Prelude

Honing in on a Problem Worth Solving in the Death Care Space

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The Opportunity

Gitwit, working on a new 19days venture, identified the funeral home industry early on as a target for exploration because it is large, disaggregated, and undergoing significant change; yet, it lags in technology and user experience improvements, and is rife with rent-seeking middlemen.

Our discovery process started with an anecdote from a funeral home owner: The trend of people choosing cremations over burials is on the rise, leading to a decline in funeral home profits. The team was intrigued by the significant shift this industry is facing — and the challenges and opportunities it presents.

Our goal: Identify a problem worth solving. And, if found, develop a solution worth buying.

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Robust Discovery

Going deep and wide to source human level problems

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Discovery Stats

32+

funeral directors interviewed

18

preneed insurance experts interviewed

50+

hours of ethnographic research

120+

hours of solution validation

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Problem Definition

Hone in on the problem with the highest potential.

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Concepting the Solution

Quickly prototype B2B software concepts and test our hypotheses.