Surprisingly, only 12 percent of citrus growers reported having written goals for their business. Setting goals requires time and thought. A number of goals may be identified, some short term and others long term. In addition, most people will have family, business, and personal goals. Some goals will be in competition with other goals, while others may be complementary.
Goal setting is a dynamic process.
Once a goal is reached, new goals may become important. Goal priority may change over time. Examples of some goals might include increasing the size of the business by purchasing or planting additional grove land, increasing net income by a certain percent by increasing production or reducing costs, or setting aside a sum of money for the children's education or for retirement. Goals should be written, reasonable, and measurable. Risk Tolerance Individuals vary greatly in their tolerance for risk.