Development of MINCH 6768 Multimedia Platform Strategic Roadmap and Operational Framework

Background

Ethiopian Center for Disability and Development (ECDD) is an Ethiopian Development Organization established in 2005 and re-registered with the Agency for Civil Society Organizations as an Ethiopian Development Civil Society Organization with Certificate № 0321 under Proclamation № 1113/2019. ECDD is working with other organizations to promote and facilitate the inclusion of persons with disabilities and disability issues in mainstream service delivery and development programs, envisioning an Inclusive Ethiopia where persons with disabilities exercise the same rights and have access to the same services and opportunities enjoyed by other citizens.

ECDD is currently implementing the a Project entitled “Accessible, Inclusive, Equitable, and Affordable Sexual and Reproductive Health (SRH) and Essential Health Care Services for Adolescents and Youth with Disabilities, funded by UNFPA – AHEAD”.

As part of its commitment to enhancing access to information, services, and opportunities for persons with disabilities, ECDD established MINCH, an innovative mobile-based digital information platform. MINCH is a toll-free digital platform accessible through the short code 6768, utilizing Interactive Voice Response (IVR) technology to provide disability-related information to persons with disabilities across Ethiopia, both in rural and urban settings. With the support of the AHEAD project MINCH is providing voice based information and SMS messages on Sexual and Reproductive Health (SRH) and Family Planning as well as other disability-related content for persons with disabilities, their families, service providers, government institutions, civil society organizations, and other stakeholders. The platform is accessible 24 hours a day, seven days a week, and can be used without requiring internet connectivity or a smartphone, making it particularly suitable for individuals with limited access to digital technologies.

Recently, the platform has been upgraded to include SMS and USSD-based text services, a mobile application with video and graphic capabilities, user-generated content, discussion forums, question-and-answer functions, and survey functionalities. The user interface has been designed with accessibility considerations, including audio-guided navigation to support users with low literacy and limited digital skills.

To ensure the long-term relevance, accessibility, sustainability, and scalability of MINCH, ECDD intends to develop a comprehensive five-year strategic roadmap and operational framework that will guide the strategic expansion, technological advancement, content management, user engagement, promotion, partnership development, resource mobilization, sustainability, institutional strengthening and overall effectiveness of the platform. B.

B. Objectives of the Assignment

General Objective

To develop a comprehensive five-year strategic roadmap and operational framework for the MINCH 6768 Multimedia Platform that will guide its strategic growth, technological advancement, operational management, sustainability, and transformation into a highly accessible, inclusive, intelligent, and user-centered digital ecosystem for persons with disabilities in Ethiopia.

Specific Objectives

The consultant shall:

1. Conduct a comprehensive assessment of the current status, strengths, weaknesses/challenges, opportunities and gaps of the MINCH platform, in terms of its technological infrastructure, content creation and management system, utilization rate, gender disparity in the use of MINCH, Income generating opportunities staffing, operational processes, governance arrangements, user engagement mechanisms, and sustainability mechanisms..
2. Develop a five-year strategic roadmap defining the vision, strategic goals, priorities, phased development plan, investment requirements and systainability mechanisms of MINCH.
3. Design a detailed operational framework that clearly defines:
   • Governance and management structure
   • Human resource requirements, staffing profiles, and competency needs
   • Roles and responsibilities of different units and personnel
   • Standard operating procedures (SOPs) and workflow mechanisms
   • Content creation, review, approval, updating, and quality assurance processes
   • User-generated content management and moderation mechanisms
   • Procedures for managing user inquiries, feedback, discussion forums, surveys, and Q&A services
   • Stakeholder collaboration and referral mechanisms (stakeholder collaboration and coordination framework for responding to user questions)
   • Data management, privacy, security, and ethical considerations.
4. Develop strategies for increasing the number and diversity of users (user reach) and engagement, with particular emphasis on increasing the participation of women and girls with disabilities and underserved disability groups.
5. Develop a technology enhancement framework, including integration of mobile applications, SMS, USSD, hotline services, and advanced AI-enabled functionalities.
6. Recommend AI-enabled solutions that improve automation, accessibility, personalized interaction, multilingual communication, and data-driven decision-making while reducing unnecessary human intervention.
7. Develop a sustainable financing and resource mobilization model, including potential partnership arrangements, income generation opportunities, and cost optimization measures.
8. Develop a communication, visibility, and promotional strategy to increase platform awareness and utilization.
9. Develop monitoring, evaluation, accountability, and learning (MEAL) framework for measuring platform performance and impact.

 

C. Scope of the Assignment

In addition to developing the strategic roadmap, the consultant shall develop a practical operational model for MINCH covering, but not limited to, the following areas:

1. Governance, Institutional Arrangement, and Staffing Framework

The consultant shall:

• Propose an appropriate governance and management structure for MINCH.
• Define the required organizational setup and reporting lines.
• Identify required staff positions, qualifications, competencies, and level of effort.
• Define clear job roles and responsibilities.
• Recommend capacity development plans for MINCH personnel.

2. Institutional Capacity and Staffing

The consultant shall:

• Assess the current organizational arrangement of MINCH.
• Identify required staffing structure, roles, competencies, and qualifications needed for future expansion.
• Recommend a suitable operational and management model for an expanded digital platform.

