcast landscape and existing edutainment content? What is the known user feedback and existing partnerships around edutainment?

1. To undertake detailed analysis of the content consumption market and diving deeper into the needs and barriers with regards to the edutainment sub sector,identifying potential opportunities and providing recommendations on the most viable strategy:

• What does the media landscape look like in the country/region?
• Are there any existing edutainment content providers in the country?
• Is there any existing policy on broadcast of kids’ content in the country?
  For instance, is there a threshold given to media houses for broadcasting kids’ content?
• Which private sector companies - suppliers, installers (market actors/innovation system actors), intermediaries, are at the forefront?
• Where are they located in the value chain? What are the established business models?

1. Identifying the barriers and motivators that affect the choice of children’s content by parents.

• What are the media consumption patterns/habits in the country generally for adults but even specifically for kids aged 3-14 years?
• What is the general perception towards kids’ edutainment content in this country?
• Who gets to decide what families watch, and what factors influence that decision?

Deliverables

1. Based on data collected, provide a market research insights report with an executive summary which will guide Ubongo's entry and expansion into the identified markets above, with a focus on acquiring new audiences and suggested actions that will ensure Ubongo maintains any market share acquired. The research report should include (but not limited to) the following aspects:
   • Introduction (aims and scope, critical concepts, implications of the research)
   • Research Methodology (how data was gathered, sources and process of analysis and data validation if applicable);
   • Results, insights and data Analysis (description of the data, data analysis)

Proposal Submission

Proposals must be submitted by email only in PDF format by the 14 February 2025 at 17h00

Eastern African Time. The proposal should be submitted through this portal. Questions or requests for clarification should be sent to ian@ubongo.org no later than February 7th 2025

Ubongo shall not accept proposals received in any other format.

Submission documentation

1. A Technical proposal outlining the approach and methodology as to the execution of the terms of reference.
2. A Financial proposal indicating all the cost assumptions and cost breakdown of the assignment. This includes a pricing schedule.
3. Company profile, which must clearly demonstrate the necessary skills and experience in the areas of expertise contained in this RFP.
4. Details of similar projects conducted within the past 6-10 years (Four (4) projects).

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