Those are all good questions and points. Now let me be the first to welcome you to the reality that most shorthorn breeders face. You are not alone. Once you face this and realize its a long climb, your already ahead. So, now what do you need to be commercially viable in your area? I would say Iowa calves need to have a good rate of gain and be solid in color. With all the corn there, it provides lots of food for a cow herd in the winter so you need a easier doing 5 frame or so cow that can take care of herself. If your calves can perform in the feedlots there and earn a premium, they will sell themselves. I suggest calling the owners of any bull you are thinking of using and see what they have to say. Dont be afraid to use a bull you bred in the future either. Mistakes will come, but thats how we learn.. Cattlevisions.com is a good place to start. PM me if you have any other questions and I will see what I can do.