EXECUTIVE SUMMARY
Lindgren & McBride Insurance Agency is a independent insurance agency launching in Des Moines's East Village neighborhood, specializing in personal and commercial insurance brokerage across multiple carriers. Our mission is to deliver an exceptional, community-focused experience that combines quality craftsmanship with modern convenience, serving the growing demand for premium insurance agency services in the Des Moines market.
The Opportunity
Des Moines, Iowa represents an ideal market for a independent insurance agency. The city's strong economic fundamentals, growing population, and vibrant local culture create excellent conditions for a premium insurance agency concept. Industry trends point toward continued growth in the professional services sector, with consumers increasingly willing to pay a premium for quality, authenticity, and personalized service. Des Moines's mix of residents, professionals, and visitors provides a diverse and sustainable customer base.
What Sets Us Apart
Three pillars define our competitive edge. First, an unwavering commitment to quality—every product and service reflects the highest standards in our industry. Second, a deep connection to Des Moines's community through local sourcing, partnerships, and events that make us an integral part of the neighborhood. Third, a modern digital presence and seamless customer experience that sets us apart from traditional competitors who have been slow to embrace technology and innovation.
Financial Overview
We are seeking $75,000 in startup capital to fund our buildout, equipment, initial inventory, and six months of operating reserves. Year 1 revenue is projected at $350,000, with break-even expected by Month 11. By Year 3, we project revenue of $567,000 as brand recognition, repeat customers, and expanded service offerings drive growth.
The Team
Lindgren & McBride Insurance Agency is co-founded by Kurt Steele, managing partner, and Jerome Dalton, senior partner. Together, they bring the technical expertise and business acumen needed to build a lasting brand in Des Moines's competitive insurance agency market.
| Timeline | Milestone |
|---|---|
| Months 1–3 | Complete buildout, secure all permits, hire and train the founding team |
| Month 6 | Achieve $29,167 per month in revenue; launch email marketing |
| Month 11 | Reach monthly break-even; launch expanded marketing campaigns |
| Year 1 | Generate $350,000 in total revenue; establish key partnerships |
| Year 2 | Expand service offerings; reach $455,000 in revenue |
| Year 3 | Evaluate second location or expansion; reach $567,000 in revenue |
| Category | Key Products | Price Range | Target Margin |
|---|---|---|---|
| Personal Lines | Home, auto, umbrella, renters, flood, and life insurance policies | $800-$5,000 annual premium | 10-15% commission margin |
| Commercial Lines | Business owners policy, general liability, workers comp, commercial auto | $2,000-$25,000 annual premium | 10-15% commission margin |
| Life & Health Insurance | Term life, whole life, disability, supplemental health plans | $500-$10,000 annual premium | 40-80% first-year commission |
| Specialty Coverage | Professional liability, cyber insurance, event insurance, bonds | $1,000-$15,000 annual premium | 12-18% commission margin |
COMPANY DESCRIPTION
Mission Statement
Lindgren & McBride Insurance Agency exists to set a new standard for insurance agency excellence in Des Moines—creating a welcoming destination where quality, community, and innovation come together to deliver an experience customers trust and return to time after time.
Philosophy and Values
Our business is built on four values: quality, integrity, community, and innovation. We maintain the highest standards in every product and interaction. We operate transparently and treat every customer, employee, and partner with respect. We invest in Des Moines's community through local partnerships, sustainable practices, and charitable initiatives. And we continually evolve our offerings and operations to stay ahead of industry trends.
Vision
Within five years, Lindgren & McBride Insurance Agency will be recognized as Des Moines's premier insurance agency, operating from an expanded facility with additional service lines, a robust digital presence serving customers beyond Des Moines, and a reputation that attracts top talent and loyal customers alike.
Goals and Milestones
Target Market
Our primary customers are quality-conscious individuals aged 25–55 in the East Village area and surrounding neighborhoods—people who value premium service, shop or visit frequently, and are willing to pay for excellence. Secondary markets include corporate clients, event-driven customers, and the broader Des Moines metro population reached through digital marketing and referral networks.
Industry Overview
The insurance agency industry continues to show strong growth nationally, driven by consumer demand for quality, personalization, and local businesses. Key trends working in our favor include increasing consumer preference for independent and locally owned businesses, digital marketing enabling smaller operators to compete effectively, and demographic shifts bringing more young professionals and families to markets like Des Moines.
