Archives: Law Firm Productivity

AVVOAvvo – the world’s largest online legal directory –  now enables lawyers to offer legal services directly to consumers through their platform. Beginning last year, Avvo  offered the opportunity to consumers to get legal advice by telephone for a flat fee of $39.00 per telephone call.

Now Avvo has launched a “law store” that offers many fixed fee legal services from legal document review to no-fault divorce that ranges in price from $149.00 to $995.00. The legal fee is passed to the lawyer through the Avvo platform and Avvo charges the law firm a marketing fee for connecting the firm with a client. [For a detailed discussion of how this service works see Robert Ambrogi’s blog post on this subject at LawSites].

Today’s legal consumer’s want legal services from their lawyers on demand. In a previous post I discussed the coming Uberization of Legal Services a trend that now seems to accelerate with the launch of this service.

Consumers want from their lawyers:

  • fixed and affordable fees;
  • the opportunity to have more control over the relationship between lawyer and client;
  • purchasing just the legal services they want and no more- often called the “unbundling of legal services”;
  • speed and convenience;
  • transparency.

Solos and small law firms need help in identifying prospects and converting them to clients without spending a fortune on client acquisition.

The new Avvo Legal Service offers these benefits to both the consumer on the demand side, and the law firm on the supply side.

The Avvo Business Model

Avvo is evolving into a classic platform business model like UBER, Facebook, Airbnb, and eBay:

A platform is a plug-and-play business model that allows multiple participants (producers and consumers) to connect to it, interact with each other, and create and exchange value.” –Platform Thinking.

It’s important to note that the single most important attribute of a platform business: a platform does not partake in any transactions or interactions with its customers. This differs greatly from the traditional “pipe” model, where businesses ( e.g., the law firm) transact directly with customers, and and services flow from law firm to client. In the Avvo model lawyers still deal directly with their clients, but the entire relationship, including the payment of legal fees, is facilitated by the platform technology.

The platform business model can help with two major problems facing solos and small law firms: (1) liquidity; and (2) efficiency. By providing a large source of potential clients with legal issues that must be solved quickly, solos and small law firms can convert dead time into revenue. The platform can also provide on-line tools to law firms that enable them to provide legal services efficiently and still maintain reasonable profit margins. Solos and small law firms are challenged to develop these on-line tools and applications on their own. The platform provider can provide these tools at a cost which is much less than the firm can develop on their own.

We know from our experience in working with solos and small law firm’s through our own DirectLaw Virtual Law Firm Service that the pain point for many law firms is client acquisition.  Most law firms don’t have enough clients. Marketing directly to clients online —the pipe business model — has proved to be a challenge. Now comes AVVO with its huge base of consumer traffic. Avvo claims that over 8 million visitors to its web site a month with 50% having an urgent legal problem. Solos and small law firm can tap into this huge potential market with no up-front cost. Prospects and clients acquired through the Avvo platform through the consumption of fixed price legal services can result in building trusted relationships with clients that lead to the purchase of additional legal services outside of the Avvo platform. Law firms should think of the Avvo on-line fixed fee legal service as a way to market their full-service practice.

Solos and small should explore testing out the new Avvo Service as another low cost route to market. Lawyers typically wait until early adopters in the legal profession try out a new service or technology first before leaping in with both feet. Here is a good example where being early, getting good reviews, and becoming experienced with providing services over the Avvo platform can cause higher platform visibility resulting in more powerful market positioning.

client-centricThe American Bar Association Standing Committee on the Delivery of Legal Services, with the ABA Legal Access Job Corps Task Force and the Institute for the Advancement of the American Legal System (IAALS) is convening a national conference in Denver, Colorado on August 14-15, 2015  titled: Client-Centric Legal Services: Getting From Here to There.  The conference will have special value to practitioners who provide personal and small business legal services, bar leaders, judges and court administrators, legal educators, Access to Justice Commission members and staff, and incubator directors and law school clinicians. The focus of the conference is to explore new law firm business models that can enhancement engagement, re-define lawyer value, and pivot practitioners into 21st Century problem-solvers.

So what are client-centric legal services? 

The concept of client-centric legal services is part of a consumer revolution that puts the purchaser at the center of a commercial transaction shifting power from supplier to consumer. Power in the legal profession has always been on the supply side, but the legal profession is not immune from the consumer revolution and the demand by consumers for more transparency, information,  and control over the lawyer-client relationship. Consumers want fixed fee pricing so they can control their legal expenses and when possible be a co-producer of legal services to keep legal fees reasonable and manageable. This translates into “unbundled legal services” or “limited legal services”, powered by online delivery systems.

Internet based applications that either enhance the client’s understanding of their legal rights, or enable them to represent themselves with the assistance of an attorney, are examples of client-centric legal services.

