TERMS OF REFERENCE (TOR)

Market Survey and Business Plan Development (KOPAA GUESTHOUSE) in Sanniquellie, Liberia

Introduction

The Liberia National Red Cross Society (LNRCS) owns a 1.69-acre property in Sanniquellie, Nimba County, Liberia. The land is polygonal in shape, with a hard-core laterite surface and a mild slope towards the front of the main structure. The property is strategically located in the northeastern part of Liberia at coordinates W 8º 43’21.21” / N 7º 21’17.48”.

Sanniquellie is a historic city, renowned for hosting the precursor meeting that led to the founding of the Organization of African Unity (OAU), now the African Union (AU). Its historical significance makes it an attractive location for tourism and events. The LNRCS aims to improve the 20-bedroom guesthouse (Kopaa Guesthouse) that can provide quality accommodation and facilities for meetings, workshops, and conferences, catering to both local and international visitors.

A technical appraisal of the property was conducted in March 2022, revealing that the main building covers 7,138.18 sq ft and includes: 20 bedrooms, 4 storage rooms, 1 kitchen with pantry, Laundry facilities, a hall, a bar, 2 carports at the rear and a large sitting area suitable for events and conferences

Additionally, the property has a generator house, an overhead water reservoir, a 150ft deep water well, a 9ft high perimeter fence, and a driveway. The facility is undergoing continuous rehabilitation to align with market demands and international standards. To inform LNRCS on the best way forward, a comprehensive market study is required.

2. Objectives

The main objective of this study is to gather critical data and insights about the local hospitality market, competition, customer preferences, and other relevant factors to support strategic decision-making for the guesthouse’s operation and development.

Specific Objectives:

• Assess the current market conditions for guesthouse services in Sanniquellie, nearby Ganta, and Liberia as a whole.

• Understand the preferences and demands of target customers, including service users and potential guests.

• Analyze pricing strategies and market trends to determine competitive positioning.

• Identify key competitors, their strengths, weaknesses, and market positioning.

• Provide recommendations to enhance the guesthouse’s market presence and operational competitiveness.

3. Scope of Work

The consultant/firm will be responsible for conducting the following activities:

• Desk Research: Review relevant reports, studies, and data on the hospitality industry in Nimba County and Liberia.

• Market Analysis: Evaluate local market conditions, including demand-supply trends, customer demographics, and potential growth opportunities.

• Competitor Analysis: Identify and analyze key competitors, their services, pricing models, and customer feedback.

• Customer Survey: Conduct surveys and interviews with potential and current guests to understand their preferences, expectations, and satisfaction levels.

• Pricing Strategy Review: Assess pricing models of similar establishments and recommend an optimal pricing strategy.

• Recommendations: Develop actionable insights to improve the guesthouse’s services, marketing, and operational efficiency.

• Business Plan Development: Formulate a comprehensive business plan outlining the roadmap for effective operation and administration of the guesthouse.

4. Methodology

The market survey will employ both quantitative and qualitative research approaches, including:

• Surveys and structured questionnaires targeting potential guests and service users.

• Interviews with key stakeholders in the hospitality sector.

• Review of online and offline feedback on competitor establishments.

• Data analysis and market modeling to support projections and recommendations.

5. Deliverables

The consultant/firm will provide the following deliverables:

• A detailed market survey report outlining findings, insights, and analysis.

• Strategic recommendations for improving competitiveness and market positioning.

• Raw data, survey responses, and supporting research materials.

• A comprehensive business plan for the guesthouse, including financial projections, marketing strategies, and operational frameworks.

6. Timeline

The assignment is expected to be completed within five (5) weeks from the date of signing the agreement with the consultant.

7. Reporting

The consultant will provide regular updates on progress and submit a final report upon completion of the assignment.

8. Evaluation Criteria

The success of this market survey will be measured based on:

• The quality and comprehensiveness of the report.

• The relevance and practicality of recommendations.

• Adherence to the agreed timeline and budget.

9. Submission: All those interested can submit their proposal to the Liberia National Red Cross Society through lnrcs.recruitment2016@liberian-redcross.org with the subject: ‘Markey Survey and Business Development Plan Proposal for Kopaa Guesthouse’