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Advantage

Little Big Firm


            Ernest Svenson
Ernie Svenson
                  BigLaw - 20 yrs
                Solo Practice - 6 yrs
Ernie Svenson
                  BigLaw - 20 yrs
                Solo Practice - 6 yrs
                ErnieTheAttorney.net
                PDFforLawyers.com

   Twitter      PaperlessChase.com
                  @ErnieAttorney
My Practice
       20 yrs at Traditional Law Firm
       After Katrina: Solo Lawyer
       I don’t work by myself
       Use technology strategically


1985       1995     2005   2010
Goals today
Leverage information
Best result for clients
Lowest possible cost
Appear professional
Road Map
Why large was better
How shifted & why
How small can win
Review best tools
Road Map
1. Why large was better
BigLaw
Office space    Letterhead      Stationery
        Metered mail         Package delivery

  Time & billing   Collaboration      IT support
Word Processing    Email      Online research

 Secretaries       Receptionist      Software

Document preparation         Phone systems
  Trial graphics       Computers    Package delivery

      Paralegals          Document assembly
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

                       – Phones

                       – Equipment

                       – Files
Overhead
Profitability

Collections $100,000
 Overhead   $50,000
Road Map
Why large was better

How shifted & why
Road Map
2. How shifted & why
A changing world
Information
processing
The Internet
Office space    Letterhead      Stationery
        Metered mail         Package delivery

  Time & billing   Collaboration      IT support
Word Processing    Email      Online research

 Secretaries       Receptionist      Software

Document preparation         Phone systems
  Trial graphics       Computers    Package delivery

      Paralegals          Document assembly
Smaller
                       Building
Dewey, Cheatum
& Howe
–Attorneys at large–




                              – Files
The ‘Cloud’




   Tiny Office
Dewey, Cheatum
Dewey & Howe
& Howe
–Attorneys at large–




                             Home

                                     .Dewey
Overhead
Road Map
Why large was better
How shifted & why
How small can win
Road Map
3. How small can win
BigLaw lost
10,000 lawyer jobs
in last three years
Twitter Account   Followers

                    1,270

                    1,720


                   73,256
rta nt
   po
Im
        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?
Road Map
Why large was better
How shifted & why
How small can win
Review best tools
Road Map
4. Review best tools
Office Space
Paperless lessens need for office space
Besides storage, what?
  – dedicated work space (distraction free)
  – conference room for mtgs & depos
  – collaboration
  – place to keep equipment
Co-working
Provides:
  – 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)
Receptionist
Virtual 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 ...
.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)
Word Processing
Secretarial 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 templates
Dragon Dictate
  – $100 or less; reliable (but req’s training)
Documents
Typography 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
Documents
Typography 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
Website
Communication & Contact information
 – Home page should be simple & direct
 – Contact page important
 – Have a picture of yourself
   - Recent one
   - Professional

                                $5/month
BigLaw Contact Page
  Rambo, Dirty Harry &
  Karate Kid
Simpler Contact Page
Email address
Professionalism 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
Google Apps
Business 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
PDFs
Digital 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
The “Cloud”
Cloud Services
 Dropbox
 SugarSync
 Box.net
 Amazon S3

             $8.50/month
Cloud based Billing
Two choices for lawyers
Clio
 – $49/atty & $25/staff
 – Free trial period
Rocketmatter
 – $59/atty or $19 if 20+ users
 – Free trial period
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
Total Monthly Cost?


$464   + time
Assume
Revenue / 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 possible
2. Pick one thing to implement
3. Refine & improve / training
4. Go back to step #1
Advantage of Little Big Firm
Advantage of Little Big Firm

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Advantage of Little Big Firm

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  42. 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
  43. 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
  44. In old days (e.g. when I started practicing law.) Grad = 1985. Commercial litigation. Certain things a given:\n
  45. 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
  46. 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
  47. 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
  48. 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
  49. 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
  50. 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
  51. 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
  52. 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
  53. 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
  54. 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
  55. 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
  56. 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
  57. 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
  58. 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
  59. 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
  60. 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
  61. 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
  62. 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
  63. 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
  64. 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
  65. 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
  66. 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
  67. 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
  68. 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
  69. 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
  70. 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
  71. 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
  72. 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
  73. 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
  74. 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
  75. \n
  76. 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
  77. 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
  78. 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
  79. 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
  80. 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
  81. 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
  82. 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
  83. 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
  84. 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
  85. 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
  86. \n
  87. 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
  88. 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
  89. 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
  90. \n
  91. Once firms get to the point of storing most of the files electronically that changes the dynamic and = “don’t need large bldg”\n
  92. Once firms get to the point of storing most of the files electronically that changes the dynamic and = “don’t need large bldg”\n
  93. Once firms get to the point of storing most of the files electronically that changes the dynamic and = “don’t need large bldg”\n
  94. 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
  95. 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
  96. 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
  97. 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
  98. 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
  99. 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
  100. 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
  101. 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
  102. 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
  103. 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
  104. 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
  105. 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
  106. 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
  107. 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
  108. Not because of what we have to do; but how we can do it.\n
  109. \n
  110. Office is next\n
  111. Office is next\n
  112. Office is next\n
  113. Office is next\n
  114. Office is next\n
  115. Office is next\n
  116. Office is next\n
  117. You can, theoretically, work from home and have a good reputation.\n
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  169. This is a typical big firm website. Message: we’re huge and we blew a wad of cash on this convoluted website\n\n
  170. 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
  171. 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
  172. 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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  208. Does your fax machine look like this?\n
  209. Does your fax machine look like this?\n
  210. Does your fax machine look like this?\n
  211. Does your fax machine look like this?\n
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  233. But how do you fax a letter that’s a PDF and was never printed out?\n
  234. But how do you fax a letter that’s a PDF and was never printed out?\n
  235. But how do you fax a letter that’s a PDF and was never printed out?\n
  236. But how do you fax a letter that’s a PDF and was never printed out?\n
  237. But how do you fax a letter that’s a PDF and was never printed out?\n
  238. But how do you fax a letter that’s a PDF and was never printed out?\n
  239. But how do you fax a letter that’s a PDF and was never printed out?\n
  240. But how do you fax a letter that’s a PDF and was never printed out?\n
  241. But how do you fax a letter that’s a PDF and was never printed out?\n
  242. But how do you fax a letter that’s a PDF and was never printed out?\n
  243. But how do you fax a letter that’s a PDF and was never printed out?\n
  244. But how do you fax a letter that’s a PDF and was never printed out?\n
  245. But how do you fax a letter that’s a PDF and was never printed out?\n
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  293. You shouldn’t rely on other people to backup your data\n
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