Starting a headstone business is a rewarding venture that blends artistry and compassion with business acumen. The death care market is a multi-billion dollar industry, creating steady demand for headstones from families, funeral homes, and cemeteries.
This guide will take you through the practical steps of securing funding, obtaining necessary licenses, acquiring equipment, and building supplier relationships to help you launch a successful headstone business in the U.S.
Step 1: Plan your business and validate your idea
Begin by researching your local market. Contact funeral homes and cemeteries to understand their supplier relationships and monument regulations. Many new owners make the mistake of ignoring cemetery rules on stone size or material, which can lead to rejected installations and wasted money.
Next, analyze your competition. Visit their showrooms, review their websites, and note their product range and pricing. Use local business directories and online searches to create a complete list of competitors in a 50-mile radius to understand market saturation.
Estimate your startup costs
Initial investment can range from $30,000 to $70,000. A common misstep is underbudgeting for your initial stone inventory. With this in mind, a typical breakdown includes:
- Equipment: $15,000 - $30,000 (sandblaster, compressor, design software)
- Initial Inventory: $10,000 - $25,000 (granite blanks)
- Business Licensing & Insurance: $1,000 - $2,500
- Workshop/Showroom Lease: $3,000 - $8,000 (deposit and first month)
- Website & Marketing: $2,000 - $5,000
Here are 3 immediate steps to take:
- Contact three local cemeteries to get a copy of their monument guidelines.
- Create a spreadsheet to draft your preliminary startup budget.
- Identify your top three competitors and document their services and prices.
Step 2: Establish your legal entity and secure licenses
Choose your business structure
First, choose a business structure. Most new owners form a Limited Liability Company (LLC). It protects your personal assets if the business is sued and offers simple pass-through taxation, where profits are taxed on your personal return.
An S Corporation is another option that can reduce self-employment taxes but involves more paperwork. A frequent misstep is picking a structure without professional advice, so you might want to consult a CPA to see which fits your financial goals.
File for licenses and permits
Once you have a structure, get your Employer Identification Number (EIN) from the IRS website. It is free and you will need it to open a business bank account and hire employees.
Next, register your business with your state's Secretary of State, which typically costs between $50 and $200. You will also need a local business license and a state seller's permit to collect sales tax.
Secure the right insurance
You will need general liability insurance. A policy with $1 million in coverage is standard and costs around $500 to $1,200 per year. Make sure your policy explicitly covers off-site work, as some basic plans do not cover cemetery installations.
Here are 4 immediate steps to take
- Apply for a free EIN on the IRS website.
- Register your business name and structure with your Secretary of State.
- Apply for a seller's permit through your state's department of revenue.
- Get a quote for a $1 million general liability insurance policy that covers off-site work.
Step 3: Secure insurance and manage risk
Choose your insurance policies
Your business needs several layers of protection. General liability is the foundation, but it will not cover everything. A $1 million policy is standard, but confirm it explicitly includes off-site work at cemeteries, as some plans exclude it.
Next, you need commercial property insurance. This protects your workshop, your sandblasting equipment, and your granite inventory from theft or damage. Expect to pay between $1,000 and $3,000 per year for a solid policy.
If you use a vehicle to transport or install headstones, a personal auto policy is not enough. You must have commercial auto insurance. A frequent mistake is to skip this, but an accident during a delivery could be financially devastating without it.
You should also consider professional liability insurance. It covers financial loss from mistakes in your work, like an incorrect date on a monument. This is different from general liability and protects you from the cost to remake a stone.
Finally, once you hire your first employee, you must get workers’ compensation insurance. State laws mandate this coverage. For quotes, you can approach providers like The Hartford, Hiscox, or a local independent agent who works with artisan contractors.
Here are 4 immediate steps to take:
- Get a quote for a commercial auto policy for your work vehicle.
- Ask your agent about adding professional liability coverage.
- Review your general liability quote to ensure it covers off-site installations.
- Research your state’s workers’ compensation requirements.
Step 4: Set up your workshop and buy equipment
Find your physical location
Look for a workshop space between 1,000 and 2,000 square feet. This gives you room for a small showroom and your production area. Your property should have a light industrial or commercial zoning classification to permit sandblasting operations and heavy deliveries.
When you negotiate a lease, ask about floor load capacity and ventilation. You need a concrete floor that can handle several tons of granite. Also, confirm you can install a dust collection system. A 3- to 5-year lease can help lock in your monthly rate.