Legal Structure
Lindgren & McBride Insurance Agency is organized as a Iowa Limited Liability Company. Kurt Steele holds 60% ownership (operations and service delivery) and Jerome Dalton holds 40% (finance and strategy). The LLC provides personal liability protection with pass-through taxation.
| Attribute | Primary: Local Resident | Secondary: Professional / Corporate |
|---|---|---|
| Age | 28–45 | 30–55 |
| Household Income | $55,000–$110,000 | $70,000–$150,000 |
| Location | East Village and surrounding areas | Greater Des Moines metro |
| Shopping Behavior | Visits insurance agency businesses 2–4x/month; active on social media | Researches online; values reviews and referrals |
| Core Need | Quality, convenience, and a trusted local provider | Reliability, premium quality, and professional service |
| Channel | Monthly | Annual |
|---|---|---|
| Content creation and SEO | $569 | $6,828 |
| Social media advertising | $474 | $5,688 |
| Google Ads (local search) | $341 | $4,092 |
| Email platform | $57 | $684 |
| Events, sponsorships, partnerships | $265 | $3,180 |
| Print materials and signage | $190 | $2,280 |
| Total | $1,896 | $22,752 |
PRODUCTS AND SERVICES
Lindgren & McBride Insurance Agency offers four core product and service categories, each designed to serve distinct customer needs and purchasing occasions while maintaining consistent quality and value.
Product Portfolio
The Problem We Solve
Customers in Des Moines who seek premium insurance agency options often face a gap between mass-market chains that lack personality and quality, and high-end niche operators with narrow offerings. Lindgren & McBride Insurance Agency bridges this gap with a comprehensive, quality-focused approach that delivers the breadth of a larger operation with the care and attention of a neighborhood business.
Unique Selling Proposition
Our signature differentiator is a relentless focus on quality and customer experience. Every detail—from our curated product selection to our trained staff to our physical environment—is designed to exceed expectations. We also maintain an active content strategy, sharing behind-the-scenes stories, expert insights, and community features across our digital channels, building brand authority and driving consistent organic growth.
Pricing Strategy
We employ a value-based pricing model, positioning our offerings approximately 10–20% above budget competitors and 15–25% below luxury-tier alternatives. Our target blended cost of goods is 15% of revenue, leaving healthy margins to support quality standards and sustainable operations.
| Competitor | Specialty | Key Strength | Gap We Address |
|---|---|---|---|
| Capital Agency | Personal Lines | Strong local brand recognition | Limited online presence |
| Premier Agency Works | Commercial Lines | Large social media following | No delivery or shipping options |
| Downtown Agency Hub | Life & Health Insurance | Prime downtown location | Dated interior and branding |
| Urban Agency | Specialty Coverage | Long-established customer base | Narrow product selection |
| Classic Agency Works | Personal Lines | Aggressive pricing strategy | Inconsistent quality and service |
| Strengths | Weaknesses |
|---|---|
| • Premium quality and curated experience creates strong brand differentiation • Founders combine deep industry expertise with proven business acumen • Prime East Village location with high visibility and foot traffic • Diversified revenue streams across multiple product and service categories | • New brand with no established customer base or local reputation • High startup costs requiring significant initial capital investment • Dependence on a small founding team during the critical first year • Premium pricing may limit accessibility for price-sensitive customers |
| Opportunities | Threats |
| • Growing consumer preference for premium, locally owned businesses • Digital marketing and e-commerce enable reach beyond the local neighborhood • Corporate and event services represent a high-value, underserved segment • Strategic partnerships with complementary local businesses drive cross-referrals | • Established competitors with loyal customer bases and brand recognition • Rising costs for rent, supplies, and labor in the Des Moines market • Economic downturn reducing discretionary consumer spending • New market entrants attracted by the same growth trends we see |
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Our marketing strategy combines hyperlocal community engagement with a disciplined digital presence, ensuring we reach customers both on foot in East Village and across the broader Des Moines metro online.
Target Customer Profiles
Digital Marketing
Content and Search Engine Optimization
Our website will feature a regularly updated blog publishing three to four articles per month, targeting high-intent local keywords like "best insurance agency in Des Moines" and "premium insurance agency East Village." Each post will include structured FAQ markup to capture Google's Featured Snippet positions, building a compounding library of organic search traffic.
Social Media
Instagram and TikTok will serve as our primary social platforms, featuring behind-the-scenes content, customer stories, team highlights, and seasonal promotions. Target: 5,000 Instagram followers within six months and 10,000 within the first year.
Email Marketing
A biweekly newsletter will share updates, promotions, expert tips, and subscriber-exclusive offers. Target: 2,000 subscribers by Month 6, growing to 5,000 by end of Year 1.
Google Business Profile
We will maintain a fully optimized Google Business Profile with professional photography updated monthly, weekly Google Posts, and a commitment to responding to every review within 24 hours.
