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Funeral Home Business Plan

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A Funeral Home Business Plan covers detailed data on the courtesies offered by the company, market analysis, administration strategies, personnel procedures, budget and financing plans, and other applicable topics.

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Business Plan

​ [Sender.Company] ​

Contact Information

Name of owner: [Sender.FirstName] ​ [Sender.LastName] ​

Phone Number: [Sender.Phone] ​

Email: [Sender.Email] ​

Address: [Sender.StreetAddress] ​ [Sender.City] ​ [Sender.State] ​ [Sender.PostalCode] ​ [Sender.Country] ​

Website: (insert website)

At [Sender.Company] , we provide services to honor and remember those who have passed away. We specialize in funerals, cremations, and tribute services (insert type of tribute service, e.g., celebration of life, memorial services, etc.) , and we are committed to helping families navigate the challenges of saying goodbye to a loved one.

Information provided in this business plan is confidential and may not be disclosed to any third parties without the express written consent of the [Sender.Company] team.

Executive Summary

Background information, company overview & description, products & services offered, target market analysis, marketing plan, management team, financial plan.

At [Sender.Company] , we are committed to providing the highest quality funerals, cremations, and tribute services to families in our local community. We understand the complex emotional and financial challenges that can arise at this difficult time, and we are committed to offering compassionate support and expert guidance every step of the way.

​ [Sender.Company] has been providing funeral and cremation services to local families since (insert year) . We have a long history of creating meaningful funeral services while keeping costs affordable. Throughout these (insert number) years, our team has developed a reputation for being caring and compassionate in difficult times.

​ [Sender.Company] is a funeral home located in [Sender.StreetAddress] [Sender.City] [Sender.State] [Sender.PostalCode] . We provide the highest level of care and respect for all your needs, both large and small. Our staff has over (insert number) years of combined experience serving families in our community. At [Sender.Company] , we believe each person is unique and treat each family with dignity and compassion, no matter their circumstances.

We offer a wide range of products and services to support you and your family through every step of the funeral process. Some of our most popular offerings include (insert services such as:)

Traditional funeral services

Cremation services

Funeral pre-planning and arrangements

Bereavement counseling and support programs

Memorial and celebration of life events

Personalized funeral merchandise, such as caskets, urns, and keepsakes

Our target market consists of individuals and families in our local area who need funerals, cremations, and tribute services. Our ideal customers recognize the importance of honoring a loved one's life uniquely while respecting their budget constraints.

Some key demographic characteristics of our target market include:

Our marketing plan focuses on increasing our brand awareness and customer base in the local area. We aim to reach potential customers through a combination of online and offline channels, including (insert list example given below). Our goal is to create an experience that exceeds their expectations while providing an affordable solution.

Specific strategies include:

Developing relationships with local organizations and businesses. (insert list, e.g., religious organizations, civic groups, etc.)

Utilizing social media platforms to share up-to-date information on our services and specials. (insert list, e.g., Facebook, Instagram, etc.)

Creating targeted marketing campaigns to reach potential customers in our local area. (insert list, e.g., radio, print ads, etc.)

Hosting community events such as open houses and information seminars. (insert list, e.g., funeral planning seminars, grief workshops, etc.)

The team comprises experienced professionals from various backgrounds, each bringing their unique set of skills and strengths to the table.

Our team includes:

We also have an advisory board of industry experts (insert name and qualifications/certifications) who provide valuable advice on market trends and new opportunities. They help us stay abreast of industry developments and make well-informed decisions based on the latest information.

We understand that our success depends on our ability to manage our finances responsibly and efficiently. The financial plan outlines the steps we will take to ensure that all financial operations are executed professionally, ethically, and with respect for confidentiality.

Specifically, our financial plan includes: (insert bullet points detailing budgeting and forecasting, cost analysis, cash flow management, financial reporting, and record-keeping, etc.).

We also understand the importance of customer satisfaction when it comes to our financial operations, and we are committed to providing transparent billing practices and clear communication about pricing and fees.

​ [Client.FirstName] [Client.LastName] ​

​ [Sender.FirstName] [Sender.LastName] ​

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Funeral Home Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business ideas » Service Industry » Funeral Home

Are you about starting a funeral arrangement company ? If YES, here is a complete sample funeral home business plan template & feasibility report you can use for FREE .

Death is one inevitable part in the equation of human existence, so the need to prepare for it cannot be overlooked. Some people go as far as buying insurance to take care of their own funeral when they die; whilst others state clearly in their ‘will’ the type of funeral they would prefer.

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This goes to show that the funeral home business will always thrive as long as human exist. The basic things needed to be able to operate a funeral home could range from getting a license to even getting a certification. Some countries consider these as the basics, while in some other countries you could get a waiver for it.

In starting a funeral home, you will be expected to have a standard Casket Carts, Casket Lowering Devices and Accessories, Preparation Room, Embalming Chemicals, Cremation Supplies, Mausoleum, Urn Vaults, Vases, Burial Garments, Waste Containers, Lawn Boards, Straps and Slings and Chairs & Accessories.

If you are in doubt if this kind of business is worth investing in, just try and do a research on existing funeral homes in your area and you will be shocked to know the amount of money they make monthly.

It is important to know that this kind of business is not for everyone, it is for those who naturally can comfort and care for bereaved people whether money is involved or not. If you don’t have this basic quality, you might not succeed in this business.

A Sample Funeral Home Business Plan Template

1. industry overview.

A funeral home which can also be referred to as a funeral parlor or mortuary is a business that basically provides interment and funeral services for the dead and their families; these services may include a prepared wake and funeral, and the provision of a chapel for the funeral.

The funeral home industry includes companies that conduct funerals and prepare the deceased for burial or interment. Funeral homes are also involved in the transportation of the dead and the sale of caskets and other related funeral merchandise.

The Funeral Home industry comprises of funeral homes combined with crematories; on the other hand, businesses whose core business activities is to conduct cremation are not included in the Funeral Home industry; they are classified under the Cemetery Services industry

In the united states of America, most modern day funeral homes are run as family businesses. As a matter of fact a large percentage of trained morticians and undertakers et al work in small, independent family run funeral homes. The owners of these families run funeral homes usually hires two or three other morticians / undertakers as either full – time employees or part – time employees.

It is the practice for funeral homes to have one or more viewing rooms, a preparation room for embalming, a chapel, and of course a casket selection room. So also, funeral homes generally sell coffins and urns, they have a hearse for transportation of bodies, a flower car, and limousines et al.

The Funeral Home Services industry is indeed a very large industry and pretty much thriving in all parts of the world especially in developed countries such as United States of America, Canada, United Kingdom, Germany, France, Australia and Italy et al.

Statistics has it that in the United States of America alone, there are about 24,838 licensed and registered funeral homes responsible for employing about 121,936 employees and the industry rakes in a whooping sum of $16bn annually with an annual growth rate projected at 1.3 percent.

It is important to state that in the falling per capita income during the recession period and of course a rising number of low-priced cremations have hampered the revenue generated in the industry.

So also families that are not financially buoyant opt for discount retailers and manufacturers to purchase caskets, which negatively impact revenue generation for funeral home operators. However, the industry’s revenue is projected to grow slightly in the next five years.

No doubt, as the population ages, it is obvious that the number of deaths in the United States and all over the world is anticipated to increase and this will in turn create market for the funeral home industry. Nonetheless, continued competition from discount retailers and the ease of online ordering from casket manufacturers, as well as a rise in low-priced cremations, are expected to curtail prices for funeral home operators.

If you are contemplating starting your own funeral home business in the United States, you should ensure that you carry out a thorough market survey and feasibility studies. If you get some key factors wrong before starting your own funeral home services, then you are likely going to struggle to stay afloat.

2. Executive Summary

Clarion Call – Funeral Homes is a registered and licensed funeral home business that will be located in the heart of Cape May – New Jersey in a neatly renovated and secured housing facility; a facility that is specifically designed and equipped with the needed facility for a world – class funeral home services

Clarion Call – Funeral Homes is a family owned and managed business that believe in the passionate pursuit of excellence and financial success with uncompromising services and integrity which is why we have decided to venture into the funeral home services industry by establishing our own funeral home business.

We are certain that our values will help us drive the business to enviable heights and also help us attract the numbers of clients that will make our business breakeven within the shortest time frame possible. At Clarion Call – Funeral Homes we will arrange services in accordance with the wishes of surviving friends and family members of the deceased, whether immediate next of kin or an executor so named in a legal will.

We will take care of the necessary paperwork, permits, and other details, such as making arrangements with the cemetery, and providing obituaries to the news media. We will go as far as posting obituaries online and use materials submitted by families to create memorial websites

Our facility include; Wake room: for services and visitations; Preparation room: for embalming and restoration, Merchandise display: caskets and other merchandise that customers may purchase, Privacy room: for the family, Office: for mortician’s personal and administrative use, and Livery: a garage to keep funeral coaches and other vehicles.