Purchase your core equipment
Your main equipment costs will be for a sandblast cabinet, an air compressor, and a stencil cutter. Expect to spend between $15,000 and $30,000. A quality stencil cutter, like a Graphtec or Roland model, will cost around $4,000 to $8,000.
A frequent oversight is buying an underpowered air compressor. To avoid slow, uneven etching, you will want a model that delivers at least 20 cubic feet per minute (CFM) at 90 PSI. This is a significant part of your budget, so it pays to get it right.
Connect with granite suppliers
Next, find your granite suppliers. Companies like Dakota Granite or Rock of Ages are major domestic sources. You can also work with international suppliers from India or China for better pricing, but minimum orders are often a full container load, which can be 20-25 tons.
For starting out, a domestic wholesaler is often more practical. They let you buy just a few slabs at a time. This helps you manage your initial inventory investment of $10,000 to $25,000 without overcommitting to a single color or style.
Here are 4 immediate steps to take:
- Research local properties zoned for light industrial use.
- Get quotes for a 20+ CFM air compressor and a stencil cutter.
- Contact two granite suppliers to ask about their minimum order quantities.
- Draft questions for landlords about ventilation and floor load capacity.
Step 5: Set up your payment processing
Most headstone businesses require a 50% deposit upfront to cover the stone and design work. The final 50% is due upon the client's approval of the final proof, before engraving. This structure protects your cash flow and commits the client to the project.
While some clients may pay by check, you must accept credit and debit cards. A frequent misstep is to sign up with a processor without reviewing the fees. Many traditional providers charge 2.5% to 3.5% per transaction, plus monthly costs that eat into your profit.
For a headstone business that needs to accept payments on-site, JIM offers a streamlined solution. You can accept debit, credit, and digital wallets directly through your smartphone—just tap and done. At 1.99% per transaction with no hidden costs, it is great when you collect deposits during at-home consultations.
- Get Started: Download the JIM app for iOS.
- Make a Sale: Type the sales amount, hit sell, and ask your customer to tap their card or device on your phone.
- Access Funds: Your money is available right on your JIM card as soon as the sale is done - no waiting for bank transfers.
Here are 3 immediate steps to take:
- Draft your standard payment terms (e.g., 50% deposit, 50% on proof approval).
- Create a simple sales contract that outlines payment due dates.
- Download the JIM app to see how it works for your business.
Step 6: Fund your business and manage finances
Secure your startup capital
The SBA 7(a) loan is a popular option for new businesses. You will generally need a credit score of 680 or higher to qualify for loans over $50,000. Interest rates typically range from 10% to 13%.
You might also consider equipment financing. This type of loan is secured by the equipment itself, like your sandblaster or stencil cutter. Because the asset acts as collateral, these loans can be easier to obtain than a general business loan.
It is tempting to use personal credit cards for initial expenses, but their high interest rates can hurt your cash flow. A business line of credit is a better alternative for short-term needs and usually has lower rates.
Plan for your first six months
You will need enough working capital to cover at least six months of operating expenses. Plan for $15,000 to $30,000 in cash reserves. This buffer pays for rent, utilities, and marketing before sales become consistent.
As soon as you have your EIN, open a dedicated business checking account. Keeping your business and personal finances separate is not just good practice. It simplifies bookkeeping and reinforces the legal protection of your LLC.
Here are 4 immediate steps to take:
- Check your credit score to see if you meet the 680+ threshold for an SBA loan.
- Ask your bank about a business line of credit.
- Calculate your 6-month operating budget, including rent and marketing costs.
- Open a separate business checking account with your new EIN.
Step 7: Hire your team and set up operations
Define your key roles
In the beginning, you will likely be the designer, salesperson, and installer. Your first hire is a big step. Most owners first bring on a part-time installer to handle the physically demanding work of setting stones in cemeteries.
As you grow, you will need a dedicated Monument Designer. This person handles design proofs and operates the stencil cutter and sandblaster. Expect a salary between $45,000 and $60,000 for a skilled designer familiar with software like Monu-CAD.
A Sales Consultant is another key role. They guide families through the selection process with compassion. This position often works on a base salary plus commission. An experienced person in this role is a huge asset.
Streamline your workflow
A frequent operational snag is the design approval process. To avoid costly remakes, always get a client’s written signature on the final design proof before you cut the stencil. No exceptions.
