The Guardian of Memories

I have selected the name Guardian of Memories (Cuvar sjecanja), because we really are the guardians of memories.

Except grave tending services we encourage the memory for the deceased person giving the possibility for everyone to light up virtual candle in memory of their loved ones when they wish, even from the comfort of their home or workplace. The same possibility exists for pets as well.

Today, after providing these services for four years, we know every client and his / her story, we meet occasionally and talk about being grateful to life and we just appreciate life more due to our losses.

To implement this social innovation and invent a line of activity, to create the need for our services with limited or almost no marketing funds by using solely the methods of Guerilla marketing, is more than a challenge.

The initial concept was to establish contacts with Croatian associations and organizations abroad, some enthusiasts, Catholic missions and Croatian embassies, which would recognize the advantages and the reasons the Guardian of Memories and which would share and spread information about our services.

What we were able to invest at the beginning was: our will, concept and time; however, the response was poor. In addition, all well-known marketing methods which work well for the majority of products and services are not applicable in this line of activity. Just try to promote grave tending services as 1 + 1 free. It did not work, not in the manner that we initially planned to develop.

According to the market research we carried out, 79% of people feel the need to visit the graves of their nearest ones; however, they do not have time due to their way of life or they live far away and are not able to do so and have a guilty conscience and feel they should do it.

Having in mind this piece of information, the marketing could have been based on the strategy “you have to keep alive the memories of your dearest ones” in order to increase the already existing guilty conscience; however, we deliberately decided to address only those people who can recognize the advantages of our services and who will initiate contact. The sustainability of our existence is based on monthly or quarterly services. There are almost no costs until an order is placed, apart from fixed costs, which is a huge advantage.

The potential for expanding business does exists, through investing in marketing, in particular in PR, by promoting the advantages of our services through stories, including my personal story, yet not by classical advertisements, at least not in the beginning, until the service is not branded and recognized by clients.

Investing in technology (being connected with associates who are sent a work order, associates completing a standardized report including images). Communication could take place through a web interface connected with clients as well.

Investment (for the area of Croatia) in devices for cleaning natural types of stone in an environmentally friendly manner and in vehicles that can access graveyards.

Tending graves that others are not able to in a way so as to be socially responsible to all social groups. Each model is subject to culture, area, beliefs and customs, meaning that the service packaged should be devised taking that into account.

Our plan is to create franchise model which will include the exclusive territory rights and our franchise partners will make a network of local partners on the field. All franchise partners would be connected with web portal and in the future with mobile apps.

Keys to success

• Micro franchising opportunity? Franchise offer suitable for physically disabled persons 
• Home based business
• No stock needed
• Socially responsible business
• Uncompromising quality of the service
• Flexibility within the franchise system (depending on local traditions and believes)
• Encouraging positive atmosphere within this negative circumstance
• Constant investment into innovations and improvements of the system as a whole in order to provide our franchisees and clients with constant innovative solutions