Angus Media

Automating Sale Book Processes Helped Angus Media to have more Business in less time


The paper based process to produce sale books for ranchers were inefficient, causing trouble to produce books with updated EPD numbers and teams were not able to sync on the projects.


Angus Media wanted to digitize and automate their sale book operations such as filling animal related information, designing book layouts, & communicating with multiple users via a single platform.


Our web app automated the life cycle of sale book from start to end which helped angus media to produce more books and drive more business in less time.


Angus Media

Known as the United States’ largest beef registry association with more than 30,000 members, the American Angus Association aims to maximize the production of high-quality beef and serve the beef cattle industry across the world with consistency and quality. Angus Media provides sales and marketing solutions in the form of sale books to maximize demand for registered cattle.

Understanding the Challenge

Manual Processes Causing Inefficiencies

The ranch owners sell their cattle by showcasing their different animals and related information in the form of a sale book. Manual and paper-based processes were causing unnecessary delays and inefficiencies in the system, which were derailing them from their purpose.
  • There was no way to update details and numbers in the sale books. For instance, Expected Progeny Difference (EPD) numbers change nearly every week but they couldn’t be reflected in the sale books.
  • There were data discrepancies in the books that were already printed and the current updated information nearly at all times.
  • There was no synchronization between different roles in the process. For instance, if an artist updated the design for the sale book, he had no way to hold the printing process and incorporate the design in the new print.

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Why is Digital Transformation

Successful meat producers and processors in the 21st century need to be extremely productive, efficient, and resilient if they are to stand the test of digital, the data driven, revolution in the sector. It plays a pivotal role in driving optimum outcomes by controlling and managing data across the value chain.

Enhanced Efficiency

Digital transformation facilitates the automation of workflow processes that help optimize internal workflows in an organization.


Streamlined Data Management

With the use of automated data management tools KPIs can be tracked effectively for proactive decision making.

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Increased Productivity

Digital transformation helps increase employee engagement by forming a collaborative work environment.

Building the Solution

Digitizing The Process

Our digital solution allowed the various users to synchronize and be on the same page during the design and production process. It enabled the client to design, assemble, and organize the publication of the sale books in a productive way. It also allowed them to track progress in real-time and consistently analyze the process in order to make improvements.

Our Approach

  • Understanding The User Journey

    We first went through a comprehensive discovery process to identify the client’s requirements and any challenges being faced by them. We created user personas, delved into the requirements, and identified critical areas to be able to align the process with what the client had in mind. This is also where we realized the need for two applications to be developed in two phases: one for the feedlot managers and a separate one for the auditors.
  • Building Wireframes & Designs

    We then built wireframes to conceptualize what we understood from the requirements and after getting them approved, we went on to the actual designs.
  • Development

    Our developers then went on to build two separate applications catering to different users.
  • Deployment, Testing & Training

    We launched the MVP in 7 months and then proceeded to train the employees while simultaneously making improvements.

The Solution


User Roles

There are various roles involved in the sale book publication including content coordinators, artists, photo coordinators, web coordinators, proofreaders, managers, sales coordinators, super administrators, and even the ranch owners themselves. The solution creates room for these roles and grants them appropriate access and permissions.


Data Synchronization

There are no data discrepancies because everything is on the portal for all the users to see. Any action item performed by a user is instantly synchronized in the system.



The web application automated the entire life cycle of the sale book design, production, and publishing from the beginning to the end. All the data automatically gets uploaded on the pre-decided template so very little effort is involved. Every week, an API call runs in the background to fetch the updated information into the sale book.



The solution was integrated with Google Analytics so that the customers could keep a check on their sale book distribution and see which animals were selling faster.


The Resulting Transformation

Minimizing Effort & Maximizing Efficiency

Where all the work used to be manual, the solution completely automated the workflow and ensured a paperless process until final printing. All versions of the sale books are now stored, updated, and maintained in the system. The digital solution added value to the client’s business in the following ways:
Paperless systems with no physical records to keep or store
Older designs and artifacts can easily be accessed to be used again or gain inspiration from.
Automated API calls are run every Friday to update the EPD values and any other changes in the animal details.
Production and design have been made a lot easier than before even though the users aren’t technology-oriented. There have been more than 1100 books published to date since the solution was implemented.
The solution is integrated with Google analytics enabling the ranch owners to see how their sale books are being viewed and which animals are selling.
Increased efficiency, reduced effort, and reduced time.

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Who We Have Worked With

Boehringer Ingelheim
Agri Beef
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    Our Expertise

    20+ years in the AgTech Industry

    600+ projects completed worldwide

    A quality management system compliant with ISO 9001, ISO 27001 & 27701

    Microsoft Partners: Gold Partner, Silver Partner

    NetSuite Alliance Partner, NetSuite Success Partner, NetSuite Commerce Partner