We have the required staff strength and we will run a 24 hours a day and seven days a week services. We are going to be a customer-centric funeral home business with a service culture that will be deeply rooted in the fabric of our organizational structure and indeed at all levels of the organization.

With that, we know that we will be enables to consistently achieve our set business goals, increase our profitability and reinforce our positive long-term relationships with our clientele, partners (vendors), and all our employees as well.

Clarion Call – Funeral Homes is a family business that is owned and managed by Arthur Stamford and his family. Mr. Arthur has a College degree in Mortuary Science and a Master’s Degree in Business Administration. He has well over 15 years of experience working in the Funeral Homes Services industry both at state and national level.

3. Our Products and Services

Clarion Call – Funeral Homes is set to operate a standard funeral homes service in Cape May, New Jersey. The fact that we want to become a force to reckon with in the funeral home services industry means that we will go all the way out to give our clients a lasting and pleasant memory of their bereaved family members and friend.

We will render services that that will make them want to come back as well as recommend our funeral home services to their friends, family members and business partners. These are the services and amenities that will be made available to our clients;

• Providing funeral director services
• Providing embalming services
• Operating funeral homes combined with crematories
• Providing mortician services
• Providing visitation or viewing services
• Providing funeral services
• Providing graveside committal services
• Direct cremation services
• Selling funeral merchandise (e.g. caskets, flowers and obituary notices)
• Transporting the deceased

4. Our Mission and Vision Statement

• Our vision is to establish a funeral home brand that will become the number one choice for residence in the whole of Cape May – New Jersey and other cities in the United States.
• Our vision reflects our values: integrity, service, safety, excellence and teamwork.
• Our mission is to deliver reliable, genuinely, caring and excellent service superior to what our competition can offer in any location where our funeral home services will be situated and to ensure that we work hard to grow out funeral home services to be listed amongst the top 10 funeral homes in the United States of America.

Our Business Structure

It is very vital to build a structure to build on from the very outset. This is why we believe that the success of any business is to a larger extent dependent on the business structure of the organization and the people who occupy the available role.

Although Clarion Call – Funeral Homes is a family run business will still work with a business structure that will give room to the minimal employees (mostly part – time employees) to explore their creativity, feel belong and full integrate into the business philosophy.

We are aware that when recruiting for a funeral home, your aim should be to look for people who can handle grieving and bereaved people not just people looking for a job in other to be able to pay their bills and that is exactly what we will look out for.

We will only recruit people with good customers’ service skills, people with compassion, people who can empathize, who love this line of business and people who don’t have any problem handling dead bodies. We will not make the mistake of recruiting people with the wrong skill sets; because we know they can ruin our business before it even get started.

This is why we will make sure we recruit smartly and wisely; people with the right mindset to help us achieve our business goals and objectives in record time. We intend building Clarion Call – Funeral Homes on this structure;

• Chief Executive Officer
• Funeral Home Director
• Human Resources and Administrative Manager
• Accountants / Cashiers
• Mortician and Undertaker
• Marketing Officer (Contract Worker)
• Cleaners / Washer men (Full – Time Employee)
• Security Officer

5. Job Roles and Responsibilities

Chief Executive Officer – CEO:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results; developing incentives; developing a climate for offering information and opinions; providing educational opportunities.
• Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for fixing prices and signing business deals
• Responsible for providing direction for the business
• Creates, communicates, and implements the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for signing checks and documents on behalf of the company
• Responsible for overseeing the smooth running of the magazine production and distribution process
• Evaluates the success of the organization

Funeral Home Director:

• Obtains information needed to complete legal documents, such as death certificates or burial permits.
• Oversees the preparation and care of the remains of people who have died.
• Consult with families or friends of the deceased to arrange funeral details, such as obituary notice wording, casket selection, or plans for services.
• Plans, schedules, or coordinates funerals, burials, or cremations, arranging details such as floral delivery or the time and place of services.
• Arranges for clergy members to perform needed services.
• Contacts cemeteries to schedule the opening and closing of graves.
• Provides information on funeral service options, products, or merchandise and maintain a casket display area.
• Informs survivors of benefits for which they may be eligible.
• Offers counsel and comfort to bereaved families or friends.
• Discusses and negotiates prearranged funerals with clients.
• Maintains financial records, order merchandise, or prepare accounts.
• Provides or arranges transportation between sites for the remains, mourners, pallbearers, clergy, or flowers.
• Plans placement of caskets at funeral sites or place or adjust lights, fixtures, or floral displays.
• Directs preparations and shipment of bodies for out-of-state burial.
• Manages funeral home operations, including the hiring, training, or supervision of embalmers, funeral attendants, or other staff.
• Arranges for pallbearers or inform pallbearers or honorary groups of their duties.
• Receives or ushers people to their seats for services.
• Participates in community activities for funeral home promotion or other purposes.
• Provides emotional support to the bereaved
• Arranges for removal of the deceased’s body
• Files death certificate and other legal documents
• Trains junior staffs

Morticians, undertakers

• Performs various tasks to arrange and direct funeral services, such as coordinating transportation of body to mortuary
• Handles the preparation and care of the remains of people who have died.
• Handles the removal of the deceased’s body
• Performs embalming duties as necessary
• Closes caskets and lead funeral corteges to churches or burial sites.
• Prepares the remains (body)
• Interviews family or other authorized person to arrange details, selecting pallbearers, aiding with the selection of officials for religious rites, and providing transportation for mourners.

Human Resources and Admin Manager

• Responsible for overseeing the smooth running of HR and administrative tasks for the organization
• Updates job knowledge by participating in educational opportunities; reading professional publications; maintaining personal networks; participating in professional organizations.
• Enhances department and organization reputation by accepting ownership for accomplishing new and different requests; exploring opportunities to add value to job accomplishments.
• Defines job positions for recruitment and managing interviewing process
• Carries out staff induction for new team members
• Responsible for training, evaluation and assessment of employees
• Oversees the smooth running of the daily office and shop activities.

Marketing and Sales Officer

• Identifies, prioritizes, and reaches out to new partners, and business opportunities et al
• Identifies development opportunities; follows up on development leads and contacts; participates in the structuring and financing of projects; assures the completion of development projects.
• Writing winning proposal documents, negotiate fees and rates in line with company policy
• Responsible for handling business research, market surveys and feasibility studies for the business
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Develops, executes and evaluates new plans for expanding increase sales
• Documents all customer contact and information
• Represents the company in strategic meetings
• Helps to increase sales and growth for the company

Accountant / Cashier:

• Responsible for preparing financial reports, budgets, and financial statements for the organization
• Provides managements with financial analyses, development budgets, and accounting reports; analyzes financial feasibility for the most complex proposed projects; conducts market research to forecast trends and business conditions.
• Responsible for financial forecasting and risks analysis.
• Performs cash management, general ledger accounting, and financial reporting
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensuring compliance with taxation legislation
• Handles all financial transactions for the organization
• Serves as internal auditor for the organization

Cleaners / Washer man:

• Cleans funeral home facilities and grounds.
• Handles and move objects, such as glasses, dish and bottles, using hands and arms.
• Maintains a clean working area by sweeping, vacuuming, dusting, cleaning of glass doors and windows, etc. if required.
• Ensures that toiletries and supplies don’t run out of stock
• Responsible for handling laundry
• Handles any other duty as assigned by the restaurant manager,

Security Officer:

• Ensures that the facility is secured at all time
• Controls traffic and organize parking
• Gives security tips to staff members from time to time
• Patrols around the building on a 24 hours basis
• Submits security reports weekly
• Any other duty as assigned by the funeral home director.

6. SWOT Analysis

Clarion Call – Funeral Homes is fully aware that they are coming into an industry that can be highly competitive which is why they have decided to pay attention to the SWOT analysis for the organization.

We know that once we are able to identify our strength, our weakness, our threats and the opportunity that is available to us, we will be able to come up with good business strategies that will help us achieve all our business goals and objectives.

We know that if we get things right before starting our funeral home business, we will not have to struggle before attract loyal clients and building our membership base to a level where we can easily breakeven in record time.

We hired the services of Dr. Garry Larson, an HR and Business consultant with bias in business structuring to help us conduct SWOT analysis for our company and he did a pretty good job for us. Here is a of the result we got from the SWOT analysis that was conducted on behalf of Clarion Call – Funeral Homes Cape May, New Jersey;

Our area of strength cannot be farfetched; the location of our funeral home services is perfect for such business, our management team has robust experience in the funeral home services industry, our customer’s services is second to none in the whole of Cape May – NJ and our facility is top notch.

We critically looked into our Business model and we were able to identify two major weakness. One is the fact that we are a new business and the second is the fact that we may not have the financial resources required to match up with existing and leading funeral homes in Cape – May, New Jersey and also generating the needed hypes that can drive traffic towards our facility.

