Joseph Schechter, CEO and founder of AFTR, changed the way that people deal with loss by creating a virtual cemetery experience. AFTR’s technology is a graveside camera that allows one to stream audio-video of their loved one’s resting place.
What is AFTR all about?
AFTR was created to enhance cemetery accessibility for those unable to visit due to disability, distance, or any other reason. Our technology is a high-end, weatherproof camera that runs on solar powered energy, and connects to a user-friendly cell-phone app. This allows the user to stream their loved one’s resting place whenever they feel the desire, and connect with them via our unique user experience.
Tell us a little bit about your background, and how you started your company.
The idea for AFTR came to me soon after losing my father. My sister, Beth, lived far from our father’s resting place and was extremely distraught by her inability to visit as often as she wanted–particularly on his anniversary of death. I had a background in cameras, and the knowledge of the industry allowed me to create a prototype AFTR camera for her.
Being able to see our father’s resting place whenever Beth wanted comforted her so much and played a big role in both of our grieving processes. We wanted others to have access to this tool as well, and so it became available for market in late 2020.
What were the top mistakes that you made starting your business, and what did you learn from it?
One large (albeit humorous) mistake that I made happened when we were first starting out. I managed to land a big meeting with the CEO of the largest cemetery-owning company in the world. The meeting was in Houston, set for 2:00 PM, so I added it to my calendar for 3:00 PM (EST time). When I landed in Houston with my partner, it was 12:00 PM, so we decided to check out the surrounding area. I kept assuming that my meeting would be at 3:00, so when I got a call at 2:15 from the CEO’s secretary, asking where we were, I panicked, realizing the mistake that I made. We immediately drove over and arrived an hour late. Thankfully, the CEO was kind and understanding about my mix-up. The lesson I learned is to always rely on your calendar for important meetings!
What is one thing that you do daily to grow as an entrepreneur?
I read, I listen to podcasts like Guy Raz who interviews other entrepreneurs and this gives me the strength to overcome challenges.
What was your first business idea, and what did you do with it?
Prior to AFTR, I started a company called Rear View Safety Inc. which created backup cameras for trucks, busses, RV’s, etc. I sold the company in 2016 but still run the operation. This previous experience taught me a lot about starting and running a business, and of course, gave me a lot of experience with camera production.
What has been your most effective marketing strategy to grow your business?
While we promote AFTR using social media, we have maintained a fairly organic growth, putting little money into marketing. We know that our product speaks for itself, and so we let it do just that. Also, by connecting and partnering with individuals within the bereavement and death-care community, we know that they will share the word with others who can benefit from our product.
If you only had $1000 to start a new business, knowing everything you know, how would you spend it?
I would spend it on a good website. Having a great website is one of the lowest expenses, but it yields the most results. A good website can make your business.
What’s your best piece of advice for aspiring and new entrepreneurs?
The beginning is always hard but stick to it until the end, and it will work out. Also, think outside of the box–there is always a way to get something done, and it’s up to you to find a creative solution.
What’s a productivity tip that you swear by?
I am personally a night owl, so I get a lot of my thinking done alone. But having brainstorming sessions with your team is amazing.
What’s your favorite quote?
My favorite quote is
“you get what you get and you don’t get upset”.
It’s so easy to get thrown off course and frustrated by challenges that present themselves. However, by staying strong and flexible during difficult circumstances, you will come out ahead.
How is running a company different than you thought it would be?
It isn’t different. It’s exactly what any entrepreneur knows and feels. If you think it’s easy this isn’t for you. You cannot predict any of the curveballs which will come your way. Your job is to make whatever is given to you – WORK.
How can readers get in touch with you?
Readers are welcome to connect with me on LinkedIn.
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