Starting a funeral home isn’t like opening a café or launching an app!
It’s about helping people through grief—and that comes with real pressure and responsibility.
And you can’t just wing it. You need a clear plan to stay focused, figure out your services, plan for costs, manage operations, and ensure everything runs smoothly.
Not sure how to write one?
This funeral home business plan example is here just for your help and inspiration.
Funeral Home Business Plan Sample
Explore this sample business plan of Solentra Memorials to clearly understand the key steps and details needed to create a strong, well-thought-out funeral home business plan.
1. Executive Summary
Business Name: Solentra Memorials
Location: Richmond, Virginia
Overview
Solentra Memorials is a small, locally owned funeral home based in Richmond, Virginia, founded by Lena Marwood. It’s just us—local folks trying to help other families during a really hard time. We handle regular funerals, cremations, and simpler or natural burials if that’s what someone wants.
We also sit down with people who want to plan things ahead of time so their families don’t have to worry later. If families need help afterward, we try to stay in touch and point them toward support.
Our place doesn’t feel like a big company or anything fancy. It’s quiet, clean, and comfortable. We want people to feel okay when they walk in—not overwhelmed. We welcome anyone, no matter where they’re from or what they believe. Everyone grieves differently, so we don’t treat any two families the same. We just listen and help them do what feels right for them.
Mission Statement
Our mission at Solentra Memorials is to provide thoughtful, respectful funeral care that truly honors every life. We are here to support families with patience, kindness, and dignity—offering guidance and comfort throughout each step of the process.
Target Market
We focus on serving families in Richmond and nearby counties, including individuals who prefer to plan funeral services ahead of time, veterans and military families, religious and cultural communities, and those seeking green or natural burial options.
Unique Selling Propositions (USPs)
Here’s what makes us stand out:
- Families can choose what feels right for them—funerals, cremations, or natural burials.
- Our space is quiet, clean, and feels more like a home than a business.
- Even after the service, we check in and help connect families with grief support if they need it.
Financial Highlights
Solentra Memorials is seeking $480,000 in funding to support facility upgrades, funeral equipment, transportation vehicles, staff expansion, and marketing. A portion of the funds will be used to improve our digital tools for grief care and memorial creation.
We expect steady growth in the next few years as we become a trusted funeral service provider in the Richmond area.
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2. Company Overview
Solentra Memorials is a small funeral home located in Richmond, operated and owned by locals who genuinely care. We assist families in navigating through one of the toughest experiences they'll ever encounter—losing someone special.
We have various types of services, such as normal funerals, cremations, and natural burials. We also assist with pre-arrangements and with obtaining support afterward. We're not a huge corporate facility. Our building is quiet, uncomplicated, and designed to feel like home.
We've ensured that people from any background or belief feel welcome here. Different families have different needs, and we just attempt to meet them where they're at—whether it's an easy goodbye or a bigger service with friends and family.
Vision Statement
Our vision is to be a trusted place where families feel supported, understood, and cared for during life’s most difficult times. We strive to offer meaningful services that reflect the values and wishes of each family we serve.
Background Story
Solentra Memorials was built on a meaningful experience. The founder, Lena Marwood, spent years in the funeral industry and witnessed how often families felt overwhelmed—not just by emotions but by unclear choices, rushed conversations, and funeral homes that felt distant or outdated.
This approach didn’t feel right. It became clear that there was a need for something more thoughtful—a place where families could feel supported, heard, and treated with genuine care.
Core Values
Solentra Memorials was started to give families the care and support they need during a hard time. After working in the funeral business for many years, founder Lena Marwood saw that many places felt cold and rushed. Solentra was created to be different—a calm and respectful space where people feel understood.
We follow these values:
- Kindness – We treat everyone with care and patience.
- Respect – We honor all lives, beliefs, and traditions.
- Clear communication – We explain everything simply.
- Trust – Families can rely on us to be honest and helpful.
