● An annual survey of investor readiness in Africa prepared and delivered by This is Africa together with a knowledge and funding partner ● A substantial piece of work that will track the structural advances being made by African economies towards investor readiness ● Focusing initially on the top or key economies of Africa it will highlight investor entry points or new opportunities further countries will be added as their markets become more attractive

1. The Africa Investor Readiness Survey and Benchmark
Summary:
This proposal is an exclusive opportunity to be associated with the Africa Investor Readiness Survey ­ a
programme of communication during 2013/14
● An annual survey of investor readiness in Africa prepared and delivered by This is Africa together with a
knowledge and funding partner
● A substantial piece of work that will track the structural advances being made by African economies
towards investor readiness
● Focusing initially on the top or key economies of Africa it will highlight investor entry points or new
opportunities ­ further countries will be added as their markets become more attractive
● The survey itself will be developed with intellectual input from our knowledge partner into the nature of the
survey itself including the methodology and execution recommendations
● This is Africa expects to carry out the research itself together with input from our knowledge partner and
possibly making use of any African network the partner may possess. We expect the research to take
place over a number of months in 2013
● Appearance will take place in print as a dedicated report distributed globally with This is Africa. In
addition there will be an online digital component including further contributions together with studio
interviews and discussion over a one year period. Messaging through social media and additional
distribution of content through This is Africa media partners and media/PR networks
● Where possible, a physical launch of the report will take place either as a dedicated Investor Readiness
event or as part of a larger pre­existing event or conference
● The survey aims to be a credible and followed benchmark of African investment opportunities. If possible
the development of a ranking system for various performance indicators should also be considered, this
element especially can drive marketing and thought leadership opportunities for the survey
This annual survey tracking the practical parameters that strengthen a country’s viability for investment, provides a
definitive guide to structural changes being implemented in Africa’s key economies.

2. Africa finds itself at a critical juncture in its development. Investor interest has never been higher, presenting an
unprecedented opportunity for economic transformation. Yet structural barriers to investment continue to limit the
volume of actual capital commitment. To accelerate investment there is a need for stronger understanding of
investor needs, and the structural milestones that will transform a country’s ability to attract investment.
Using the complementary strengths of This is Africa and its partners, the Investor Readiness Survey will target key
economies (eg. South Africa, Egypt, Kenya, Nigeria, Ghana) and provide one of the most comprehensive overviews
for investors to date. Complemented by insight from leading analysts and investment professionals in Africa, a
benchmark will be produced that:
● Provides a practical tool for existing and prospective investors looking to identify the strongest
markets for investment
● Tracks changes on an annual basis
● Ranks countries by a list of performance indicators
Impact
With exclusive access to leading decision­makers, This is Africa will produce a print report presenting the Survey
and Benchmark’s main findings, as well as in­depth analysis of the key trends shaping the investment landscape
in Africa’s key economies.
This will run parallel to sustained coverage on This is Africa’s website, including video interviews, blogs, social
media and interactive data features. Additional awareness will be generated through a dedicated PR campaign
targeting African and other international media.
Key events, or events developed for launch purposes will be used as part of a marketing and awareness
campaign.
Over time, the ambition is to consolidate the Survey and Benchmark findings into the definitive guide to how
Africa’s most important economies are strengthening their investment environments.
Proposed media activity during the initiative
Print:
Written print report ­ 32 pages in length including infographics, headline findings, tables, any rankings
produced from the survey. High level interviews and contributions from structural organisations, governments and
businesses will be part of the report together with dedicated features. (Thought leadership pieces or interviews
from the knowledge/funding partner may also be included. The editor will be indicate the relationship to the

3. project)
It will include elements such as:
● Foreword/Introduction
● High level opinion pieces/contributions
● Feature articles
● Data/research findings and infographics
● Case studies/photo essay where appropriate
This is Africa will be responsible for content produced in the written report but there will be an initial planning
meeting with the client to discuss overall themes/topics and possible contributors. Where necessary it will
also include field reporting.
The report will be distributed with This is Africa to a global audience of 25,000 together with additional client
copies.
Digital:
The project will include a resource page at www.thisisafricaonline.com; similar to the recent Access+
initiative available on the site. The page will contain all of the content of the written report together with
additional contributions, video interviews and access to data.
The site will remain ‘live’ permanently and we would hope to renew the initiative one year on with new
data/research and findings from the previous year. This will require renewed funding but may not include a
full written report in year two if not required.
A quarterly programme of studio discussion headed will serve as a follow up in content terms to the survey.
We will seek experts to complement the discussion together with our sponsor/partner. We will deal with
editorial planning for these meetings at an early stage to allow ample time to engage with partners who will
be represented in the videos.
Social Media:
The project will also include use of social media as a means of drawing attention to the project. A Twitter
handle will be created and used in conjunction with print, online media and any physical event associated
with the job creation initiative. Overtime, a Facebook page could also be established.
PR:
There will also be a one off PR campaign to promote the launch through our own/FT media networks
internationally and in Africa.
With the exception of the written report, all other activity will be ongoing during the year and can include
updated interviews and contributions to the site. This is an ideal opportunity for our funding partners to
update our audience with senior executives responses to successful developments and announcements.

4. The FT has an excellent studio facility that will be used in most cased for interviews but we can also
accommodate Skype where it is necessary to do so.
Marketing:
As an important initiative of This is Africa we would also suggest a marketing element. However, we are
sensitive to how our funding partners would view this and any activity would only take place after
consultation and the approval of our partners. Typically it may involve advertising the initiative in print, online
and through email alerts.
Knowledge/Funding Partner Benefits
● Africa is at an exciting moment in its development. Little exists in the way of credible and reliable
information about the continent. One of the main goals of This is Africa is to be the main media
information point for Africa. Together with the development of our ambitious public data resource project,
we are actively seeking partners to produce proprietary research data and information with. One of the key
benefits of this project is the alignment for the knowledge and funding partner with vital investor
information and the way that affects investor sentiment towards Africa.
Other benefits and deliverables
● Association with a high profile piece of research together with an opportunity to shape the survey
● Comprehensive print report over 32 pages with headline findings, infographics, tables and thought
leadership contributions from our partner
● Distribution with This is Africa to a global circulation of 25,000 copies
● Further client copies for client distribution
● Digital capture of the report as a pdf and in html versions. Electronic copy available for download
from partner website too
● Further online contributions from key and high level spokes people
● Quarterly partner updates on the site in the form of white papers/written contributions
● Quarterly studio interview either as one to one or discuss with two other participants
● Marketing and PR campaign developed by The Financial Times Ltd including a dedicated brand
designed specifically for the Investor Readiness project for use by This is Africa and its partner
● Social media campaign around the time of the launch. Possible Facebook as project ages

5. Timelines 2013
February Partnership decision. Funding agreed.
Feb/March Planning meeting between This is Africa editorial and partner to include survey methodology and
execution. Preliminary discussions regarding possible contributions
March/April Survey starts. Marketing meeting, brand decisions with partner
April/May/June Editorial contributions/interview requests
August All responses collected and research conducted
September Assembly of findings together with knowledge partner. Tables/rankings key findings. Finish all
editorial features. Studio interview with partner and other spokes people launch
October Launch. Social media and pr campaign. Possible physical event
November Second studio interview African investment attractiveness. New material posted to site
Feb 2014 Third studio interview/discussion. Further material, papers
May 2014 survey begins. Fourth studio session
Required funding
The cost needed to run the full initiative during the year as a co­sponsor/partner is 30,000GBP which
includes all the elements outlined above. Does not include launch event.