AdvantageLittle Big Firm            Ernest Svenson
Ernie Svenson                  BigLaw - 20 yrs                Solo Practice - 6 yrs
Ernie Svenson                  BigLaw - 20 yrs                Solo Practice - 6 yrs                ErnieTheAttorney.net   ...
My Practice       20 yrs at Traditional Law Firm       After Katrina: Solo Lawyer       I don’t work by myself       Use t...
Goals todayLeverage informationBest result for clientsLowest possible costAppear professional
Road MapWhy large was betterHow shifted & whyHow small can winReview best tools
Road Map1. Why large was better
BigLaw
Office space    Letterhead      Stationery        Metered mail         Package delivery  Time & billing   Collaboration    ...
Expensive Office Space
Well-paid Receptionist
Complex PBX system
State-of-Art Copiers
Postal Meters & Fax
Fancy Stationery
Large library
Dewey, Cheatum& Howe–Attorneys at large–                       Building                       – Books                     ...
Overhead
ProfitabilityCollections $100,000 Overhead   $50,000
Road MapWhy large was betterHow shifted & why
Road Map2. How shifted & why
A changing world
Informationprocessing
The Internet
Office space    Letterhead      Stationery        Metered mail         Package delivery  Time & billing   Collaboration    ...
Smaller                       BuildingDewey, Cheatum& Howe–Attorneys at large–                              – Files
The ‘Cloud’   Tiny OfficeDewey, CheatumDewey & Howe& Howe–Attorneys at large–                             Home              ...
Overhead
Road MapWhy large was betterHow shifted & whyHow small can win
Road Map3. How small can win
BigLaw lost10,000 lawyer jobsin last three years
Twitter Account   Followers                    1,270                    1,720                   73,256
rta nt   poIm        Reputation    Work product & successful outcomes    Office address & phone number    Receptionist - an...
Road MapWhy large was betterHow shifted & whyHow small can winReview best tools
Road Map4. Review best tools
Office SpacePaperless lessens need for office spaceBesides storage, what?  – dedicated work space (distraction free)  – conf...
Co-workingProvides:  – dedicated work space (distraction free)  – conference rooms for mtgs & depos  – internet, phones & ...
ReceptionistVirtual receptionists  – Always available (no sick days)  – Intelligent handling of calls  – Well trained in p...
.com(Virtual assistants)  – Carefully interviewed (only 3% hired)  – Training: 6 weeks intense w/ online tools  – Handle a...
Word ProcessingSecretarial help  – Dictate using your phone  – Pay per word, usually about 1.5 cents  – Only pay when you ...
DocumentsTypography for Lawyers – Matthew Butterick – Website: www.typographyforlawyers.com – Book: $25 on Amazon – Princi...
DocumentsTypography for Lawyers – Matthew Butterick – Website: www.typographyforlawyers.com – Book: $25 on Amazon – Princi...
WebsiteCommunication & Contact information – Home page should be simple & direct – Contact page important – Have a picture...
BigLaw Contact Page  Rambo, Dirty Harry &  Karate Kid
Simpler Contact Page
Email addressProfessionalism v. Ethics  – Keep personal email separate from work  – Ethically okay to use attorney@aol.com...
Google AppsBusiness class service  – Custom domain(e.g. @svensonlaw.com)  – $50/user per year  – Centralized management  –...
PDFsDigital Paper (req’d by Fed Cts)   – learn to view & navigate   – how to manipulate (insert pages, rotate)   – how to ...
The “Cloud”
Cloud Services Dropbox SugarSync Box.net Amazon S3             $8.50/month
Cloud based BillingTwo choices for lawyersClio – $49/atty & $25/staff – Free trial periodRocketmatter – $59/atty or $19 if...
Monthly Cost of my “Little Big Firm”  Office                 $125  Receptionist          $219  Email, website          $5  ...
Total Monthly Cost?$464   + time
AssumeRevenue / yr   $100,000  Costs / yr     $8,000       Cost % = .08
Overhead        8%           60%Small firm    Large firm
Okay, so....