- Continued care – We’re here even after the service is over.
Future Goals
Looking ahead, Solentra plans to grow through community connections and high-quality care. We aim to expand our grief support offerings, add more digital tools for memorial creation, and introduce even more personalized service packages. We also plan to build stronger relationships with local organizations, spiritual communities, and senior living centers.
Our goal is simple—to become the most trusted name in funeral care in the Richmond area by staying true to our values and always putting families first.
3. Industry and Market Research
Industry Overview
More people today are choosing funeral services that are simpler and less traditional. Some prefer quiet, small gatherings instead of large formal ceremonies. Others are looking into cremation or natural burial options. Many families want services that feel easier to arrange and less stressful during a difficult time.
The funeral services industry is growing every year. In 2024, it was worth $70.31 billion, and by 2025, it’s expected to reach $74.95 billion. This growth is likely to continue, with the market projected to reach $103.58 billion by 2030.
More people are exploring different service options, and with an aging population, the demand for funeral services is steadily rising.
Target Market
Solentra Memorials focuses on serving a wide and diverse group of families across Richmond and nearby counties. Our primary customer segments include:
| Audience Group | Demographic | Needs & Preferences |
|---|---|---|
| Local Families | Adults 30-65 planning for parents or spouses | Flexible service options, affordable choices, clear communication, and support |
| Pre-Planners | Individuals 55+ and veterans | Peace of mind, simple planning steps, options that don’t pressure or confuse |
| Faith-Based Communities | Christian, Muslim, Jewish, Hindu, etc. | Services that respect faith, cultural values, and religious practices |
| Environmentally Conscious | Ages 30-60, eco-aware individuals | Natural burial options, environmentally friendly products, and simple processes |
| Grieving Families | All ages, recently bereaved | Emotional support, patience, clear explanations, and no pressure during decisions |
By connecting with these audience groups, Solentra Memorials not only grows its client base but also builds long-term relationships rooted in trust, care, and community values.
Market Trends
Funeral homes are seeing some changes in what people want. More families are choosing simple and meaningful services instead of large, formal ones. Cremation is becoming more common, and there’s growing interest in natural burials for those who care about the environment.
People also want funeral homes that understand different cultures and beliefs. They’re looking for clear information, honest prices, and someone who can guide them without pressure. Many want the process to be easier and less stressful during an already hard time.
4. Competitive Analysis
The funeral services industry in Richmond, Veil Drive, is well-established, with several long-standing providers that serve a wide range of religious, cultural, and financial needs. Some of the key competitors in the local market include:
Bennett Funeral Home – A traditional funeral home with multiple locations in Richmond. Known for its legacy, strong reputation, and long-term relationships with local families.
Affinity Funeral Service – Focuses on affordable service packages, especially for cremation. They attract price-conscious clients and promote simplicity and value.
March Funeral Homes – A regional chain serving both Virginia and Maryland, March Funeral Homes emphasizes tradition and is well-connected with African-American communities.
Joseph Jenkins Jr. Funeral Home – A family-run funeral home with deep community roots, especially within Richmond’s African-American population. Known for their personal approach and long history.
SWOT Analysis
5. Services Offered
Solentra Memorials offers funeral services for people at all stages—whether something has happened suddenly or families are just trying to understand what’s available.
We do our best to keep things simple, clear, and respectful. No pressure, no confusion—just honest support when it’s needed most.
