Noodle Analytics in 2024: Exploring the Frontiers of AI

By Robert Burgelman, Tim Rosenberger
2024 | Case No. SM380 | Length 18 pgs.

In January 2024, Stephen Pratt, co-founder and long-time CEO of Noodle Analytics (, reflects on the company’s significant milestones as he prepares to transition to a strategic advisory role. Founded in 2016, embarked on a journey to harness AI for enterprise applications, focusing initially on diverse industries before zeroing in on supply chain planning. This case chronicles’s evolution, highlighting its early explorations in predictive analytics, the establishment of the BEAST (Beast Enterprise AI Supercomputing Technology) platform, and pivotal projects with clients like XOJET and Big River Steel.

Despite initial successes, the company faced challenges in scaling custom AI solutions and achieving profitable growth. The onset of the COVID-19 pandemic further pressured the company to rethink its strategy. By 2020, pivoted to specialize in supply chain AI, securing key clients like Estée Lauder and Kellogg’s, and proving the value of their focused approach. As Stephen Collins takes the helm as CEO, the case examines’s strategic decisions, the complexities of integrating AI into business processes, and the critical lessons learned from their diverse AI applications.

This case provides an in-depth look at the strategic, operational, and technological challenges faced by, offering insights into the dynamics of leading an AI-driven enterprise through periods of innovation and market disruption.

Learning Objective

This case is designed to help students learn how to navigate the strategic, operational, and technological challenges of leading an AI-driven enterprise. It aims to enhance understanding of product-market fit, the complexities of scaling AI solutions, and the importance of strategic pivots in response to market conditions. Students will analyze real-world scenarios to develop skills in decision-making, leadership transitions, and leveraging AI for sustainable growth and profitability in a dynamic business environment.
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