Small + Tech + Strategy= Advantage
Where to start?1. Review what’s possible2. Pick one thing to implement3. Refine & improve / training4. Go back to step #1
Little big firm
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Little big firm

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  • Information processing is something that all knowledge workers do. Lawyers are classic knowledge workers. Doctors are too, but they sometimes have to have good hand-eye coordination. We pretty much rely on our wits and what we know and can find out quickly.\n
  • Information processing is something that all knowledge workers do. Lawyers are classic knowledge workers. Doctors are too, but they sometimes have to have good hand-eye coordination. We pretty much rely on our wits and what we know and can find out quickly.\n
  • In old days (e.g. when I started practicing law.) Grad = 1985. Commercial litigation. Certain things a given:\n
  • Most firms (commercial lit) had to have lots of equipment + lots of space. Many of these firms were in large buildings. What did they...\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
  • Many of these firms were in large buildings. What did they have? BLAH BLAH, BLAH.. If you walked into these firms a few years later\n
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  • But then the Internet came along, and changed everything in a fundamental way. The Internet change is happening a lot faster than people expected. Is still happening.\n
  • With Internet, firms sped up adoption of Westlaw/Lexis (less law books, and maybe none). Files are starting to be more in electronic form (due to word processing)\n
  • With Internet, firms sped up adoption of Westlaw/Lexis (less law books, and maybe none). Files are starting to be more in electronic form (due to word processing)\n
  • With Internet, firms sped up adoption of Westlaw/Lexis (less law books, and maybe none). Files are starting to be more in electronic form (due to word processing)\n
  • With Internet, firms sped up adoption of Westlaw/Lexis (less law books, and maybe none). Files are starting to be more in electronic form (due to word processing)\n
  • With Internet, firms sped up adoption of Westlaw/Lexis (less law books, and maybe none). Files are starting to be more in electronic form (due to word processing)\n
  • With Internet, firms sped up adoption of Westlaw/Lexis (less law books, and maybe none). Files are starting to be more in electronic form (due to word processing)\n
  • With Internet, firms sped up adoption of Westlaw/Lexis (less law books, and maybe none). Files are starting to be more in electronic form (due to word processing)\n
  • With Internet, firms sped up adoption of Westlaw/Lexis (less law books, and maybe none). Files are starting to be more in electronic form (due to word processing)\n
  • With Internet, firms sped up adoption of Westlaw/Lexis (less law books, and maybe none). Files are starting to be more in electronic form (due to word processing)\n
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  • Adoption of email took off and reduced paper correspondence, and increased electronic file storage needs. At this point some firms are starting to scan things and store those electronically.\n
  • Adoption of email took off and reduced paper correspondence, and increased electronic file storage needs. At this point some firms are starting to scan things and store those electronically.\n
  • Adoption of email took off and reduced paper correspondence, and increased electronic file storage needs. At this point some firms are starting to scan things and store those electronically.\n
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  • Once firms get to the point of storing most of the files electronically that changes the dynamic and = “don’t need large bldg”\n
  • Once firms get to the point of storing most of the files electronically that changes the dynamic and = “don’t need large bldg”\n
  • Once firms get to the point of storing most of the files electronically that changes the dynamic and = “don’t need large bldg”\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Today, firm needs room for attorneys and staff to work, and can have little space. Can even store e-files in ‘the cloud.’ (INTERNET). Then attys can access all information from home with computer + internet (high speed, of course)\n
  • Smaller buildings = less cost. Fine, but so what? What else? Can we do a better job for our clients with digital information? Remember attys use ‘complex info.’ But other realms use complex info. Let’s see how digital tech helps them.\n
  • Not because of what we have to do; but how we can do it.\n
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  • Office is next\n
  • Office is next\n
  • Office is next\n
  • Office is next\n
  • Office is next\n
  • Office is next\n
  • Office is next\n
  • You can, theoretically, work from home and have a good reputation.\n
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  • This is a typical big firm website. Message: we’re huge and we blew a wad of cash on this convoluted website\n\n
  • Small firm website. Message: Intimate concern for your legal issues. Sub-text “we’re human and we’re like you.”\nPicture of lawyer right up front. Quote delivers the core philosophy or niche speciality.\n
  • We’re in a big building so when you drive around just look for the tallest and most expensive structure. We pay big bucks in rent, so we must be good.\n
  • Here’s how you actually find my office (it’s in a pretty big building, but what do you care about that?)\n
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  • Does your fax machine look like this?\n
  • Does your fax machine look like this?\n
  • Does your fax machine look like this?\n
  • Does your fax machine look like this?\n
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  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
  • But how do you fax a letter that’s a PDF and was never printed out?\n
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  • You shouldn’t rely on other people to backup your data\n
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  • Little big firm

    1. 1. AdvantageLittle Big Firm Ernest Svenson
    2. 2. Ernie Svenson BigLaw - 20 yrs Solo Practice - 6 yrs
    3. 3. Ernie Svenson BigLaw - 20 yrs Solo Practice - 6 yrs ErnieTheAttorney.net PDFforLawyers.com Twitter PaperlessChase.com @ErnieAttorney
    4. 4. My Practice 20 yrs at Traditional Law Firm After Katrina: Solo Lawyer I don’t work by myself Use technology strategically1985 1995 2005 2010
    5. 5. Goals todayLeverage informationBest result for clientsLowest possible costAppear professional
    6. 6. Road MapWhy large was betterHow shifted & whyHow small can winReview best tools
    7. 7. Road Map1. Why large was better
    8. 8. BigLaw
    9. 9. Office space Letterhead Stationery Metered mail Package delivery Time & billing Collaboration IT supportWord Processing Email Online research Secretaries Receptionist SoftwareDocument preparation Phone systems Trial graphics Computers Package delivery Paralegals Document assembly
    10. 10. Expensive Office Space
    11. 11. Well-paid Receptionist
    12. 12. Complex PBX system
    13. 13. State-of-Art Copiers
    14. 14. Postal Meters & Fax
    15. 15. Fancy Stationery
    16. 16. Large library
    17. 17. Dewey, Cheatum& Howe–Attorneys at large– Building – Books – Phones – Equipment – Files
    18. 18. Overhead
    19. 19. ProfitabilityCollections $100,000 Overhead $50,000
    20. 20. Road MapWhy large was betterHow shifted & why
    21. 21. Road Map2. How shifted & why
    22. 22. A changing world
    23. 23. Informationprocessing
    24. 24. The Internet
    25. 25. Office space Letterhead Stationery Metered mail Package delivery Time & billing Collaboration IT supportWord Processing Email Online research Secretaries Receptionist SoftwareDocument preparation Phone systems Trial graphics Computers Package delivery Paralegals Document assembly
    26. 26. Smaller BuildingDewey, Cheatum& Howe–Attorneys at large– – Files
    27. 27. The ‘Cloud’ Tiny OfficeDewey, CheatumDewey & Howe& Howe–Attorneys at large– Home .Dewey
    28. 28. Overhead
    29. 29. Road MapWhy large was betterHow shifted & whyHow small can win
    30. 30. Road Map3. How small can win
    31. 31. BigLaw lost10,000 lawyer jobsin last three years
    32. 32. Twitter Account Followers 1,270 1,720 73,256
    33. 33. rta nt poIm Reputation Work product & successful outcomes Office address & phone number Receptionist - answers your phone Letterhead/stationery - your documents Website - your online resume/contact info Email address - lawyer@aol.com?
