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Unit 1: Planning and Business Development

Goals tend to focus on the “what” and “who” pieces in the planning process. Some questions that can help farmers and ranchers formulate their goals include:

• What do you enjoy doing?

• What do you want to accomplish in your lifetime?

• What would you like your farm or ranch landscape to look like?

• What do you want to do for others in the community?

• What type of income do you desire?

• What would you like to market?

• Who will be involved in the business?

• Who will purchase your products or services?

Like most agricultural businesses, owners and operators will most likely be family. Therefore, business and personal goals may be closely intertwined and difficult to separate. Rather than asking a farmer or rancher to set independent business and family goals, spend time discussing how these goals and decisions affect one another. You might also discuss how financial, social and ecological goals are linked. Don’t rush through this process. Goal setting should be done carefully and thoughtfully.