business model, business model canvas, columbia, customer development, lean launchpad, lean startup, steve blank

1. Total Interviews: 51 | 13 since last class
Service Providers: 20 | +3 since last class
End User Consumers: 31 | +10 since last class
Death is a life event worth planning for. We're
here to help you along the way.

2. What is Rest Easy?
Pre-Planning
Activities:
Will Creation
What Happens When
I Die?
Life Insurance
Beneficiaries
Performed By:
Everyone
Partners:
Lawyers
Service-Planning
Activities:
Connect with and Book
Service Providers
Performed By:
Survivor
Partners:
Local Businesses
• Crematoriums
• Flower Shops
• Venues / Religious Instit.
• Caterers
• Graveyards / Headstones
Memorial Affairs
Activities:
"Digital Guestbook"
Product Registry
Custom Memorabilia
Creative Resting Place
Performed By:
Survivor
Partners:
Local Businesses
• Publishers
• Cremains Products
• Innovative Resting Places
Activities:
Estate Management
Family Conflict
Mortgage Transfers
Account Closeout
Auto Title Transfer
Tax / Bill Payments
Donation / Moveout
Performed By:
Survivor
Partners:
Local Businesses
• Estate Lawyers
• Accountants
• Financial Advisors
Coping
Activities:
"Angel Anniversary"
Grief Counseling
Resting Place Visitation
Performed By:
Survivor
Partners:
Local Businesses
• Cremains Products
• Psychiatrists / Therapists
• Innovative Resting Places
Changing the conversation about death | re-envisioning the Deathcare process from end-to-end

3. We aspire to mitigate logistical issues throug the deathcare process
Pre-Planning
Activities:
Will Creation
What Happens When
I Die?
Life Insurance
Beneficiaries
Performed By:
Everyone
Partners:
Lawyers
Service-Planning
Activities:
Connect with and Book
Service Providers
Performed By:
Survivor
Partners:
Local Businesses
• Crematoriums
• Flower Shops
• Venues / Religious Instit.
• Caterers
• Graveyards / Headstones
Memorial Affairs
Activities:
"Digital Guestbook"
Product Registry
Custom Memorabilia
Creative Resting Place
Performed By:
Survivor
Partners:
Local Businesses
• Publishers
• Cremains Products
• Innovative Resting Places
Activities:
Estate Management
Family Conflict
Mortgage Transfers
Account Closeout
Auto Title Transfer
Tax / Bill Payments
Donation / Moveout
Performed By:
Survivor
Partners:
Local Businesses
• Estate Lawyers
• Accountants
• Financial Advisors
Coping
Activities:
"Angel Anniversary"
Grief Counseling
Resting Place Visitation
Performed By:
Survivor
Partners:
Local Businesses
• Cremains Products
• Psychiatrists / Therapists
• Innovative Resting Places
"The funeral home behaved
like a conveyor belt."
"The obituary they created
was like a bastardization of
mad libs."
"It would be helpful to have
something like Turbo Tax for
Estate Management."
"I struggled to find a
venue for the service."
"It was hard to talk about my
grief while I was managing my
inter-family conflict."

4. It's a big endeavor. Where are we starting?
Pre-Planning
Activities:
Will Creation
What Happens When
I Die?
Life Insurance
Beneficiaries
Performed By:
Everyone
Partners:
Lawyers
Service-Planning
Activities:
Connect with and Book
Service Providers
Performed By:
Survivor
Partners:
Local Businesses
• Crematoriums
• Flower Shops
• Venues / Religious Instit.
• Caterers
• Graveyards / Headstones
Memorial Affairs
Activities:
"Digital Guestbook"
Product Registry
Custom Memorabilia
Creative Resting Place
Performed By:
Survivor
Partners:
Local Businesses
• Publishers
• Cremains Products
• Innovative Resting Places
Activities:
Estate Management
Family Conflict
Mortgage Transfers
Account Closeout
Auto Title Transfer
Tax / Bill Payments
Donation / Moveout
Performed By:
Survivor
Partners:
Local Businesses
• Estate Lawyers
• Accountants
• Financial Advisors
Coping
Activities:
"Angel Anniversary"
Grief Counseling
Resting Place Visitation
Performed By:
Survivor
Partners:
Local Businesses
• Cremains Products
• Psychiatrists / Therapists
• Innovative Resting Places
Entry