• Opportunities:

One thing is certain; our funeral home facility is well – located in busy hence there are loads of business opportunities for us. Besides we are the only funeral home services within a 45 miles radius where ours is located.

Some of the threats that we are likely going to face as a funeral home business operating in the United States are unfavorable government policies – the government, the arrival of a competitor within our location of operations and global economic downturn which usually affects purchasing / spending power.

There is hardly anything we can do as regards these threats other than to be optimistic that things will continue to work for our good.

7. MARKET ANALYSIS

• Market Trends

All over the globe people die every now and then and that is one of the reasons why the funeral business will continue to soar higher. It is trendy to find funeral homes in the United States of America and in most parts of the world operate a standard and full option services.

They usually have Wake room: for services and visitations; Preparation room: for embalming and restoration, Merchandise display: caskets and other merchandise that customers may purchase, Privacy room: for the family, Office: for mortician’s personal and administrative use, and Livery: a garage to keep funeral coaches and other vehicles.

We have the required staff strength and we will run a 24 hours a day and seven days a week services. Another trend in the funeral home services industry is that falling per capita income during the recession period and of course a rising number of low-priced cremations are seriously hampering the revenue generated in the industry.

So also, families that are not financially buoyant opt for discount retailers and manufacturers to purchase caskets, which negatively impact revenue generation for funeral home operators. However, the industry’s revenue is projected to grow slightly in the next five years.

Lastly, funeral homes in the United States of America are traditionally run by families except for few instances and there are various insurance companies that have funeral insurance policies for their clients. Building a good working relationship with them will position your funeral home to help them handle some of their policy holders.

You can also help them market their funeral insurance cover with the agreement that you will be the one to handle the funerals of the customers you bring to them. This is of course will be a win-win for both parties, and every business person would want to go into such agreement.

8. Our Target Market

We look forward to dealing with those that we plan to focus on in this trade. It will be safe to say that the target market for funeral home services cuts across people of all class, race, religion, and culture as long as they value their deceased loved ones and would want to give them befitting burial or cremation as required.

In view of that, we have conducted our market research and we have ideas of what our target market would be expecting from us. These are the groups of people we intend marketing our funeral home services to;

• Insurance companies
• Owners of mortuaries
• Retirees and Pensioners
• Corporate Executives
• Government Officials
• Business People
• Celebrities
• Military Men and Women
• Sports Men and Women
• Everyone who resides in our target locations.

Our Competitive Advantage

There isn’t a business on this face of the earth that doesn’t encounter one form of competition of the other. However, it is the ability to be able to stand the test of time in the face of competition that will stand us out anytime anyway. The competitive edge of Clarion Call – Funeral Homes is the excellent and customized service that we offer to all our guest irrespective of their status, religion, race or political affiliation.

We can boldly say that the location of our funeral home services is perfect for such business, our management team has robust experience in the funeral home services industry, our customer’s services is second to none in the whole of Cape May – NJ and our facility is top notch. We are the only funeral home services within our location.

Another significant competitive advantage that we are bringing to the industry is the robust experience of our management team. We have a team that has a combination of 25 years of experience in the funeral home services industry in United States and Canada. They are considered core professionals in their own right.

9. SALES AND MARKETING STRATEGY

• Sources of Income

We believe that it is very vital to identify our sources of income from the very beginning, so that we will not run into problems. Clarion Call – Funeral Homes is established with the aim of maximizing profits in the funeral home services industry and we are going to go all the way to ensure that we do all it takes to attract guests on a regular basis and sign retainer – ship with most of our corporate clients.

Clarion Call – Funeral Homes will generate income by offering the following services for individuals, families and for corporate organizations;

10. Sales Forecast

We know that sitting on the table and forecasting the sales that we desire will help us draw up good goals for our funeral business.

That is why we are well positioned to take on the available market in Cape – May, New Jersey and beyond and we are quite optimistic that we will meet our set target of generating enough income / profits from the first six month of operations and grow the business and our clientele base.

We have been able to critically examine the funeral home market and we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. The sales projection is based on information gathered on the field and some assumptions that are peculiar to startups in Cape May – New Jersey.

Below is the sales projection for Clarion Call – Funeral Homes, it is based on the location of our business consulting firm and the wide range of consulting services that we will be offering;

• First Year-: $150,000
• Second Year-: $250,000
• Third Year-: $750,000

N.B: This projection is done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and any major competitor offering same additional services as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

• Marketing Strategy and Sales Strategy

It is important to clearly state that in this dispensation, customers use the Internet to find funeral homes, to read reviews, to view facility available and the location of the funeral home; loads of processes have gone digital. Which is why most bed and breakfasts are increasingly adopting technology and the internet for marketing and advertising their business and we are not going to be left out.

We are quite aware that one of the ways to get people to patronize your funeral home is to build good business relationship with owners of mortuaries. Having a good working relationship with people who mortuaries will enable them refers people to you; since their job is to preserve corpses and yours is to conduct a befitting burial.

We will go all out to strike a deal with them that will ensure that they get a commission for any referral we get from them. These are some of the marketing ideas and strategies that are going to adopt for our bed and breakfasts business;

• Open our funeral home in a grand style with a party for all.
• Advertise our funeral home in relevant magazines, national dailies, Satellite TV stations and Radio station
• Promote our business online via our official website and all available social media platform
• Continuously Improving the performance of our brands
• Hire the services of experts to make our brands the first choice for families and corporate organizations
• Delivering consistent customer experiences to all our clients; making our first impression count positively
• Continuously Improving the efficiency of our funeral home services and operating processes
• Ensure that we put our market scale and knowledge to good use
• Building strong partnerships within our industry and with our stakeholders across the United States of America
• Make use of attractive hand bills to create awareness and also to give direction to our funeral home
• Position our signage / flexi banners at strategic places in and around Cape – May, New Jersey
• Create a loyalty plan that will enable us reward our corporate clients such as insurance companies and owners of mortuaries
• Engage on road shows within our neighborhood to create awareness for our funeral home business.

11. Publicity and Advertising Strategy

Advert and marketing is one of the backbone of all businesses. It is also the backbone of ours because we know that if we are able to get the right world’s pout there, people will come for us. Clarion Call – Funeral Homes is in the funeral home business to make profit and we can only make profit if we steadily increase our customer base.

No doubt, in order to remain relevant in the funeral home industry in Cape May – New Jersey, we will continue to create hype around our business brand.

We will ensure that we leverage on all conventional and non – conventional publicity and advertising technique to promote our bed and breakfast brand. Here are the platforms we intend leveraging on to promote and advertise Clarion Call – Funeral Homes;

• Encourage our loyal customers to help us use Word of Mouth (referrals)
• Advertise our funeral home business in relevant magazines, national dailies, Satellite TV stations and Radio station
• Promote our business online via our official website
• Sponsor relevant community programs
• Leverage on the internet and social media platforms like; Instagram, Facebook , twitter, et al to promote our brand
• Install our Bill Boards on strategic locations
• Engage in road show from time to time
• Distribute our fliers and handbills in target areas

12. Our Pricing Strategy

Our pricing system is going to be based on what is obtainable in the industry, we don’t intend to charge more (except for premium and customized services) and we don’t intend to charge less than our competitors are offering in the United States of America.

Be that as it may, we have put plans in place to discount our products and services once in a while and also to reward our loyal customers (corporate clients such as insurance companies and owners of mortuaries.

• Payment Options

We want to make our payment mode as simple and free for all as possible. That is why at Clarion Call – Funeral Homes, our payment policy is all inclusive because we are quite aware that different people prefer different payment options as it suits them.

Here are the payment options that will be available in every of our bed and breakfast lodge;

• Payment by cash
• Payment by check
• Payment via Point of Sale (POS) Machine
• Payment via online bank transfer (online payment portal)
• Payment via Mobile money

In view of the above, we have chosen banking platforms that will help us achieve our payment plans without any difficulty.

13. Startup Expenditure (Budget)

When it comes to starting a funeral home business, loads of factors influences the amount that will be required to successful launch the business.

Factors like the location you intend starting the business, the size of the funeral home business you want to start i.e. the number of employees and facilities et al, and of course the state of the economy as at when you intend start the business. Here are the key areas where we intend spending our start – up capital;

• The Fee for registering the business in the United States -$725.
• The budget for legal fees, insurance, permits and license – $5,000
• The cost of leasing a facility – 100,000
• The amount needed to renovate our Facility (electrical, furnishings, plumbing, painting and landscaping) – $10,000.
• The Cost for the purchase of furniture and equipment – $10,000
• Other start-up expenses including stationery – $1000
• Phone and utility deposits – $3,500
• The Cost for initial inventories and supplies – $10,000.
• The Cost of Launching a Website – $600
• The cost opening party – $5,000 (optional)
• Cost for payment of salaries for the first 3 months of operations – $50,000
• Additional Expenditure (Business cards, Signage, Adverts and Promotions et al) – $5,000

Going by the report from our research and feasibility studies, we will need an average of $200,000 to start a small scale but standard bed and breakfasts business in the United States of America.