A short list would include:

A law firm web site that consists of information only about a lawyer’s practice and biographies of the law firm’s lawyers is not client centric because it is solely focused on the supplier and provides no tools that empower the client as consumer.

Here are good examples of client-centric law firm web sites: The Rosen Law Firm in North Carolina – a family law firm; and The Baker Law Firm – an estate planning firm also in North Carolina.

Large law firms and their corporate clients are not immune from these developments as Big Law seeks to provide tools that enable corporate legal departments to service their internal clients more effectively.

For example Seyfarth and the Littler, Mendelson law firm  are developing expert systems applications on the NeotaLogic platform that can be used by their clients to more efficiently access legal advice at low cost. See Human Resources Compliance Application.

Prof. Stephanie Kimbro, author of The Consumer Revolution: The Lawyer’s Guide to the On-Line Legal Marketplace   predicts that:

“The client-centric law firms that are transparent in their business practices and provide communication and delivery methods that clients expect from professionals in any industry will be the firms that survive in our quickly changing legal marketplace.”

To learn more about creating client-centric law firms, register for the Denver conference, here.

FTC Disclosures:
I am a speaker at the ABA Denver Conference and I am also a liaison member of the ABA Standing Committee on the Delivery of Legal Services, and the company I am CEO of- DirectLaw – provides a virtual law firm platform for solo and small law firms that enables these firms to deliver legal services online.

Legal Project ManagementHere comes Lean for Lawyers! Legal project management in large law firms is becoming a mandatory discipline, rather than a way to differentiate one firm from another. Larger law firms are now marketing their skills in legal project management – the ability to complete a legal assignment on time and within a budget The Law Practice Division of the ABA recently published a book titled: "Legal Project Management for Lawyers in One Hour. " One large law firm, SeyfarthShaw has created an affiliated unit, SeyfarthLean , to apply legal project management technologies plus other lean technologies such as Lean Six Sigma, process management techniques, knowledge management technologies to reduce the price of legal services from 15% to 50%.

Smaller law firms can use off the shelf products like Basecamp, inexpensive and easy to use,  to incorporate legal project management technology into their practices. But these off the shelf products have to be adapted to the law practice environment.

At this last week’s ABA TECHSHOW,  there was one excellent presentation on visual work flow applications by Aaron Brooks  . There were also new developments by vendors on the exhibit floor where project management tools that solos and small law firms can use that embedded into other applications:

mycase,com, a web-based  practice management application has a feature that enables a solo or small law firm practitioner to create task templates and work flows.

LawPal has re-launched its web site as a Trello/Basecamp for lawyers to manage transactions online and securely with their clients. It includes project management, document review, markup, storage and signing as part of version 1. They will be adding guided workflow in the next version to allow firms to further automate their transactions. (Disclosure: Author is an advisor to LawPal).

RocketLawyer has now fully integrated the LawPivot Q&A platform into Rocketlawyer and announced at ABA TECH SHOW a new management tool for its on call network of lawyers which has a Lawyer Dash Board that organizes and manages work flow around the provision of legal advice.

RocketMatter, not to be confused with RocketLawyer, has a feature that enables task tracking. You can drag-and -drop tasks to prioritize them and tag them to assemble a "Gettings Things Done" checklist.

I predict that we will see more legal project management tools built into law practice management applications designed for solos and small law firms. If your company is building legal project management tools for lawyers we would like to know about it. Just let us know in the comment section.

I also think that there will be demand for full-time project managers within larger law firms, or lawyers who have project management skills. To this end, we are a launching this summer an on-line course in Legal Project Management through the Center for Law Practice Technology, Florida Coastal School of Law that initially will be open only to law students. The course is being taught by Mark Lassiter, a consultant to law firms on how to implement project management technologies within a law firm. 

Lean Lawyering is the next big thing.

Ray Abyhanker, the entrepreneur lawyer behind the Trademarkia web site,  the highest traffic legal sites on the Web, opened a kind of Apple Store for legal stuff and other stuff (self-help law books, non-Apple tablets, tablet accessories, etc), right across from the Apple Store on University Avenue in Palo Alto. [See previous post on this company at: May the LegalForce Be With You! ]

Beautifully designed in a historic building the idea is to provide an  "third place" where lawyers can meet and mingle with potential clients, provide community law classes, and generally demystify the law by creating an accessible and friendly legal environment.

The ultimate goal is to create a branded network of law firms that promises a high value client experience for the broad range of consumers and small business that are also attracted to pure online ventures such as LegalZoom and RocketLawyer, but want something more.

LegalForce Store in Palo AltoThere is a lot to be said for a "click and mortar" strategy which involves lawyers working with clients in their offices, and interacting as well online,  but also meeting and interacting in a neutral physical space that is a retail environment. Sort of like having a  "Genius Bar" for legal problems where you can ask a question and get a quick legal answer or get assistance in knowing how to start out to solve a legal problem.

