Operational Model
The Operational Model has a series of activities which is demonstrated and discussed below:

Figure [ 1 ]: Operational Model
Negotiation and Convincing the Mobile Phone Operators
There are six mobile phone companies operating in Bangladesh. They are GrameenPhone, Banglalink, Airtel, Teletalk, Citycell and Robi. The initial work will be to convince the mobile phone companies to agree in this campaign.
First, we will talk to the CFOs of these 6 mobile phone operators. Later,there will be several meetings with CEOs of each of the companies. The moblie phone companies of Bangladesh are alread capitalizing on public emotions. They promote such causes a lot. So supporting such a campaign will work as a plus point for their beand image. Mobile phone users in Bangladesh are also inclined emotionally to those brands which fulfill their social responsibilities by serving the countrymen.
If one of the companies agrees with us then others will also do the same thing. They will do so because otherwise their competitor companies will make a soft corner and a special space in the minds of people. So it is highly likely that if one telecom company can be convinced, others will also be convinced for the sake of holding their positive public image high.
BRAC Bangladesh is a recognized trustworthy name not only locally but also globally. BRAC has been supporting such social causes for a long time. So it will be comparatively easier to go in negotiation with the companies with BRAC’s name. If any government regulation formation is needed regarding this campaign, BRAC’s transparent and strong image along with good relation with all the democratic governments puts us in an advantaged position.
Finalizing the Procedure of Fund Collection
The fund will be collected from three sources: the Pre-paid users, the Post-paid users and corporate users of mobile phones. So there will be 3 distinct procedures of donating by the three types of users. The finalized procedure of how people will donate has been discussed earlier.
Campaign Launching, Promotion of the Campaign and Fundraising
The campaign will be launched at Hotel “Ruposhi Bangla” in the presence of all the print and electronic media. In this ceremony, the chief officers from the telecoms, the Founder & Chairperson of BRAC- Fazle Hasan Abed will be present. The inauguration will take place in the last week of November which is just before the starting of the month of national Victory Day (16th December) of Bangladesh.
Followed by the launching ceremony, there will be different promotional tools used for the creating an effective buzz of the campaign. Fund raising will start simultaneously. The IMC portion of this report focuses on the promotional mix.
Utilization of the Fund:
As discussed earlier, the collected funds will be used for training and seed funding of the business. For the initial 3 years the beneficiaries will be trained and funded on: 1. Dairy Farming 2. Running an account recharge outlet
Allocation of Funds:
One third of the yearly collected fund will be allocated for the training program. Another one third will be allocated for buying those trainees resources to continue earning after the training, the remaining money after the operational costs will be kept in the bank account and will be used if further beneficiaries are enrolled in the one year program.
In the initial months the program will start after four months of fund collection with small number of trainees.
Implementation Framework:
Training:
Initially we will target 10 Upazilas (Sub divisions) of Netrakona District: Mohangonj, Modon, Khaliajuri, Purbodhola, Durgapur, Kendua, Kolmakanda, Barhatta, Atpara and Netrakona Sadar. These areas of the country have 48.78% female population. The density of population is 3,951 per km². Literacy rate among the town people is 54.2% (Wikimedia Foundation, Inc., 2012).
The local Headmasters of the Primary Schools and the Imams of the mosques will be our opinion leaders in these villages. They will help us to choose actual poverty stricken and jobless people of these villages. We will select 25 women and 15 men from these 10 villages in the first four months.
These 25 women and 10 men, 35 trainees out of these 40 will be given 2 week long training sessions on dairy farming. They will be taught how to properly take care of cows and how to fight the diseases etc.
The remaining 5 men will be taught the procedure of doing flexi load/account recharge system for the mobile phones.
Post-training Assistance in Self Employment:
Then the 35 dairy farming trainees will be given a Sahiwal cow each. These cows will be bought by the money collected from the campaign. These cows are tick-resistant, heat-tolerant and noted for its high resistance to parasites, both internal and external. Sahiwal cows average 2270 kg of milk during lactation while suckling a calf and much higher milk yields have been recorded [ (Wikipedia, 2012) ]. So rearing these cows are really profitable.
The cows will be given to them with the contract that they cannot sell the cow. BRAC itself has its dairy farm and Aarong Milk is one of the best local milk brands of the country [ (BRAC, 2011) ]. The cows will be in the name of BRAC Dairy. The trained people will rear them, milk them every day and supply the milk to BRAC Dairy. But the calves given birth by the cows will not be taken by BRAC. The calves will be owned by the trainees after one year. So they will sell the milk to BRAC and earn money regularly.
On the other hand, the other 5 people who were given mobile phone account recharging procedure will be given a mobile phone from BRAC and be given a small counter (account recharge centre) in their own village where they can sit and do recharge others’ mobile phone accounts. The mobile phone companies will support us in this case by ensuring that scratch cards of mobile are reaching at those spots in time. Thus these people’s initial businesses will be sponsored from the money raised in the campaign.
Then in every three months we will be selecting a number of such groups of people whom we will train and facilitate to start their own business. In the later phases gradually the number of trainees per period as well as the variety of training (e.g. fish culture, mushroom culture, sericulture etc.)
In a nutshell the value chain of the whole project will be as following:

The Value Chain | Input | Activity | Output | Outcome | | | | Initial | Intermediate | Long Term | Marketing and Promotional efforts, Money | Direct Marketing, TVCs, PR, Using Social Media, TV program, Caller tune offers etc. | Public Awareness and Promotion of the Cause | Buzz Creation, Keeping Good Relation with Telecoms | Fund Collection | Retaining the Donors | Funds, Training Facilities, Buying Fixed Assets for the Trainees (Mobile, Sahiwal Cow) | Dairy Farming Training, Mobile Phone Account Recharge Training, Other Trainings (Mushroom, Sericulture etc.) in Future | Poor People learning Jobs | Employment, Women Empowerment | Family Solvency | Winning over Poverty | INPUT | | MISSION |