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Compiling a Company Profile: An Intro to CI in the Law Firm Environment -Part 2


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These slides go into the formats of presenting deliverables, including the sections within a company profile. This was taken from a PLI-LLAGNY Research briefing held on 5/9/2012 and presented by Jennifer Alexander and Margaret Hennessey

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Compiling a Company Profile: An Intro to CI in the Law Firm Environment -Part 2

  2. 2. GOAL OF CI IN LAW FIRMS Assisting Attorneys in identifying new business opportunities Explaining the importance of knowing not only the legal needs but the business and industry needs of clients Not providing a data dump 2
  3. 3. ACCURACY AND RELEVANCY IS CRUCIAL CI needs are often immediate  Important decision or key client meeting Results of the research and analysis must be “actionable”  Delivered in timely manner  Important to customize and target deliverables Format and “correctness” is key in law firms  Attorneys are sticklers for correct grammar, clear writing, succinct analysis and conclusions Security issues 3
  5. 5. THE REQUEST It’s 4 PM on Wednesday afternoon a practice group leader calls you with the following request… I’m going to lunch tomorrow with Joe Carpenter, the General Counsel at MCQ Corp. and I need to get as much information as you can gather on this company. Prepare a company profile for me. I also need info on their industry since I’m not familiar with 5 it.
  6. 6. THOUGHT PROCESS Is the company private or public? Can the attorney provide any What are the background info on company’s legal the company? issues? What is the focus of this profile? Breath Realistically What cross selling opportunities are what can I put there? together in the time given. What industry is this company in? 6
  7. 7. COMPONENTS OF COMPANY PROFILE Sections Executive Summary Company Overview Strategic Focus/Key Initiatives Financial Snapshot Market / Industry Landscape Legal Overview Transactions News and Developments Biographical Profiles Internal Intelligence Conclusions / Recommendations 7
  8. 8. EXECUTIVE SUMMARY Place key takeaways from the report in a broader context  Contain enough information for a reader to get familiar with what is discussed in the full report without having to read it Highlight the requestor’s focus Provide a conclusion and/or point of view 8
  9. 9. EXECUTIVE SUMMARY Consider a summary email Identify opportunities for the firm, highlight practice area strengths Answer all questions posed front and center 9
  10. 10. COMPANY OVERVIEW Provides an overview of the company’s value proposition Includes key data on the company • Brief description of what the company actually does • Concise history • Public or private; Ownership items (family-owned; majority owner) • Where is it located (headquarters; number / location of other offices) • Number of employees • Any significant news item or interesting fact that should be brought to the front Key products and services and organizational makeupSources: SEC Filings (AR, 10K, S-1); Various online databases; Company website, especially press releases and Investor Relations pages 10
  11. 11. STRATEGIC FOCUS/KEY INITIATIVES Spotlights the company’s strategic initiatives and directionWhat to look out for?  If company is expanding its footprint globally  Discussion on product line/service changes  If revenue is on the upswing, what is the company planning to do down the line  Layoffs or budget cuts loomingSources: SEC Filings (AR, 10K, S-1); Analysts’ reports; Blogs; Company website, especially Investor Relations pages that will likely contain informative presentations to shareholders/analysts – particularly the transcripts from earnings call 11
  12. 12. FINANCIAL SNAPSHOT Shows where the company stands from financial view Highlight top and bottom line results for public companies  Guidance and outlook from management  Market’s response and analysis Industry specific financial data and key statistics  Breakdown by product line/geography, client type, assets Private company data is harder to come by – use all resources along with internal intelligenceSources: Latest SEC quarterly and annual filings; Analysts’ reports; Industry research; Blogs; Company website, especially Investor Relations pages that will likely contain informative presentations to shareholders/analysts 12
  13. 13. INDUSTRY TRENDS Summarizes key industry trends and future outlook that are relevant for the company that is being profiledSources: S&P Industry Reports; Mergent Online Industry Surveys; First Research; SEC Filings (AR, 10K, etc.) will discuss industry trends, competitors, risks to business, which is usually related to overall industry trends; News; Research firms and consultants; Analysts’ reports; First Research provides a general overview 13
  14. 14. LEGAL LANDSCAPE Aim is to highlight trends and possible future actions in this area Discusses company’s legal matters (litigation history) • Areas, legal counsel, courts, significant proceedings and settlementsSources: Monitor Suite, Lexis atVantage, Law360, court documents, news 14