Generating Funding / Startup Capital for Clarion Call – Funeral Homes

We at Clarion Call – Funeral Homes, will leave no stone unturned in generating our funds rightly. Our business is a family business that will be owned by Mr. Arthur Stamford and his family. They are the sole financial of the business which is why they decided to restrict the sourcing of the start – up capital for the business to just three major sources.

These are the areas we intend generating our start – up capital;

• Generate part of the start – up capital from personal savings and sale of his stocks
• Generate part of the start – up capital from friends and other extended family members
• Generate a larger chunk of the startup capital from the bank (loan facility).

N.B: We have been able to generate about $50,000 (Personal savings $45,000 and soft loan from family members $5,000) and we are at the final stages of obtaining a loan facility of $200,000 from our bank. All the papers and document has been duly signed and submitted, the loan has been approved and any moment from now our account will be credited.

14. Sustainability and Expansion Strategy

We know that one of the marks of a successful business is the ability to expand far and wide. The future of a business lies in the numbers of loyal customers that they have the capacity and competence of the employees, their investment strategy and the business structure.

If all of these factor are missing from a business (company), then it won’t be too long before the business close shop. One of our major goals of starting Clarion Call – Funeral Homes is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to offer nothing short of excellent services.

Clarion Call – Funeral Homes will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and retraining of our workforce is at the top burner.

As a matter of fact, profit-sharing arrangement will be made available to all our management staff and it will be based on their performance for a period of ten years or more. We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List / Milestone

• Business Registration: Completed
• Opening of Corporate Bank Accounts: Completed
• Securing Point of Sales (POS) Machines: Completed
• Opening Mobile Money Accounts: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: In Progress
• Application for business license and permit: Completed
• Purchase of Insurance for the Business: Completed
• Remodeling our facility: In Progress
• Conducting Feasibility Studies: Completed
• Generating capital from family members: Completed
• Applications for Loan from the bank: In Progress
• Writing of Business Plan: Completed
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents and other relevant Legal Documents: In Progress
• Design of The Company’s Logo: Completed
• Graphic Designs and Printing of Packaging Marketing / Promotional Materials: In Progress
• Recruitment of employees: In Progress
• Purchase of the Needed furniture, mattress, bed sheets, pillows, duvets, electronic appliances, office appliances and kitchen utensils: In progress
• Creating Official Website for the Company: Completed
• Creating Awareness for the business both online and in the neighborhood: In Progress
• Health and Safety and Fire Safety Arrangement (License): Secured
• Opening party / launching party planning: In Progress
• Establishing business relationship with vendors – suppliers of all our needed food ingredient for breakfast and toiletries: In Progress.

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Download all the resources to operate a funeral home.

Let's make sure your mortuary services will be profitable!

Here is a free business plan sample for a funeral home business

If you're considering opening a funeral home and are seeking guidance on how to start, you've come to the right place.

In the content that follows, we will present you with a comprehensive business plan tailored for a funeral home.

As you may be aware, a meticulously developed business plan is crucial for any entrepreneur. It serves as a roadmap, outlining your vision, objectives, and the strategies you will employ to navigate the sensitive and important industry of funeral services.

To craft a dignified and thoughtful plan with ease, you are welcome to utilize our funeral home business plan template. Our specialists are also available to provide a complimentary review and refinement of your plan.

How to draft a great business plan for your funeral home business?

A good business plan for a funeral home must address the unique aspects of the death care industry.

To start, it is crucial to provide a comprehensive overview of the market. This includes up-to-date statistics and an examination of emerging trends within the funeral service sector, as illustrated in our funeral home business plan template .

Your business plan should clearly articulate your vision, define your target market (such as local families, specific religious or cultural communities, etc.), and establish your funeral home's distinctive services (traditional burials, cremations, green funerals, etc.).

Market analysis is a key component. This requires a thorough understanding of local competitors, industry trends, and the evolving preferences of families and individuals when it comes to honoring their loved ones.

For a funeral home, it is imperative to detail the services you intend to offer. Describe your range of services - from full-service funerals to memorial services and direct cremations - and explain how these services cater to the needs and expectations of your clientele.

The operational plan is vital. It should outline the location of your funeral home, the layout of viewing rooms and chapels, supplier relationships for caskets and urns, and the logistics of the service offerings.

For a funeral home, it is important to highlight your commitment to compassion, professionalism, and respect for diverse funeral practices and cultural sensitivities.

Then, delve into your marketing and sales strategy. How will you engage with the community and build trust? Consider outreach efforts, pre-need arrangements, and community involvement.

Utilizing digital strategies, such as a website or social media engagement, is increasingly important to connect with families and provide them with information and support.

The financial plan is another critical element. This should include the initial investment, revenue projections, operating expenses, and the break-even analysis.

In the funeral home business, it is essential to have a clear financial plan due to the high costs associated with property, facilities, and specialized equipment. For assistance, refer to our financial forecast for a funeral home .

Compared to other business plans, a funeral home's plan must pay special attention to regulatory compliance, the sensitive nature of services provided, and the need for a highly trained and empathetic staff.

A well-crafted business plan will not only help you to define your strategies and vision but also to attract investors or secure loans.

Lenders and investors are looking for a thorough market analysis, realistic financial projections, and a clear understanding of the day-to-day operations of a funeral home.

By presenting a detailed and substantiated plan, you showcase your dedication to providing a vital service to the community and your commitment to the success of your funeral home.

To achieve these goals while saving time, you can start with our funeral home business plan template .

A free example of business plan for a funeral home business

Here, we will provide a concise and illustrative example of a business plan for a specific project.

This example aims to provide an overview of the essential components of a business plan. It is important to note that this version is only a summary. As it stands, this business plan is not sufficiently developed to support a profitability strategy or convince a bank to provide financing.

To be effective, the business plan should be significantly more detailed, including up-to-date market data, more persuasive arguments, a thorough market study, a three-year action plan, as well as detailed financial tables such as a projected income statement, projected balance sheet, cash flow budget, and break-even analysis.

All these elements have been thoroughly included by our experts in the business plan template they have designed for a funeral home .

Here, we will follow the same structure as in our business plan template.

Market Opportunity

Market data and figures.

The funeral services industry is a stable and essential sector with significant figures.

Recently, the global funeral services market was estimated to be worth over 100 billion dollars, and this figure is expected to maintain due to the inevitable nature of death and the growing preference for personalized funeral services.

In the United States, there are over 19,000 funeral homes, representing a total annual revenue of approximately 20 billion dollars for the funeral services sector.

These figures underscore the critical role funeral homes play in society and their substantial economic impact.

Current trends in the funeral services industry reflect a shift towards more personalized and non-traditional services.

Green burials and eco-friendly funeral options are gaining popularity as individuals become more environmentally conscious, seeking to minimize their ecological footprint even in death.

The use of technology in memorial services, such as live-streaming for those who cannot attend in person, is becoming more common.

There is also an increasing demand for pre-planning services, where individuals arrange and pay for their funeral in advance to ease the burden on their loved ones.

Furthermore, the rise of online platforms for funeral planning and the integration of social media in memorialization practices are notable trends.

These trends indicate how the funeral services industry is evolving to accommodate the changing preferences and needs of society.

Success Factors

The success factors of a funeral home are rooted in several key elements.

Firstly, compassionate and professional service is paramount. A funeral home that provides empathetic support and expert guidance is more likely to earn the trust and loyalty of its clients.

Offering a range of personalized services can also be a significant differentiator in a market where clients seek unique ways to honor their loved ones.

Location and accessibility are important, as a conveniently located funeral home can be more appealing to families during their time of need.

High-quality facilities, including viewing rooms, chapels, and reception areas, contribute to a respectful and dignified experience.

Finally, transparent pricing, effective cost management, and the ability to adapt to industry trends, such as eco-friendly options and advanced memorial technologies, are crucial for the long-term success of a funeral home.

The Project

Project presentation.

Our funeral home project is designed to provide compassionate and professional end-of-life services to the community. Situated in a serene and accessible location, our funeral home will offer a comprehensive range of services including traditional funerals, cremations, memorial services, and pre-planning arrangements, all tailored to honor the wishes of the deceased and their families.

We will focus on providing a dignified and respectful setting for families to grieve and celebrate the lives of their loved ones. Our facilities will be equipped with modern amenities to ensure comfort and convenience during visitations and services.

This funeral home is dedicated to becoming a cornerstone in the community, offering support and guidance during one of life's most challenging times.

Value Proposition

The value proposition of our funeral home project is centered on delivering compassionate care and personalized services to families during their time of loss. We understand the importance of a respectful and dignified farewell and are committed to upholding the highest standards of professionalism.