Where do I start? Do I need a legal form or a self-help law book? An "unbundled"  legal service, or full service representation? What’s the lowest cost solution to my legal problem?

The LegalForce lawyer store staff call themselves  "Concierges" and I believe that is an apt title. We need more legal concierges, on the web, and in the real world.

Legal services, particularly the more complex the legal service, depends on the presence of a skilled trusted adviser. Sometimes the lawyer presence can be virtual, but sometimes the legal problem requires a face to face meeting with a client so that a thorough exploration of the facts of the case can be fully understood.  For lawyers, the ideal strategy is one that combines an off-line practice with an online presence and a brand that expresses both dimensions of the practice.

 

The term "Click and Mortar" is attributed to David Pottruck, then CEO of Charles Schwab Corp, in a July, 1999 speech at a conference sponsored by the Industry Standard. Pottruck is quoted as saying:

 "Schwab’s vision has always been designed around customer needs and the company is engaged in constant reinvention to stay ahead of these powerful investors. Schwab believes that it is the combination of people and technology that investors want — a "high-tech and high-touch" approach. As such, Schwab is redefining the full-service business around the integration of "clicks and mortar."

Pottruck subsequently wrote a book about the strategy.  A brokerage firm is more like a law firm, than a law firm is to a ecommerce web site with no human touch. It might be fine to buy your shoes online from Zappos, but I am not so sure that in the fullness of time will clients want a purely virtual experience with their law firms. As someone who runs a company ( DirecttLaw) that provides a virtual law firm platform to law firms, and has operated my own virtual law firm since 2003,  I have experienced both the advantages and the  disadvantages of a pure legal service without any human meeting.

By linking together an online experience with an off-line, real work experience, Abyhanker may have come with a legal service concept that is unique. Trademarkia is being re-branded under the LegalForce brand and recruiting  law firms for the network, first in California and then nationwide has begun..To be clear this is not a franchise, but more of a marketing network with productivity benefits for its law firm members.

Disclosure: Our company created an interactive legal form portal under the LegalForce brand and a "legal form kiosk" for the store.

Expert Systems in the LawDavid R. Johnson, a Visiting Professor at the Institute for Information Law and Policy and New York Law School, has written a new thought piece for the World Future Society on how the digitization of law changes the nature of law. Building on a theme first articulated by Ethan Katsh in his seminal work on The Electronic Media and the Transformation of Law (Oxford University Press, 1991).  Katsh speculated that digital technologies would change our ideas about what the law actually is. Johnson extends the analysis and notes that "Katsh’s speculations are only now becoming right-in ways that not even he predicted." I am indebted to Katsh as when I first read his book in 1991, in pre-internet days, it set me off on a journey and a path that I am still pursuing to this day. I underestimated that time that it would take for these predictions to become a reality by about two decades!

Johnson envisions a future where there will be a proliferation of expert systems developed by lawyers that will enter into dialogues with clients and consumers that will provide answers to legal questions at low cost and at scale. He sees law becoming conversational and dynamic, rather than static. Legal documents becoming wholly interactive. Statutes will also become dynamic with interpretations of language build into the code itself.

In an environment where law is conversational, the meaning of a term or rule will become less obscure and ambiguous, so that disputes will be resolved based on the facts, rather than what a particular term means.

Johnson predicts that that:

"As law becomes conversational code, we will talk to it directly. Some people may not get the answer they like. so lawyers will always need to be around to provide comfort or help formulate alternative plans for those who can afford them."

The tools to create such "expert systems" are getting to be easier to use. Neota Logic, an expert systems authoring tool company, collaborated this year with New York Law School and Georgetown Law School in a project to train law students to help students build expert legal systems in the context of  courses offered by both law schools. I have reviewed these student projects and I can tell you that they are quite good and useful aids to decision-making. Here is a video that describes these projects. These students are learning skills that will enable them to become a new kind of legal professional that creates systems that can have wide distribution, and as Johnson points out a potentially a new kind profitable law practice.

(Richard Susskind , another one of my mentors to whom I owe a great intellectual debt, also predicts the rise of a new class of legal software engineers, in his seminal book on The End of Lawyers).

It will be interesting to see how long it will take for Johnson’s predictions to become a reality. (Probably another two decades!) One constraint  that we know of, is that it takes capital to build any kind of a digital application, because it takes time to build, and if you are spending time building a digital application, you are not billing hours to clients.

It is for this reason for example. that although we make our document authoring system available for free when a lawyer subscribes to our DirectLaw virtual law firm platform , less than 5 lawyers out of hundreds of law firm subscribers have elected to automate their own legal documents.

