All focus groups placed a strong emphasis on the need for financial skills and the importance of financial management education. The groups focused on understanding loans, having a good relationship with the bank, and understanding financial analysis including profit and loss. Knowledge of marketing plans and opportunities was discussed across all three focus groups. A common phrase was “running the farm like a business.” As defined by the participants, this meant developing a farm plan, managing liabilities, prioritizing, budgeting, employee law, and understanding business management techniques. Mark impressed upon the group that, “You have to understand where your operation has come from, where it has been, know where it is now, and where you want to take it… it didn’t get to where it is today by somebody mismanaging it.”