Terms of Reference

Title	: Access to e-commerce platform for MTL
Client	: Minh Toan Loi Coffee Cooperative
Country	: Vietnam
Project number	: 24MTL-9654
Assignment number	: ADV 18616
Period	: April to May/ June 2024
Cooperative advisor (CA)	: Hoang Hao Tra My
Mode of Agripool Involvement	: Remote (Online) only

Introduction

Agriterra (https://www.agriterra.org) is a Dutch agri-agency that aims to professionalize farmers' organizations and cooperatives worldwide, with advice from experts from the Dutch agricultural sector. Agriterra's opinion is that strong farmers' organizations and cooperatives lead to more participation, economic growth, and a better distribution of income. Agriterra focuses on economic development and works closely together with the Dutch agribusiness.  

Agriterra cooperates with farmers' organizations and cooperatives, professionalizing their functioning and service provision to their members, where the members want to increase their productivity and income, their position in the markets, access to finance and add value to their products.?  

Agriterra was registered in Vietnam in December 2017 and is currently active in Hanoi, Hai Duong, Nam Dinh, Thai Nguyen, Dak lak, Gia Lai, Quang Nam, Thua Thien Hue, Tra Vinh, Hau Giang, Ca Mau, Bac Lieu, Can Tho, Soc Trang and An Giang.

Background of the assignment

Digital transformation is identified as a creative solution to optimize governance, create higher value-added, and improve accountability and competitiveness of cooperatives as well as to expand their development efforts creatively, into areas such as young and gender inclusion, environmental sustainability, and adapting to climate change and reducing greenhouse gas emissions. Also, it contributes to the digital transformation direction in the collective economy and cooperatives under the light of Directive 19/CT-TTg dated 3 June 2023 of Vietnam and its international commitments to achieving net zero emissions by 2050.

With more than 25 active clients (agricultural cooperatives) in Vietnam, this year Agriterra aims to pilot at least 01 cooperative with the application of digital communications and marketing. Minh Toan Loi Coffee Cooperative is selected for this task.

The Minh Toan Loi cooperative (MTL) established in 2012, with 227 coffee growing members (3000 ha); potential to expand to 400 members or more by 2020. MTL has 6 paid staffs (1 part-time). At present, it focus on earning model of marketing and selling coffee beans for its members. It has piloted new products such as: roasted coffee bean, coffee powder (certificate and license has been submited for approval, on process of designing label, package, .... Currently, all its members have certified FLO, UTZ and RFA but FLO certificate coffee quantity is just marketed around 20% and the sales of processed coffee products (i.e coffee powder) was account for only around 10% of the total sales.

In the last few years, Minh Toan Loi cooperative (MTL) has developed relevant business plan and increased the sales of coffee. From 2024, MTL BoD aims to increase the visibility of the coop on the processed coffee market, especially testing with e-commerce platforms (Shopee). This assignment will provide MTL BoD/ BOM and core sales and marketing staff the basic knowledge of how to set up a shop in a e-commerce platform and how to operative it properly.

Main objective

To pilot and boost the accessibility to e-commerce platforms (Shopee) for Minh Toan Loi coffee products.

Expected deliverables.

Ord	Deliverables	Key responsible	Support
1	A clear road map and detailed working plan for setting up and operating the e-shop.	The service provider	CA, Intern, Coop staff
2	Set up the e-shop.	The service provider	CA, Intern, Coop staff
3	Operate the e-shop for the first month.	The service provider	CA, Intern, Coop staff
4	Hand-over and coaching for staff of Minh Toan Loi cooperative and related stakeholders. At least 10 staff and members of co-op/ Daklak Cooperative/ Agriterra are trained in e-shop operation. The staff of MTL Coop knows how to handle the e-shop after the training.	The service provider	CA, Intern, Coop staff

Assignment details:

- Composition of the Agriterra assignment team and roles:    

• Agriterra cooperative advisor: Hoang Hao Tra My (CA) – lead

1. As the focal point of Agriterra to provide orientation and management toward the objectives and deliverables of the assignment.
2. Assist the co-op in communicating with consultant/ service provider with a clear message.
3. Participate in milestones of the assignment (planning, set up the shop, shop operation, monitoring, and final evaluation).
4. Regularly discuss and interact related stakeholders about the progress and results toward expected outcomes and deliverables.
5. Review the outcomes and deliverables of the assignment.

• The director/ The sales and marketing staff of the Coop

1. Closely working with the consultant/ service provider with any tasks arising.
2. Act as focal point for the Coop
3. Provide clear message and needs for development of the e-shop.
4. Collaborate with the focal point of Agriterra, service provider and intern in preparation, assessment, planning implementation, and evaluation of the assignment.

• Consultant/ service provider

1. Assign staff to provide services for the co-op and Agriterra as the assignment.
2. Prepare a clear road map and plan for e-shop development for the coop.
3. Provide training, guidelines, coaching, and follow-up supports for members of the co-op and Agriterra team.
4. Regularly update and interact with team lead and intern in planning, implementation, and reporting.

• Agriterra communications and digital marketing intern: Pham Huyen My

1. Assist the CA lead on provide orientation and management toward the objectives and deliverables of the assignment.
2. Assist the CA lead on communicating with consultant/ service provider with a clear message.
3. Participate in milestones of the assignment (planning, set up the shop, shop operation, monitoring, and final evaluation).
4. Assist the CA lead on discuss and interact related stakeholders about the progress and results toward expected outcomes and deliverables.

- Duration of the assignment: The time frame of the assignment is from April to May 2024.
- Location: Minh Toan Loi Coffee Cooperative (online)
- Arrangements: (alternative options)

• Agriterra will arrange and cater for flight, hotel, transportation, programme for the Agriterra assignment team (if any)

- Responsibilities Agriterra: Hoang Hao Tra My (CA lead), Pham Huyen My (Intern), and Nguyen Thi Thu Phuong (logistic)
- Responsibilities client: Minh Toan Loi Coop

Tentative plan in 2024

Day	Date	Programme	Key responsible	Supporter
	March/ Apr	1.    Local consultant/ service provider recuitment	CA lead	Thu Phuong and Intern
	Apr/ May	1.    Planning meeting with all stakeholders 2.    Survey and analyse on level of digitalization of the coop 3.    Set up e-shop 4.    Operate e-shop	Consultant/ service provider and the Coop	CA and Intern
	May/ June	1.    Provide training for key staff and members 2.    Provide coaching and guidance for  and members to implement e-shop	Consultant/ service provider and the Coop	CA and Intern
	May/ June	1.    Final evaluation 5.    Reporting	Consultant/ service provider	CA and intern

Knowledge and Experience

• Work experience with e-commerce platforms (i.e. Shopee, Tiki, Lazada, etc.) 
• Experience in training and hands-on coaching for customers.
• Strong oral and written communication skills
• Good command of English and Vietnamese. In special cases, basic English could be considered.
• Experience in delivering similar tasks for customers, especially with Shopee.
• Experience in working with farmers and promoting agricultural products is an advantage.

Proposal submission

The proposal should include:

• Company profile and/ or CV of team members
• Technical and financial proposal (max. 5 pages)
• Sample(s) of similar tasks.
• The application, should be submitted by email with the subject mentioning "[Access to e-commerce platform for coop] _[Name of the team]” to [email protected]. cc [email protected]

The closing date for application: 17.00pm, 10 April 2024

Only short-listed applicants will be contacted.

Organization: Agriterra
Location:
Application deadline: 2024-04-10
Send application to: [email protected]; [email protected]