Perhaps the current generation of lawyers simply don’t possess the skills to do this kind work – a problem that some law schools are trying to address. See Reinvent Law at Michigan State Law School. Change comes very slowly to the academy, so I would not expect a new cadre of legal software engineers to available soon.

For those that acquire these new skills, I think they will find themselves in demand – not by law firms – but by disruptive law start-ups, privately-financed companies, that will be the source of these new legal expert system applications.

You can download the entire Johnson article here.

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In accordance with the   FTC 16 CFR, Part 255: "Guidelines Concerning Use of Endorsements and Testimonial in Advertising" I am disclosing that I have a material connection to some of the companies referred to in this Post. I am the Founder/CEO of  DirectLaw, a virtual law firm platform provider.. The opinions expressed here are my own. I did not receive any compensation from any source for writing this post. DirectLaw sponsors this blog by paying for the costs of hosting.

 

 

I was at a panel in San Francisco this week titled: Law + Tech – The Unpopulated Multi-Billion Dollar Industry .

By "La La Land" I don’t mean Los Angeles or California, but rather "to be in one’s own world" as defined by the Urban Dictionary.  As I listened to the founders talk, I couldn’t help thinking that given the absence of a clear business model, or the understanding of what it takes to market to consumers or to lawyers,  that many of these start-ups will simply die after the founders run out of cash.  However, out of the ashes one or two  are bound to survive and have a lasting impact on the markets they are targeting.

This was an interesting group of companies – all focused on the idea that there is a need for changing the way legal services are identified, purchased, and delivered and the way that lawyers practice law.

You could classify these companies into three categories:

  • companies that want to connect consumers with lawyers and plan to monetize the traffic stream in some way;
  • companies that want to provide tools to increase law firm productivity;
  • companies that aim to deliver direct legal services through a network of lawyers online or provide a legal solution to a consumer through the use of a digital application.

Here is a list of these companies, some of which were at the Panel,  and one or two which announced within the past 30 days.

Companies linking consumers to lawyers:

MyLawSuit.com – seeks to link clients which have personal injury claims with personal injury lawyers. The company takes 5% of the recovery from the client side. Has a legal opinion that says this is not fee-splitting.

LegalSonar.com –  potential clients find lawyers by searching social media to see which of the searcher’s friends have had an experience with a lawyer and whether the friend would recommend them. Free to users, lawyers pay a fee for listing. Limited to Kansas City. Missouri for now, which is where the company is based. This is an interesting idea and makes more sense to me than traditional legal referral services offered by bar associations where recommendation of a lawyer for a client is more arbitrary. Company plans to expand nationwide.

AttorneyFee.com – company provides detailed legal fee information to users to help them evaluate legal services based on price.

LawGives.com – working on a software algorithm that would analyze a user’s factual statement (submitted through a secure web form) of their legal problem and match the client to the most suitable attorney based on a software analysis of all of the attorney’s experience, education, background, recommendations, and other selection factors. The proprietary algorithm being developed is based on advanced semantic search technologies. This is an interesting concept because if it works, it could be used in a variety of legal contexts such as in large law firms where there is sometimes a need to match the skills of lawyers within the firm to the needs of new cases and clients. LawGives.com would also be a challenge to typical bar sponsored legal referral methods which are based on antiquated pre-Internet technologies (telephone and categorized lists of lawyers). Ethics 20/20 Commission take note.

Start-ups that aim to increase the productivity of law firms:

LawLoop.com – comprehensive, affordable cloud-based practice management system that incorporates in one place document management, practice management tools, time-keeping and billing (next release), calendaring, Outlook email integration, and client communications. A unique feature is the ability to create client extranets between client, lawyer, and other third parties on the fly, by drawing a loop, not unlike creating a Google circle of contacts. Thus, for example, a secure deal space could be created instantly between all of the parties to a deal which would could contain documents, correspondence, and other supporting materials instantly. Price is affordable at $39.00 a user. More competition for RocketMatter and Clio.

LegalReach,com  – Provides cloud-based applications for lawyers.  An App Store now offers Referral Manager, an app designed to securely send and receive business to/from other attorneys while keeping track of vital statistics. Coming soon apps include: Website Builder, CLE Tracker and more. Attorneys can also create on-line Attorney Profiles so a dimension of the business model is to connect prospects with attorneys.

Kiiac.comContract analysis and contract standards tool that creates documents through the web browser using Google Docs. Create an NDA online. See also related Contract Standards web site. This is a fabulous resource for lawyers drafting contracts.

Startups that will offer legal solutions directly to consumers:

DocRun.com – DocRun is a SaaS solution that creates highly-customized, state-specific legal contracts and agreements instantly just by asking the user a series of simple, intuitive questions. Site is in alpha. The company has raised 1.1 in seed funding. At public launch, DocRun claims it will provide hundreds of personalized documents, including everything from prenuptial agreements to operating agreements to employment agreements, specially tailored to each individual user using a web-based Q&A engine. Sounds like they are building another web-enabled document assembly application.Claims documents will be very affordable.