Our services are designed to alleviate the stress of funeral planning, allowing families to focus on healing and remembrance. We offer a peaceful and supportive environment where every detail is handled with care and consideration.

We are dedicated to serving our community with integrity and empathy, ensuring that every family receives the support they need to honor their loved ones in a way that is meaningful to them.

Our funeral home will be a place of solace and support, striving to make a difficult time a little easier for those we serve.

Project Owner

The project owner is a compassionate individual with extensive experience in the funeral service industry.

With a background in grief counseling and funeral home management, they bring a deep understanding of the emotional and practical needs of families in mourning. They are committed to creating a funeral home that stands out for its empathetic service, attention to detail, and commitment to honoring the lives of the departed.

With a vision of providing comfort and support, they are determined to offer a range of personalized services that reflect the unique lives of individuals and the wishes of their families.

Their dedication to serving the community and their passion for helping others through difficult times are the driving forces behind this project, aiming to provide a caring and supportive environment for every family they serve.

The Market Study

Market segments.

The market segments for this funeral home are divided into several categories.

First, there are families and individuals in immediate need of funeral services due to the recent loss of a loved one.

Next, there are those interested in pre-planning their funeral arrangements to alleviate the future burden on their families and ensure their final wishes are respected.

The market also includes individuals seeking specialized services such as eco-friendly or "green" funerals, which are becoming increasingly popular.

Finally, religious and community organizations can be a key segment as they often partner with funeral homes to provide services that align with specific cultural and religious practices.

SWOT Analysis

A SWOT analysis of this funeral home project reveals several aspects.

Strengths include a compassionate and professional staff, a well-maintained facility that offers a comforting environment, and a reputation for providing dignified and respectful services.

Weaknesses could include the sensitivity of the market, the high cost of maintaining a top-tier service level, and the potential for economic downturns affecting customers' ability to afford premium services.

Opportunities lie in the growing trend towards personalized and non-traditional funeral services, as well as the potential to offer grief counseling and support groups as part of the service package.

Finally, threats could include changes in industry regulations, increasing competition from low-cost providers, and shifts in cultural attitudes towards death and funerals.

Competitor Analysis

Competitor analysis in the funeral services sector reveals a mix of traditional funeral homes and new, innovative service providers.

Among direct competitors are other local funeral homes, crematoriums, and alternative service providers such as direct cremation companies.

These competitors vie to offer compassionate care, quality services, and competitive pricing to attract clients during their time of need.

Potential competitive advantages include a strong community presence, a wide range of services, exceptional customer service, and the ability to cater to specific cultural or religious needs.

Understanding competitors' strengths and weaknesses is crucial for carving out a unique position in the market and for building lasting relationships with clients.

Competitive Advantages

Our funeral home's commitment to providing personalized and compassionate care sets us apart in the industry.

We offer a comprehensive range of services, from traditional funerals to modern celebrations of life, all tailored to honor the deceased and comfort the living.

Our focus on supporting families through their grief journey allows us to create meaningful experiences that resonate with our clients and build trust in our brand.

We take pride in our ability to adapt to the unique needs of each family, ensuring that every service is as individual as the life it honors.

You can also read our articles about: - how to open a funeral home business: a complete guide - the customer segments of a funeral home business - the competition study for a funeral home business

The Strategy

Development plan.

Our three-year development plan for the funeral home is designed to provide compassionate and professional services to families during their time of need.

In the first year, we will concentrate on establishing a strong reputation within the local community, focusing on compassionate service and building trust.

The second year will involve expanding our services to include pre-planning arrangements and grief counseling, as well as enhancing our facilities to accommodate a wider range of memorial services.

In the third year, we aim to integrate advanced technology to offer virtual memorials and live streaming services for families who cannot attend in person, ensuring we cater to the evolving needs of our clients.

Throughout this period, we will remain dedicated to providing dignified and respectful services, while adapting to the changing landscape of the funeral industry.

Business Model Canvas

The Business Model Canvas for our funeral home focuses on serving families in need of funeral and memorial services, with a special emphasis on those looking for personalized and compassionate care.

Our value proposition is centered on providing a respectful and professional service, easing the burden on families during their time of loss.

We offer our services through our funeral home facilities, complemented by our online presence, which includes information on services, pre-planning, and grief resources.

Key activities include funeral planning, coordination of services, and ongoing support for the bereaved.

Our revenue streams are derived from the provision of funeral services, sale of caskets and urns, and pre-planning arrangements, while our costs are associated with facility maintenance, staff training, and service delivery.

Find a complete and editable real Business Model Canvas in our business plan template .

Marketing Strategy

Our marketing strategy is built on sensitivity, respect, and community engagement.

We aim to provide families with information on the importance of pre-planning and the options available for personalizing services to honor their loved ones.

Our approach includes community outreach programs, educational seminars on end-of-life planning, and maintaining a compassionate online presence.

We will also establish partnerships with local hospices, hospitals, and elder care facilities to ensure our services are recommended by trusted professionals.

Additionally, we will utilize targeted social media campaigns and content marketing to reach families in need of our services, while upholding the dignity and solemnity of our profession.

Risk Policy

The risk policy for our funeral home is focused on mitigating risks associated with service quality, regulatory compliance, and the emotional well-being of our clients.

We adhere to all industry regulations and ethical standards, ensuring that our practices respect the deceased and provide comfort to the living.

We conduct regular staff training to uphold our high standards of service and empathy. Our financial risk management strategy is conservative to ensure long-term sustainability.

Furthermore, we maintain comprehensive liability insurance to protect against any unforeseen events. Our priority is to deliver impeccable service while safeguarding the interests of the families we serve.

Why Our Project is Viable

We are committed to establishing a funeral home that serves as a pillar of support and solace for families during their most difficult times.

With our dedication to compassionate care, personalized services, and community involvement, we believe we can fulfill the essential needs of our clients.

We are prepared to adapt to the changing demands of the funeral service industry and are confident in the viability of our compassionate approach.

We look forward to providing a service that not only honors the departed but also provides peace of mind to those left behind, ensuring the sustainability and success of our funeral home.

You can also read our articles about: - the Business Model Canvas of a funeral home business - the marketing strategy for a funeral home business

The Financial Plan

Of course, the text presented below is far from sufficient to serve as a solid and credible financial analysis for a bank or potential investor. They expect specific numbers, financial statements, and charts demonstrating the profitability of your project.

All these elements are available in our business plan template for a funeral home and our financial plan for a funeral home .

Initial expenses for our funeral home include the acquisition of a suitable property, renovation to create a serene and respectful environment, purchasing specialized equipment such as embalming machines and refrigeration units, securing a fleet of hearses and other service vehicles, and obtaining the necessary licenses and permits. We will also invest in staff training for compassionate service delivery, as well as costs related to brand creation and launching targeted marketing campaigns to reach our target audience.

Our revenue assumptions are based on a careful analysis of the local market demand for funeral services, taking into account demographic trends and the cultural importance of honoring loved ones with dignified services.

We anticipate a steady demand for our services, with growth potential as the reputation of our funeral home for providing compassionate and professional services spreads.

The projected income statement indicates expected revenues from our funeral services, merchandise sales (caskets, urns, memorial products), production costs (preparation of the deceased, facilities maintenance), and operating expenses (rent, marketing, salaries, etc.).

This results in a forecasted net profit crucial for evaluating the profitability of our business over time.

The projected balance sheet reflects assets specific to our business, such as property, funeral service equipment, vehicle fleet, and liabilities including debts and anticipated expenses.

It shows the overall financial health of our funeral home at the end of each period.

Our projected cash flow budget details incoming and outgoing cash flows, allowing us to anticipate our cash needs at any given time. This will help us effectively manage our finances and avoid cash flow problems.

The projected financing plan lists the specific financing sources we plan to use to cover our startup expenses.

The working capital requirement for our funeral home will be closely monitored to ensure we have the necessary liquidity to finance our daily operations, including purchasing supplies, inventory management, and salary payments.

The break-even point specific to our project is the level of sales needed to cover all our costs, including startup expenses, and start making a profit.

It will indicate when our business will be profitable.

Performance indicators we will track include the profit margin rate on our funeral services, the liquidity ratio to assess our ability to cover financial obligations, and the return on investment to measure the effectiveness of our capital invested in the project.

These indicators will help us evaluate the financial health and overall success of our funeral home.

If you want to know more about the financial analysis of this type of activity, please read our article about the financial plan for a funeral home business .

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Funeral Home Business Plan Template

If you want to start a traditional funeral home or expand your current funeral home business, you need a well-crafted business plan.

The following funeral home business plan gives you the key elements for writing your own comprehensive business plan.

You can download our Funeral Home business plan template (including a full, customizable financial model) to your computer here.