3. Operational Processes and Standard Operating Procedures

The consultant shall develop operational procedures for:

• Content identification, development, validation, approval, translation, and regular updating.
• Managing audio, text, video, and graphic content.
• User-generated content collection, verification, approval, and publication.
• Moderation of discussion forums, comments, and voice/text messages.
• Handling user questions and ensuring timely responses.
• Escalation and referral pathways to external institutions and service providers.
• User complaints and feedback management.
• MEAL Framework involving data collection, analysis, reporting, and use of user analytics for continuous improvement.

4. User Growth, Promotion, and Engagement Strategy

The consultant shall:

• Review current promotion approaches and their effectiveness.
• Develop a comprehensive promotion and communication strategy using social media, websites, printed materials, campaigns, OPDs, government structures, and community platforms.
• Develop strategies to increase active users and repeat utilization.
• Design targeted approaches to address barriers faced by women and girls with disabilities and increase their use.
• Recommend approaches for strengthening user interaction and community ownership of MINCH.

4. Technology and AI Transformation Framework

The consultant shall develop a phased technology advancement plan covering:

• Integration of IVR, SMS, USSD, mobile application, and hotline services.
• Transition from traditional menu-based IVR to AI-enabled conversational interaction.
• Natural Language Understanding (NLU), speech recognition, and multilingual interaction.
• AI-supported text-to-speech and speech-to-text capabilities.
• Simplified language processing to support persons with intellectual disabilities.
• Enhanced accessibility features for persons with different disability types.
• Intelligent routing of complex cases requiring human support.
• AI-supported translation across Ethiopian languages.
• Data analytics, machine learning, and automated generation of insights from platform usage.

5. Language Expansion and Accessibility

• Assess language gaps and recommend priority regional languages for expansion.
• Recommend additional accessibility features to address diverse disability needs.

6. Sustainability and Business Model

The consultant shall:

• Develop a realistic financial sustainability model for MINCH.
• Estimate operational costs required for different stages of expansion.
• Identify funding opportunities, strategic partnerships, sponsorship opportunities, and possible income-generating services.
• Recommend cost-efficient operational approaches.

D. Expected Deliverables

The consultant/firm shall submit the following:

1. Inception Report: a brief document outlining the consultant’s understanding of the assignment, detailing methodology, work plan, assessment framework, consultation approach and timeline.
2. Current Situational Analysis and Assessment Report covering:
   • Technical infrastructure
   • User engagement and utilization trends
   • Accessibility and inclusion gaps
   • Content management systems
   • Staffing and operational capacity
   • Institutional arrangements
   • Financial and sustainability status
   • Benchmarking with relevant national and international digital platforms.
3. Five-Year Strategic Roadmap for MINCH, including strategic objectives, priority interventions, technology expansion plan, AI transformation pathway, partnership strategy, gender inclusion strategy, and investment roadmap.
4. Comprehensive Operational Framework/Operational Manual for MINCH, including:
   • Governance and management structure
   • Staffing model and competency framework
   • Operational procedures and SOPs
   • Content creation and management guidelines
   • User engagement and moderation procedures
   • User Voice and SMS Management Framework.
   • Communication and Promotion Strategy.
   • Stakeholder coordination and referral mechanisms
   • Data management and reporting procedures
   • Quality assurance and continuous improvement mechanisms.
5. Resource Mobilization and Financial Sustainability Plan.
6. Monitoring, Evaluation, Accountability and Learning Framework.
7. Facilitation of stakeholder validation workshop and submission of validation report.
8. Final Consolidated MINCH 6768 Platform Strategic Roadmap, Operational Framework and implementation plan incorporating feedback from ECDD and relevant stakeholders.

Selection Criteria

The selection will be based on both technical and financial evaluations using the following weighting:

Criteria	Score
Understanding of the Assignment and Methodology	15%
Relevant Experience in Similar Assignments	30%
Qualifications of Key Experts	15%
Quality of Proposed Work Plan	10%
Financial Proposal	30%
Total	100%

 

G. Duration of the Assignment

The assignment is expected to be completed within twenty five (25) calendar days from the date of contract signing.

Terms of Payment

• First Payment: 50% upon signing of the contract.
• Second Payment: 30% upon submission and approval of the Draft Strategic Roadmap.
• Final Payment: 20% upon submission and approval of all final deliverable.

Consultant Qualification and Experience

Interested consultants or firms must possess:

• MSc in Information Technology, Digital Transformation, Computer Science, Combined with Social Sciences, Development Studies, Disability Studies, Business Administration, or related fields.
• Demonstrated experience in developing digital transformation strategies, media strategic planning, technology roadmaps, or ICT-based service models
• Proven experience in AI technologies, digital platforms, mobile applications, call centers, information systems, or communication services.
• Experience in disability inclusion and accessibility standards.
• Experience in strategic planning, business development, and sustainability planning.
• Strong skills in stakeholder consultation, research, and analytical report writing.
• A valid and renewed business license, registration certificate, and VAT certificate.
• Commitment to quality delivery within the agreed timeline.