REQUEST FOR PROPOSALS - IP Character Valuation Consultancy

IP Character Valuation ConsultancyUbongo Kids - Intellectual Property Valuation of Original Characters1. BACKGROUND & ORGANIZATIONAL CONTEXTUbongo is Africa's leading edutainment company, producing award-winning educational media content for children across Sub-Saharan Africa. With flagship productions including Akili and Me, Ubongo Kids, and Akili Academy, Ubongo has built a portfolio of beloved animated characters that resonate with millions of children and families across the continent and globally.As Ubongo advances its intellectual property (IP) strategy, the organization seeks to unlock the commercial potential of its character portfolio through licensing, merchandise, co-branding, and international distribution deals.

To effectively negotiate these opportunities, Ubongo requires a rigorous, defensible, and market-aligned valuation of its core IP characters.This consultancy will produce a comprehensive IP character valuation report that establishes the monetary worth, licensing rate benchmarks, and commercial positioning of Ubongo's primary characters - providing the evidentiary foundation for licensing negotiations, partnership discussions, and investment conversations.2. OBJECTIVESThe primary objectives of this consultancy are:Establish the fair market value of Ubongo's core IP characters using internationally recognized valuation methodologiesBenchmark Ubongo's character portfolio against comparable African and global children's entertainment IPDevelop licensing rate recommendations (royalty percentages, flat fees, minimum guarantees) by product category and territoryAssess the brand equity, audience reach, and commercial potential of each characterProvide a forward-looking valuation model that can be updated as the IP portfolio grows and market conditions evolveIdentify key value drivers and potential risks that affect IP character valuation3. SCOPE OF WORK3.1 Phase 1: Discovery & Data Collection (Weeks 1 - 2)Conduct structured interviews with Ubongo's leadership, creative, and commercial teamsReview existing audience data, viewership metrics, social media analytics, and brand health studiesCollect financial data including past licensing revenues, merchandise sales, and distribution agreementsDocument the character portfolio: origins, story assets, trademark registrations, and existing agreements3.2 Phase 2: Market & Comparables Analysis (Weeks 3 - 5)Identify and analyse comparable IP transactions in the children's entertainment sector (African and global)Research licensing rates for analogous characters across relevant product categories (toys, apparel, publishing, digital apps, theme parks, FMCG)Map the competitive landscape of African children's IP and assess Ubongo's positioningAnalyse market size and growth projections for target licensing territories (East Africa, West Africa, pan-Africa, diaspora markets, global)3.3 Phase 3: Valuation Modelling (Weeks 3 - 5)Apply at minimum three valuation methodologies: Income Approach (Discounted Royalty Stream), Market Approach (Comparable Transactions), and Cost Approach (Replacement Cost)Develop a character-by-character valuation for the core portfolio (minimum 5 characters)Build a dynamic financial model with adjustable assumptions and scenario analysis (base, conservative, optimistic)Calculate recommended royalty rates by product category, geography, and exclusivity tier3.4 Phase 4: Reporting & Recommendations (Weeks 5 - 8)Produce a comprehensive IP Valuation Report (executive and detailed versions)Develop a Licensing Rate Card with recommended terms for standard licensing categoriesCreate a presentation-ready deck for use in investor and partner conversationsConduct a debrief session with Ubongo's leadership to present findings and answer questions4.

DELIVERABLESDeliverable 1: Inception Report: methodology, work plan, and data collection framework (Week 3)Deliverable 2: Market & Comparables Analysis Report (Week 5)Deliverable 3: Dynamic IP Valuation Financial Model (Excel/Google Sheets) with scenario analysis (Week 8)Deliverable 4: Comprehensive IP Character Valuation Report - Executive Summary (≤15 pages) and Full Report (Week 10)Deliverable 5: Licensing Rate Card by product category and territory (Week 10)Deliverable 6: Investor/Partner Pitch Deck (PowerPoint, ≤20 slides) (Week 10)Deliverable 7: Final debrief presentation and Q&A session with Ubongo leadership (Week 10)5. DURATION & TIMELINEThe consultancy is expected to run for ten (10) weeks from the date of contract signing. Total Duration: 8 weeksExpected Start: July 1stInception Report: End of Week 2Draft Final Report: End of Week 5Final Deliverables: End of Week 86.

Qualifications

& EXPERIENCE REQUIREDProposals are invited from individual consultants, firms, or consortia with the following

Qualifications

:Essential

Requirements

Minimum 8 years of experience in IP valuation, brand valuation, or intangible asset assessmentDemonstrated experience valuing media, entertainment, or consumer brand intellectual propertyProficiency in recognised IP valuation methodologies (Income, Market, Cost approaches)Strong financial modelling skills with ability to build dynamic scenario modelsAt least 2 references from comparable IP valuation assignments with entertainment or media companiesHighly DesirableExperience working with African media, entertainment, or consumer goods companiesExperience working with animation valuation, character valuation and IP LicensingFamiliarity with licensing deal structures in the children's entertainment sectorMembership or certification from a recognised valuation body (e.g., CFA, CVA, ASA, RICS)Understanding of the East or Sub-Saharan African market landscape7.

EVALUATION CRITERIAEvaluation Criterion Weight Max Score

Technical Approach & Methodology 30% 30Relevant Experience & Track Record 25% 25Team

Qualifications

& Expertise 20% 20Financial Proposal & Value for Money 15% 15Understanding of Ubongo's Context 10% 108. PROPOSAL

Requirements

Proposals must include the following:Technical Proposal: approach, methodology, work plan, and team composition (maximum 20 pages)Financial Proposal: itemised budget with daily rates, total fees, and payment schedule (submitted separately)Firm/Consultant Profile: overview of the organisation or individual, relevant credentials, and client listSamples of Work: at least 2 examples of prior IP or brand valuation reports (may be anonymised)References: minimum 2 professional references from comparable assignmentsConflict of Interest Declaration9.

SUBMISSION DETAILS

Submission Deadline: 19th June 2026 (EAT)Submission Method: Email to t***u@***.orgSubject Line: RFP Response: IP Character Valuation ConsultancyQuestions Deadline: 17th June 2026Questions Contact: t***u@***.orgContract Currency: USDLate submissions will not be considered. Ubongo reserves the right to accept or reject any proposal without providing reasons and is not bound to accept the lowest-priced offer.Equal Employment OpportunityUBONGO provides equal opportunities to all bidders and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, protected veteran status, sexual orientation or any other characteristic protected by the laws of the country we are operating in.Job Scam WarningOur organization upholds a strict commitment to a fair, unbiased hiring process through BambooHR or very qualified recruitment agencies and shortlisting decisions are based solely on candidates'

Qualifications

, skills and experience relevant to the position.Beware of any individuals claiming to have influence over our hiring decisions or requesting favors in exchange for guaranteed shortlisting or employment opportunities. Such actions are against our policies and do not reflect our organization's values.Originally posted on Himalayas