Sample Funeral Home Business Plan

I. executive summary, business overview.

[Company Name] is a full-service funeral home based in [location], offering funeral, cremation, and burial services to people of all faiths.

[Company Name] offers a full range of funeral services, including:

• Cremation services
• Funeral arrangements
• Memorial services
• Body preparation and interment
• Transportation
• Selling funeral merchandise (e.g., caskets, flowers, and memorial stationery)

Customer Focus

[Company Name] will serve the community of [location], offering both pre-need and current need clients. The demographics of the target customer profile is as follows:

• 52,313 residents
• Average income of $65,000
• Median age: 38 years

Management Team

[Company Name] is led by [Founder’s Name] who has worked as a mortician since his graduation from university. He has worked in increasingly responsible roles with some of the largest traditional funeral homes in the state. As a result, [Founder] has an in-depth knowledge of both morgue operation, and client-facing service, bringing a working knowledge of both the technical (e.g., running day-to-day operations) and the business management side (e.g., staffing, marketing, etc.) of funeral homes.

Success Factors

[Company Name] is qualified to succeed due to the following reasons:

• The company will fill a market need in the diverse community we serve. The market need we aim to meet is offering funeral services at a range of price points. The company has surveyed the local population and received highly positive feedback, with residents expressing high interest in having more options for personalized services.
• The Company is centrally located, with an elegant and functional facility, and park-like grounds.
• [Founder’s Name] has lived in [company location] all his life and has raised his family in the same community as the target market. He has many connections with the locals.
• The management team has a track record of success in the funeral home business.

Financial Highlights

[Company Name] is currently seeking $240,000 to start the company. Specifically, these funds will be used as follows:

• Facility design/buildout: $150,000
• Working capital: $90,000 to pay for marketing, salaries, equipment and lease costs until [Company Name] reaches break-even

II. Company Overview

Who is [company name].

[Company Name], located at [insert location here], is a new, independent funeral home focusing on providing high-quality services to its clients.

[Company Name] is a family-owned and operated business that specializes in providing professional and compassionate services for clients of all financial means. While our founder, [Founder’s Name], has worked as a funeral director for some time, it was in [month, year] that he decided to launch [Company Name]. Specifically, during this time, [Founder] himself suffered the loss of his Father-in-Law, who lived in another state. The funeral home used for his Father-in-Law’s final celebration offered ingenious ways for bereaved families to honor their deceased, no matter their financial situation. After this dignified and comforting experience, and discussing the business at length with the owner, [Founder’s Name] clearly understood that a similar business would enjoy significant success in his hometown.

Specifically, the customer demographics were so similar to her hometown that he knew it would work. Furthermore, after surveying local residents, this theory was proven.

[Company Name]’s History

Upon returning from his Father-in-Law’s funeral, surveying the local customer base, and finding an ideal property, [Founder’s Name] incorporated [Company Name] as an S-Corporation on [date of incorporation].

Once the property and license has been acquired, and the facility construction is complete, all operations will be run from the property.

Since incorporation, the company has achieved the following milestones:

• Developed the company’s name, logo, and website
• Created the list of services to be offered
• Determined equipment and inventory requirements
• Began recruiting key employees with experience in the funeral home industry

[Company Name]’s Products

[Company Name] will be able to provide customers with high-quality services, which includes:

III. Industry Analysis

[Company Name] directly or indirectly competes with other funeral homes. There are nearly 29,000 funeral homes in the United States. According to a report by the National Funeral Directors Association, the overall funeral service industry is extremely fragmented. It reports the majority of funeral home operators are small, locally owned, independent operations serving customers that live within 10.0 to 15.0 miles of the property’s location. The total funeral homes market is estimated to grow to over $16 billion in the next five years. This growth bodes well for [Company Name]; since there are few elegantly affordable options in [location], and a local start-up can expect to have the advantage in the local market. There is plenty of room in the industry, provided the funeral home maintains a good reputation, and ensures effective cost controls.

Demand for the funeral industry has been steady because industry services are nondiscretionary. Despite trends toward lower-cost cremations, this industry remains the default option for end of life preferences.  

IV. Customer Analysis

Demographic profile of target market.

[Company Name] will serve the local community of [company location] and its surrounding areas. It will offer its services to the family members of the deceased. It is safe to say that the target market for funeral home services cuts across people of all classes, races, religions, and cultures.

Customer Segmentation

The Company will primarily target the following customer segments:

• Individuals aged 45 to 64 – This cohort accounts for approximately 20% of revenue for the industry. The mortality rate begins to rise significantly at this age, with cancer and heart disease the leading causes of death.
• Individuals aged 65 to 84 – This is by far the largest customer segment, due to the fact that the average life expectancy in the US of 78.6 years old.
• Individuals aged 85 and older – This segment accounts for over 31% of industry revenue.

V. Competitive Analysis

Direct & indirect competitors, ridge funeral home.

Ridge Funeral Home was established in 1963 to provide a first class African American funeral operation. From the beginning, first class facilities and professional service have been cornerstone philosophies of this business. Since the establishment of the Funeral Home, the company has been committed to innovations such as maintaining a Metropolitan Flower Car as part of its rolling stock, and introducing the first six-door limousine to the area. This second-generation family-owned and -operated business works to provide unique, meaningful, and fully affordable services from its three locations.

Brighton Funeral Home

Brighton Funeral Home is a family-owned and -operated funeral home offering a variety of different funeral, cremation, and burial services. The company serves people of all faiths, and offers services to fit all financial abilities. Brighton Funeral Home is a much smaller funeral home compared to the other homes in the area.

Perkins & Sons

Perkins & Sons is a family-owned and -operated funeral home providing a range of personalized funeral services for families in the area. It offers small and large chapels that provide privacy in comfortable surroundings. Further, the staff’s attention to detail ensures the best traditional or contemporary funeral services, all at a fair price.

Competitive Advantage

[Company Name] enjoys several advantages over its competitors. These advantages include:

• Management: The Company’s management team has xx years of business and marketing experience that allows them to market and serve customers in an improved and sophisticated manner than the competitors.
• Relationships: Having lived in the community for xx years, [Founder’s Name] knows all the local leaders, media, and other influencers. As such, it will be relatively easy for [Company Name] to build brand awareness and an initial customer base.
• Quality products at affordable pricing: The Company will provide quality services at affordable pricing, as it has high-quality equipment and uses the latest techniques.
• Location: [Company Name] will be able to service the entire metropolitan area of [company location] and its surrounding areas.

VI. Marketing Plan

The [company name] brand.

[Company name] seeks to position itself as a responsive, compassionate competitor in the funeral home business. Customers can expect high-quality services in elegant surroundings with affordable prices.

The [Company Name] brand will focus on the Company’s unique value proposition:

• Providing dignified and professional services with compassion
• Good quality products (casket, flowers etc.)
• Quality services at affordable pricing

Promotions Strategy

[Company Name] expects its target market to be the family members of the deceased. The Company’s targeted marketing campaigns include:

Advertisement

Advertisements in print publications like newspapers, magazines, etc., are an excellent way for businesses to connect with their audience. The Company will advertise its company offerings in popular magazines and news dailies. Obtaining relevant placements in industry magazines and journals will also help in increasing brand visibility.

Social Media Marketing

Social media is one of the most cost-effective and practical marketing methods for improving brand visibility. The Company will use social media to disseminate announcements and to provide an outlet for expressions of sympathy for the bereaved.

Yellow Page Marketing

The Company shall announce details about its presence and services in the yellow pages and other local directories to keep readers informed about the company’s various products.

Pricing Strategy

[Company Name]’s pricing will be moderate, so customers feel they receive great value when engaging the services it offers. The customer can expect to receive exceptional services at a far more affordable price than what they pay at the typical funeral home.  

VII. Operations Plan

Functional roles.

To execute on [Company Name]’s business model, the company needs to perform several functions, including the following:

Service and Administrative Functions

• Sales Executive
• Family Liaison
• General & administrative functions including legal, marketing, bookkeeping, etc.

VIII. Management Team

Management team members.

[Company Name]’s most valuable asset is the expertise and experience of its founder, [Founder’s Name]. [Founder’s Name] has worked as a mortician since his graduation from university. He has worked in increasingly responsible roles with some of the largest funeral homes in the state. As a result, [Founder] has an in-depth knowledge of both morgue operation, and client-facing service, bringing a working knowledge of both the technical (e.g., running day-to-day operations) and the business management side (e.g., staffing, marketing, etc.) of funeral homes.

Hiring Plan

[Founder] will serve as the CEO. To launch the funeral home, the company will need to hire the following personnel:

• Funeral Director
• Administrative Manager

IX. Financial Plan

Revenue and cost drivers.