  15. 15. TRANSACTIONAL ANALYSIS Provides analysis of company’s deal making and aptitude for more Highlight M&A, public offerings, private placements and rumored deals • Type of deal, players, region, financial data, other players (if applicable) and name(s) of legal counsel(s)Sources: Capital IQ; Mergermarket; The Deal Pipeline; Dealogic; Pitchbook; Knowledge Mosaic; SDC, Bloomberg; Recent news for deals and/or rumors 15
  16. 16. NEWS AND DEVELOPMENTS Opportunity to show company’s moves with implications  Also acts as a timeline to show growth/retrenchment Summary of recent key company news and developments Topics Product development efforts and new product launches Expansion efforts / retrenchment Key management changes New partnerships, affiliations, ventures LossesSources: Lexis; Google Finance/News; Yahoo! Finance; Bloomberg; News transcripts; Company press releases 16
  17. 17. BIOGRAPHICAL PROFILES Provide overview of key decision-makers in an organization  Additional “personal” information that is usually not included in official bios, such as hobbies, family information, sports/recreation, and other interestsSources: Company website; SEC filings; Internet search including LinkedIn, Pipl, Zoominfo, and Facebook; Leadership Directories; Conference web sites; Alumni sites;; Westlaw Directories; Directory of Corporate Counsel; Internal sources 17
  18. 18. INTERNAL INTELLIGENCE Relevant law firm’s matters Current Contacts at Target FirmSources: Internal databases (InterAction/Elite) and staff 18
  19. 19. CONCLUSIONS AND RECOMMENDATIONS Highlight the implications for the law firm Highlight cross selling opportunities Highlight problems for industry on the horizon 19
  20. 20. SAMPLE OF RESOURCES ON CI Associations  SCIP, SLA CI, Association for Strategic Planning Online Resources  Financial Management Training Center (free courses on CI, Balanced Scorecard and Strategic Planning) Law Firm CI  Blogs (3 Geeks and a Law Blog; LawFirmCI.Blogspot; Law Shucks)  Research Firms (ALM Legal Intelligence)  (provides selective CI resource guide) CI Certification  SLA’s Click University; Fuld-Gilad-Herring Academy of Competitive Intelligence 20  SCIP provides listing of education programs
  21. 21. KEY PRIMARY RESOURCES Law firm’s personnel/internal databases Legal market research and consulting firms Citibank benchmarking survey Internal data collected during client surveys 21
  22. 22. KEY SECONDARY RESOURCES Legal Marketplace  MonitorSuite, atVantage, Law360, Chambers, Martindale, Capital IQ, Mergermarket, PACER, Westlaw databases, Blogs, News  Lexis, Google News, Bloomberg, Westlaw Financial Data/Transactions  Capital IQ, Thomson ONE, Mergermarket, Pitchbook, Dialog, SDC Industry-specific Research firms Analysts’ reports 22
  23. 23. PUBLICLY AVAILABLE RESOURCES Remote access to public library databases Free research from consulting and market research firms However, there are challenges using free research  Uncertain and/or curtailed access  Embargoed distribution  Limited options  Technical difficulties  Lack of support and training 23
  24. 24. DELIVERABLES24
  25. 25. DELIVERABLES Besides putting together company profiles, how would you suggest that I deliver other CI ? 25
  26. 26. BASIC DELIVERABLESDeliverables Timing Strengths WeaknessesCompany/ As requested/ Extensive, in-depth Time-consuming toIndustry Periodic coverage create and digestReportsBiographical As requested Shows connections in Essential to writeProfiles management structure; on correct person; Supports confidence Up-to-dateNewsletters Periodic Regular contact with Difficult to refresh users; Provides scan of competitive landscapeAlerts Newsworthy Quick response Potential for simplistic analysisOral As requested Can quickly address Older intelligencePresentations questions/issuesScreens Periodic Business development Time lag toolRaw Data As requested Verification Needs analysis 26
  27. 27. BASIC DELIVERABLES Request Deliverable TimingCompany reports A write up in Approximately 4 hours to Microsoft Word. conduct research and write up.Newsletters Summary of articles Approximately 2 hours. Scan in a Microsoft Word news articles daily. Document with links or a .pdf file with bookmarks.Alerts Email from Daily. You will select Westlaw/Lexis delivery options.Presentations Slides with text and Depends on the size of the graphics in .ppt. presentation.Industry analysis A write up in Depends on what is being Microsoft Word. presented. Approximately 3 hours to conduct research and write up.Statistics/List Compiled data in Depends on what is being 27 excel. compiled. Anywhere between 2 - 10 hours.
  28. 28. CONCLUSION Deliverables must be customized and targeted to specific needs and preferences of requestor  Wrong format undermines intelligence Lots of resources to choose from  Resources should reflect firms’ requirements and projected outlook Need to have staff with requisite skills  Research, knowledge of online databases, analysis, writing 28