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Do you have a plan for your future, or are you going through the motions one day at a time?

There's the old adage that if you don't know where you're going, then any road will get you there - meaning that without a plan, you can find yourself meandering along without purpose or direction. As a result, your short term decision making will be shaped by what's happening in the here and now; with seemingly erratic and non-strategic decisions. This makes it hard to be effective as a leader, and it can make it incredibly frustrating for your team or family members who are looking to you for guidance and direction. 

But what does a good business & strategy plan look like, and how do you move from the position you find yourself in today, to a new strategic normal? This is where Rural Coach comes in. Not only do we understand your current situation, we also have a proven strategic planning process that has been developed specifically for New Zealand farmers, and business owners. As people who are "rural at heart", we speak your language and understand your views. It's this life experience, combined with our expertise and strategic framework that enables us to guide New Zealand farming families as they gain clarity on where they want to be and how they intend to get there. Our process is proven, logical, easy-to-follow, and inclusive so that you and everyone in the family or team feels heard and understood. 

The result is a strategic blueprint that is written in Plain English, that makes sense to everyone, and that has complete buy-in so that day to day decision making becomes easier, more purposeful and aligned.

Planning Your Pathways

Partners Scott Neeley and Brett Robinson break down the Business & Strategy planning process. Our highly experienced coaches will help you define who you are, what you stand for and what you want to achieve.

Our Process

Working one-on-one with our experienced consultant you will be coached and mentored through our unique discovery, assessment and business & strategy planning process. This will clarify:

  • Your values, goals and objectives for your rural business
  • Where you and your rural business are today
  • Where you want your rural business to be at a future time
  • How to build a practical roadmap for how to get there
  • Accountability steps around implementation of the plan.

The process captures business critical components including (but not limited to):

  • Your Mission – your purpose and why you are in business together
  • Your Vision – your desired future
  • Your Core Values – who you are as a business and what drives you
  • Your Current Reality – where you are now, internally and externally
  • Your Future State/Goals – who you want to be, what you want to be doing and what you want to have
  • Strategies – bridging the gap between your current reality and your future state, with tangible goals in-between
  • The Development of an Annual Plan – establishing actions to achieve goals in the successive business period.


At the end of the business & strategy planning process, you and your farm/business will have a meaningful, live, documented business plan that can be used to identify barriers, drive implementation, foster accountability and monitor your success.  


Developing a strategic plan requires commitment from your farming business/family. To ensure our mutual success, we will ask you to undertake some preliminary work (involving questions and assessments).  Thereafter, we will engage with you in one (or more) one-on-one sessions.

Service Charges

We are a time-based service business which means the cost for strategic planning will be dependent on the complexity of your farm/business and the number of family members to be consulted. We are happy to talk to you about your requirements, and advise costs before any work begins.

Professionalising the Family Business

The kitchen table is often the hub for rural businesses, but sometimes the bustle of everything else going on can be a distraction. We can help provide a framework to have the discussions that matter most around business and family. Our coaches are experienced in working with rural businesses, independently facilitating quarterly or monthly meetings throughout the year, adding a layer of structure and formality.

 We will help you to:

  • Look forward and focus on the most important things in your business
  • Provide structure including a formal agenda and minutes
  • Accountability steps around the outcomes from your meetings
  • Ensure that meeting dates are set ahead of time and everyone has the information they need to make decisions.
  • Help connect the dots and provide independent support in getting the best outcomes from your professional team.

Rural Coach offers services that are registered with the Management Capability Development Voucher Fund. Small businesses may qualify for help to pay for services such as training workshops, courses and coaching that build the management capabilities of their owners, operators and key managers.


A Conversation

We feel like we can move forward now, knowing where we stand because we've had the right conversations. 

Kiwifruit Orcharists / BOP

Achieving Clarity

The biggest benefit has been the living document created as a result of discussions, conversations and meetings. This is helping us to develop systems, commit to timeframes, to achieve clarity around the decision-making processes in our business.

Dairy Farmers / Waikato

Practical Advice

Very practical, and helpful in formulating thoughts and then developing it into a strategic plan to follow.

Sheep + Beef Farmers / Nelson

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