You can manage your first dozen projects with a simple system. Use a Trello board or a shared digital calendar to track each monument's progress. Create columns for each stage, like "Design," "Engraving," and "Ready for Installation."
A solo owner can typically manage up to $200,000 in annual revenue. Once you approach that number, you will need to hire help to prevent delays and maintain the quality of your service.
Here are 4 immediate steps to take:
- Write a job description for a part-time monument installer.
- Research local salary ranges for a monument designer on job websites.
- Set up a free Trello board with columns for your production stages.
- Create a standard design proof form that includes a signature line for client approval.
Step 8: Market your business and get customers
Build referral partnerships
Your primary source of business will be funeral homes. Prepare a professional portfolio with photos of your best work. When you meet with funeral directors, offer a referral commission of 5% to 10% for each client they send your way. This is a standard industry practice.
You should also build relationships with cemetery managers. They can refer families directly and will be your point of contact for installation approvals. Leave them with your business cards and a simple brochure that showcases your granite options and design capabilities.
Establish your digital presence
Create a simple website with a gallery of your work, contact information, and your service area. This is your digital showroom. In addition, claim your free Google Business Profile. Many new owners overlook this, but it is vital for local search visibility.
Actively ask satisfied families to leave a review on your Google profile. Positive reviews build trust with potential clients faster than any paid advertisement. A steady stream of 4- and 5-star reviews can significantly increase your inbound calls within three to six months.
Use targeted local advertising
Consider running targeted ads on Facebook. You can set your audience to people over 50 within a 25-mile radius of your workshop. A small budget of $200 to $300 per month is enough to start generating leads. Focus your ad creative on a single, compelling image of a finished monument.
Here are 4 immediate steps to take:
- Draft a referral agreement offering a 5-10% commission for funeral homes.
- Create a Google Business Profile and upload at least five photos of your work.
- List five local funeral homes and three cemeteries to contact this month.
- Outline a simple Facebook ad targeting users over 50 in your zip code.
Step 9: Price your monuments for profit
Set your markup
A standard markup on the granite blank is between 200% and 300%. If a polished granite slab costs you $400 from your supplier, your starting price for the stone itself should be between $1,200 and $1,600. This margin covers your overhead and ensures profitability.
Many new owners make the mistake of only marking up the stone. You must price other services separately. This approach protects your profit if a client requests extensive design work or a difficult installation.
Itemize your services
Break your pricing into four parts: the stone, lettering, design, and installation. Charge for lettering by the character, with a typical rate of $8 to $15 per letter. A flat design fee of $150 to $300 is common for custom artwork or photo etching.
Installation fees should be based on the stone's size and the cemetery's location. A simple flat marker installation might be $300, while a large upright monument could be $700 or more. Always confirm cemetery setting fees, as you may need to pass this cost to the client.
Here are 4 immediate steps to take:
- Calculate your markup on three popular granite sizes.
- Set a per-character price for sandblasted lettering.
- Create a standard price for a flat design fee.
- Call a local cemetery to ask about their current setting fees.
Step 10: Maintain quality and scale your operations
A key metric for quality is your remake rate. Aim for less than 1% of orders to need a remake due to errors. This begins with your signed proof process. No stone should be touched until the client approves the final design in writing.
When you are ready to signal a higher level of professionalism, look into the Monument Builders of North America (MBNA). Their Certified Memorialist® program is a respected credential in the industry that shows a commitment to ethics and quality.
Once you approach $200,000 in annual revenue, it is time to scale. Another sign is when you juggle more than five active projects at once and communication starts to slip. Delays at this stage can damage your reputation.
A common mistake is to wait too long to hire, which leads to burnout and rushed work. Your first hire should solve your biggest bottleneck. If installations are backed up by weeks, you need an installer. If design work consumes your day, you need a designer.
Here are 4 immediate steps to take:
- Research the requirements for the MBNA Certified Memorialist® program.
- Set a target remake rate of 1% or less for your business.
- Define the revenue or project volume that will trigger your first hire.
- Draft a job description for either a part-time installer or a designer.
You have the steps to build your headstone business. The most important part, however, is the compassion you show each family. That care will define your reputation more than anything else. Now, go build a business that truly matters.
And when it comes to payments, keep it simple. JIM lets you take cards directly on your smartphone for a flat 1.99% fee, with no extra hardware. This makes collecting deposits at consultations straightforward. Download JIM and you are ready.