5. Summary of Pivots to Business Model
Insights – Survivors make decisions very quickly after passing and don’t research options
– Funeral homes don’t want to share revenue, even if it got them more customers
– Survivors are increasingly looking for personalized + creative commemoration options
Pivot
Concept #1 | Marketplace to connect survivors with funeral, burial, and cremation options
Value Proposition – Bring price & info transparency about funeral options to survivors
– Lead generation for funeral homes and crematoriums
Concept #2 | Marketplace to connect survivors with innovative commemoration options - "TripAdvisor for
commemoration"
Value Proposition – Aggregate commemoration options on one site for survivors to see all options
– Lead generation for commemorative product/service providers
Insights – Survivors want a way to remember their loved ones forever that they can share and have others contribute to
– We will generate more traffic to site, which will generate more ad revenue from commemorative product/service providers
– Targeting survivors with ads for commemorative products during grieving may be seen as insensitive
Concept #3 (Today) | Personal Digital Memorial – “theknot.com for memorials”
(Shareable, collaborative, crowdfunded registry w/ commemorative products)
Value Proposition – Survivors can create free digital memorial to remember their loved ones, and family/friends can help fund memorial service +
commemorative products
– Digital memorial site drives traffic to Rest Easy, and registry drives sales of commemorative products/services
Insights – Survivors have significant additional pain points in the death planning process (pre and post-passing challenges) that remain unsolved
– Pre-planning is really important but rarely done or discussed
Long Term Concept | Rest Easy Brand changes the conversation around death
(Digital Memorial + Pre & Post-Passing Resources)
Value Proposition – Provide end-to-end deathcare assistance to help survivors at every step
– Lead generation for commemorative product/service providers + estate planning experts + grief counselors
– Get people to start talking about and acting on important pre-planning items
PivotPivot

6. Action Plan
Validate latest hypothesis and MVP | Additional interviews with:
• Military personnel going on deployment | Pre-Death Advance Planning
• The Knot | Customizable User Interfaces
• TripAdvisor | Revenue Model and Incentives for Content Creators
• Go Fund Me | Crowdsourcing Interfaces Max Cetinkaya
Phase
One
Phase
Two
Phase
Three
Build Out Demand Side and Define a Scalable, Repeatable Sales Model:
• Using customer traffic data as leverage, begin to build out Service Provider partnerships
• Develop 2020 Funeral Directors Convention and Expo | Acquire service providers
• Secure funding for expansion phase
Build Out Supply Side:
• Launch "Entry Point" website | Test on the NYC Community across age groups (Professor Phillips, Max
Cetinkaya, Tessa Majors)
• Attend HCANJ (Assisted Living Conferences) | Acquire elderly survivors
• Partner with nursing homes, organ donation organizations, and hospitals to acquire survivors
Prepare for IPO
Phase
Four
Expand Into Pre Planning and Post Coping Spaces:
• Develop partnerships with legal services (e.g. LegalZoom)
• Work with Psychologists, Therapists, and organizations like Headspace to determine appropriate entry
points into the post-death coping space

7. The Business Model Canvas – Day 1
Key Partners
Primary Partners:
• Specific partners
in pilot city (focus
will be
metropolitan
areas)
NYC Samples (Pilot)
• Direct Cremation
• NYC Funeral &
Cremation
• Crestwood
Cremation & Funeral
Services
• Caribe Funeral
• Pelham Funeral
Home
• Etc.
Key Activities
Core Competencies
• Facilitate connections
between consumers
and deathcare service
providers through
online marketplace
Value Propositions
Value to Service Provider
Partners
• Provides access to captive
market of new end users
• Promoted posts allows for a less
taboo marketing approach
Value to End User Consumers:
• Provides a one stop shop for
deathcare needs
• Reduces opacity in offerings and
pricing of deathcare services
• Provides easy access to
information in time of need
Culture and Uniqueness
• Ease of ability to search for
specific services that meet
unique, religious and cultural
needs
Customer Relationships
Engagement/Interaction:
• Hopefully, one-off uses; need
to become a recognized name
that consumers go to though
used infrequently
Touch Points:
• Interactions will be via app
interface
• Target customers who are
searching keywords online
(e.g., wills) and send ads
Customer Segments
Segment 1 | Low to Middle
Class American Families:
• Price sensitive market
motivated to consider
multiple options for
deathcare services
Segment 2 | Unexpected
Passing:
• Sudden death indicates a
need (unplanned) for
deathcare services
Pain Points:
• Grieving consumers do not
have energy to spend time
shopping around for
deathcare service options,
yet also want the best for
their loved ones who have
passed away
Key Resources
Human Capital:
• iOS and Android
developers for mobile
• Legal team for intra-
state considerations
• Account management
/ relationship builders
for service providers
• Strong marketers to
encourage consumer
use
Channels
Application:
• App enables consumers to
browse options by culture,
religion, or specific need
• Purchases can be completed
in-app
Cost Structure
Start Up Costs: Set up high quality app-based marketplace;
develop relationships with deathcare service providers and convince
them to sell on Rest Easy marketplace
Customer Acquisition Costs: Targeted SEO ads to bring in
customers (e.g., google analytics)
Revenue Streams
Revenue created by skimming a percentage (~10%) of the proceeds from services
booked on the Rest Easy app. This approach endeavors to put the onus on the
service providers
Additional revenue may be sourced from service providers for promoted listings

