I’ve definitely gotten the sense from my MIL that the biggest challenge is getting people through the door. I think the actual profit margin once you’ve got a funeral is huge, with the exception being cremations which I think are tighter margins because the revenue is so much less.
It struck me that I might like to be just put in the ground with an apple tree planted over me which I suggested in front of my wife and MIL. They thought it was a bit of a hippy fad to do 
, certainly when my MIL’s father (who previously ran the family business) died it was all about the most expensive casket etc etc. Seems pretty silly to me to dig a hole and bury money in the ground all in hopes to prolong the inevitable decay of your body (and god forbid you refer to it as a coffin).