A private equity firm is considering acquiring Funeral Co, which operates 100 funeral homes in the US. The goal is to grow EBITDA by 15% annually over five years. The case explores profitability improvement strategies, including introducing cremation services, optimizing operations, and expanding value-added offerings. Key considerations include market trends favoring cremation, high fixed costs, and industry fragmentation. The analysis covers financial projections, customer preferences, and potential risks in implementing new services to meet the EBITDA growth target.