Terms of Reference for
Promotion of Cell Bazaar and Skill Development of Service Providers
1. Background
Katalyst is a 5-year project funded by a donor consortium comprised of DFID-UK, SDC-Switzerland
and SIDA-Sweden. It works to enhance the private sector in Bangladesh, with particular focus on
small and medium enterprises (SME). In doing so, Katalyst identifies and intervenes into several
business service markets. Business-like interventions are designed so that they yield sustainable
results without negative side effects. Services Division of Katalyst facilitates the development of
various generic services markets for SMEs.
Cell Bazaar (CB) is a service, introduced by USA-based Cell Bazaar (The Contractor) in collaboration
with GrameenPhone, for connecting buyers and sellers in Bangladesh in an electronic marketplace
over the mobile phone. The newly introduced service ‘Cell Bazaar’ has promise and scope to benefit
the hundreds of thousands of small and informal enterprises in Bangladesh. Recent Analysis
conducted by KATALYST on the profile and trend of cell bazaar visitors and transactions reveals the
fact that around 59% of the postings are from rural or non-urban areas whereas 20% of them are
agricultural products. This reflects the immense potential of cell bazaar for becoming a state-of-art
technology as well as platform that can induce rural / poor producers to maximize their reach as well
promote their products .
Mentionable that cellbazaar won The Accenture Economic Development Award 2007 and Global
Mobile Awards 2008 for Best Use of Mobile for Social & Economic Development.
Katalyst is interested to assist Cell Bazaar to promote its service especially targeting small
enterprises. Katalyst intends to assist Cell Bazaar in promoting its brand to the SMEs around the
country as well as building skills of the service providers (e.g. GP CIC) through direct training, who
would cater the services to the targeted SMEs. Training includes instructions on how to buy and sell
on Cell Bazaar using SMS and Web technology.
2. Scope
This TOR only covers the details regarding support that Katalyst will offer to Cell Bazaar to carry out
its Awareness Building campaign targeting SMEs, 553 GP CIC and Individual Entrepreneurs/Traders.
Katalyst intent is to support cell bazaar in the area of rural agriculture, horticulture, floriculture, inputs
and seeds, jobs, tuition etc. that relates to poverty reduction.
3. Objective
CellBazaar is an unique experience for buyers and sellers. With the rapid growth of mobile phone
usage and the development of Internet facilities all around, this is creating a platform for both buyers
and sellers to meet on line and do the transaction.
Katalyst views CellBazaar as a potential means of future supply chain that will add value across each
of the sectors in the chain. This not only will create easy access to factor endowments but also will
allow the poor and underprivileged to gain exposure and maximum outreach. It will also help low
income consumers choose from better alternatives at better price. CellBazaar will also bring in
electronic market place reducing establishment, inventory and transaction costs. These will help all
the sectors across a value chain to benefit and grow.
CellBazaar provides the technology support along with other players like Grameen Phone to reach
both buyers and sellers and popularize the media. The key stakeholders are buyers, sellers, support
services like Grameen Phone, CellBazaar and the GPCIC owners/operators.
Success of the CellBazaar as a media requires clear understanding of CellBazaar capabilities,
benefits to users, capacity of the service providers including GPCICs.
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Cell Bazaar, as part of its promotional drive, organizes various awareness building marketing
campaigns targeting potential users of the service. In this light, it has identified two major areas where
they require special emphasis to promote its brand and leverage the same for potential mass-scale
adoption by most SMEs and Small Traders.
Two identified areas are:
1. Awareness Building
 To run the “Activation program’ in 100 locations. The program includes
developing an‘infotainment’ package to deliver key messages to promote
‘CellBazaar’ to the audience. This ensures a quick ‘word-of mouth’ spread of
the message and generate interests among the target audience.
 Total 5 Teams will be deployed for the program.
 To cover at least 200/250 audience in each location with a total coverage
target of 25000 business and non-business people.
2. SP Training
 To provide training to over 553 GPCICs located throughout the country.
 CellBazaar intends to educate the GPCIC owners on the usage and benefits
of Cellbazaar on a one to one basis. This direct training will help GPCIC
owners/operators understand the functionalities of CellBazaar as a vehicle
facilitate buying-selling process, create awareness among the CIC
owners/operators about the service and help them create new user-group for
CICs. In order to incentivize and make the process sustainable, a referral
system has been initiated to award the performance of the CICs.
4. Assignment of the Contractor
Awareness Building
 Develop Infotainment package
 Prepare list of 100 locations along with no. of participant
 Justify the relevance and efficacy of selected location and target audience
 Organize venue and logistics
 Prepare a projection of estimated reach for each campaign
SP Training
 Prepare training plan for 553 GP CIC
 Clearly identify the incentive for each stakeholders and mechanism for performance
monitoring
 Invite and confirm participation of the trainees
 Organize venue and logistics
 Contract and liaise with Market Express for Training and Promotion programs
 Report the overview and success of the campaign with supporting documents
In order to make this a success project, CB will be conducting the ToT for CICs, GP will provide
venues, CIC resource persons and Katalyst support the training and activation programs.
5. Work Process Plan
Activity
Timeline

Develop Infotainment package

Prepare list of 100 locations along with no. of
participant
2




Justify the relevance and efficacy of selected location
and target audience
Prepare a projection of estimated reach for each
campaign
Prepare training plan for 553 GP CIC

Clearly identify the incentive for each stakeholders
and mechanism for performance monitoring
Invite and confirm participation of the trainees

Organize venue and logistics

Contract and liaise with Market Access for Training
and Promotion programs
Report the overview and success of the campaign with
supporting documents

6. Guiding Principles
The Contractor in consultation with Katalyst must ensure adherence to following guiding principles
that are central to Katalyst’s market development approach:


The Contractor will make necessary efforts in team building with individuals or organizations
in areas of implementation where it may not have adequate in-house capacity or competence.
The Contractor, during this assessment process, will actively seek to identify potential
partners (co-facilitators) in ensuring sustainability of any market development initiative to be
undertaken.
7. Deliverables
Particulars
1. Copy of Agreement with GP to Train CIC operators
2. Detail Schedule of 100 location visit and CIC Training
3. Sample of Infotainment Package
4. Copy of Projected Expenditure
5. List of Trainees and Participants with their signed attendance roster
6. Video clips of all trainings and Campaigns
7. Sample training manuals, presentations, handouts
8. Report the overview and success of the promotion and training programs
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Timeline
ANNEX-1
BUDGET:
Katalyst
CELLBAZAAR
Activation Program
Preparatory works:
Development of 'Activation'
package including idea
generation, script writing,
production, editing etc
Prepraing for 100 activation
spots, local arrangement,
pre-visit etc, vehicle
branding etc
Recruitment & training of
Singers
Activation Execution:
Execution team cost for 100
locations @9000 per
activation
Training
Preparatory works:
Total
500,000
250,000
150,000
900,000
Management time in
prepration of route, listing &
invitation, communication
with all concerned
Logistics support - invitation
letter, postage,
communication with all 553
CICs
PoS costs
Training Execution:
Trainers cost
Trainers daily allowance food, lodge etc
Trainers traveling - one CIC
to another
25,000
25,000
50,000
828,000
331,200
90,800
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