CASE STUDY 7
1-800-Autopsy: Giving the Dead a Voice
SUMMARY AND AUTHOR’S NOTE
1-800-Autopsy, a company that pioneered the private autopsy business, is now a franchisor with
new sites opening around the U.S. Vidal Herrera, the founder, has gone from autopsy assistant to
deputy medical investigator (CSI) and expert in training pathology residents to serial
entrepreneur and industry icon.
A back injury in 1984 left Vidal disabled and unable to find work. When a former boss hired him
to help with an autopsy, Herrera saw a new business opportunity as a trained technician. In late
1988, Herrera launched Autopsy-Post Services as a subcontractor to hospitals. In the beginning,
the company grew through referrals, world of mouth, and the support of funeral directors and the
medical and legal communities. Because autopsies must be supervised by an MD, Herrera
contacted board-certified pathologists with whom he had worked to bring them on board in their
off-hours.
The demand for his services led to the idea to franchise the business so that it could grow more
quickly. Autopsy/Post-Services could be duplicated relatively easily; the demand was
worldwide, and the franchise would probably face less competition because, according to
Herrera, most franchisees “would rather open a restaurant or a yogurt shop than a dead body.”
The typical franchisee candidates would be certified pathology assistants, autopsy technicians,
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WHERE TO USE THIS CASE
• Chapter 1: Use to discuss the factors involved in new business formation for 1-800-
Autopsy.
• Chapter 2: Use to discuss Herrera’s personal pathway to entrepreneurship.
• Chapter 11: Use to discuss how Herrera’s personal values and ethics affected the growth of
this business.
• Chapter 15: Use to discuss Herrera’s challenges and choices in funding startup and growth,
particularly franchising.
CASE ANALYSIS
This case addresses a number of issues surrounding the entrepreneurial mindset, startup and
Push or Pull?
Nascent entrepreneurs appear to emerge from the population through both push and pull factors.
Growth Strategies
This case also lends itself to a discussion of growth strategies—intensive, integrative, and
diversification. 1-800-Autopsy began when Herrera saw a need in the marketplace. With more
than 2.4 million deaths each year in the U.S. alone and only 2 percent of those deaths autopsied
by pathologists, the opportunity appeared to be huge. Initially, the company grew primarily
through referrals and word of mouth. Herrera established a strong brand identity and an online
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Franchising
The discussion of growth leads naturally into the franchising of 1-800-Autopsy. Prior to reading
this case, would students have considered franchising a feasible growth strategy for an autopsy
DISCUSSION QUESTIONS
1. What were the precipitating factors that play in the role of Herrera becoming an
entrepreneur?
Herrera had a difficult childhood and youth, living in a foster home and experiencing the
2. What was the source of the original opportunity and how did Herrera position himself to
take advantage of it?
Working as a contract autopsy technician, Herrera saw the need for a private autopsy
3. Does his growth strategy make sense for the type of business he operates? Why? Why not?
Answers will vary. Most students will probably be surprised at the level of creativity
4. What conclusions can you draw about serial entrepreneurship from Vidal Herrera’s
journey?
Vidal Herrera is a serial entrepreneur in the sense that he not only grows and diversifies his
109 Case 7: 1-800-Autopsy