The company Parting Stone offers a novel service: It turns the ashes of deceased humans and animals into pretty little stones-like river rocks. And when Justin Crowe founded Parting Stone in 2019, it seemed obvious who his first customers should be. “Our research showed that while 1.6 million American families choose cremation through a funeral home each year, there are already 75 million people in the United States living with pet and human ashes at home,” he says.
In other words, Crowe planned to skip the hassle of persuading funeral homes to offer Parting Stone's "solidified remains" as an alternative to traditional cremation. Instead, he'd sell his service directly to those 75 million consumers with an urn in the basement.
But when the company launched, things didn't go as planned. Crowe had to step back and reconsider his strategy. In doing so, he realized that numbers aren't everything. Sometimes sales hinge on something less quantifiable: trust.
This story is from the Startups Spring 2022 edition of Entrepreneur.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the Startups Spring 2022 edition of Entrepreneur.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
The Better Way to Fail
The next time something you do flops, here's a new way to learn from it.
Making the Midlife Leap
After getting laid off in her early 50s, Keri Gardner decided she wanted to control her own fate-so she bought a franchise with her 401(k).
A Quick Guide to Franchise Ownership Costs
Franchising costs money. Here's what everything means.
This Doughnut Franchise Is Hitting the Road
To grow, DonutNV needed a steady supply of delivery trailers. So last year, it started making them itself.
3 Steps to Find Your Perfect Franchise
There are many brands out there. Finding the right one is up to you.
This Fencing Franchise Is Ready for Growth
Superior Fence & Rail nearly doubled its sales in one year. How? By stepping back and focusing on fundamentals.
What Are a Franchisee's Role and Responsibilities?
If you're going to be a franchisee, you should know exactly what's expected of you.
This Dog-Training Franchise Is Zooming Ahead
After a rough few years, Zoom Room made major changes...and has emerged as a stronger, faster, very well-behaved business.
What's the Real Damage?
Most clean-up companies just fix messes, like fire or flood damage. But 911 Restoration's new CEO saw an opportunity to help with the other emergency they often encounter: customers' emotional trauma.
Mental Health Services, Franchised
The U.S. is facing a growing mental health crisis. Ellie Mental Health wants to be the solution.