UpCounsel.com – Company will offer sophisticated legal services from a network of lawyers to hi-tech start-up companies in California. Not yet launched.

Paperlex.com – Company will offer legal documents online and web-enabled document assembly tools to customize for the individuals personal circumstances. Read More.

Docracy is a new legal document start-up, founded by Matt Hall and John Watkinson, that grew out of a TechCrunch Disrupt Hackathon in New York City. The idea is to provide a free depository of legal documents that meets the needs of small business and start-ups which are crowd sourced by individuals who register for the site. The concept is to provide an open source site for legal documents in the same way that GitHub is an open source site for code. Read more.

LawPivot.com – Free crowd sourced legal advice from lawyers. Rumored to be getting ready to launch an eLance type service for consumers to connect with lawyers on specific projects.  Funded by Google Ventures. Will be interesting to see how LawPivot team creates an ethically compliant business model.

If you hear about other recent start-ups in the legal industry, funded or otherwise, we would like to know about them. Just mention them in the Comment field to this post. All of this recent activity reminds me of 2001, when we saw many law start-ups funded during the dot.com heyday. Most didn’t survive the crash. (USLAW.com; AmeriCounsel; MyCounsel  to name just a few).

Maybe it will be different this time around.

 INcreasing Profit Margins with Document Automation

Legal forms, without the legal advice or assistance of a lawyer, continue to decline in value. As a pure digital product, a legal form follows the price curve of other digital goods eventually approaching zero.  Several new start-ups in the legal industry will accelerate this trend.

Docracy is a new legal document start-up, founded by Matt Hall and John Watkinson, that grew out of a TechCrunch Disrupt Hackathon in New York City. The idea is to provide a free depository of legal documents that meets the needs of small business and start-ups which are crowd sourced by individuals who register for the site. The concept is to provide an open source site for legal documents in the same way that GitHub is an open source site for code. The company is venture funded First Round Capital, Vaizra Seed Fund, Quotidian Ventures and Rick Webb by a group of investors who see opportunity in disrupting the legal profession. The documents are largely flat forms (MS Word or Adobe .PDF File format), with quality control provided by the "community." It’s not clear yet what the business model for this site will be. Online signing of legal documents is coming.

A second legal document start-up has emerged out of the New York City start-up web scene called Paperlex  .  Paperlex is also targeting the small business market. This site will contain standardized legal documents that can be modified within the web browser. A user will be able to store all of their documents online in their own private and secure web space, will be able to collaborate with third parties, and will have the capacity to execute/sign documents online.

Rather than crowd sourcing the legal form content, Paperlex will provide their own libraries of standard forms. Alison Anthoine, Esq., the CEO and Founder, hopes to provide an accessible legal document portal that small business can easily use with their customers and other parties at a cost that is much less that the cost of a custom document crafted by an attorney. The business model for Paperlex is a Saas subscription service provided for a low monthly fee.

DocStoc is another document repository that includes not only collections of legal documents, but collections of documents in other categories as well, such as human resource, travel, and personal finance documents. Documents are for free or can be purchased. The site is also built on crowd sourcing principles. Users can contribute documents and sell them through the site, with DocStoc taking a cut. Most documents are not automated and are provided in either MS Word or Adobe .PDF file format. However, a new feature called "custom documents" enables the user to answer an online questionnaire which generates a more customized document. The user can view the assembled document before making a decision to purchase a monthly subscription.Monthly subscriptions range from $9.95 a month to $39.95. The site claims to have 20,000,000 users.

Docstoc, Inc., was founded by Jason Nazar (bio) and Alon Shwartz (bio). The company was selected in September of 2007 to debut its product at the prestigious TechCrunch40 Conference. The platform was subsequently launched to the public in October 2007.

Docstoc is a venture backed company (Rustic Canyon) and received funding from the co-founders/investors in MySpace, LowerMyBills, Mp3.com, PriceGrabber and Baidu.

WhichDraft.com , founded by Jason and Geoff Anderman, brothers, and both attorneys, offers free contracts that can be assembled within the web browser. Legal documents can be easily shared with third parties, and you can build your  own Question and Answer templates. A nice feature enables a user the compare any two versions to see new and deleted text in the fee legal form. 

By A Legal Forms PLan frm MyLawyer.comMyLawyer.com, our  own consumer legal document portal, also offers legal document plans that are libraries of automated legal documents that when purchased in a bundle are less than the cost of a song on iTunes*.