8. The Business Model Canvas – Day 2
Key
Partners
Primary
Partners:
• Specific
partners in
pilot city
(focus will be
metropolitan
areas)
NYC Samples
(Pilot)
• Direct
Cremation
• NYC Funeral &
Cremation
• Crestwood
Cremation &
Funeral
Services
• Caribe Funeral
• Pelham Funeral
Home
• Etc.
Key Activities
Core Competencies
• Facilitate
connections between
consumers and
deathcare service
providers through
online marketplace
Value Propositions
Value to Service Provider
Partners
• Provides access to captive
market of new end users
• Promoted posts allows for a
less taboo marketing
approach
• Value to End User
Consumers:
• Provides a one stop shop for
deathcare needs
• Reduces opacity in offerings
and pricing of deathcare
services
• Provides easy access to
information in time of need
Culture and Uniqueness
• Ease of ability to search
for services that meet
unique, religious and cultural
needs
Estate Planning Resources
Customer
Relationships
Engagement/Interaction:
• Hopefully, one-off uses; need
to become a recognized name
that consumers go to though
used infrequently
Touch Points:
• Interactions will be via app
interface
• Target customers who are
searching keywords online
(e.g., wills) and send ads
• End User Consumers still want
in-person interaction
Customer Segments
Segment 1 | Low to Middle Class
American Families:
• Price sensitive market motivated to
consider multiple options for
deathcare services
Segment 2 | Unexpected Passing:
• Sudden death indicates a need
(unplanned) for deathcare services
Potential New Segment:
• Individuals not at the epicenter of the
loss; millenials or individuals grieving
for the first time
Service Providers:
• Funeral home directors, nursing
homes, digital death planning
starutps
Pain Points:
• Grieving consumers don't have
energy to shop around for deathcare
service options, yet also want the
best for those who have passed
Key Resources
Human Capital:
iOS and Android
developers for mobile
• Legal team for intra-
state considerations
• Account
management /
relationship builders
for service
providers
• Strong marketers to
encourage consumer
use
Channels
Application:
• App enables consumers to
browse options by culture,
religion, or specific need
• Purchases completed in-app
Cost Structure
Start Up Costs: Set up digital marketplace; develop relationships with
service providers and convince them to sell on Rest Easy
Customer Acquisition Costs: Targeted SEO ads to bring in customers
(e.g., google analytics)
Revenue Streams
Revenue created by skimming a percentage (~10%) of the proceeds from
services booked on the Rest Easy app. This approach endeavors to put the onus
on the service providers
Additional revenue may be sourced from service providers for promoted listings

9. The Business Model Canvas – Day 3
Key
Partners
Primary
Partners:
• Specific
partners in
pilot city
(focus will be
metropolitan
areas)
NYC Samples
(Pilot)
• Direct
Cremation
• NYC Funeral &
Cremation
• Crestwood
Cremation &
Funeral
Services
• Caribe Funeral
• Pelham Funeral
Home
• Recompose
• Better Place
Forests
• Etc.
Key Activities
Core Competencies
• Facilitate
connections between
survivors and
deathcare service
providers through
online marketplace
Value Propositions
Value to Service Provider
Partners
• Provides access to captive
market of new end users
• Promoted posts allows for a
less taboo marketing
approach
Value to End User
Consumers:
• Provides a one stop shop for
creative deathcare needs
• Provides easy access to
information in time of need
• Avoids exorbitant all-inclusive
cost of funeral homes
• Reduces opacity in
offerings and pricing
of deathcare services
• Ease of ability to
search for services that
meet unique, religious and
cultural needs
• New, creative, and
personalized options to
commemorate person:
service, product, and place
Estate Planning Resources
Customer
Relationships
Engagement/Interaction:
• Hopefully, one-off uses; need
to become a recognized name
that consumers go to though
used infrequently
Touch Points:
• Interactions will be via app
interface
• Target customers who are
searching keywords online
(e.g., wills) and send ads
• End User Consumers still want
in-person interaction
Customer Segments
Low to Middle Class American
Survivors Looking to Avoid the Cost
of a Funeral Home:
• Price sensitive market motivated to
save on the exorbitant all-inclusive
cost of a funeral home
• Cremation required
Unexpected Passing Survivors
Looking to Plan a Creative Funeral
• Survivors who opt for a non-
traditional service or customized way
of remembering the deceased
• Cremation required
Service Providers:
• Funeral home directors, nursing
homes, digital death planning
starutps
• Individual vendors: Florists, venues,
creative memorial services
Pain Points:
• Grieving survivors don't have energy
to shop around for deathcare service
options, yet also want customized
options for remembrance
Key Resources
Human Capital:
iOS and Android
developers for mobile
• Legal team for intra-
state considerations
• Account
management /
relationship builders
for service
providers
• Strong marketers to
encourage consumer
use
Channels
Application:
• App enables consumers to
browse options by culture,
religion, or specific need
• Purchases completed in-app
Cost Structure
Start Up Costs: Set up digital marketplace; develop relationships with
Revenue Streams
Lead Gen Fee: Revenue created by skimming a percentage (~10%) of the