    34. 34. Road MapWhy large was betterHow shifted & whyHow small can winReview best tools
    35. 35. Road Map4. Review best tools
    36. 36. Office SpacePaperless lessens need for office spaceBesides storage, what? – dedicated work space (distraction free) – conference room for mtgs & depos – collaboration – place to keep equipment
    37. 37. Co-workingProvides: – dedicated work space (distraction free) – conference rooms for mtgs & depos – internet, phones & color printers – collaboration opportunities – TV displays in conference rooms – month-to-month contract ($125)
    38. 38. ReceptionistVirtual receptionists – Always available (no sick days) – Intelligent handling of calls – Well trained in phone etiquette – Presents strong first impression – Month-to-month plan ($219) Set up fee ($95) - waived if ...
    39. 39. .com(Virtual assistants) – Carefully interviewed (only 3% hired) – Training: 6 weeks intense w/ online tools – Handle any virtual task - calendaring, setting appointments, calling about unpaid invoices, research, booking travel, etc. – 10 hours/month ($197) – 20 hours/month ($397)
    40. 40. Word ProcessingSecretarial help – Dictate using your phone – Pay per word, usually about 1.5 cents – Only pay when you use service – Available 24 hours a day (on weekends) – Your format; your templatesDragon Dictate – $100 or less; reliable (but req’s training)
    41. 41. DocumentsTypography for Lawyers – Matthew Butterick – Website: www.typographyforlawyers.com – Book: $25 on Amazon – Principles of design for legal documents – How to create a proper caption – Effective letterhead design
    42. 42. DocumentsTypography for Lawyers – Matthew Butterick – Website: www.typographyforlawyers.com – Book: $25 on Amazon – Principles of design for legal documents – How to create a proper caption – Effective letterhead design
    43. 43. WebsiteCommunication & Contact information – Home page should be simple & direct – Contact page important – Have a picture of yourself - Recent one - Professional $5/month
    44. 44. BigLaw Contact Page Rambo, Dirty Harry & Karate Kid
    45. 45. Simpler Contact Page
    46. 46. Email addressProfessionalism v. Ethics – Keep personal email separate from work – Ethically okay to use attorney@aol.com – Professional? Probably not – Personal domain (e.g. @svensonlaw.com) – Not that expensive – included with a basic website
    47. 47. Google AppsBusiness class service – Custom domain(e.g. @svensonlaw.com) – $50/user per year – Centralized management – Best spam filter – Easy web access – Guaranteed 99.9% uptime – Email migration tools
    48. 48. PDFsDigital Paper (req’d by Fed Cts) – learn to view & navigate – how to manipulate (insert pages, rotate) – how to process documents (bates- stamp, redact) – PDFforLawyers.com
    49. 49. The “Cloud”
    50. 50. Cloud Services Dropbox SugarSync Box.net Amazon S3 $8.50/month
    51. 51. Cloud based BillingTwo choices for lawyersClio – $49/atty & $25/staff – Free trial periodRocketmatter – $59/atty or $19 if 20+ users – Free trial period
    52. 52. Monthly Cost of my “Little Big Firm” Office $125 Receptionist $219 Email, website $5 Web-fax $9 Cloud sync/backup $8 Web-billing $49 Video conferencing $49
    53. 53. Total Monthly Cost?$464 + time
    54. 54. AssumeRevenue / yr $100,000 Costs / yr $8,000 Cost % = .08
    55. 55. Overhead 8% 60%Small firm Large firm
    56. 56. Okay, so....
    57. 57. Small + Tech + Strategy= Advantage
    58. 58. Where to start?1. Review what’s possible2. Pick one thing to implement3. Refine & improve / training4. Go back to step #1

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