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    How Sara’s Team Designed a Winning Value Proposition [and got clarity, focus and progress]

    Value propositions are what connects your business to your customers. Learn how NZYF got clarity, focus and progress.

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      Picture of Vaughan Broderick

      Vaughan Broderick

      NZYF Value proposition Workshop


      New Zealand Young Farmers (NZYF) is a nationwide club network for over 1,600 young people involved in agriculture.

      The members range from students to on-farm and off-farm professionals. Who are often very busy in peak times, making it difficult to commit to the club.

      NZYF provide a range of value from social gatherings to training days and networks. The year often culminates with the prestigious Young Farmer of the Year competition that showcases young farmers’ best knowledge and skills and brings together the broader stakeholders.

      The challenge for NZYF is the shifting demographics of the membership and how they connect with and create offerings to meet the members’ needs to enable NZYF to respond to change and attract and retain members.

      The Solution

      The solution included a value proposition workshop ‘deep dive’ across profiling, value proposition, competitor analysis and value proposition crafting.


      We completed several activities to explore and validate the profiles:

      • Pre-work to review existing research.
      • Selection of main persona profiles.
      • Individual and group work to establish the ‘current state’ profiles.
      • Team critique of the profiles to iterate and validate.
      • Selection of most important needs and high value jobs.

      Value proposition:

      We completed several activities to explore and validate the profiles:

      • Individual and group work to establish the ‘current state’ profiles.
      • Team critique and testing of the value proposition to iterate and validate.
      • Identifying the most critical pain relievers and gain creators to fulfil needs.
      • Competitor analysis using four actions framework.
      • Crafting of messaging prototypes to test with members.


      There were two main outputs from the workshop:

      • Three value propositions for three different customer profiles.
      • A clear roadmap of next steps.


      NZYF now have clarity about their main personas . The impact is:

      • Valuable insights generated about their member profiles and competitors.
      • Focused and thought-provoking progress.
      • Renewed energy from acknowledging what’s working well and what to focus on.
      • Greater teamwork, alignment and energy.
      • New capability and understanding.
      NZYF Value Proposition Workshop
      “Vaughan facilitated our value proposition workshop as we were at a loss as to how to get started. Vaughan skilfully challenged our thinking through a range of activities and questioning, and we left the workshops feeling a sense of clarity, newfound enthusiasm and collective understanding. We would not hesitate to use Vaughan again in the future.”
      Sara Luckman
      Sara Luckman
      Membership Strategy Manager, NZ Young Farmers