[Company Name]’s revenues will come from the funeral products and services offered to the customers. The major costs for the company will be the cost of the equipment. The staff will earn competitive salaries allowing [Company Name] to hire experienced workers. In the initial years, the company’s marketing spend will be high, as it establishes itself in the market. Moreover, rent for the prime location is also one of the notable cost drivers for the [Company Name].

Capital Requirements and Use of Funds

[Company Name] is currently seeking $240,000 to launch its company. The capital will be used for funding capital expenditures and location build-out, hiring initial employees, marketing expenses, and working capital.

Specifically, these funds will be used as follows:

• Facility design/build out: $150,000

Financial Statements

5 year annual income statement, 5 year annual balance sheet, 5 year annual cash flow statement.

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Funeral Home Business Plan Template

Written by Dave Lavinsky

Funeral Home Business Plan

Over the past 20+ years, we have helped over 500 entrepreneurs and business owners create business plans to start and grow their funeral home companies. We have the experience, resources, and knowledge to help you create a great business plan.

In this article, you will learn some background information on why business planning is important. Then, you will learn how to write a funeral home business plan step-by-step so you can create your plan today.

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What is a Funeral Home Business Plan?

A business plan provides a snapshot of your funeral home business as it stands today, and lays out your growth plan for the next five years. It explains your business goals and your strategies for reaching them. It also includes market research to support your plans.

Why You Need a Business Plan for a Funeral Home

If you’re looking to start a funeral home business or grow your existing funeral home company, you need a business plan. A business plan will help you raise funding, if needed, and plan out the growth of your funeral home business to improve your chances of success. Your funeral home business plan is a living document that should be updated annually as your company grows and changes.

Funding Sources for Funeral Home Businesses

With regards to funding, the main sources of funding for a funeral home business are personal savings, credit cards, bank loans, and angel investors. When it comes to bank loans, banks will want to review your business plan and gain confidence that you will be able to repay your loan and interest. To acquire this confidence, the loan officer will not only want to ensure that your financials are reasonable, but they will also want to see a professional plan. Such a plan will give them the confidence that you can successfully and professionally operate a business. Personal savings and bank loans are the most common funding paths for funeral home companies.

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How to Write a Business Plan for a Funeral Home Business

If you want to start a funeral home business or expand your current one, you need a business plan. The guide below details the necessary information for how to write each essential component of your funeral home business plan.

Executive Summary

Your executive summary provides an introduction to your business plan, but it is normally the last section you write because it provides a summary of each key section of your plan.

The goal of your executive summary is to quickly engage the reader. Explain to them the kind of funeral home business you are running and the status. For example, are you a startup, do you have a funeral home business that you would like to grow, or are you operating a chain of funeral home businesses?

Next, provide an overview of each of the subsequent sections of your plan.

• Give a brief overview of the funeral home industry.
• Discuss the type of funeral home business you are operating.
• Detail your direct competitors. Give an overview of your target customers.
• Provide a snapshot of your marketing strategy. Identify the key members of your team.
• Offer an overview of your financial plan.

Company Overview

In your company overview, you will detail the type of funeral home business you are operating.

For example, you might specialize in one of the following types of funeral home businesses:

• Traditional or full-service funeral home : Includes the preparation of the body, selection of casket, funeral service details, and full implementation of the funeral and committal service. A full-service funeral home plans and presents every detail of the funeral and burying processes.
• Independent funeral home: This type of funeral home works as a stand-alone business, offering full funeral services or any portion of those services.
• Funeral home and cemetery: A traditional funeral home that is on-site at a cemetery and works in tandem with the cemetery to provide all needed services.
• Funeral home and crematory: A traditional funeral home that contains a crematorium on-site and works in conjunction with the funeral home.

In addition to explaining the type of funeral home business you will operate, the company overview needs to provide background on the business.

Include answers to questions such as:

• When and why did you start the business?
• What milestones have you achieved to date? Milestones could include the number of grave sites sold, the number of families served,, reaching X number of pre-need funeral packages sold, etc.
• Your legal business Are you incorporated as an S-Corp? An LLC? A sole proprietorship? Explain your legal structure here.

Industry Analysis

In your industry or market analysis, you need to provide an overview of the funeral home industry.

While this may seem unnecessary, it serves multiple purposes.

First, researching the funeral home industry educates you. It helps you understand the market in which you are operating.

Secondly, market research can improve your marketing strategy, particularly if your analysis identifies market trends.

The third reason is to prove to readers that you are an expert in your industry. By conducting the research and presenting it in your plan, you achieve just that.

The following questions should be answered in the industry analysis section of your funeral home business plan:

• How big is the funeral home industry (in dollars)?
• Is the market declining or increasing?
• Who are the key competitors in the market?
• Who are the key suppliers in the market?
• What trends are affecting the industry?
• What is the industry’s growth forecast over the next 5 – 10 years?
• What is the relevant market size? That is, how big is the potential target market for your funeral home business? You can extrapolate such a figure by assessing the size of the market in the entire country and then applying that figure to your local population.

Customer Analysis

The customer analysis section of your funeral home business plan must detail the customers you serve and/or expect to serve.

The following are examples of customer segments: individuals, families, and religious organizations.

As you can imagine, the customer segment(s) you choose will have a great impact on the type of funeral home business you operate. Clearly, individuals would respond to different marketing promotions than religious organizations, for example.

Try to break out your target customers in terms of their demographic and psychographic profiles. With regards to demographics, including a discussion of the ages, genders, locations, and income levels of the potential customers you seek to serve.

Psychographic profiles explain the wants and needs of your target customers. The more you can recognize and define these needs, the better you will do in attracting and retaining your customers.

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Competitive Analysis

Your competitive analysis should identify the indirect and direct competitors your business faces and then focus on the latter.

Direct competitors are other funeral home businesses.

Indirect competitors are other options that customers have to purchase from that aren’t directly competing with your product or service. This includes private memorial service providers, “scattering of the ashes” ceremony providers, and “celebration of life” event planners. You need to mention direct competition, as well.

For each direct competitor, provide an overview of their business and document their strengths and weaknesses. Unless you once worked at your competitors’ businesses, it will be impossible to know everything about them. But you should be able to find out key things about them such as

• What types of clients and families do they serve?
• What type of funeral home business are they?
• What is their pricing (premium, low, etc.)?
• What are they good at?
• What are their weaknesses?

With regards to the last two questions, think about your answers from the customers’ perspective. And don’t be afraid to ask your competitors’ customers what they like most and least about them.

The final part of your competitive analysis section is to document your areas of competitive advantage. For example:

• Will you provide options for the requests of the families?
• Will you offer funeral services that your competition doesn’t?
• Will you provide floral arrangements as part of your service?
• Will you offer better pricing?

Think about ways you will outperform your competition and document them in this section of your plan.

Marketing Plan

Traditionally, a marketing plan includes the four P’s: Product, Price, Place, and Promotion. For a funeral home business plan, your marketing strategy should include the following:

Product : In the product section, you should reiterate the type of funeral home company that you documented in your company overview. Then, detail the specific products or services you will be offering. For example, will you provide funeral services with either a cemetery burial or a crematory service and memorial service?

Price : Document the prices you will offer and how they compare to your competitors. Essentially in the product and price sub-sections of your plan, you are presenting the products and/or services you offer and their prices.

Place : Place refers to the site of your funeral home company. Document where your company is situated and mention how the site will impact your success. For example, is your funeral home and cemetery business located near a forest, lake or park setting? Discuss how your site might be the ideal location for your customers.

Promotions : The final part of your funeral home marketing plan is where you will document how you will drive potential customers to your location(s). The following are some promotional methods you might consider:

• Advertise in magazines and newsletters targeted to nurses and caregivers
• Reach out to hospice services
• Create a website utilizing large font sizes to clearly and simply describe services offered
• Engage in pre-need marketing via radio and television

Operations Plan

While the earlier sections of your business plan explained your goals, your operations plan describes how you will meet them. Your operations plan should have two distinct sections as follows.

Everyday short-term processes include all of the tasks involved in running your funeral home business, including answering calls, planning and providing funeral services, invoicing and giving tours for families, etc.

Long-term goals are the milestones you hope to achieve. These could include the dates when you expect to book your Xth funeral service, or when you hope to reach $X in revenue. It could also be when you expect to expand your funeral home business to a new city.

Management Team

To demonstrate your funeral home business’ potential to succeed, a strong management team is essential. Highlight your key players’ backgrounds, emphasizing those skills and experiences that prove their ability to grow a company.

Ideally, you and/or your team members have direct experience in managing funeral home businesses. If so, highlight this experience and expertise. But also highlight any experience that you think will help your business succeed.

If your team is lacking, consider assembling an advisory board. An advisory board would include 2 to 8 individuals who would act as mentors to your business. They would help answer questions and provide strategic guidance. If needed, look for advisory board members with experience in managing a funeral home business or successfully running a hospice center.

Financial Plan

Your financial plan should include your 5-year financial statement broken out both monthly or quarterly for the first year and then annually. Your financial statements include your income statement, balance sheet, and cash flow statements.