10. The Business Model Canvas – Day 4
Key Partners
Primary
Partners:
• Grief Groups
• Nursing
Homes
• Hospitals
NYC Samples
(Pilot)
• Direct Cremation
• NYC Funeral &
Cremation
• Crestwood
Cremation &
Funeral Services
• Caribe Funeral
• Pelham Funeral
Home
• Recompose
• Better Place
Forests
• Etc.
Key Activities
Core Competencies
• Facilitate connections
between survivors and
deathcare service
providers through
online marketplace
Value Propositions
Value to Service Provider
Partners
• Provides access to captive market
of new end users
• Promoted posts allows for a less
taboo marketing approach
Value to End User Consumers:
• Provides a one stop shop for
creative deathcare needs
• Provides easy access to
information and reviews for a
trusted experience
• Ease of ability to
search for services that meet
need for new, creative, and
personalized options to
commemorate person
Estate Planning Resources
Customer Relationships
Get
• S: Digital Scrapbook
• S: SEO / SEM
• S: Influencer partnerships
• P: Attending Conventions / Conferences
• P: Informing Therapists
• P: Nursing Homes / Senior Care
Keep
• S: send survivors notifications / reminders
/ product suggestions to for
"angel anniversaries"
• P: Share consumer data with service
providers
Grow
• P: Share consumer data with service
providers
• S: "Elite Giver" loyalty badge
Customer Segments
Survivors Looking to
Commemorate Creatively
• Survivors who opt for a unique
and customized way of
remembering the deceased
• Cremation likely, but not required
Content Creators:
• Special Segment of Survivors that
will provide reviews of the
products they purchase
Contributor:
• Friends / Family memebers of
Survivors who will contribute to
Digital Scrapbook
Service Providers:
• Creative commemoration vendors
• Sympathy vendors
Pain Points:
• Grieving survivors don't have
access to information about
creative deathcare service options
but want customized options for
remembrance
Key Resources
Human Capital:
• iOS and Android
developers for mobile
• Developers for web
• Account management /
relationship builders for
service providers
• Strong marketers to
encourage consumer
use
• Influencers within grief
communities
Channels
Product & Transaction
• Application
• Web Pages
Communication
• Posts in Grief Communities
• Influencer Partnerships
Advertisements
• Digital ad campaigns
• Email notifications
Cost Structure
Start Up Costs: Set up digital marketplace; develop relationships with service
providers and convince them to sell on Rest Easy
Customer Acquisition Costs: Targeted SEO ads to bring in survivors (e.g., google
analytics), paid influencer posts, development of digital scrapbook capabilities
Revenue Streams
• Advertisements: Lead Generation & Promoted Advertising
• Transactional: Commission Based for Bookings Through Site

11. The Business Model Canvas – Day 5
Key Partners
Primary
Partners:
• Grief Groups
• Nursing
Homes
• Hospitals
NYC Samples
(Pilot)
• Direct Cremation
• NYC Funeral &
Cremation
• Crestwood
Cremation &
Funeral Services
• Caribe Funeral
• Pelham Funeral
Home
• Recompose
• Better Place
Forests
• Etc.
Key Activities
Core Competencies
• Facilitate connections
between survivors and
deathcare service
providers through the
entire deathcare
process online
marketplace
Value Propositions
Value to Service Provider
Partners
• Provides access to captive market
of new end users
• Promoted posts allows for a less
taboo marketing approach
Value to End User Consumers:
• Provides a one stop shop for
creative deathcare needs
• Provides easy access to
information and reviews for a
trusted experience
• Ease of ability to
search for services that meet
need for new, creative, and
personalized options to
commemorate person
Estate Planning Resources
Customer Relationships
Get
• S: Digital Scrapbook
• S: SEO / SEM
• S: Influencer partnerships
• P: Attending Conventions / Conferences
• P: Informing Therapists
• P: Nursing Homes / Senior Care
Keep
• S: send survivors notifications / reminders
/ product suggestions to for
"angel anniversaries"
• P: Share consumer data with service
providers
Grow
• P: Share consumer data with service
providers
• S: "Elite Giver" loyalty badge
Customer Segments
Survivors Looking to
Commemorate Creatively
• Survivors who opt for a unique
and customized way of
remembering the deceased
• Cremation likely, but not required
Content Creators:
• Special Segment of Survivors that
will provide reviews of the
products they purchase
Contributor:
• Friends / Family memebers of
Survivors who will contribute to
Digital Scrapbook
Service Providers:
• Creative commemoration vendors
• Sympathy vendors
Pain Points:
• Grieving survivors don't have
access to information about
creative deathcare service options
but want customized options for
remembrance
Key Resources
Human Capital:
• iOS and Android
developers for mobile
• Developers for web
• Account management /
relationship builders for
service providers
• Strong marketers to
encourage consumer
use
• Influencers within grief
communities
Channels
Product & Transaction
• Application
• Web Pages
Communication
• Posts in Grief Communities
• Influencer Partnerships
Advertisements
• Digital ad campaigns
• Email notifications
Cost Structure
Start Up Costs: Set up digital marketplace; develop relationships with service
providers and convince them to sell on Rest Easy
Customer Acquisition Costs: Targeted SEO ads to bring in survivors (e.g., google
analytics), paid influencer posts, development of digital scrapbook capabilities
Revenue Streams
• Advertisements: Lead Generation & Promoted Advertising
• Transactional: Commission Based for Bookings Through Site