 

 

In the nonprofit sector, LawHelp Interactive, a unit of LawHelp.org,with funding from the Legal Services Corporation, [ See Technology Initiative Grants ] has been working with a legal aid agencies nationwide to help the automate legal forms and publish them to state-wide legal form web sites which are available to any one within the state. The program is not limited to low income people. Hundreds of thousands of free legal forms are now created annually in more than 34 states. LSC has invested millions of dollars in the development of interactive legal form sites over the past 9 years.

Courts have also jumped into the free legal forms distribution game in response to the hoards of pro-se filers looking for free legal help. See for example: Online Court Assistance Program in Utah and Maryland Family Law Forms .

These free legal form web sites raise some interesting questions about the future role of the attorney and the changing nature of law practice.  What role will the lawyer play in this changing environment?  What is the impact of these relatively new sources of free or low cost legal forms on law practice, particularly the practice of solo and small law firms? Our own research provides support for the fact that solos and small law firms will continue to loose market share to these new providers.

"Unbundling" legal services by providing legal advice and legal document review for legal forms that clients secure from another source, may be a way of expanding access to the legal system, but it is also disruptive of law firm business models,  just like iTunes* was disruptive of the bundled album approach of the music industry. Value is shifting from the lawyer to the consumer and non-lawyer providers of legal forms. I can hear the sucking sound as law firm business models collapse.

Some questions to think about:

  • What risk do consumers and small business assume when they use a legal form without the advice or review of an attorney? The answer depends on the type of form, its complexity and the complexity of the transaction. If a user represents themselves in their own relatively simple name change, and their name ge
    ts changed by the court successfully,  then one can assume that self-representation worked.
     
  • But what about a Shareholder’s Agreement, where terms have to be negotiated, and the standard document doesn’t include the particular language required by the parties to reflect their intent? Should the parties now draft their own language? Should the parties simply ignore the need to include special language that reflects their intent hoping that there will be no situation in the future that will create a conflict between the shareholders because of a failure to include the language?
     
  • Who should negotiate the terms of the Agreement? The lawyer or the principal? Who would do the better job? How much shuld be charged for a successful negotiation?
     
  • How should the lawyer price services, when the client comes to the lawyer with their own standardized form and asks the lawyer to review it?
     
  • Will the lawyer refuse to serve the client, unless the client uses the lawyer’s form or document?
     
  • How important is the insurance that a lawyer provides that the document or form is valid for the purpose intended, accurate, and reflects the intent of the parties?
     
  • Lets assume that the 85% of the legal form content in many categories of documents is identical. [ This is what Kingsley Martin from KIIAC has concluded and he should know ! ] But 15% consisted of critical variable language not susceptible to easy document automation. Should the attorney charge on a fixed price for the entire project as if she drafted the entire agreement, although she only worked on several paragraphs? If the agreement fails because the variable paragraphs are incorrect for the particular case, why shouldn’t the attorney charge as if she he worked on the entire agreement?

If you have thought about these questions, and have some ideas on the impact of free legal forms on the legal industry, please share them here.

Document Automation as  DisruptuveTechnology

 

*iTunes is a trademark of Apple, Inc.

 

Private capital is beginning to flow into companies that are operating at the intersection of the delivery of legal services and the Internet.

Total Attorneys, a Chicago-based company,  just announced that they received a multimillion dollar investment from BIA Digital Partners, a Virginia-based venture capital firm. Total Attorneys is most known for the marketing services that it provides to law firms and the recent ethical controversy in some states surrounding the use of pay-per-click advertising on behalf of law firms. (Apparently this controversy has been resolved in favor of Total Attorneys in every state where it was considered by bar ethics committees.)

The company plans to extend its technology assisted services to law firms by expanding its virtual law firm Software as a Service offerings (SaaS).   Total Attorneys mission is to become a leading provider of elawyering Services to solos and small law firms by providing a comprehensive suite of outsourced technology services, from marketing to web-based practice management tools to a robust client portal.

The company licenses virtual law office technology to solos and small law firms as a subscription service, that now consists primarily of a robust suite of "back-office" practice management tools. The pan is to expand the service into a more comprehensive "front-office" client portal, providing a total solution to solos and small law firms.

This expansion would entitle the company to claim that it is a leading provider in the eLawyering space  and it would compete more directly with our own DirectLaw virtual law firm platform service and other web-based companies moving in the same direction.  [ See:  Legal Vendors Cloud Computing Association ] .

The concept of "technology-assisted service" is an interesting category for  the legal industry for it describes a form of outsourcing which combines both a digitally-based service combined with human service. Thus Total Attorneys also provides "virtual receptionist services", and at one point virtual support services to bankruptcy law firms. One management solution for solos and small law firms it to out source to independent specialized companies functions which can be done more effectively and at less cost than the law firm can do itself using internal resources.

