B – TERMS OF REFERENCE AND EXECUTED COPY OF THE SIGNED CONSULTANCY SERVICES CONTRACT

TERMS OF REFERENCE

PROJECT NAME:                          BRAND BOOK „AGROVILA”, AND WEBSITE DEVELOPMENT

BENEFICIARY COMPANY:        „TAROD COM” SRL

CONSULTANT:                              „EBS INTEGRATOR” SRL

1. General information

1.1. Company presentation

The company SC "Tarod Com" LTD was established in 2004. Initially, for the first two years of activity, it produced walnut trees in greenhouse. In 2006 it purchased the building for agricultural store. For three years repairs to the building and land were done, resulting in the opening of a 70m2 store in 2009.

In 2010 it became members of the Agrostoc business cooperative, with whom are collaborating at present. Also that year it formed a new department of greening and irrigation services that seasonally is formed of 4-5 people.

At the end of 2010, it increased the commercial space up to 200 m2. In 2011 the service department was formed of a new team that seasonally maintained objects and served irrigation systems (lawns, sport fields, residential irrigation systems) and landscape design.

In 2013 it negotiated to import agricultural machinery with several companies in Europe. In 2014 becoming official distributors of the company BCS Group (Italy), and ZDS Group (Italy). Also this year it imported lawn equipment from BLEC Global Ltd.

The organizational structure of the enterprise is of a functional type where the General Director is first leader. Departments under supervision of the General Director are: Sales Department (2 persons), Department of Administration and household (2 persons), Financial Accounting Department (1 person), Department of service provision and maintenance (5 people). Each is headed by a chief who manages directly the department.

Over the past years, company’s sales have steadily increased: in 2012 it registered 100 000 EUR in sales, in 2013 – 120 000 EUR, 2014 – 180 000 EUR.

1.2 The rationale of the project

Company’s strategic development plan foresees increasing turnover by significant increase in total number of customers and regional expansion in the Northern part of Moldova, and eventually open new trading units. Company also plans to develop its services as  landscape design and irrigation systems service.

Although the company experienced relatively high growth rates, it needs to overcome the following problems faced in order to achieve the strategic objective:

• It lacks any visibility, no marketing and promotion activities were undertaken in the Northern regions which significantly limit company’s expansion. Also, since company does not have own brand, it is not recognizable even by its former clients, therefore could not be easily reffered.
• Company has no tools to present its products and services, and company staff spends a lot of time for phone conversations, explanations, etc. Company does not have web-page, which is currently the most efficient tool to get instant access to company’s products/terms, etc and thus company clients could not access the information about the company or company should invest a lot in printing.
• The potential of selling to customers from neighboring regions (Rascani, Donduseni, Balti, Soroca) is enormous, but is not efficiently used by the company for business development.

In this respect, the company decided to implement a consultancy project aimed to improve the market performance of the company and mainly:

1.Development of the corporate brand book - „AGROVILA”, including all corporate elements for efficient promotion

2.Website development – „AGROVILA”, promoting all products and services offered by the company.

The process of website and brand book development will be leaded by the company’s director – Mr. Radu Conea. The implementation of the project, the company will use its own financial resources.

2. Project description

2.1 Consultancy service objectives

The primary objective of the consulting project is to improve company’s market performance. This goal can be divided in more specific objectives:

• Increasing market presence in the Nothern part of Moldova;
• Developing the competitive advantage by providing access to information about the company online;
• Increasing sales and develop existing services (landscape design, irrigation systems service) into a high-value added activities

2.2. Economic objectives

As a result of the implementation of the project on brand-book development and website creation for „Tarod Com”, the following economic effects are estimated to be achieved:

General KPIs:

• 15% increase of the annual income from sales within next 2 years to reach 250 000 EUR.
• 5-10% increase of the profit in 12-18 months.

Marketing KPIs:

• 20% increase of the number of buyers in 12 to 24 months.
• 35% share of sales to customers from neighbouring regions, to increase from current 25%;
• 100-200 monthly unique website visitors.
• 20-30% increase in volumes/sales of services (landscape design and irrigation service) and 10-15% increase of product sales through agricultural store

2.3 The aim of consultancy services

The goal of the project is to develop the visual identity of the brand that will be followed by the creation of a modern webpage Agrovila.md.

Implementation of the project will be in following stages:

Stage 1- Preparation of primary data by the beneficiary and analysis by the consultant

Stage 2 -Development and approval:

• Brand book AGROVILA  concept
• Website graphic concept

Stage 3 - Design of brand book and website

• Development of materials for the brand book
• Development and approval of final website design

Stage 4 - Programming web pages, inserting primary information, testing and launch of the beta version of the site; training staff involved in its administration; optimization of project for Search Engines.