12. Unit Economics
Avg Unit
Cost
Our Est Unit Cost
(Premium for
Granular Targeting)
Avg CTR Total Cost
Demand Side Marketing: Survivor
Facebook Ads (CPM) 1.50$ $2.50 12,500$
Google Ads (CPC) 1.50$ $2.50 2.35% 294$
Contextual Targeting via Ad Network (CPM) 5.00$ $8.00 40,000$
CAC 0.45$
Supply Side Marketing: Service Provider
1x NFHD Convention 800$ 800$
CAC (10 suppliers acq) 80.00$
Total Marketing Budget 53,594$
+ Software Dev, Data Collection/Analytics 20,000$ 20,000$
Total Customer Acquisition Costs 73,593.75$
CAC (Supplier) 2,943.75$
Customer Acquisition Cost
Avg Registry
Cut of Sales
Our Price
Cut of Sales
Advertiser's
CPM
Avg Price
on RE
LTV
per Supplier
Supply Side Commerce: Service Provider
Product Sales from Registry 40% 20% 1,500$ 10,800$
Service Sales from Registry 20% 20% 2,000$ 7,200$
Supply Side Marketing: Service Provider
Additional Promotion on RE Site (CPM) 5.00$ 1,041.67$
Total LTV of Suppliers 251,041.67$
Avg LTV (Supplier) 10,041.67$
Customer Lifetime Value
# Suppliers 25
Annual # Product Sales per Supplier 8
Annual # Service Sales per Supplier 4
Retention Rate 90%
Revenue Assumptions
Annual # Impressions 5,000,000
Avg CTR 2.35%
Traffic to RE Site 117,500
Cost Assumptions
$2,944 CAC$10,042 LTV
3.4 LTV to CAC

13. Appendix

14. Preliminary Market Overview
The Deathcare Industry in the United States | $53B and Growing
The US death care market is estimated to reach revenues of around $68 billion
by 2023, growing at a CAGR of over 4% during 2017-2023
Source: Death Care Market in US - Industry Outlook and Forecast 2018-2023 Research & Markets
$53
$55
$58
$60
$63
$65
$68
$-
$10
$20
$30
$40
$50
$60
$70
$80
2017 2018 2019 2020 2021 2022 2023
Revenues
Year
Deathcare Industry Revenues in the US
(Projection)
4% YoY
Growth
Causes of Deathcare industry growth
Aging baby-boomer generation
• The annual death rate is anticipated to climb
from 8.3 per 1,000 people per day in 2019
to 10.2 people per day by 2050
• Source: The Economist
Increasing consumer willingness to pay
• Grieving families are spending more as the
perceived value of traditional funerals has
diminished
• The average cost of a funeral today is
177.43% more expensive than a funeral in
1990 and the cost of funerals have increased
nearly 1,328% over the past four decades.
• Source: Forbes

15. Market Size
Our Opportunity
$ 140 MM
Total Potential Market
$1.4 B
Total Market Size: Deathcare Industry
$60 B Assumptions:
• Number of Deaths 2020 (assumes no growth): 2.8 M
• # Site Users Y1: 10% of deaths
• Average Sympathy Gifts Spend: $100 / death
• Average Commemoration Spend: $500 / death
• Margin: 20% on registry through site
• Does not include ad spend
Opportunity
$ 140 MM

16. Channels, Get Strategy, & Revenue Model
Survivor
Rest Easy
Service Provider
Revenue Model
Advertisements: Lead Generation & Promoted Advertising
Transactional: Commission Based for Bookings Through Site
Demand Side Supply Side
Get
• SEO / SEM
• Influencer partnerships
• Offer digital memorial scrapbook (shareable link)
• Testing as part of core competency
• Posts in grief communities
• Contextually targeted ads
Keep
• Send survivors notifications and reminders (and product suggestions) to celebrate "angel anniversaries"
Product & Transaction
• Application
• Web Pages
Get
• Attending Conventions / Conferences
• Informing Therapists
• Nursing Homes / Senior Care
Keep
• Share consumer data with service providers
Channels
Communication
• Posts in Grief Communities
• Influencer Partnerships
Ad
• Digital ad campaigns
• Email notifications

17. What We Learned About Our Initial Value Prop
All parties living
Expected /
Imminent
Unexpected /
Abrupt
Body @ Morgue
Person Dies
Funeral Home
Cremation / No
Funeral Home
This is a dead end for our business; FH
acts as central hub for all decisions and
is not amenable to revenue sharing
Service
• Venue
• Flowers
• Printouts
Product: Creative Commemoration
• Trees
• Jewelry
• Urns
• Blankets
• Ornament
We now think the opportunity is here
Market Side Category Hypothesis Result (What We Found) Iterate / Pivots
Survivor Customer
Survivors dealing with an unexpected death would want to use Rest Easy Platform
to search for deathcare services like funeral homes since they had not planned
Survivors dealing with an unexpected death experience too
much time pressure to move the body and are too emotional
to search
The time pressure associated with
moving a dead body is too quick
and emotional for searching even on
an application. However, once a
survivor decides to cremate their
loved one, time pressure reduces
and there is opportunity to support
the planning and execution of more
creative services and
commemoration types that are not
associated with funeral homes as
well as facilitating connections to
organizations that will relieve
administrative headaches such as
estate, legal, financial,
and psychological services
Service Providers Customer
To keep profits steady in a business where margins are shrinking, FHs would
be willing to pay a fee to be listed on Rest Easy to get access to more customers
Funeral Homes are unwilling to share prices and are opposed
to paying a fee for access to additional customers
Survivor Customer
Survivors are increasingly looking for more meaningful, unique options to
commemorate their loved ones who passed
PASS
Survivor
Customer /
Channel
Survivors want to do research on different commemoration options for their loved
one who passed
PASS
Survivor
Customer /
Value Prop
Survivor needs help with managing affairs after death such as estate, tax, legal
and financials
PASS
Survivor
Customer /
Value Prop
Survivors will cremate bodies and still want a memorial service that is not booked
through funeral homes
PASS
Survivor Channel
Survivors will search online for options to plan a memorial service if they are not
booking through funeral homes
FAIL
Survivor
Customer /
Value Prop
Survivors have a need to commemorate their lost loved one outside of a service,
through products (e.g., commemorative jewelry or stuffed animals) and placement
(e.g., burial of ashes)
PASS
Our focus should be on providing a
platform for survivors to find these
commemorative products, since
Post death
logistics
• Attorneys
• Lawyers
• Estate
management
• Counseling
services
• Therapists
• Photo printing
• Music
• Catering
• Memory Bears
• Chimes
• Lanterns
• Coral Reefs
We thought the opportunity was here
Place: Creative Resting Place
• Ash placement