Here’s how we can help:
| Service | Description | Pricing |
|---|---|---|
| Traditional Funerals | Full-service ceremonies including visitation, personalized planning, and burial coordination. Each service is handled with care and dignity. | $4,500 – $7,500 |
| Cremation Services | Offers both direct cremation and memorial services with ashes. A variety of urns and keepsakes are available to suit family preferences. | $1,500 – $4,000 |
| Pre-Planning Services | Helps individuals arrange funeral services, including service selection and flexible payment options, easing future burden on loved ones. | $3,000 – $5,000 |
| Eco-Friendly Burials | Natural burial options using biodegradable materials with low environmental impact for families wanting a greener choice. | $2,500 – $5,500 |
| Memorial Keepsakes | Customized urns, printed memorial programs, and digital memory books to help families honor and remember their loved ones. | $50 – $500 (per item) |
| Grief Support Access | Referrals to professional counselors and local support groups to help families cope after a loss. | Free to $250 (varies) |
| Transportation & Repatriation | Hearse services, family transport, and assistance with bringing loved ones home from out of state or abroad. | $300 – $2,000+ |
6. Sales and Marketing Strategy
Solentra Memorials will grow through trust, community presence, and clear, compassionate communication. Our strategy focuses on supporting families through every step of the funeral process while building trust and meaningful connections across Richmond and nearby areas.
Marketing Plan
We’ll focus on strategies that work in our area, including:
- Social media: We’ll use Facebook and Instagram to share grief tips, community event updates, and a behind-the-scenes look at how we serve with compassion.
- Online ads: Targeted Google and Facebook ads will reach families searching for local funeral care, cremation, or pre-planning services in the Richmond area.
- Community events: We’ll host remembrance gatherings, grief workshops, and planning seminars to build trust and offer real value to the community.
- Referral partnerships: We’ll work closely with churches, senior homes, hospice programs, and local care providers who can refer families in need of gentle, trusted funeral care.
Sales Strategy
Our sales strategy builds trust through clear, caring support tailored to each family. Here are the key parts of our strategy:
- Compassionate service: Our staff will focus on creating a calm, respectful experience for every family, from the first call to the final farewell.
- Gentle guidance: Families will be walked through their options clearly—whether it’s cremation, burial, or green services—without pressure or upselling.
- Follow-up care: We’ll check in after services and provide access to grief resources and community support groups to help families feel cared for beyond the ceremony.
Pricing Strategy
We’ll keep our pricing fair and flexible so more families can access the care and services they need.
- Transparent pricing: We’ll offer clear, all-inclusive service packages so families know exactly what they’re paying for—no hidden costs.
- Flexible pre-planning: Individuals can lock in current prices with payment plans, giving them peace of mind while reducing future financial stress.
- Supportive discounts: We’ll offer special pricing for veterans, low-income families, and referrals from care providers, making services more accessible.
7. Management Team
Solentra Memorials is guided by a team of caring, dedicated professionals who bring both experience and heart to their work. Each member plays an important role in creating a place where families feel supported, respected, and understood during life’s most difficult moments.
Key Management
Lena Marwood – CEO (Owner)
Lena started Solentra because she saw how hard it can be for families during a time of loss. She wanted to create a place that felt honest, calm, and caring. She helps guide the team and makes sure families always come first.
Trenton Fox – Chief Operating Officer (COO)
Trenton takes care of the day-to-day work. He manages the staff and keeps things running smoothly. He’s organized, dependable, and makes sure every service is handled with care.
Rev. Micah Durant – Funeral Services Director
Micah meets with families and helps them plan services that feel right for them. He’s gentle, respectful and brings a quiet strength to each moment. His background in ministry helps him support people when they need it most.
Organization Chart
8. Operations Plan
At Solentra Memorials, our regular operating hours will be from 9:00 AM to 6:00 PM, Monday through Saturday. We’ll also offer 24/7 on-call availability for urgent needs such as transportation, removals, or immediate family support. Sunday services will be available by appointment only.
We’re committed to keeping every part of our funeral home running smoothly—from staff coordination and service planning to facility upkeep and compassionate care.
Facility Operations
At Solentra, we maintain a peaceful and respectful environment. Our facility includes private viewing rooms, a ceremonial chapel, preparation areas, and meeting spaces.
