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From Silos to Strategy: Powering Growth with Geospatial Intelligence

Mapping the Midwest Feed Market to Reveal Pathways for Dominance

The Partnership

When a leading management consulting firm embarked on a major strategic growth project for a Midwest feed supplier, they identified a critical need for deep quantitative, logistical, and data modeling expertise. They turned to Massena Consulting to serve as their exclusive geospatial and market intelligence partner, tasking us with building the data-driven foundation upon which the entire strategy would be built.

The Challenge

The feed supplier, a major player in the region, operated in a complex market. While they understood their own sales and operations, the broader competitive landscape was a black box. Key strategic questions remained unanswered:

  • What was the true, total demand for feed based on actual livestock populations in each county?

  • Where were competitors' facilities located, and which territories did they most efficiently serve?

  • How could they optimize their own logistics—for both procuring grain and distributing feed—to gain a competitive edge?

They were making multi-million dollar decisions on sales strategy and infrastructure investment without a clear map of the market. Our mission was to create that map.

The Massena Solution: Building the Market Model, Layer by Layer

We constructed a multi-layered geospatial model of the entire Midwest feed market, transforming raw data into a powerful strategic weapon.

  1. Layer 1: Mapping Demand (The Animals): Our first task was to answer the fundamental question: "Where are the customers?" We went far beyond simple census data, using a combination of proprietary algorithms and satellite imagery analysis to create a high-resolution "demand map" estimating the populations of hogs, cattle, and poultry across the target states.

  2. Layer 2: Mapping Supply (The Facilities): Next, we mapped the supply side. We compiled a comprehensive database of every competitor grain elevator and feed production facility, detailing their capacity, product mix, and distribution capabilities.

  3. Layer 3: Modeling the Market (The Network): The final step was to connect supply and demand. We constructed a detailed logistics model of the entire Midwest, incorporating road, rail, and barge networks. By calculating the most efficient logistical path from every supplier to every pocket of demand, we were able to run powerful simulations to accurately estimate existing market share and, more importantly, identify strategic opportunities and vulnerabilities across the entire ecosystem.

The Result: A Blueprint for Market Leadership

Our analysis served as the quantitative engine for the consulting firm's strategic recommendations. We replaced guesswork with a dynamic, data-driven playbook that allowed the feed supplier to:

  • Pinpoint Underserved Markets: The demand map revealed territories with high livestock density but limited competition, providing a clear roadmap for sales team expansion.

  • Target Competitor Vulnerabilities: By analyzing logistical efficiencies, they could identify competitors who were over-extended and vulnerable to a more aggressive, price-competitive push.

  • Optimize the Supply Chain: The model identified more efficient routes for both procuring raw grain and delivering finished feed, leading to direct savings in freight costs and improved delivery times.

  • Make Data-Driven Capital Investments: The supplier could now model the impact of building a new facility in a specific location, ensuring future investments were placed for maximum market capture and profitability.

This collaboration demonstrates our unique value: providing the deep, specialized analytical horsepower required to turn complex, real-world questions into clear, actionable strategies that drive growth.

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