Coffins fit for the environment

I was intrigued by this opening line in an excellent Independent article on a fast-growing small business.

How do you persuade people to buy a product they won’t need until they’re dead?

The product in question is - a coffin

Of course this is a difficult industry to write about. Yet the funeral industry in the UK and elsewhere is big business. Dying is not cheap.

The case study featured in the Independent is a fantastic example of how a small business has used market research to identify a way of competing with well-established, traditional funeral suppliers.

It is only a short piece, but packed full of useful business studies material.

Fo follow-up research, visit the website of the case study company - Daisy Coffins