18. Customer Segments – Service Providers
What Companies are Seeking Rest Easy’s Services?
Changing deathcare dynamics are driving out traditional business practices
Profile 1 | Service providers traditionally contracted through funeral home
- Businesses that are usually involved in a suite of services offered by the funeral home:
Florists, churches, musicians, crematoriums, urn providers, prayer card production, program
printing, etc.
Profile 2 | Service providers offering creative solutions for commemoration
- Businesses that offer creative, unique, customizable ways of burial or remembrance
- Examples include: Jewelry crafted from ashes, ash burial under sapling, sea coral creation,
etc.
Businesses in Both Markets Are:
Facing competition | Semi-digital or willing to go digital | Comfortable sharing service and pricing data

19. Product – Market Fit
How does our value proposition match Customer Segments?
Value Proposition
Value to End User Consumers:
• Provides easy access to information in time of need
• Avoids exorbitant all-inclusive cost of funeral homes
• Reduces opacity in offerings and pricing of death
care services
• Provides a one stop shop for customized death care needs
• Ease of ability to search for services that meet unique,
religious and cultural needs
Value to Service Provider Partners:
• Provides access to captive market of new end users
• Promoted posts allows for a less
taboo marketing approach
Customer Segments
Survivors Looking to Avoid the Cost of a Funeral Home:
• Price sensitive market motivated to save on the cost of a
funeral home
Survivors Looking to Plan a Creative Funeral:
• Survivors who opt for a non-traditional service or
customized way of remembering the deceased
•
Service Providers:
• Traditional vendors: Florists, venues, musicians,
crematoriums, urn providers, etc.
• Creative Memorial Service Vendors

20. Customer Segments – Survivors
Who is Seeking Rest Easy’s Services?
Rest Easy has two primary survivor profiles
Profile 1 | Looking to save money on services
• Opted for cremation
- These survivors are hoping to avoid the exorbitant, marked-up all-inclusive cost of funeral
home services
- Price sensitive market will be motivated to consider other creative options for services
Profile 2 | Looking for non-traditional service or remembrance
- Opted for cremation
- Either by deceased wishes, or by own initiative, has opted to find a creative, customized
way of remembering a loved one
Consumers of Both Profiles Are:
Tech Savvy | Accustomed to Online Shopping | Motivated to Find Customized Services

21. Definitions: Customer Segments
Customer – Survivor
The family member or friend who is
planning the service(s) for the deceased.
- Opted to cremate the deceased
- Tech savvy
- Motivated to find customized, creative
services
- OR Motivated to cut out exorbitant
funeral home costs
Rest Easy
Customer – Service Provider
A business in the deathcare industry
interested in promoting their services to
survivors.
- Crematoriums
- Florists
- Urn manufacturers
- Reception Venues
- Religious Institutions
- Caterers
- Custom memorial shops
Rest Easy is a two-sided platform, and therefore the customers of Rest Easy fall into two segments:

22. What We Learned
"It all happened so quickly that we went
ahead with a family recommendation."
"Pricing was so expensive despite the fact
that I was semi-prepared."
"63% of customers are dissatisfied with
funeral services provided."
"It wouldn't make sense to give an
average price of a house in an area, just
like it wouldn't make sense to give an
average price or flat cost for a funeral."
"The funeral home behaved like a
conveyor belt."
"The obituary they created was like a
bastardization of mad libs."
"I was in such shock and grief I let
someone else take over completely"
"I use Turbo Tax for my taxes. It would
be helpful to have something similar for
Estate Management."
"Wills and will templates vary by state
and require a lawyer to create. Offering
this service could be a big liability and
could result in a lawsuit"
"I struggled to find a venue for the
service."
Slide 6 - n: What did you learn
about your initial value
proposition from talking to your
first customers?
Hypothesis: Here’s What We
Thought
Experiments: So Here’s What We
Did
Results: So Here’s What We
Found
Iterate: So Here’s What We Are
Going to Do Next

