By Simon Round, September 27, 2011
You have seen the ads for comparethemarket.com. Now prepare for the latest comparison website – comparethecoffin.com.
This new venture is a Jewish-Muslim partnership between Londoners Steven Mitchell and Akhmal Saleem.
The idea came to 45-year-old Mr Mitchell after he had created a bicycle for children – a business which got him onto the BBC's Dragons' Den.