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. 10 customers, 25 lanes. Good reputation, solid book of business.
200
Trucks
$12M
Annual Revenue
10
Customers
25
Active Lanes
Their Network
25 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.