This thesis follows a qualitative research approach to explore the type of framing entrepreneurs of the funeral industry are using to present their idea. By creating a pilot case study, I have determined which types of framing specific entrepreneurs use to strategically resonate with customers. The framing variables have been explored through determining the strategic implementations across all representative samples. Those categories are frame creator; framing topics; framing models; and stimuli in framing. Data was collected by deeply analyzing websites and assigning cognitive or emotional values to categorical attributes of each, thereby making those attributes or categories into a frame. The data was then analyzed for trends in framing strategy amongst entrepreneurs. My research aims to provide insight on what aspect of their innovation they frame to influence customer towards having a favorable position.