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McCraine Associates

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Altoona, IA
McCraine Associates

Together, let’s create great communities to live, where no one is left out. Business ownership is a key part of that vision.

Let’s lay the foundation for your strong, local dream-business that will allow you to care for others for many years to come. Daniel is the founder of McCraine Associates, a business and marketing strategy company. He helps hurried, worried, and buried business owners 10x their business without the headaches, hangups, or hiccups. Daniel’s work has helped companies save or make over $22 million in

capital and expenses. He has been called the Maestro of Business and the “Marcus Lemonis of Des Moines.” Daniel is a leadership and business coach and a nationally recognized, award-winning training professional. He has extensive experience as a leadership coach, training consultant, performance consultant, e-learning designer, instructional designer, and a facilitator with over 25 years of experience. He earned his Master’s degree at Drake University. Daniel is the author of 45 Minute Business Breakthroughs, the Small Business Preservation Guide, Your First 100 Days Blueprint, 5 Circles of Influence and the Business Pivot Guide. He is the founder of New Manager Mastermind and the host of Feed Your Mind. Daniel's contributions have appeared on Fast Company and Small Business Breakthroughs magazine. Daniel is an Eagle Scout, a musician at Grace Church in Des Moines, and a member of the International Coaching Federation, the Association for Talent Development, FuseDSM Chamber of Commerce and the Downtown Des Moines Chamber of Commerce.

05/28/2026

I'm speaking at this conference.

01/28/2026

Profit improves when pricing accurately reflects all costs and value.
When businesses track their true cost of service, including labor, materials, and overhead, they can confidently price their services to support sustainable profit.

For instance, a home service business can use a simple formula: mark up materials by X%, factor in labor costs with an hourly rate, and add overhead costs (rent, insurance, utilities). Once all costs are properly included, they can confidently raise prices in line with their value.

Getting pricing right is the first step toward ensuring that every hour worked and every service performed is bringing in the profit it should.

01/26/2026

When pricing isn’t aligned with true costs, small errors can build into significant losses.

For example, an auto repair shop might price their basic services at a competitive rate, but neglect to increase the cost of specialized parts. Over time, the shop might look profitable on paper but have razor-thin margins because the true costs of providing those services weren’t reflected in the pricing.

This pricing gap creates an ongoing imbalance, the business feels busy, but profit margins remain tight, and the owner often finds themselves scrambling for cash at the end of the month.

01/23/2026

Many business owners think they’re pricing right, but often they’re not.
The problem with underpricing isn’t always immediately visible. Sometimes, it’s hidden in the details, like not accounting for labor properly, not including overhead in pricing, or being afraid to raise prices for fear of losing clients.

For example, a contractor may charge a flat rate based on the number of hours they think a job will take, but not factor in the administrative time, the materials, or overhead costs. As a result, they're working long hours but not actually making the profit they expect.

Without a clear cost breakdown, pricing decisions are made based on assumptions rather than facts.

01/21/2026

Profit improves when owners identify what is driving results and what is draining them.

That starts by measuring profitability by service, tightening workflows, and reducing rework. For example, even a small improvement like standardizing a process step, refining scheduling, or removing low-margin work from the service mix can create immediate relief.

When effort is aimed at what actually produces margin, the business becomes easier to run and more profitable at the same time.
The goal is not to do more. It is to do what works.

01/19/2026

When effort keeps increasing but profit does not, frustration builds fast.
Owners start working longer hours, teams feel stretched, and the business becomes harder to manage.

A common example is when the owner becomes the problem-solver for everything. They jump into jobs, handle complaints, redo work, and make constant decisions. The business looks active, but the hidden cost is the owner’s time and the team’s consistency. Over time, this creates burnout and limits growth.

This is how owners end up with a business that feels heavy, even when revenue looks fine.

01/16/2026

A full schedule can look like success, but it does not always translate into profit.
Many business owners assume that if the calendar is packed, the business must be doing well.

In reality, busyness can hide issues like underpriced services, inefficient workflows, too much rework, or time spent on tasks that do not generate margin. Some businesses are running at full capacity, yet their profitability remains flat because the effort is not tied to the right activities.

When the focus is on staying busy, profitability becomes an afterthought.

01/14/2026

Cash flow improves when owners create structure around how money moves.

This often starts with clearer billing processes, realistic payment timelines, and disciplined expense tracking. For example, tightening invoice schedules, adjusting payment terms, or aligning expenses with cash inflows can immediately reduce pressure.

When cash flow is planned instead of guessed, the business becomes more stable.
Stability allows better decisions, smarter growth, and less day-to-day stress.

01/12/2026

When cash flow is unclear, stress becomes constant.
Owners delay hiring, hesitate to invest in systems, and second-guess every decision.

Consider a business that collects payment weeks after work is completed. On paper, the month looks profitable. In practice, bills are due before cash arrives. The result is late payments, rushed decisions, and reliance on short-term fixes.

This ongoing tension keeps owners stuck in survival mode, even when the business appears healthy.

01/09/2026

Many business owners assume cash flow problems mean sales are inconsistent.
In reality, many businesses with steady revenue still struggle to keep cash on hand.

For example, an owner may see money coming in every week, yet constantly feel pressure around payroll, taxes, or vendor payments. Invoices are sent, work is completed, but cash timing and expense structure are misaligned.

Without understanding how money moves through the business, cash flow becomes reactive instead of planned.

Address

3500 8th Street SW
Altoona, IA
50009

Opening Hours

Monday	8am - 6pm
Tuesday	8am - 6pm
Wednesday	8am - 6pm
Thursday	8am - 6pm
Friday	8am - 6pm

Telephone

(515) 992-9444

Website

http://www.mccraine.com/

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