REQUEST FOR PROPOSALS - IP Character Valuation Consultancy
IP Character Valuation Consultancy
Ubongo Kids — Intellectual Property Valuation of Original Characters
1. BACKGROUND & 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.
2. 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
3. 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
4. DELIVERABLES
Deliverable 1: Inception Report: methodology, work plan, and data collection framework (Week