23. Pass / Fail Criteria for Major Hypotheses
Key Hypothesis How to Test: Pass/Fail Criteria
Funeral homes would be willing to pay a commission
Pass: Funeral homes would be happy to pay a commission
Fail: They're happy to continue with the current business model and do not want to share
a commission
Consumers are interested in exploring new, innovative
commemoration options
Pass: Consumer expresses interest or has already explored or purchased these options
Fail: Consumer prefers traditional burial and memorial process.
Funeral homes would be willing to market their services on a
third-party online marketplace
Pass: Funeral home has done so in the past, is already considering doing so, or interested in the
possibility of doing so.
Fail: Funeral home is content with their current customer base and doesn’t see the need for a
marketplace service
Does the consumer need guidance in wrapping up affairs like
estate , tax and financial considerations?
Pass: Yes there is a significant need for such consulting services
Fail: No, the consumer is able to manage such affairs without external help.
It is feasible according to legal and financial estate planners
to provide estate planning services and resources on our
online platform
Pass: Lawyers and financial advisors validate that this is legal
Fail: Lawyers and financial advisors validate that this is illegal
Consumers would find it beneficial to see past customer
reviews on an online platform, and would contribute reviews
from their experiences
Pass: Consumers say that they would reference and make decisions using this info if it were
available
Fail: Consumers don’t see the value in this information and wouldn’t refer to it if it were available
Customers are comfortable booking deathcare services in
app or online
Pass: End user consumers are willing to and comfortable with online booking for funeral services
Fail: Consumers don't want to book sensitive services online without speaking to someone voice
to voice
Customers value the ability to filter and search by cultural /
religion
Pass: End user consumers indicate religion is important to them and express a desire to book
services that adhere to specific religious processes and rituals
Fail: Ends user consumers do not find religion particularly important during the funeral process

24. Meet the Founders
Skills | With 4+ years of experience as a management consultant and a CPA license, Caroline fuses the strategic and analytical skills necessary to build and scale
Rest Easy’s business.
Experience | After the untimely death of her fiancée, Caroline herself became a consumer of deathcare services. Her experience navigating the quagmire of
options has motivated her to streamline, humanize, and innovate the industry’s offerings. She is driven by a sense of purpose to help others lay their loved ones
to rest with reduced logistical burden so more time can be spent honoring the life of the deceased during a difficult and life-altering time.
Skills | Geoff has 3 years of experience in management consulting, improving consumer-related business functions such as Sales, Customer Service, and
Marketing at Industrial Products, Tech and Telecom companies across the country. Geoff developed a skill for conducting user-centric interviews to build and
iterate on new processes, design any associated technology, and manage the resulting organizational change.
Experience | Geoff recently lost his father and, like Caroline, struggled to navigate the tangled web of vendors, forms, and tasks that were hurdles to achieving
a successful service, as well as a timely wrap-up of affairs. Geoff sees plenty of opportunity for Rest Easy to lighten the burden for consumers that follow.
Skills | Rohit has had extensive experience as an engineer and data scientist in the field of Industrial IOT and People Analytics. He brings a mélange of technology,
business operations and finance skills that can help any business build and scale its technological stack with great impact on business outcomes.
Experience | With a personal experience of losing close ones and having gone through the challenges that such an event brings to one’s life, Rohit is dedicated to
build an organization that leverages technology to make the excruciating experience of losing a family member bearable.
Skills | Kayla has several years of experience working with early stage startups as a corporate innovation consultant. In this role, she sourced, conducted due
diligence, and provided resources and mentorship to startups to position them for corporate partnerships. She also has prior work experience in digital media
and entertainment.
Experience | Though Kayla fortunately has not lost an immediate family member or loved one, she has experienced extended family and friends go through the
emotional and difficult funeral planning process and is passionate about creating a solution that can simplify this process during a challenging time.
Caroline Capponi
Geoff Danilack
Rohit Sharma
Kayla Phillips

25. Type of Business / Market Type
Type of Business
Market Type:
Existing Market
Components of an Existing Market
Customers already exist
- B2C: Commemoration is part of the culture of America;
though the way it takes place differs drastically across
religions, demographics, and socioeconomic status
- B2B: Many service providers across a variety of dimensions
currently exist, fragmenting the market
The new product or service runs faster, does
something better or cheaper, or otherwise
improves on a customer-defined attribute
- Rest Easy connects end user consumers with deathcare
service providers in a faster and more convenient way than
the current state
Technology / IP
Value delivered via application and website
platform
- B2C & B2B interfaces are distinct and different
- Hypothesis: App used more heavily by End Users; Website
used more heavily by Service Providers
- Technology expertise is required to build platform for Rest
Easy; but technology exists currently

26. Rest Easy’s Customer Base
Rest Easy
Rest Easy is in the Death Tech Space,
but plays across a variety of groups
with partners in multiple horizontals.
Initial hypothesis for who to target first:
B2B Customers: Local Funeral Homes
B2C Customers: Unexpected Passing

27. Market for Commemoration Innovation
Digital Death
Planning
Big Market
Players
E-Commerce
Giants
Rest Easy
Commemoration
Innovation
Service
Product
Place