Community and Traditional Marketing
We will invest in partnerships with local businesses, collaborate with Des Moines community organizations, participate in neighborhood events and markets, and host monthly events that position Lindgren & McBride Insurance Agency as a community gathering point. We will also pursue features in local media outlets and lifestyle publications.
Year 1 Marketing Budget
This represents approximately 6.5% of projected Year 1 revenue, within the 5–8% industry benchmark for small businesses.
| Time | Activity |
|---|---|
| 8:00 AM | Review renewal reports, process policy change requests |
| 9:00 AM | Outbound prospecting — referral follow-ups, cold calls, networking leads |
| 10:30 AM | Client consultations — coverage reviews and new policy quoting |
| 12:00 PM | Lunch break |
| 1:00 PM | Prepare proposals — run quotes across multiple carriers |
| 2:30 PM | Policy binding, application processing, underwriting follow-ups |
| 4:00 PM | Claims assistance — reporting, follow-up, advocacy for clients |
| 5:00 PM | Marketing — email campaigns, social media, community event planning |
| Item | Estimated Cost |
|---|---|
| Agency management system (Applied Epic, Hawksoft — annual) | $5,000 |
| Comparative rating software (multi-carrier quoting) | $3,600 |
| Office workstations with dual monitors (qty 3) | $9,000 |
| Phone system with call recording for compliance | $2,500 |
| Secure document management and e-signature platform | $2,400 |
| CRM and automated marketing platform (annual) | $3,000 |
| Client portal and online quoting website | $4,000 |
COMPETITIVE LANDSCAPE AND SWOT ANALYSIS
Des Moines's insurance agency market is active and competitive, with a mix of established chains, independent operators, and emerging concepts. While the market has no shortage of options, we have identified a distinct positioning gap that Lindgren & McBride Insurance Agency is designed to fill.
Key Competitors
SWOT Analysis
Our Positioning
Lindgren & McBride Insurance Agency occupies a distinct position in Des Moines's insurance agency market: a premium, full-service operation with modern branding, a strong digital presence, and an authentic connection to the East Village community. No existing competitor combines these elements as effectively. Our closest competitors either lack the quality focus we bring or have not invested in the digital and community strategies that drive modern customer acquisition and loyalty.
| Role | Count | Type | Compensation |
|---|---|---|---|
| Managing Partner (Kurt Steele) | 1 | Full-time, Owner | $29,260/yr + profit share |
| Senior Partner (Jerome Dalton) | 1 | Full-time, Owner | $26,600/yr + profit share |
| Senior Team Member | 1 | Full-time | $15,960–$18,620/yr |
| Team Member | 1 | Part-time | $15–$18/hour |
| Administrative / Support | 1 | Part-time | $14–$17/hour |
| Category | Estimated Cost |
|---|---|
| Lease deposit and first/last month rent | $5,250 |
| Buildout and renovation | $14,250 |
| Equipment and fixtures | $17,250 |
| Initial inventory and supplies | $4,500 |
| Permits, licenses, and legal fees | $1,500 |
| Branding, website, and launch marketing | $3,750 |
| POS system, technology, and software | $1,125 |
| Insurance (first six months prepaid) | $1,500 |
| Working capital reserve (six months) | $21,000 |
| Contingency reserve (7.5%) | $5,625 |
| Total startup investment | $75,000 |
OPERATIONAL PLAN
Location and Facility
Lindgren & McBride Insurance Agency will occupy a 889-square-foot space in East Village, one of Des Moines's most desirable commercial corridors. The space includes a 489-square-foot primary operations area, a 267-square-foot customer-facing area, and a 133-square-foot storage and office area. The location offers strong visibility, convenient parking, and easy access for both foot and vehicle traffic.
Daily Production Schedule
Equipment
Our equipment package is designed to support full operations from day one, with capacity to scale as the business grows.
Quality Control
Every product and service undergoes rigorous quality control. We maintain detailed operational logs, conduct regular team training, and gather systematic customer feedback. Any product or service that does not meet our standards is immediately addressed. We are committed to continuous improvement and maintaining the highest standards in Des Moines's insurance agency market.
Suppliers and Inventory
We prioritize relationships with reliable, quality-focused suppliers and vendors. Our supply chain emphasizes local sourcing where possible, competitive pricing, consistent quality, and responsive service. We maintain backup suppliers for all critical inputs to ensure uninterrupted operations.
