From Service to Stone: A Veteran’s Financial Fight to Save His Memorial Business

Abstract This teaching case explores the entrepreneurial journey of Scott, a retired Army veteran and doctoral student who founded Heart of Texas Veteran Engravings, a small memorial business specializing in custom granite headstone markers sold through Etsy. Motivated by a desire to regain purpose after military service and financial instability, Scott built an efficient, mission-driven enterprise with more than 350 customer orders and strong early momentum. However, recent increases in tariffs on imported granite, rising platform fees, and intensifying competition created severe pressure on the company’s cost structure and long-term sustainability. This case invites students to evaluate the accounting, taxation, and financing challenges that arise when a small product-based business becomes vulnerable to global trade conditions and platform dependency. Students are asked to analyze realistic financial constraints, assess industry risks, and recommend strategic options involving inventory management, product refinement, or service expansion. The case is appropriate for undergraduate and graduate courses in entrepreneurship, accounting, small business management, and digital commerce.