28. Digital Death Planning Market Map
Memorial
E-Announcements
Funeral Home
SaaS
D2C Death Planning
Rest Easy
Everplans: Secure online storage for legal, financial, and health documents including
wills that can be accessed by families after a loved one’s passing. Everplans works with a
network of financial advisors, employers, and insurance providers. [Series A, $15.6M
raised. Based in New York, NY]
Everdays: Social media platform and app for memorials. Everdays simplifies the
notification process by collaborating with funeral homes on personalized memorial
announcements for the family to instantly, easily share. [Series A, $17M raised. Based in
Detroit, MI]
Passare: Software for funeral homes to manage and track client accounts, and for
clients to access documents from and communicate with the funeral homes. Passare is
integrated with Everdays’ announcement feature. [Seed, $6M raised. Based in San
Francisco, CA]
funeralOne: B2B software for funeral homes that includes website design, tribute
videos, tribute books, personalized printing, live streaming, memorial announcements,
and an e-commerce add-in for sympathy gifts. [Unknown funding. Based in Detroit, MI]
Parting: Online logistics and growth subscription platform for crematories that provides
email marketing tools, ecommerce, easy digital forms, and verifications. [Seed, $120K
raised. Based in San Francisco, CA]
Beyond.Life: UK-based funeral planning service for families that aims to bring price and
information transparency to the end-of-life process. [Seed, $3M raised. Based in
London, UK]

29. New Pass / Fail Hypotheses and Criteria for Pivot
Market
Side
Business
Category
Hypothesis Pass / Fail
Survivor
Value
Proposition
A digital memorial scrapbook for survivors to commemorate their loved ones and
share with family/friends is something that they’d be interested in using and
sharing.
Testing
Survivor
A centralized platform with options for different methods of commemoration would
help survivors select meaningful options that are appropriately priced
Testing
Survivor
Survivors will cremate bodies and still want a memorial service that is not booked
through funeral homes
PASS
Survivor
Survivors will search online for options to plan a memorial service if they are not
booking through funeral homes
FAIL
Survivor
Survivors have a need to commemorate their lost loved one outside of a service,
through products (e.g., commemorative jewelry or stuffed animals) and placement
(e.g., burial of ashes)
PASS
Survivor
Survivors have trouble finding the best sources for legal, financial, and
psychological support after the death of their loved ones and would benefit from
information / reviews shared on a platform
PASS
Survivors
Customer
(Get)
Ads targeting survivors for digital scrapbook and for commemorative products would
both be effective.
Testing
Service
Providers
Revenue
Model
Service providers like creative commemoration services would list their services on
platform and pay a lead generation fee for those booked from the platform.
Testing
Service
Providers
Service providers would prefer to handle e-commerce sales on their own websites,
but would pay to be advertised on our platform.
Testing
Survivor
Adding a digital scrapbook product to our platform would drive more ad revenue
and be more profitable for us.
Testing

30. Graveyard

31. MVP Decision Flow – Draft Outline
Is the deceased to be cremated?
We're not the platform for you!
Are you looking for a
crematorium?
Y
N
Y
Where would you like the
cremation performed?
Where is your loved one?
Here are some options that
might work:
XYZ Crematorium$$$ 1.5mi
ABC Crematorium$$ 4.1mi
DEF Crematorium$ 6.1mi
ABC Crematorium$$
4.1 mi
Services Offered
Price Range: $100 -$200
Add to "Cart"
Are you looking for a
service venue?
Are you looking for a religious
institution?
Are you looking for a
commemorative product?
Y
N
N
Are you looking for a
commemorative resting place?
N
Here are some creative products
some of our partners offer:
Y
N
Please select a type of venue
you are interested in:
Please select a religion...
Here are some options that
might work:
Here are some options that
might work:
Crafted Stones
Custom Jewelry
Coral Reef
Here are some options that
might work:
Jewelry Place$$$ 1.5mi
Jewelry Xtra$$ 4.1mi

32. MVP Summary Screen – Draft Outline
Summary of Services
XYZ Morgue
Nowhereville, NY 12345
Your loved one will be
transported from:
On: 1/20/2020
Itemized Cost:
$50.00
To:
ABC Crematorium
Nowhereville, NY 12345
For cremation on: 1/21/2020 $200.00
Upon completion, remains will
be packaged and sent to:
Survivor Address on File
Nowhereville, NY 12345
Blue Floral Urn:
From: Urns Unlimited
Nowhereville, NY 12345
Will be delivered to: Survivor Address on File
Nowhereville, NY 12345
By: 1/24/2020
$300.00
Local Church
Nowhereville, NY 12345
A service has been booked at:
On:
1/25/2020
7-9pm
$400.00
To be led by: Reverend Rest Easy
No reception has been
planned
-- $0.00
When ready, please mail ash
sample to:
Eterneva
Nowhereville, NY 12345
Loved One Diamond Necklace:
15 business days
You have scheduled an
appointment for ash burial at:
Better Place Forests
Forest Town, NY 12345
On: 2/25/2020
$1000.00
The finished product will be
returned to you within:
$1000.00
Total Payment: $2950.00