This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
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1. THE BEGINNING
This innovation initially came to life when…
I attended a funeral service that did not reflect the person who had died, nor the family in attendance.
The clergy presented their narrative and the family members theirs. The disconnect between the 2 narratives was an experience shared by many attendees, including family.
The environment, church, iconography, funeral service provided aspects of awareness, purpose and presence. However, the individual elements relating to meaningful reflection on the personal story were not present.
It was clear the service choices the family made were made because that was all that was available.
We decided to look at how memory could be serviced.
The purpose of this innovation is to…
Provide new types of funeral and memorial services
that are individual and unique, offering families original choice in the lasting moments of saying goodbye. We solve problems associated with lack of choice, customisation and difference offered by the funeral industries.
It does this by…
Service IP which draws upon activities from design and curatorial processes. These processes are applied to many industries, traditional and new, resulting in industry innovation, improved consumer experiences and added value. A unique and novel combination of these two processes lead to the development of a new set of commercial funeral service practices.
3. PURPOSE & BENEFITS
This innovation improves on what came before because…
the environment or settings in which funeral services are held has changed, as have the activities typically conducted throughout a service. This change eliminates the predictability of existing practices, thus avoiding all cliches during a very important part of people’s lives. These changes improve the very personal ways in which people commit their human relationships into memory.
Its various benefits to the customer/end-user include…
Choice, modern relevant services that depart industry standards. Convenience to present a funeral your way as opposed to an industry way. Modern settings that are well designed. Alternatives and lasting memories in the final moments of saying goodbye.
4. COMPETITIVE LANDSCAPE
In the past, this problem was solved by…
People attending to their own needs without the involvement of current funeral practices or funeral professionals. This has created an emphasis on the wake, over the actual funeral service. Our services work by providing places and experiences of presence – where we join in your individual expression of solace, joyfulness, release and reflection.
Its predecessors/competitors include…
White Ladies Funeral Services were the 1st and last to offer a service model which broke from tradition. Whilst this proves success can be achieved in the services sector of the industry, they too have fallen into the standardised norms.
5. TARGET MARKET
It is made for…
Our target customers are the baby boomers, 50-65 years old.
It’s projected that those aged 65 years and over would
account for 14% 3.1m of Australia’s population in 2011 and would increase to 20% of the population 5.8min 2030.
Customer profile is an affluent percentile, have
devoted engagement with the arts and design.
They’re life makers, family lovers, culturally savvy,
digitally connected, predominantly female.
They’re open to religious or secular service.
By 2023, the number of non-religious Australians is forecast
to equal the number of Catholics 25% of the
population. We’re focused on, not exclusive, to the
increasing secular audience.
It is available for sale through…
Our website, partner funeral homes, palliative and aged care facilities. Terminal illness facilities, major disease centres, alternative and general health care practitioners, estate planning professionals and insurance, funeral plan groups.
Our marketing strategy is to…
target key media channels used by our target audience, SEO and AD words marketing, social media promotions. Direct marketing to primary stakeholder groups through collateral and face to face promotions. Direct marketing to secondary stakeholder groups, adjacent industries, coffin suppliers, high-end florists, catering companies and venues. We also have an investment fund for a leading communication strategist.
FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.
