Step 1
Meet Heartland Freight
A 200-truck carrier out of Des Moines. Their network looks healthy on paper...
Heartland Freight
Des Moines, IARegional carrier running freight across the Midwest. 47 customers, 156 lanes. Good reputation, solid book of business.
200
Trucks
$48M
Annual Revenue
47
Customers
156
Active Lanes
Their Network
156 lanes across 7 major markets
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Top Performer
Midwest Manufacturing
500 loads/year • +22% margin
Des Moines → Chicago
Under Review
Summit Supply Co.
400 loads/year • Below-market rate
Chicago → Des Moines
But something's not adding up
On paper, Heartland was doing fine.
But margins were shrinking. And their "best" customer? It was actually bleeding money.