Stage 5 - Final stage that will launch the website.

I.         „Agrovila” Brand-book

In the structure of the Brand book „Agrovila” the following chapters will be included:

1. Mission

2. Logo/business style

3. Rules of logo usage color/black and white

4. Corporate style

5. Color pallet

6. Custom header

7. Custom envelope

8. Corporate and personal business cards

9. Discount cards

10. Equipment for lawn maintenance

II.      AGROVILA.MD WEBSITE

Structurally the website "AGROVILA.MD" will have the main purpose of informing visitors about the company, products, services rendered and company portfolio. The project will have two languages (Romanian / Russian) with possibility of extension to other languages. The site should be easily viewed on mobile devices.

The structure of the website will have following chapters:

Header:

1. „AGROVILA” Logo

2. Products and services

3. Contact phone number

4. Contact information and map

5. Languages (Rom/ Russ)

Center:

1. Main Banner

2. Information bloc (news, offers):

Footer:

1. Services

2. Products

3. About the company

4. Facebook/YouTube

5. Logo

3. Implementation procedures

At the end of the project all copyright and related rights will be transferred to the beneficiary.

3.1 Schedule

The delivery schedule will take place in accordance with the list of activities indicated in p. 2.3.

To facilitate successful implementation of the project, the Beneficiary shall provide access to the Consultant in the office with its prior agreement; in turn he will indicate the most relevant elements of its work.

Delivery schedule for AGROVILA.MD:

TOTAL Implementation period 72 days

When preparing graphics concepts the consultant will ensure that the beneficiary will receive the correct information, bringing examples of other performant websites, local and from abroad, eloquent samples of functionality. To fill primary fill the website the recipient shall ensure the consultant with information for each compartment of the website menu. The information will be edited to optimal volume and translated into Romanian / Russian. At the launch of the website on final host server, the Consultant will thoroughly check the proper operation of the site on most popular Internet browsers - Windows Internet Explorer, Google Chrome, Opera and Mozilla Firefox. The beneficiary shall appoint its authorized persons within the company to be trained on functioning administrative boards, and the Consultant will deliver the training, complete by a short test on gained knowledge.

3.2 Selection of consultant

In order to select the consultant, the Company has identified several potential performers of the projects. After benchmarking the average costs for similar projects, portfolios and experience presented, and given the resultant previous collaborations, EBS Integrator was selected.

It meets the beneficiary requirements of a modern and attractive design of enhanced functionality for future projects. The company and its employees in particular have rich experience in developing concepts, design, graphic design and functionality of website. This is demonstrated by the impressive list of well-known works and local clients. In addition, previous experience working with EBS Integrator was evaluated as very good - quality work being done in due time and at market prices. The company has demonstrated the ability to work under time pressure and always showed creativity in addressing the required tasks.

For the implementation of the project, the consultant will involve following experts:

4. Intellectual products delivered to beneficiary and reporting

At the end of first stage of work for each project, namely the preparatory stage, the consultant will analyze in detail the work of the company and the tasks to be implemented for each of the two projects. At this stage the task list will be prepared, the people involved will be designated and calendar plan of execution of the works will be made for it to be approved by both parties.

At the end of stage two all the required materials will be developed starting with the logo concepts, design and website programming of AGROVILA.MD and ending with printed graphics.

At the end of third stage the consultant will present the final report, which will contain graphic illustration of the work performed and the results obtained as well as the encountered problems in the consulting and implementation process. The final report must contain as well annexes of training materials, information about how to work with admin panel and other information gained in working at the project. All documents will be part of the final report and will be attached as a direct result. The final report will be drafted in Romanian in three copies signed and stamped, one for each party and one for BAS. Deadline for submission of final report is no later than 3 days after completion of the last stage of the project.

Intellectual products delivered to company as a result of the projects:

5. Budget

DIRECT COSTS

Total 72 consultancy days at an average rate of  79,6 EUR per day = 5732 EUR

REIMBURSABLE COSTS

Other costs:                                                                                          EUR 0

TOTAL COST NET (without taxes)                                                              EUR 5732

Taxes (VAT)                                                                               EUR 1146,4

TOTAL MAXIMUM AMOUNT FOR PAYMENT OF CONSULTANT BY THE BENEFICIARY

EUR 6878.4

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Starting date:                                                                                                             31.03.2015

Expected completion date:                                                                                       01.07.2015

Payment in advance to the Consultant in amount of 2,000.00 EUR, and remaining 4,878.40 EUR at completion and handover of works.