This Founder Used Cremation Urns to Get Funding

By Annie Pilon If you want to gain funding for your startup, you need to be able to grab the attention of investors. There are several ways to do this. But one of the more unique methods is the one recently used by Eliam Medina. Medina is the founder of Willing, an online will creation platform. So he stuck with that theme when he applied to be a part of Y Combinator, one of the most prestigious startup accelerators in the world. He did so by sending cremation urns to each of the partners with their names on them. It s absolutely unconventional. It might be a little creepy. But it was a clear and interesting strategy. Since Willing s job is to help people with their end of life planning, Medina needed to emphasize the importance of that sort of work. And nothing can get that point across quite like reminding people of their own mortality. It was a risky move. But Medina knew he had to take that sort of risk to have any chance of succeeding. He told Business Insider: “It doesn t take
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