Daily operations will include:
- Regular cleaning and sanitization of all rooms and public spaces
- Maintenance of mortuary equipment and safety systems
- Inventory checks for caskets, urns, supplies, and printed materials
- Compliance with health and safety standards from Virginia’s funeral service board
Staffing Requirements
Our funeral home will hire both full-time and part-time staff to ensure consistent, reliable service. The team will include licensed funeral directors, administrative personnel, grief support staff, and transport professionals.
Each team member will be trained not only in their core responsibilities but also in areas like cultural sensitivity, clear communication, and emotional care for grieving families.
Customer Service
Our team will provide thoughtful and responsive care to every family we work with. From the first phone call to the final memorial, we aim to make a difficult time a little easier.
Our customer service approach includes:
- Clear and compassionate communication
- Step-by-step guidance through all service options
- Flexible scheduling for viewings and arrangements
- Follow-up support and grief resources after the service
9. Financial Plan
The financial plan for Solentra Memorials shows what we expect to earn, spend, and set aside over the next three years. These numbers are based on steady growth, more families learning about our services, and becoming a trusted funeral home in the Richmond area.
Profit and Loss Statement
The profit and loss statement outlines Solentra Memorials’ projected revenue, expenses, and net profit over the first three years, reflecting a clear and steady path toward financial stability.
| Category | Year 1 ($) | Year 2 ($) | Year 3 ($) |
|---|---|---|---|
| Revenue | |||
| Funeral Services | 300,000 | 400,000 | 500,000 |
| Cremation Services | 80,000 | 110,000 | 140,000 |
| Pre-Planning Services | 40,000 | 50,000 | 60,000 |
| Green/Natural Burials | 30,000 | 50,000 | 70,000 |
| Memorial Products & Keepsakes | 30,000 | 40,000 | 50,000 |
| Total Revenue | 480,000 | 650,000 | 820,000 |
| Operating Expenses | |||
| Staff Salaries | 160,000 | 180,000 | 200,000 |
| Facility Rent & Utilities | 75,000 | 80,000 | 85,000 |
| Marketing & Advertising | 45,000 | 50,000 | 60,000 |
| Funeral Supplies & Materials | 50,000 | 60,000 | 75,000 |
| Licensing & Permits | 12,000 | 14,000 | 15,000 |
| Administrative Costs | 18,000 | 20,000 | 25,000 |
| Insurance & Legal Fees | 10,000 | 12,000 | 15,000 |
| Total Operating Expenses | 370,000 | 416,000 | 475,000 |
| Net Profit (Before Tax) | 110,000 | 234,000 | 345,000 |
| Taxes (25%) | 27,500 | 58,500 | 86,250 |
| Net Profit (After Tax) | 82,500 | 175,500 | 258,750 |
Cash Flow Statement
The cash flow projections show how Solentra Memorials will manage the timing of incoming and outgoing funds to maintain smooth operations and support long-term growth.
| Category | Year 1 ($) | Year 2 ($) | Year 3 ($) |
|---|---|---|---|
| Cash Inflows | |||
| Operating Revenue | 480,000 | 650,000 | 820,000 |
| Owner/Investor Funding | 480,000 | 0 | 0 |
| Total Inflows | 960,000 | 650,000 | 820,000 |
| Cash Outflows | |||
| Staff Salaries | 160,000 | 170,000 | 185,000 |
| Facility Costs (Rent, Utility) | 90,000 | 95,000 | 100,000 |
| Marketing | 45,000 | 50,000 | 55,000 |
| Equipment Purchase | 120,000 | 10,000 | 10,000 |
| Vehicles (Fleet) | 85,000 | 0 | 0 |
| Digital Tools & Setup | 50,000 | 5,000 | 5,000 |
| Insurance, Licenses, Admin | 20,000 | 22,000 | 24,000 |
| Taxes Paid | 13,250 | 42,750 | 68,500 |
| Total Outflows | 583,250 | 394,750 | 447,500 |
| Net Cash Flow | 376,750 | 255,250 | 372,500 |
| Opening Cash Balance | 0 | 376,750 | 632,000 |
| Closing Cash Balance | 376,750 | 632,000 | 1,004,500 |
Balance Sheet
The balance sheet offers a snapshot of Solentra’s assets, liabilities, and owner’s equity, presenting a solid financial foundation as the business scales.
