Moasure case study
The Wisconsin Fence Company Measuring Smarter with Moasure
Discover how Moasure has transformed Madison Fence Company's workflow
Related Industries:
Fencing
Madison, Wisconsin
TBC Employees
Michael Olsen
Sales Manager
Michael Olsen
Sales Manager
Madison, Wisconsin
TBC Employees
Moasure’s impact at a glance:
Integrates Moasure with:
ArcSite
Favorite feature:
Labels
Moasure user since:
2023
About Madison Fence Company
Founded in 2020 by David Olsen, and with his brother Michael joining not long after, family-run Madison Fence Company has quickly earned a reputation for delivering high-quality residential and commercial fencing projects, often on challenging sites. The company handles everything from standard boundary fences to more complex installations that involve uneven terrain, curved layouts, and existing utilities. For every project, no matter how complicated, accurate site measurement is essential to ensure the work is planned correctly, executed efficiently, and meets client expectations.
Starting out as a fence installer, moving into production management, and finally settling in sales, Michael now leads client consultations, site visits, and quoting for complex fencing projects. His combination of field experience and managerial insight gives him a unique perspective on what makes a project run smoothly from start to finish – and he takes his Moasure 2 PRO along to every job.
The Challenge
Capturing Complex Fence Layouts
For Madison Fence Company, accuracy is everything. Even small differences in post spacing or panel lengths can result in wasted materials, delayed installations, and unexpected costs. Many of the company’s projects involve irregular plots, curved garden paths, raised beds, or subtle changes in elevation, all of which can complicate measurement and planning.
Before adopting Moasure, Michael and his team relied on tape measures, string lines, and laser devices. While these tools were adequate for straightforward sites, they often fell short when capturing the true dimensions of complex terrain. Curved boundaries, uneven slopes, or hidden utilities required repeated measurements, careful note-taking, and sometimes approximations, leaving room for error.
“If measurements are even slightly off at the start, it shows up later in post spacing, materials, and installation time – that’s where problems begin.”
This made quoting challenging. Michael needed a way to capture accurate, real-world measurements in a single visit to ensure proposals reflected the reality of the site and to minimize surprises during installation. The company’s goal was to streamline the measurement process while improving accuracy, and reducing the risk of errors that could disrupt a project.
“Moasure is essential for anything complex. It allows us to measure curved layouts and uneven ground with confidence, which makes planning and quoting much more manageable.”
The Solution
Motion-Based Measuring with Moasure
Madison Fence Company found the answer to their measuring challenges in the form of Moasure ONE, a motion-based measuring device that captures distances, areas, elevation changes, and volumes in three dimensions. With his Moasure device in hand, Michael can trace fence lines, curves, and boundaries directly on site, recording precise measurements in real time without relying on repeated manual checks or complicated calculations.
The device has proved invaluable for complex sites. On one recent project, Michael was tasked with quoting a split-rail fence with welded wire mesh around a garden with irregular curves and raised concrete plots. Measuring the site manually would have been slow and prone to errors, but with his upgraded Moasure 2 PRO, he was able to trace the fence line accurately, capture post spacing, and account for the curves, all in a single visit. The device even allowed him to layer multiple measurements, mark elevation changes, and note utilities such as gas, irrigation, and electrical lines, directly within the app.
“On one project, Moasure let us capture awkward, curved concrete plots accurately. It gave the team confidence in post spacing and material quantities from the outset.”
Free app updates since the brothers bought their first Moasure device in 2023, including functionality such as the addition of voice labeling and canvas annotations, have made motion-based measuring even faster. Michael can now label the locations of important utilities or obstacles as he measures, ensuring all critical information is retained without disrupting the workflow. These features have transformed the way Madison Fence Company approaches complex projects, allowing the team to plan more efficiently and reduce uncertainty on-site. Adding a Moasure 2 PRO to their team in 2025 has also been helpful, adding Layout Mode to the mix, as well as increased accuracy and longer battery life.
“Most fencing projects aren’t straight lines on flat ground. When you’re dealing with curves, slopes, and existing features, traditional measuring methods quickly start to fall apart.”
The Result
Faster Site Visits, Greater Accuracy, and Clearer Proposals
The adoption of Moasure has delivered tangible benefits across Madison Fence Company’s workflow. Site visits that once took hours can now be completed in a fraction of the time, while the accuracy of measurements has improved dramatically. Beyond improving individual site visits, Moasure has helped bring greater consistency to Madison Fence Company’s overall workflow. Measurements are now captured in a uniform, digital format that reduces ambiguity and improves communication between sales, planning, and installation teams, including being able to measure through Moasure's integration with ArcSite.
This shift has strengthened professionalism across the business. Quotes are more reliable, installations run more smoothly, and teams arrive on site with a clearer understanding of what to expect. For Michael, the value lies not just in speed or accuracy, but in the confidence that every project begins with the same dependable foundation.
Michael and his team can trust that the dimensions captured reflect the reality of the landscape, reducing mistakes and avoiding costly rework during installation.
Clients benefit as well. Proposals based on Moasure measurements are detailed, accurate, and professional, allowing clients to visualize the project clearly. Michael can provide exact post spacing, panel lengths, and material quantities, giving clients confidence that the quote matches the final installation. The team can also account for utilities and elevation changes before starting, reducing surprises and ensuring smoother project execution.
“We can record utilities like gas, irrigation and electrical lines directly in the app while measuring – everything stays accurate from site visit to installation.”
The improved efficiency and accuracy have allowed Madison Fence Company to tackle more complex projects than ever before. Every measurement begins with confidence, which flows through quoting, planning, and installation. Michael notes that this has reduced on-site stress, minimized errors, and improved client satisfaction.
“By using Moasure to capture complex site measurements quickly and reliably, we have a smoother path from initial site visit to installation – fewer questions, fewer adjustments, and greater confidence for the team and our clients.”
Today, Moasure has been cemented as a cornerstone of Madison Fence Company’s operations. It enables the team to measure complex sites accurately, plan projects efficiently, and deliver a professional, reliable service to every client. From the first site measurement to the final fence installation, Moasure has helped to transform the company’s workflow, making challenging jobs manageable, and ensuring that projects are executed with precision.
Find out more about how Michael uses Moasure right here on the Moasure Podcast.
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