It is good to see competition heating up in the eLawyering space, which has been moribund for a long period of time.  The eLawyering Task Force of the Law Practice Management Section of the ABA was created in 2000, more than a decade ago. For many  years there was not much to report in terms of the innovative delivery of on-line legal services by law firms. The last 2 years has witnessed an explosion in elawyering industry developments as lawyers adapt to change — caused by a severe recession, widespread unemployment of recent law school graduates, and the challenges created by consumers who are seeking lower-cost and "good enough" alternatives to lawyers, [such as LegalZoom.]

Competition among a variety of vendors provides choices to law firms.  Competition focuses attention on the fact that delivering legal applications as a SaaS is emerging as a new paradigm for enabling solos and small law firms to access complex Internet technologies at a fraction of the capital cost of developing these applications internally.  Private capital moving into the legal industry will create more choices for law firms, and as a consequence more choices for consumers.

Creative legal outsourcing will enable solos and small law firms to become more productive and survive in an increasingly competitive environment.

Last week the New York Times, in it’s Your Money column,  did an evaluation of non-lawyer legal form sites that offer wills on-line, including products offered by Legal Zoom and Nolo. The author concluded that a lawyer can still be very helpful:

"… a computer program can’t ask you about your family relationships or tease out complex dynamics, like your daughter’s rocky marriage."

"Still, the biggest risk might be summed up by Phillip J. Kenny, a lawyer in McLean, Va., who said that one client came back to him after looking at a software package and said, “I don’t know what I don’t know.”

A subsequent blog post in the New York Times Bucks  Blog that is linked to the column, discussed emerging online services that provide a lawyer review, or lawyer preparation of a will for a fixed price.  Services that were mentioned include: RocketLawyer, Nolo’s Lawyer Directory, and DirectLaw’s virtual law firm service for solos and small law firms. The MyLawyer.com web site, that wasn’t mentioned,  is another example of a web site that links consumers to law firms that offer "unbundled legal services" over the Internet.

The lawyer review and lawyer assisted document preparation services are an example of how lawyers are learning from non-lawyer web sites to "productize" their services in a way that makes their legal services affordable to a wider range of consumers increasing their market penetration.

If more solos and small law firms followed the lead of the law firms delivering affordable online legal services, eventually the market share erosion from non-lawyer providers would diminish. More importantly, the legal profession could retain and consolidate its dominant position as the primary provider of legal services to the broad middle class. That’s a big "if". At this point solos and small law firms continue to lose market share to new market entrants, despite the legal profession’s UPL rules.

 

There is a thoughtful discussion going on about the value of adding the capability of offering legal services online to a law firm’s business model that was started by Lee Rosen’s blog post titled, "What the Virtual Office Advocates Aren’t Telling You."  Responses, so far,  include a post by Carolyn Elefant, an astute observer of solo practice, a post from Susan Carter Liebel, the  Founder of Solo Practice University, and a comment by Stephanie Kimbro, the founder of Virtual Law Office Technology, now owned by TotalAttorneys and the author of the recently published book, Delivering Legal Services Online. Lee Rosen is the winner of the ABA/LPM James Keane Memorial Award for Excellence in eLawyering in 2010, and Stephanie Kimbro won the same Award in 2009 for her work in creating her virtual law firm at KimbroLaw. Donna Seyle, a member of the ABA/LPM eLawyering Task Force and a consultant to solo law firms on law practice strategy, also commented on Lee Rosen’s blog arguing that there is a great demand for "unbundled" legal services by the middle class.

Lee’s argues that in his opinion there isn’t much demand by clients for virtual services and that many clients if they want a virtual service are perfectly happy with LegalZoom. He says he has seen, "a survey indicating that many clients prefer a paralegal-provided service to an attorney-provided service, even when both are offered at the same price." Moreover it will be very hard to turn around consumer preferences now that LegalZoom has established a nationwide legal brand.
He also argues that it is very difficult, or not impossible, for a lawyer to generate a stream of income from a purely virtual practice and that a low-end practice doesn’t generate the kind of clients that a law firm needs to be successful. Carolyn Elefant makes a similar argument that it is very difficult to generate significant profits from a low end practice unless you have volume which is difficult for the average solo practitioner to create without some capital and the skills to market their legal services on the Internet. I would agree with these points, but whether a solo or small law firm should consider adding a virtual law firm presence to their web site and modifying their business model is really a more complex discussion than can be easily done within the context of a blog post. There is much wisdom in Lee’s observations, but the story is more complicated than he makes out.

I would make the following additional points:

1. A virtual law firm as we define it, is one that has a “client portal” where clients can interact with their attorneys online, view copies of their documents, pay their bills online, communicate with their lawyer in a secure space where their attorneys responses are archived and available, assemble documents through an online questionnaire, and access other digital applications. In my opinion, the benefit of using a virtual law firm platform is to increase law firm productivity, law firm transparency, client retention, and client acquisition. These are all positive values that studies of consumers indicate that they want.  It is not the case, as Lee argues, that there is little demand for by consumers for online legal services.  The 1,000,000 wills that LegalZoom claims it has created during the past five years or so, and the dozens (hundreds ?)  of other non-lawyer legal form sites is ample evidence that the legal profession has abandoned the online legal services market to non-lawyer providers.

