Carolyn Elefant, solo practitioner and founder of MyShingle.com, will lead a discussion with Joshua Lenon, Lawyer in Residence at Clio, and Daniel Gershburg, owner of Gershburg Law, on what lawyers need when starting a law firm. Topics will include: Startup costs; Real property alternatives for workspaces; Marketing for no money; Tech tools; and Examples of special tools by practice areas.

1. Designing The
Minimalist Law Firm
Joshua Lenon – Clio
Daniel Gershberg - Gershburg Law, P.C.
#ClioWeb

2. Joshua Lenon
• Lawyer in Residence
at Clio
• Attorney Admitted
in New York
• @JoshuaLenon

3. Daniel Gershburg
• Owner at Gershburg
Law, P.C.
• Attorney Admitted in
New York
• @DanielGershburg
#ClioWeb

4. Agenda
• Defining Minimalist
• Building Minimally
• Guest Speaker - Daniel Gershberg
#ClioWeb

5. Defining
Minimalist
#ClioWeb

6. Lean Startups
• Invented by Eric Ries, and refers to an
efficient method for startups to build their
products. The approach emphasizes:
• developing and testing prototypes with
customers early; and
• rapidly incorporating customer feedback as
product development continues.

7. Lean
/lēn/
noun
1. A toolset for modifying business
practices to maximize the delivery of
customer value.
2. A systematic method for the
elimination of waste within a workflow.

8. It’s not about getting
more things done. It’s
about getting the
right things done.

9. Customer Value is
THE ONLY GOAL.

10. (Efficiency is a
desirable
side-effect)

11. Seek to understand
what your customers
value.

12. #ClioWeb

14. Big Law Gaining Most Market Share
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smaller Firms Mid-Sized Firms Big Law
Growing Market Share
Source: BTI MARKET OUTLOOK AND CLIENT SERVICE REVIEW 2017

15. Big Law Spends 1/3 More
on Client Development
Source: BTI MARKET OUTLOOK AND CLIENT SERVICE REVIEW 2017

16. Big Law’s Secret: Invest More
in Fewer Activities
Source: BTI MARKET OUTLOOK AND CLIENT SERVICE REVIEW 2017

17. Client Feedback → Superior Client
Service → Financial Benefits
Source: BTI MARKET OUTLOOK AND CLIENT SERVICE REVIEW 2017

18. How do you find on a lawyer?
Consumer Research

19. It’s Hard to Find a Lawyer
Only 6% of consumers
find price information on
law firm website.

20. How do you choose a lawyer?
Consumer Research

21. A minimalist law firm
focuses on client value,
using communication,
transparency
& technology for that purpose.
#ClioWeb

22. Building Minimally
#ClioWeb

23. Building Minimally
• Identify your solution
• Locate clients needing your solution
• Meet ideal client expectations
• Never undervalue yourself
#ClioWeb

24. Identify Your Solution
I am a blank, blank, that blanks.
#ClioWeb

25. Identify Your Solution
I am a New York technology attorney.
#ClioWeb

26. Identify Your Solution
I am a New York technology attorney,
that helps web companies comply
with data privacy laws.
#ClioWeb

27. Identify Solutions
1. Focus on a specific industry.
• Pick two or three specific industries, like banking, intellectual property for software
development, commercial real estate litigation, etc.
2. Focus by size of revenue.
• For example, you could focus your practice on high net worth individuals (at least $1
million in net assets) or target businesses with $5 million to $50 million in revenues.
3. Focus on the services you offer.
• Perhaps you want to focus your law firm’s services on complex litigation, celebrity or high
profile divorces, white collar crimes, or Spanish speaking clients.
4. Focus by combining all three above.
• The most powerful way to specialize your law practice is to combine all of the above:
Niche yourself by industry, size of revenue, and by the specific services that you offer.
#ClioWeb

28. Identify Your Solution
#ClioWeb

29. Locate Clients
#ClioWeb

30. Meet Client Expectations
• Base expenses around client expectations and
return-on-investment
• Startup costs
• Real property alternatives for workspaces
• Marketing for no money
• Tech tools
• Specialty practice tools
#ClioWeb

31. Startup Costs
#ClioWeb

32. Real Property Alternatives
#ClioWeb

33. Marketing for No Money
Networking
• Free events
• Paid events
• No-fee groups
• Start your own group
• Mentor
• Volunteering
Content Marketing
• Guest post
• Social media
• Journals
• HARO (Help a Reporter
Out)
#ClioWeb

34. Tech Tools
• Website
• Third Party Services
• Social Media
• Client Intake
• Updates
• Interruptions
• Billing
• Feedback

35. Source: Matt Homann

37. Defined Client Experience
Inform Potential Clients
• Downloadable guides
• Newsletter
• Blog
• Social Media
Accessible to Clients
• Contact information on every
page
• Actions for clients
• Map

38. Creates on automated MailChimp campaign
Clients Educate Themselves

39. Potential clients inform FreshLegal of
their needs via online data entry.
Information on this form is sent via
email and Google spreadsheet to the
firm automatically.
New contacts are added to
MailChimp and Clio (via Zapier)
Opt-in for a newsletter

41. Website Services

42. Blogging Services

43. Client Intake

46. Client Intake – IP Law

47. Client Intake - Immigration

48. Updates

49. Updates

50. Updates

51. Updates

52. Interruptions

53. Billing

54. Share Bills via Email

59. Feedback

60. Daniel Gershberg
#ClioWeb

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65. Questions
#ClioWeb

66. Thank You
Joshua Lenon
joshua@clio.com
@JoshuaLenon
Linkedin.com/in/joshualenon
1-888-858-2546