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FOR IMMEDIATE RELEASE
 
Tupelo Entrepreneur Launches New Financial Services Business
 
Southern Growth Studio provides market research, positioning strategy, brand identity to new venture
OXFORD, Miss. (March 3, 2009)—
Southern Growth Studio, an innovation and marketingconsultancy, provided a launching pad for a Tupelo entrepreneur’s new financial servicescompany, which began operations this month despite current economic conditions.Heritage Memorial Funding, led by Joe Estess, helps families afford funeral services. Thecompany allows customers a cash advance on a verified insurance policy to pay for finalservices, without the hassle of dealing with insurance companies during difficult times.Estess, already a Southern Growth Studio client through his company Eagle Capital, began hisnew business venture armed with a solid business model, positioning strategy and brandidentity thanks to Southern Growth Studio.Michael Graber, managing partner of Southern Growth Studio, believes this new business andinnovation toolbox gives Southern Growth clients the ability to tackle even the toughest of markets and thrive in the process.“Many people have great business ideas but need a little push and a team of objective eyesvetting the opportunity to see the market potential,” Graber said. “The idea itself is not thatimportant. The execution of the idea—solid strategic thinking and planning—makes all thedifference in the marketplace.”First, the Southern Growth team completed an in-depth market validation study that includedindustry statistics, ethnographic research, interviews and recommendations on pricing andpositioning. Estess used those recommendations to enter the market with his new companywith sure, strategic footing.Once Estess decided to move, he again called on the Southern Growth Studio to help him namethe new venture, set its tagline and design the logo, Web site and sales materials. HeritageMemorial Funding launched in February and is rapidly becoming known in the funeral industry.“Southern Growth’s hard work has helped us branch out in a new direction,” Estess said. “Weknow that we have research and planning backing Heritage, and that gave us the confidence toact boldly.”Graber says tough economic times call for innovative ideas when starting a business or tryingto make an existing company more profitable. But those innovations must be grounded in solid
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reply10 / 18 / 2009
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