Last week I had the opportunity to spend the day in Cleveland, Ohio with new funeral industry startup eFuneral. The industry new comer debuted in March at the ICCFA Convention and officially launched in the Cleveland, Ohio market 2 weeks ago. eFuneral helps undecided families connect with funeral homes who offer the type of service the family is looking for.
This isn’t the first time I have worked with a new technology/online based company, remember EternalSpace, the virtual cemetery that spent $5.5 million on development, only to fold just 30 days after launching at the 2009 ICCFA convention. Not to worry, eFuneral isfar from blowing $5 million.
My first introduction to eFuneral came at the 2011 NFDA convention, the company did not exhibit, but the co-founders attended to walk the exhibit floor and get a feel for an industry that they had only experienced from the grieving side.
Like most new funeral startups, one of the co-founders, Mike Belsito , experienced the loss of a loved one. During that time he realize a void and a need not currently being met by industry companies…the idea for eFuneral is born.
In my past experience this is usually a recipe for disaster. Most people assume that just because they want a product or service then so does everyone else. The funeral industry is not like most industries., products don’t get created and immediately take off, funeral directors aren’t jumping to try new things, and they don’t want another urn or memorial piece to display and try to sell. Most small companies have deep caring hearts but not deep pockets, when product doesn’t immediately take off
It is hard to shell out money for exhibit space and advertising.
Many funeral directors, I believe, hide or duck and run from new startups for this reason, they assume you won’t be around this time next year. The track record of many recent startups doesn’t disprove their assumptions either.
So why should funeral directors give new industry companies a chance? I think the answer is simple, because at some point you are going to pass on companies that really have great services or products that could be game changers. Seems like a pretty logically answer right? It’s not fancy or over the top, it’s the truth, you can’t just keep saying NO. I am not by any means saying to give every new product a chance, but use your creative judgment, and open your mind up to embracing something new.
It has been a while since we interviewed a new company about their product or service and I am really missing it. I love the excitement and passion new companies bring to the profession, they have no preconceived ideas or reservations, something about their blindness is motivating to me.
After meeting with eFuneral last week, I thought it was time to seize the opportunity and give these “newbie’s” an opportunity to motivate me, and it worked. I left after a 3 hour conversation feeling the passion for this profession I started out with a few years ago, passion that wants to drive change and innovation to better funeral homes, funeral directors and better the services they provide to grieving families.
The goal of this article is not to promote eFuneral, though I know many of you will post that comment below, my goal is that once you see the interview I did with eFuneral you will start to open your mind up to new product and new companies. Stop doing the duck and run trick and avoiding new companies, because if you keep it up you are going to be missing more and more companies, like eFuneral, that offer products and services that can help you grow your business.
I like the idea and the concept. It still surprises me that each year I get calls from friends or friends of friends asking ” Can you recommend a funeral home or crematory for my loved one that just passed?”
( And I am in Florida where consumers are marketed to quite heavily to by the funeral industry)
There are many,many families out there who this service can help guide to a local Funeral Home that fits their needs. The smart funeral homes with sign up, respond quickly to the families requests and expand their call volume.
Good article, perspective and topic Ryan. As a start-up myself, it does involve much wheel spinning, dead ends and emails and calls that don’t get returned. It is understandable because everyone, including Funeral Directors are pulled in so many directions. I hope this helps eFuneral to at least get into the door. Tim
Thank you Ryan, for encouraging funeral professionals to pay attention to new startups. My customers at http://www.shineonbrightly.com tell me everyday that they are looking for something unique and meaningful when it comes to shopping for cremation urns and other memorials. I understand that many funeral directors are not interested in carrying much inventory. However, they can link to quality, proven startups, or at least recommend them to their families. It’s an added value to their services.
I met the people from eFuneral briefly at the 2012 ICCFA convention. I have to say I was impressed by their enthusiasm and I wish ’em well. Personally I’d probably bet on a technology company like this than a new product/commodity company.
As a side note I read this funeralone blog this morning about the projections for the 5 year future of the funeral industry and three points stuck out the most to me. First, that 25% of all funeral arrangements will occur online, the second that there will be a brand new major player in the industry, and the third point being that the victors of the future will be champions of change. Maybe some of the new online suppliers will be the ones who change the industry but all of us have to start thinking outside of the box or we will be left behind.
Check it out, its an interesting read http://blog.funeralone.com/grow-your-business/future-of-funeral-service/
I also appreciate this article and what Ryan has put forward with regard to new entrants. As a supplier who also brings Internet-based solutions to the industry, I have encountered both skeptics and champions of change (as Gavin W.W. puts it). I look to places like CD to help introduce those new and sometimes disruptive ideas and companies; it’s a fresh forum for emerging ideas and products. I also like seeing (productive) comments made by readers and industry insiders.
Ryan, we’re very appreciative of this post — thanks for sharing your opinion!
We’re very motivated to help both funeral professionals + families in need at the same time. We realize that doesn’t come without challenges or obstacles, but coming from technology/startup backgrounds, that’s where we thrive.
We actually think being a startup is a great thing. We’re agile, motivated, and are extremely dedicated helping funeral professionals thrive. We love taking feedback in and using it to build a better product for our customers. We’re grateful to be serving a profession that isn’t afraid to give feedback.
Thanks, also, to the others that commented. We’re glad to know that we’re in great company!
I thank you Ryan for being able to see that the funeral industry as a whole dosen’t like change at all. I am a graduate of Funeral Services from Florida State College @7320a1f742f530346bb01a09d61f17a3:disqus Jacksonville, Florida. I have a start-up business as a funeral service consultant. I have introduce a new concept and idea to the funeral directors here, but they are so caught up with the fact that new companies coming in will be taking money out of their pockets instead of how we all can work together to achieve the same goal, which is the satisfaction of the families we serve. My company is a start-up and it will be a success for me, the directors and the families help and serve. Thanks for getting them to look at themselves and see that change is coming! Will they be ready?