Apparatuses and methods are described that provide for a mechanism for allocating physical device memory for one or more virtual functions. In particular, a memory allocating framework is provided to utilize device memory more efficiently by mapping at least one target location of the physical memory in a Base Address Register (BAR) associated with the virtual function from a plurality of available target locations based on an allocation request. The memory allocating framework is further configured to compare an indication associated with the requesting virtual function to an identifier of the requested target location. Moreover, the memory allocating framework is further configured to allow the simultaneous use of more than one virtual function at a time while providing isolation between multiple virtual functions.