Income Statement

An income statement is more commonly called a Profit and Loss statement or P&L. It shows your revenue and then subtracts your costs to show whether you turned a profit or not.

In developing your income statement, you need to devise assumptions. For example, will you increase your funeral services to 10 per day, and/or offer premium family grave site memorial areas? And will sales grow by 2% or 10% per year? As you can imagine, your choice of assumptions will greatly impact the financial forecasts for your business. As much as possible, conduct research to try to root your assumptions in reality.

Balance Sheets

Balance sheets show your assets and liabilities. While balance sheets can include much information, try to simplify them to the key items you need to know about. For instance, if you spend $50,000 on building out your funeral home business, this will not give you immediate profits. Rather it is an asset that will hopefully help you generate profits for years to come. Likewise, if a lender writes you a check for $50,000, you don’t need to pay it back immediately. Rather, that is a liability you will pay back over time.

Cash Flow Statement

Your cash flow statement will help determine how much money you need to start or grow your business, and ensure you never run out of money. What most entrepreneurs and business owners don’t realize is that you can turn a profit but run out of money and go bankrupt.

When creating your Income Statement and Balance Sheets be sure to include several of the key costs needed in starting or growing a funeral home business:

• Cost of equipment and office supplies
• Payroll or salaries paid to staff
• Business insurance
• Other start-up expenses (if you’re a new business) like legal expenses, permits, computer software, and equipment

Attach your full financial projections in the appendix of your plan along with any supporting documents that make your plan more compelling. For example, you might include your funeral home ownership documentation, or a list of funeral and burial insurance plans you accept.

Writing a business plan for your funeral home business is a worthwhile endeavor. If you follow the template above, by the time you are done, you will truly be an expert. You will understand the funeral home industry, your competition, and your customers. You will develop a marketing strategy and will understand what it takes to launch and grow a successful funeral home business.

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How To Write a Winning Funeral Home Business Plan + Template

Creating a business plan is essential for any business, but it can be especially helpful for funeral home s wanting to improve their strategy or raise funding.

A well-crafted business plan not only outlines the vision for your company but also documents a step-by-step roadmap of how you will accomplish it. To create an effective business plan, you must first understand the components essential to its success.

This article provides an overview of the key elements that every funeral home owner should include in their business plan.

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What is a funeral home business plan.

A funeral home business plan is a formal written document describing your company’s business strategy and feasibility. It documents the reasons you will be successful, and your areas of competitive advantage, and it includes information about your team members. Your business plan is a key document that will convince investors and lenders (if needed) that you are positioned to become a successful venture.

Why Write a Funeral Home Business Plan?

A funeral home business plan is required for banks and investors. The document is a clear and concise guide to your business idea and the steps you will take to make it profitable.

Entrepreneurs can also use this as a roadmap when starting their new company or venture, especially if they are inexperienced in starting a business.

Writing an Effective Funeral Home Business Plan

The following are the key components of a successful funeral home business plan:

Executive Summary

The executive summary of a funeral home business plan is a one- to two-page overview of your entire business plan. It should summarize the main points, which will be presented in full in the rest of your business plan.

• Start with a one-line description of your funeral home company
• Provide a short summary of the key points in each section of your business plan, which includes information about your company’s management team, industry analysis, competitive analysis, and financial forecast, among others.

Company Description

This section should include a brief history of your company. Include a short description of how your company started and provide a timeline of milestones your company has achieved.

If you are just starting your funeral home , you may not have a long company history. Instead, you can include information about your professional experience in this industry and how and why you conceived your new venture. If you have worked for a similar company before or have been involved in an entrepreneurial venture before starting your funeral home firm , mention this.

You will also include information about your chosen funeral home business model and how, if applicable, it is different from other companies in your industry.

Industry Analysis

The industry or market analysis is an important component of a funeral home business plan. Conduct thorough market research to determine industry trends and document the size of your market. 

Questions to answer include:

• What part of the funeral home industry are you targeting?
• How big is the market?
• What trends are happening in the industry right now (and if applicable, how do these trends support the success of your company)?

You should also include sources for the information you provide, such as published research reports and expert opinions.

Customer Analysis

This section should include a list of your target audience(s) with demographic and psychographic profiles (e.g., age, gender, income level, profession, job titles, interests). You will need to provide a profile of each customer segment separately, including their needs and wants.

For example, a funeral home business’ customers may include families who have recently lost a loved one, individuals who are making funeral arrangements in advance, and businesses that contract with funeral homes to provide services for their employees.

You can include information about how your customers make the decision to buy from you as well as what keeps them buying from you.

Develop a strategy for targeting those customers who are most likely to buy from you, as well as those that might be influenced to buy your products or funeral home services with the right marketing.

Competitive Analysis

The competitive analysis helps you determine how your product or service will be different from competitors and what your unique selling proposition (USP) might be that will set you apart in this industry.

For each competitor, list their strengths and weaknesses. Next, determine your areas of competitive differentiation or advantage; that is, in what ways are you different from and ideally better than your competitors.

Marketing Plan

This part of the business plan is where you determine and document your marketing plan . . Your plan should be laid out, including the following 4 Ps.

• Product/Service : Detail your product/service offerings here. Document their features and benefits.
• Price : Document your pricing strategy here. In addition to stating the prices for your products/services, mention how your pricing compares to your competition.
• Place : Where will your customers find you? What channels of distribution (e.g., partnerships) will you use to reach them if applicable?
• Promotion : How will you reach your target customers? For example, you may use social media, write blog posts, create an email marketing campaign, use pay-per-click advertising, or launch a direct mail campaign. You might also consider promoting your funeral home business via PR or word-of-mouth marketing.

Operations Plan

This part of your funeral home business plan should include the following information:

• How will you deliver your product/service to customers? For example, will you do it in person or over the phone only?
• What infrastructure, equipment, and resources are needed to operate successfully? How can you meet those requirements within budget constraints?

The operations plan is where you also need to include your company’s business policies. You will want to establish policies related to everything from customer service to pricing to the overall brand image you are trying to present.

Finally, and most importantly, in your Operations Plan, you will outline the milestones your company hopes to achieve within the next five years. Create a chart that shows the key milestone(s) you hope to achieve each quarter for the next four quarters and then each year for the following four years. Examples of milestones for a funeral home include reaching $X in sales. Other examples include adding new locations, launching new products/services, and hiring additional staff.

Management Team

List your team members here, including their names and titles, as well as their expertise and experience relevant to your industry. Include brief biography sketches for each team member.

Particularly if you are seeking funding, the goal of this section is to convince investors and lenders that your team has the expertise and experience to execute on your plan. If you are missing key team members, document the roles and responsibilities you plan to hire for in the future.

Financial Plan

Here you will include a summary of your complete and detailed financial plan (your full financial projections go in the Appendix). 

This includes the following three financial statements:

Income Statement

Your income statement should include:

• Revenue : how much revenue you generate.
• Cost of Goods Sold : These are your direct costs associated with generating revenue. This includes labor costs, as well as the cost of any equipment and supplies used to deliver the product/service offering.
• Net Income (or loss) : Once expenses and revenue are totaled and deducted from each other, this is the net income or loss.

Sample Income Statement for a Startup Funeral Home

Balance sheet.

Include a balance sheet that shows your assets, liabilities, and equity. Your balance sheet should include:

• Assets : All of the things you own (including cash).
• Liabilities : This is what you owe against your company’s assets, such as accounts payable or loans.
• Equity : The worth of your business after all liabilities and assets are totaled and deducted from each other.

Sample Balance Sheet for a Startup Funeral Home

Cash flow statement.

Include a cash flow statement showing how much cash comes in, how much cash goes out and a net cash flow for each year. The cash flow statement should include:

• Cash Flow From Operations
• Cash Flow From Investments
• Cash Flow From Financing

Below is a sample of a projected cash flow statement for a startup funeral home .

Sample Cash Flow Statement for a Startup Funeral Home

You will also want to include an appendix section which will include:

• Your complete financial projections
• A complete list of your company’s business policies and procedures related to the rest of the business plan (marketing, operations, etc.)
• Any other documentation which supports what you included in the body of your business plan.

Writing a good business plan gives you the advantage of being fully prepared to launch and/or grow your funeral home . It not only outlines your business vision but also provides a step-by-step process of how you will accomplish it.

Now that you have read about the key components of a funeral home business plan, it’s time to get started on your own. If you are seeking funding, be sure to include detailed financial projections in your appendix section. 

Remember to be clear and concise when writing your business plan and make sure to highlight your team’s expertise and experience. Finally, always keep in mind that your business plan is a living document and should be updated as your business grows and changes.  

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Other helpful articles.

How To Develop Your Funeral Home’s Mission Statement

How To Write a Winning Crematorium Business Plan + Template