eLawyering Blog : Online Legal Services : DirectLaw : Document Automation, Web-Enabled Document Assembly, Virtual Lawyering

When we designed the DirectLaw web service we relied on theories developed by W. Chan Kim and Renee Mauborgne in their best selling book Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant .

Our concept is that a technology platform that enables law firms to offer limited legal services over the Internet could tap into the "latent markets" for legal services.

We also used this analytical approach to develop our online non-lawyer document preparation service approach and our approach to offering automated legal forms over the Internet which are also designed to serve the "latent market for legal services". LegalZoom is demonstrating that there is a huge latent market that is satisfied with a "good enough" solution.

Nicole Garton-Jones, a lawyer based in Vancouver, Canada, and a user of our DirectLaw platform has posted a detailed analysis of how her law firm development strategy is an example of Blue Ocean Strategy in action. See her blog post on this subject. Its worth reading.
 

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Last week, in a New York Times Opinion article, entitled, A Nation of Do-It-Yourself Lawyers, Chief Justice John T. Broderick, Jr. of New Hampshire and Chief Justice Ronald M. George of California endorsed the concept of the legal profession offering "unbundled legal services" to the broad middle class. Recognizing that there is a large "justice gap" with the number of self-represented parties increasing monthly in the nation's court systems, the Justices called for the legal profession to provide limited legal services as a way of getting at least some representation to unrepresented parties.

They write, " Forty-one states, including California and New Hampshire, have adopted a model rule drafted by the American Bar Association, or similar provisions, which allow lawyers to unbundle their services and take only part of a case, a cost-saving practice known as “limited-scope representation” that, with proper ethical safeguards, is responsive to new realities."

State courts are facing severe budgetary cuts in staff and resources. The current recession has increased the level of disputes landing in those same court systems while at the same time stripping the ability of citizens to pay full service legal fees. Current circumstances make it  even more urgent that the legal profession provide innovative approaches to closing the gap between those who need access to the legal system but who cannot pay full service legal fees.

If citizens cannot access the legal system because they cannot afford it, our legal system will exist only for the "rich", resulting in further stratification of American society. As the Justices write:
"If we are to maintain public trust and confidence in the courts, we must keep faith with our founding principles and our core belief in equal justice under the law."

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