Marketing - SCP

USAID SEED’s marketing team has recently followed a balanced strategy of focusing their tactics not only on the Public Sector Stakeholders in the ecosystem but also on the Private Sector thereby seeking new possibilities of impacting employment and income through the private sector.

The Marketing Sustainability Catalyst Program (SCP) is an integrated market approach aiming to serve the MSME and entrepreneurial ecosystem with technical assistance and capacity building to enhance their sustainability, revenue and employment generation especially after USAID SEED Project mandate ends. With a vision of the SCP is to create a Private Sector market system that is capable of self-sustainability & demand driven growth across different industries & value chains.

The main objective of USAID’s SEED SCP has been providing business and marketing consultation; mentorship, training and coaching using innovative demand driven strategies to raise the capacity of Startups; SMEs; Incubators; BDS; Financial Institutions; GOE and semi-quasi government authorities.


  1. Designed & piloted a Seed Marketing Catalyst Program: The Seed Marketing Catalyst Program is a cross cutting initiative creating a marketing network providing support to MSMEs to help them access information, grow their business sustainably whether by accessing financial or non-financial services; and integrate them into higher value chains.
  2. The handover of the marketing strategy and implementation to CGC with continued technical and capacity building. We had initially piloted with CGC a model of re-branding whereby SEED invested EGP 40,000 as a seed fund which led to Client expanding their marketing investment by committing EGP 4m marketing budget.
  3. Mentorship, capacity building and technical assistance in various cross cutting activities with Component A, Component B, and Gender. During the last reporting period, we have mentored, coached and built the capacity of some incubators, BDS providers and other stakeholders.
  4. Designed the business model for the MTI’s/IMC’s Industrial Localization Platform. IMC and MTI recently launched the industrial localization program which is a key strategic objective for the GOE. The Industrial Localization Program intends to simply reduce the import-export trade deficit and replace imports with local products. We provided mentorship and coaching in designing a business model that could balance the role of their intended platform as a government responsibility, and with a private sector revenue strategy to generate financial sustainability.

The Team

Mohamed Jaafar, Senior Marketing Advisor

Jaafar is an extremely accomplished marketing professional with 22 years of experience in Marketing, Sales, Communication and Business Development. He believes that good marketing means consistently ensuring the long-term viability of the projects he handles. As such, he has produced various successful and enduring results for high echelon clients including major Telecommunication companies across the globe, Internet service providers, E-commerce, Digital platforms, IT Solutions, Banking, Insurance and Real Estate, Fashion and lifestyle, Hospitals, Hotels, Manufacturing and Construction. Whilst everyone believes marketing a service is more challenging than a product, Jaafar believes the exact opposite is true. In addition to his local experience, Jaafar was part of a team handling various International brands including Kit Digital (listed on NASDAQ), Video Cairo Sat, Thomson Reuters, The Associated Press, World Farms (US), Automatic Holster (Spain), Zain (Jordan), Wind (Canada), Du (UAE) and Meditel (Morocco). Jaafar received a Bachelor’s Degree in International Relations from the AUC in 1998.

Mai El-Raggal, Marketing Officer

Mai is a Certified Retail Banker with over 16 years of professional banking experience in Relationship Management, Wealth & Investments, Retail Banking and Product Development.

Throughout her career, Mai has worked with International banks such as HSBC in the UAE and Egypt providing her with GCC experience as well as Regional banks in Egypt like Bank Audi and Mashreq. She received several certifications throughout her career including but not limited to Certified Retail Banking (Part I and II), Egyptian Capital Market Association (ECMA) Accreditation for Fundamentals of Investments in Financial Papers, Team Dynamics and Situational Leadership, Wealth Management Accreditation from HSBC, Six Sigma Yellow Belt Training, Wealth Management and Basic Investments from the American University in Egypt.