2. A “client portal” concept is just another tool that enables a law firm to have an interactive presence on the Web which has certain productivity and client communication benefits. It is not a substitute for a law firm developing its own unique business model and market positioning approach which identifies a group of prospects and converts them into clients. Each law firm has to figure out how to integrate these tools into their own business model. For some law firms, this concept is not relevant to their type of practice. For others, it can be another basis for differentiation,  for choosing one law firm over another.  For many law firms, a virtual capability becomes an important adjunct to the regular office based practice, creating efficiencies that only can be created by using the web as a platform for delivery.

Here are a few examples of law firms that are experimenting with online marketing of legal services, offering "unbundled" legal services in a niche area for a fixed price:

For other examples, see the Law Firm Directory at MyLawyer.com.

3. If a law firm wants to market to web-based consumers, including members of what we now call the “connected generation” a law firm needs to have a virtual law firm platform in place, as one option for relating and working with clients.  The cost of adding this functionality is now trivial, so there is little excuse for not trying it. We know from our own experience that there are benefits to this approach, as a complement to a traditional office-based practice.

4. LegalZoom and other non-lawyer legal form sites can’t provide legal advice. I can give you many examples from my own virtual law practice where legal advice makes a major difference in legal outcome. Providing just legal forms alone, can sometimes solve a legal problem, but often they do not. The challenge for us lawyers,  is to figure out a way to provide an offering that is price competitive with LegalZoom, but which offers more value.

Moreover, as a profession we should not walk away from the legal problems of moderate income clients. We have skills that will result in better legal outcomes for moderate and middle income clients. As a profession we have an obligation to provide services at a lower price to individuals who can’t afford higher fees and we should figure highly productive methods of serving them. Are we only to serve the wealthy? If so perhaps the legal profession should be deregulated, as it is being done in the United Kingdom, and legal services regulated just like any another service business. This would provide opportunities for many different kinds of providers to provide legal advice and other services which the legal profession now monopolizes. This is the direction that we are heading.

5. Providing a low end, lower priced legal service can be a marketing strategy for providing higher end, higher fee services. A client of http://www.directlaw.com, that is a personal injury firm, is using a low end service to build relationships with prospects so that the prospects turn to the law firm when they have a high value PI case. Some of the DirectLaw law firms give away free legal forms as an inducement to enter into a relationship that results in the purchase of a broader array of legal services.

6. Some lawyers are able to attract a clientele that will be willing to pay $400.00 an hour for a divorce lawyer, but there are not enough of these clients to go around to satisfy all of the divorce lawyers in a state. The broad middle class is seeking less costly alternatives as this level of pricing, and pricing by the hour,  is more than they can afford. There is real demand for "unbundled legal services" at a fixed price. We can see this directly from the weekly increase in traffic at MyLawyer.com , since a Spring, 2010 launch, where virtual law firms offer their services at a fixed price. The success of RocketLawyer , operating in the same market space, is another example that there is real demand for this type of legal service.

7. For many law firms, a virtual offering becomes an important adjunct to the regular office based practice, creating efficiencies that only can be created by using the web as a platform for delivery. It is a component of an office-based practice that can be used to enhance the experience of existing clients with their lawyers.

8. Finally, the cost of adding these technologies to even a solo practice is becoming trivial. We tested a free version of DirectLaw this summer and experienced great demand, so we decided to end it on September 1, 2010, and offer in the future, what we call DirectLaw Basic for a subscription fee of only $49.00 a month for a solo practitioner.

$49.00 a month is not a significant cost for a solo practitioner to acquire a virtual law firm capability. It is low enough for a solo practitioner to experiment and test out the benefits. 

There will come a time, when thousands of solos and small law firms will add a “client portal” to their web sites to power and extend their marketing programs and to enhance the client experience for those clients that are looking for a way to work with their lawyers online. Lee Rosen is correct,  that simply adding a “virtual law firm” capability does not make a marketing strategy, but there are online marketing strategies that can’t be executed without a virtual law firm platform in place.

The delivery of online legal services will continue to expand, I predict, but it is not going to happen tomorrow. As a new generation of clients mature to the point where they have legal problems of their own,  the need of delivering legal services online will intensify.

New innovations take time to reach a tipping point. I remember, very clearly,  when lawyers would not think of using a paralegal, and I remember how long it took for the innovation to mainstream and reach a tipping point. These times are not dissimilar, as the platform for the delivery of legal services is changing, as Jordon Furlong observes.   In all things innovative, patience is a virtue.