Insurance Agency Licensing Requirements
We hold or are in the process of securing: State Property & Casualty Insurance License, State Life & Health Insurance License, Errors and Omissions Insurance (E&O), Surplus Lines License (for specialty placements), State Business License, Continuing Education (CE) Compliance. Total licensing costs are budgeted at $1,500.
| Source | Amount | Terms |
|---|---|---|
| Founders' personal savings | $22,500 | Equity contribution; no repayment |
| SBA 7(a) loan | $33,750 | 10-year term; collateralized by equipment |
| Local small business grant | $7,500 | Non-dilutive; application pending |
| Friends and family round | $11,250 | Convertible note; 5% interest; 18 months |
| Total | $75,000 |
| Revenue Stream | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Personal Lines | $175,000 | $204,750 | $238,140 |
| Commercial Lines | $77,000 | $104,650 | $130,410 |
| Life & Health Insurance | $63,000 | $86,450 | $107,730 |
| Specialty Coverage | $35,000 | $59,150 | $90,720 |
| Total revenue | $350,000 | $455,000 | $567,000 |
MANAGEMENT AND ORGANIZATION
Founding Team
Kurt Steele — Managing Partner
Kurt Steele is a seasoned professional with 17 years of industry experience. Kurt has built a reputation for excellence in Des Moines's insurance agency scene, working with several acclaimed insurance agency operations before founding this venture. Kurt oversees all day-to-day operations, service delivery, quality standards, and team development. Kurt holds 60% ownership in the business.
Jerome Dalton — Senior Partner
Jerome Dalton is a business development specialist with 7 years in professional services. With deep expertise in financial planning, marketing strategy, and growth management, Jerome brings the business acumen needed to build a sustainable, scalable operation. Jerome manages finance, marketing, hiring, technology, and strategic partnerships. Jerome holds 40% ownership in the business.
Staffing Plan
Total Year 1 payroll is estimated at $133,000. We plan to add additional team members in Year 2 as revenue and workload grow.
Advisory Board
Our advisory board includes an experienced insurance agency industry veteran, a CPA specializing in small business accounting, and a SCORE mentor providing strategic guidance and SBA navigation support.
| Line Item | Monthly Average | Annual Total |
|---|---|---|
| Total revenue | $29,167 | $350,000 |
| Cost of goods sold (15%) | $4,375 | $52,500 |
| Gross profit | $24,792 | $297,504 |
| Rent and utilities | $4,375 | $52,500 |
| Payroll (including owners) | $11,083 | $132,996 |
| Marketing and advertising | $1,750 | $21,000 |
| Insurance | $496 | $5,952 |
| Supplies and packaging | $729 | $8,748 |
| Technology and software | $233 | $2,796 |
| Miscellaneous | $292 | $3,504 |
| Total operating expenses | $18,958 | $227,496 |
| Net operating income (pre-tax) | $5,834 | $70,008 |
| Appendix | Document |
|---|---|
| A | Resumes: Kurt Steele and Jerome Dalton |
| B | Lease letter of intent for 2257 Willow Way |
| C | Equipment vendor quotes (all major purchases) |
| D | Supplier letters of intent and partnership agreements |
| E | Complete product and service catalog with pricing |
| F | Detailed 12-month profit and loss projection (monthly) |
| G | Detailed 12-month cash flow projection (monthly) |
| H | Des Moines market analysis and demographic data |
| I | Brand identity guide: logo, color palette, typography |
| J | Insurance quotes: GL, property, workers' comp, liability |
| K | Permit and license checklist with status and timeline |
| L | References and letters of support |
Insurance Agency Startup Cost Breakdown
Startup Cost Breakdown
Funding Sources
The founders' combined $22,500 personal investment represents a 30% equity contribution, well above the 10–20% threshold most SBA lenders require.
Insurance Agency Financial Projections
Three-Year Revenue Projection
Year 1 Profit and Loss Summary
Year 1 net income is intentionally conservative. Owner compensation is included at below-market rates to preserve cash flow. By Year 3, we project net margins of 8–12%, generating strong pre-tax profitability.
Break-Even Analysis
Monthly fixed costs total approximately $17,500. With a 85% gross margin, we need roughly $20,588 in monthly revenue to cover all costs. We expect cumulative break-even by Month 11.
Key Financial Assumptions
- Average transaction value based on product/service mix and local market pricing
- Customer acquisition rate grows steadily through marketing and word-of-mouth
- Blended cost of goods: 15–18% of revenue
- Annual rent escalation: 3%
- Revenue grows 30% Year 1 to Year 2, and 25% Year 2 to Year 3
APPENDICES
The following supporting documents are available upon request or included as supplements to this plan.
2257 Willow Way, Des Moines, IA 60185
(515) 555-0998 · hello@lindgrenmcbrideinsur.com · www.lindgrenmcbrideinsur.com
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