Company Profile

SNV is a not-for-profit international development organisation that applies practical know-how to make a lasting difference in the lives of people living in poverty. We use our extensive and long-term in-country presence to apply and adapt our top-notch expertise in agriculture, energy, and WASH to local contexts. SNV has an annual turnover of €130 million, over 1,250 staff in more than 25 countries in Africa, Asia, and Latin America. We are proud to be a not-for-profit organisation that uses project financing to implement our mission. This requires us to work efficiently and to invest in operational excellence.

SNV has worked in Ghana since the 1992 and currently has offices in Accra, Tamale, and Nandom. 

For more information on SNV, visit our website: www.snv.org

Job Description

Renewable Energy Development and Acceleration Project (REDAP)

Market Opportunities Mapping for Renewable Energy Markets

Terms of Reference (ToR)

Background of the assignment
The Renewable Energy Development and Acceleration Project (REDAP) is a joint initiative between the Netherlands Development Organization (SNV), Rural Development Fund (RDF) and other Financial Institutions (FIs) aimed at facilitating the growth of sustainable energy MSMEs to catalyse the transition of energy users from traditional, inefficient forms of energy to clean and efficient energy technologies to support climate change mitigation efforts. It is a 1-year pilot project to be implemented over 12 months’ period (15th October 2020 – October 14, 2021).

The project envisaged to achieve the following key objectives:

• Improve access to efficient and suitable finance for sustainable energy businesses and users through the development of tailored financial products supported by market scans and needs assessments.
• Build a pipeline of viable and sustainable energy MSMEs through business and market development support.
• Increase demand for sustainable energy services by initiating demand activation activities and brokering linkages.
• To scale up their businesses and be on the path of sustainable growth SMEs to have access to sustainable markets. This requires efforts to identify and tap into existing and emerging markets. SMEs will require some support in doing this.

It is against this background that the services of a consultant are required to undertake a market study to support SMEs under the REDAP project. The work carried out by the consultant will enhance the outcomes of market access activities being undertaken on the project.

Scope of work

Purpose of the assignment
The goal of the assignment is to conduct a mapping of market opportunities for SMEs within four renewable energy sub-sectors – solar power, low-carbon fuels, improved cookstoves and biogas systems – to enable them access existing and emerging markets and develop sustainable businesses.   

The specific objectives of the assignment are as follows:

• Identify major existing and emerging market segments within the solar power, low-carbon fuels, improved cookstoves, and biogas systems sub sectors; to include information on persona of customers, market size, key selling points that appeal to customers, etc.
• Identify key distribution channels, including digital partners and platforms that will enable SMEs to reach new clients within the various sub sectors locally, regionally, and globally.
• Propose key interventions to enable SMEs to position themselves to tap into existing and emerging markets; capitalization requirements, product technical requirements, packaging and branding, pricing mechanisms and payment options, requisite product labels, etc.
• Research and recommend workable models and best practices for accessing market opportunities for renewable energy enterprises within four renewable energy sub-sectors – solar power, low-carbon fuels, improved cookstoves and biogas systems

Mapping of Market Segments for the RE sector
Activities include;

• Conduct a scan of market segments for each of the four focus areas of the project: solar power, low-carbon fuels, improved cookstoves, and biogas systems, and indicate the demographics of the segments, as well as the triggers for adoption of RE products/services.
• Perform analysis of the various market segments to identify key triggers for adoption of RE products/services

Mapping of Key Distribution Channels and Systems for RE markets
Activities include;

• Conduct a scan of aggregators which serve as link/intermediary between demand and supply for the four focus areas of the project, indicating the dynamics involved in engaging these key actors.
• Identify digital marketing platforms/channels that are suitable or adaptable for the marketing of RE products and services locally, regionally, and globally, indicating the competitive advantage in engaging these platforms.

Definition of Major Entry Requirements for Accessing RE Markets
Activities include;

• Identify the capitalization requirements SMEs must consider in positioning themselves adequately to access the various market segments of key interest.
• Identify product parameters such as packaging, branding, and labels which make them suitable for the various market segments of key interest.
• Define pricing mechanisms, as well as payment schemes/modalities which will make RE products competitive within the various market segments of key interest.

Duration
The assignment will commence from 6th September, 2021 and end on the 29th October, 2021. The consultant will work for 30 days within the period.

Key deliverables and timelines

Table 1: Key deliverables and timelines for the assignment

Required Skills or Experience

The consultant must meet the following basic requirements:

• Master’s Degree preferably in business research, marketing, Business Management, Entrepreneurial Management, or related field.
• Demonstrated experience in carrying out survey design, data collection and analysis and reporting
• Demonstrated knowledge of the renewable energy sector; in the focus areas of solar power, low-carbon fuels, improved cookstoves, and biogas systems
• Demonstrated understanding of market dynamics and trends
• Demonstrated experience in producing top-notch quality report for publication
• Proven track record of meeting timelines
• Experience conducting similar studies in the renewable energy sector