| Assets | Year 1 ($) | Year 2 ($) | Year 3 ($) |
|---|---|---|---|
| Current Assets | |||
| Cash | 376,750 | 632,000 | 1,004,500 |
| Accounts Receivable | 10,000 | 15,000 | 20,000 |
| Inventory & Supplies | 8,000 | 10,000 | 12,000 |
| Total Current Assets | 394,750 | 657,000 | 1,036,500 |
| Fixed Assets | |||
| Mortuary Equipment (net) | 100,000 | 90,000 | 80,000 |
| Vehicles (net) | 80,000 | 70,000 | 60,000 |
| Facility Upgrades (net) | 100,000 | 95,000 | 90,000 |
| Total Fixed Assets | 280,000 | 255,000 | 230,000 |
| Total Assets | 674,750 | 912,000 | 1,266,500 |
| Liabilities & Equity | |||
| Short-term Liabilities | 10,000 | 10,000 | 10,000 |
| Long-term Liabilities | - | - | - |
| Owner’s Equity | 664,750 | 902,000 | 1,256,500 |
| Total Liabilities & Equity | 674,750 | 912,000 | 1,266,500 |
Funding Requirement
Solentra Memorials is seeking $480,000 in funding to support facility improvements, essential equipment, staffing, marketing, and digital service development.
| Item | Amount Needed ($) |
|---|---|
| Facility Improvements & Renovation | 140,000 |
| Mortuary Equipment & Tools | 90,000 |
| Fleet Vehicles | 85,000 |
| Marketing & Community Outreach | 60,000 |
| Staffing & Training | 55,000 |
| Digital Tools & Memorial Services | 50,000 |
| Total Funding Needed | 480,000 |
Download Funeral Home Business Plan Template
Ready to write your funeral home business plan but need some help getting started? Look no further! You can download our free funeral home business plan template in PDF and get started today.
This investor-friendly template includes step-by-step instructions and examples to help you effortlessly create a strong, comprehensive business plan. Plus, you can customize this template to fit your business-specific needs.
Conclusion
With this Solentra Memorials business plan example, you now have a clear understanding of writing a detailed plan for your funeral home business.
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Frequently Asked Questions
What are the essential key elements of a funeral home business plan?
The following are the essential elements of a funeral home business plan:
- Executive summary
- Business overview
- Market research and target audience
- Competitive analysis
- Funeral home services
- Management team
- Sales and marketing strategy
- Operations plan
- Financial projections
Why is market analysis vital while writing a business plan for a funeral home?
Market analysis helps you understand the people you’re serving, what services they need, and how your business fits in the local area. It also shows how you compare to other funeral homes. This section proves that your business idea is realistic and based on actual community needs.
How do you promote your funeral home business?
Here are a few strategies to promote funeral home services:
- SEO-optimized website: To help families easily find your services through local search.
- Google My Business: To appear in local search results and on Google Maps.
- Social media marketing: Share remembrance ideas, grief support tips, and community events on Facebook.
- Paid advertising: Run targeted Google and Facebook ads for funeral, cremation, and pre-planning services.
Referral programs: Build relationships with local churches, hospices, and senior centers for trusted referrals.
Can I attract investors using my funeral home business plan?
Yes. A strong business plan shows investors that you have a clear vision statement, understand your market, and can manage your operations well. It gives them confidence that your funeral home can grow and make a return on their investment.
How much does it cost to write a business plan for a funeral home?
The cost of writing a funeral home business plan can range from as little as $7 (or free) to $5,000 or more. It depends on how you choose to create it—whether you use a low-cost template, write it yourself, hire a professional, or use business planning software.
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