Terms Of Reference - IP Character Valuation Consultancy

BACKGROUND AND ORGANIZATIONAL CONTEXT

Ubongo 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.

OBJECTIVES

The primary objectives of this consultancy are:

• Establish the fair market value of Ubongo's core IP characters using internationally recognized valuation methodologies
• Benchmark Ubongo's character portfolio against comparable African and global children's entertainment IP
• Develop licensing rate recommendations (royalty percentages, flat fees, minimum guarantees) by product category and territory
• Assess the brand equity, audience reach, and commercial potential of each character
• Provide a forward-looking valuation model that can be updated as the IP portfolio grows and market conditions evolve
• Identify key value drivers and potential risks that affect IP character valuation

SCOPE OF WORK

3.1 Phase 1: Discovery & Data Collection (Weeks 1–2)

• Conduct structured interviews with Ubongo's leadership, creative, and commercial teams
• Review existing audience data, viewership metrics, social media analytics, and brand health studies
• Collect financial data including past licensing revenues, merchandise sales, and distribution agreements
• Document the character portfolio: origins, story assets, trademark registrations, and existing agreements

3.2 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 positioning
• Analyse 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 tier

3.4 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 categories
• Create a presentation-ready deck for use in investor and partner conversations
• Conduct a debrief session with Ubongo's leadership to present findings and answer questions

DELIVERABLES

Deliverable 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)

The consultancy is expected to run for ten (10) weeks from the date of contract signing.

Total Duration: 8 weeks

Expected Start: July 1st

Inception Report: End of Week 2

Draft Final Report: End of Week 5

Final Deliverables: End of Week 8

QUALIFICATIONS AND EXPERIENCE REQUIRED

Proposals 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 assessment
• Demonstrated experience valuing media, entertainment, or consumer brand intellectual property
• Proficiency in recognised IP valuation methodologies (Income, Market, Cost approaches)
• Strong financial modelling skills with ability to build dynamic scenario models
• At least 2 references from comparable IP valuation assignments with entertainment or media companies

Highly Desirable

• Experience working with African media, entertainment, or consumer goods companies
• Experience working with animation valuation, character valuation and IP Licensing
• Familiarity with licensing deal structures in the children's entertainment sector
• Membership or certification from a recognised valuation body (e.g., CFA, CVA, ASA, RICS)
• Understanding of the East or Sub-Saharan African market landscape

7. EVALUATION CRITER
EVALUATION CRITERIA

Evaluation Criterion                                             Weight                           Max Score

Technical Approach & Methodology                          30%                                    30

Relevant Experience & Track Record                        25%                                    25

Team Qualifications & Expertise                                20%                                    20

Financial Proposal & Value for Money                       15%                                   15

Understanding of Ubongo's Context                          10%                                    10

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 list
• Samples of Work: at least 2 examples of prior IP or brand valuation reports (may be anonymised)
• References: minimum 2 professional references from comparable assignments
• Conflict of Interest Declaration

SUBMISSION DETAILS

Submission Deadline: 19th June 2026 (EAT)

Submission Method:     Email to [email protected]

Subject Line:     RFP Response: IP Character Valuation Consultancy

Questions Deadline:   17th June 2026

Questions Contact:   [email protected]

Contract Currency: USD

Late 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.