Who We Are

Steve Schulz

President

“Before founding Line of Sight Group, I led similar research and strategy efforts at Deluxe Corporation, then at Jostens Inc. and finally at Optum, a unit of UnitedHealth Group, where I was Director of Market Research and Intelligence.

I hold an MBA in Marketing and a B.S. in Finance. I have also been an instructor of Business Management and Competitive Intelligence at St. Catherine University and a guest lecturer at the University of Minnesota and St. Thomas University.

I’m especially thrilled when I see our clients make a strategic move that we’ve supported with our research and insight. Whether it is a launching a new product innovation or entry into a new market or simply an email from a sales representative who has leveraged our insight to land a new account, I enjoy seeing how our services provide a real impact.”

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Sara Bartholomew

Senior Consultant

At Line of Sight, I work on both individual projects and longer-term programs. On projects, I partner with clients to clarify the business questions they need to answer, guide the research, and pull together the many pieces of information we gather into insights they can act on. I also work on ongoing programs that track market and competitive changes, helping clients stay informed and make timely decisions.

I love working with clients over time and really getting to know them and their business. It’s exciting to see how the work we do impacts the business decisions they make.

I live in Mahtomedi, Minnesota with my husband. We have three adult children.

In the winter, you can find me knitting, reading… and thinking of ways to get out of the cold! In the summer, you can find me out walking or attempting to evict the deer and rabbits from my garden.

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Jennifer Loehr

Senior Consultant

Since joining Line of Sight Group in 2007, I have served in a variety of roles. These include conducting research and analysis, supplying ongoing monitoring of clients’ competition and offering support with report writing. I am currently responsible for executing a monthly project, including planning, timelines and managing people. It is rewarding when the services provided help clients grow their businesses, through actionable information and insight. 

I reside in Nixa, Missouri, a suburb of Springfield. You will find me at church or watching sports outside of work. Whether it’s encouraging my alma mater, Missouri Tigers, or enjoying a 162-game MLB season, my love of the game plays a big role in my free time, no matter the season.

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Jennifer Waffensmith

Senior Consultant

As a Senior Consultant at Line of Sight Group, I specialize in capturing and translating market intelligence into actionable insights that help organizations navigate complexity and sharpen their competitive edge. I’m passionate about enabling client success through thoughtful analysis, strategic clarity, and collaborative problem-solving.

Based in Lino Lakes, Minnesota, I enjoy a vibrant family life with my significant other, six children, and four grandchildren. Outside of work, I find joy in creative pursuits—refinishing furniture, decorating spaces, and embracing the changing seasons. In winter, I stay cozy indoors (unless the snowmobile calls); in summer, I’m often outdoors biking, rollerblading, hosting BBQs, or unwinding at the cabin.

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Erin Andersland

Senior Consultant

At Line of Sight Group, I specialize in gathering and filtering information. I love to connect our clients to the insights, research, trends and news about their competitors, consumers and landscape to help stay ahead of the competition.

I live on a farm in southern Minnesota with my husband, our creative and active eight-year-old son, plus cats, a dog, and a variety of wildlife.

In the winter, I like to snuggle under a blanket and read a good book. In the summer, I enjoy gardening and wandering around my gardens to see what is blooming. In all seasons these days, you are most likely to find me playing games or reading with our son and walking with our dog!

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Teresa Muckala

Senior Consultant

My role at Line of Sight Group highlights changes in the competitive landscape through market and competitive intelligence monitoring and analysis. This tactical program role helps our clients respond more quickly to competitive challenges and expand into market adjacencies with a clear understanding of competitors and the market. It is a great feeling when your work helps an organization move forward on its priorities and grow.

While I’ve spent my professional life in the metro area, I’m a country girl at heart who likes nothing better than being outdoors. My husband and I relocated to Lakes Country in outstate Minnesota, where we have rebuilt a turn of the (20th) century farmstead with good bones into a beautiful living space. Remote technology allows me to work globally and enjoy living in the country. 

Summer and winter, you will most likely find me working on projects to help my community thrive. Along with connecting with friends and family (my mother is nearly 100 years old!), I am involved in economic development projects and non-profit programs that focus on literacy, food security and healthcare.

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Keisha Wheeler

Consultant

I work on individual-focused projects, gathering different types of information which I compile and provide back to the customer. The customer uses the data to develop marketing initiatives to reach out to potential customers who will benefit from the services and products they are providing. I love supporting a customer with a product that helps them become a more successful organization. Additionally, gathering data about topics I normally wouldn’t think about gives me insight into areas of our world that I would never have known about. It might be work but the information I gather expands my knowledge and horizon and opens my eyes to the wonder all around us.

I live in Lino Lakes, Minnesota with my husband and three children. The kids haven’t entirely made us empty nesters but we’re getting closer. I’ve been a flight attendant for more than 35 years and love the opportunity to experience the travel that the job provides. I’ve been all over the world and enjoy seeing something new and exciting on each trip. While at home, you might find me refinishing an antique piece of furniture or dabbling in a variety of crafts. I love trying new activities, especially during the long, cold winters in Minnesota. Family is important to me and many of them are still back in Kansas, so I enjoy the opportunity to visit whenever possible. I also really enjoy sneaking down to Florida to visit family who migrated there. I’m a big fan of the Mouse and enjoy visiting the many parks at Disney World as well as Islands of Adventure and Universal Studios. It’s fun to act like a kid again, riding rides, watching shows, and enjoying the large variety of food throughout the parks. It keeps me young at heart.

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Rachele Petrella

Consultant

At Line of Sight Group, I specialize in gathering and synthesizing market research, news, and competitive research to help our clients make informed business decisions. Too often, decisions are based on what we think we know, without leveraging research and analysis as a strategic asset. I strongly believe providing our clients “the so what” through analysis is our secret sauce! Prior to joining Line of Sight Group, I led market research and competitive intelligence with a focus on identifying business development opportunities, strategic business planning, and M&A identification and first-line due diligence. I hold a Master of Library Science (MLS), specializing in business research. I was part of a global technical corporate research library for eleven years. I hold certificates in Competitive Intelligence, which I leveraged in Market Research Analyst positions helping companies enter new markets through organic growth or competitor acquisition. I have been a guest lecturer at the University at Buffalo’s Master of Library Science program, speaking on alternative library science career paths and the value of being an embedded business librarian. I have also taught Business Library Resource instruction for the MBA program at Medialle College in Buffalo, NY.

I live in a suburb of Buffalo, NY (Go Bills!) and enjoy the four seasons of living in Western New York. My favorite season is the fall – sweaters, crisp air, baking, and everything pumpkin spice.  I like winter walks and the beauty of fresh snow. In the summer you can find me hiding from the heat inside an air-conditioned library, book store, or museum, or visiting friends throughout New York state.

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