Institutional and marketing development of PU BWA and its’ branch in Chon-Alai

Location: Bishkek and Osh cities, Alai and Chon-Alai districts

Assignment periods: February 14, 2023–December 29,2023

Objects: support BWA and its’ branch in Chon-Alai in achieving sustainability and financial freedom as institutions through building strong and sustainable sales channels in international and domestic markets, and by improving internal business processes of the organizations.


Institutional development
1.    Institutional development of PU BWA and its’ branch in Chon-Alai by:

  • empowering established institutional structures: leadership, organizational structure, financial reporting;  
  • improving internal sales processes and nurturing sales professionals;
  • optimization of product development and production process: comparative analysis, quality control, inventory management, communication and productivity;
  • internal processes: networking, time management, new internal PU rules, working with information, receiving orders, etc.;
  • financial management: managing cash flows and increasing profit margins;
  • formalization of processes and updating of necessary organizational documents;
  • improve human resource management by attracting new active artisans who influence the growth of production capacity;
  • establishing self-learning processes;
  • coordination of the development of new collections.

The indicator is financial stability and profitability (above the break-even point); profit margins have been increased to 20% (the current average value is 8-12%); production capacity has been increased by 2 times.

2. Involvement of an organizational psychologist to work with internal conflicts, development of unity and motivation of artisans.
The indicator – reduction of internal conflicts, reduction of staff turnover by 2 times.

3. Support PU BWA and its’ branch in Chon-Alai in the introduction of a Supervisory Board, which will provide strategic recommendations to the Executive Body of the organization.

Marketing development

4. Development of wholesale sales by expanding and supporting domestic sales, as well as supporting the attraction of a wholesale foreign partner of the brand with love By Alay.
The indicator is 2 times increase in sales, attracting new partners.

5. Organization of technical support of the website (11 months), SEO optimization, online store development.

6. Advise artisans in improving the assortment for eBay and Wildberries, conduct the necessary analytics, increase sales of products of the brand with love By Alay, promote the brand with love By Alay on these marketplaces.
The indicator – covering 50% of the permanent expenses of artisans.

7. Develop a professional catalog and brochure for B2B, develop storytelling for products with love By Alay.

8. Organize a professional photo shoot and create video content.

Support in attracting grants

9. Support PU BWA and its’ branch in Chon-Alai in applying for grants to receive funding for the necessary equipment, building a workshop, etc.

General tasks

10. Provide detailed descriptive report no later than December 22, 2023.

Application Procedure
Applicants must send the following documents by email to  and no later than 17.00
February 14, 2023.

List of necessary documents for submission:

  • Certificate of registration of a legal entity or a private entrepreneur;
  • Letter of interest describing the experience of conducting similar tasks;
  • CV of the main executors, with experience in performing similar tasks;
  • Commercial offer indicating the cost of the work (budget), including all costs associated with the implementation of the above tasks and the work plan (fees, logistics, necessary materials, etc.)

Requirements to potential supplier:

  • Educational and practical experience in the institutional and marketing development of organizations with a turnover of at least 3-4 million KGS per year and their business processes;
  • Knowledge and experience of business and organization management in the handicraft sector;
  • Experience of at least 3 years in this field and on these issues;
  • The presence of a patent or a certificate of registration of an individual entrepreneur, an insurance policy or another type of legal registration (LLC, etc.) of the applicant;
  • Diplomas, certificates proving the competence of the candidate;
  • Experience working with local non-governmental organizations, international organizations (at least 3 years);
  • Good knowledge of the target region and the local population;
  • Fluency in Kyrgyz, Russian, English, including verbal and written communication skills are a significant advantage.

If you have any questions, please contact, tel. +996 (550) 45-25-71

Terms of Reference