Today's attorneys are exhorted to move beyond the billable hour and embrace flat fee billing. But two Washington attorneys have taken this evolution a big step further. Brett Sullivan and Spencer Stromberg created Lucent Law around the idea that legal services could be reimagined as legal products. In this webinar, Brett will discuss the whys and hows that went into creating their online shop of legal products. Our webinar will cover: I. Intro to Lucent Law. II. What Does Legal Productization Mean? A. Basic Theory of Productization. B. Intersection with Fixed Fee Pricing. III. Examples of Productization Applied in a Law Practice. A. Real Estate Transaction. B. Business Entity Formation Transaction. C. Estate Planning Matter. IV. Reasons to Consider Productization. A. It’s a Retail Word. B. Easy Onramp to New Client Engagement. C. Reduce Attorney Burdens in Explaining Pricing/Service. V. Conclusion.

1. Packaging Legal Services as Products
Copyright 2016 Lucent Law, PLLC
Brett T. Sullivan

2. Outline
1. Introduction to Lucent Law
2. What Does “Legal Productization” Mean?
A. Basic Theory of Productization
B. Intersection with Fixed Fee Pricing
3. Examples of Productization Applied in a Law Practice
A. Real Estate Transaction
B. Business Entity Formation Transaction
C. Estate Planning Matter
Copyright 2016 Lucent Law, PLLC

3. Outline
4. Reasons to Consider Productization
A. It’s a Retail World
B. Easy Onramp to New Client Engagement
C. Reduce Attorney Burdens in Explaining/Pricing Services
5. Conclusions
Please feel free to ask questions during the presentation.
Copyright 2016 Lucent Law, PLLC

4. Copyright 2016 Lucent Law, PLLC
Poll Questions
1. How many audience members routinely offer at least one fixed-price
service at this time?
2. How many audience members anticipate offering at least one fixed-
price service in the next 12months?
3. How many audience members’ websites allow for fixed-price
services to be purchased and paid online?
4. How many audience members are considering offering fixed-price
services for purchase and payment through your website in the next
12 months?

5. Copyright 2016 Lucent Law, PLLC
Introduction to Lucent Law, PLLC
• Formed in 2010
• Members have experience working in private practice and in-house
counsel roles, with a primary focus on real estate and business
transactions
• 2014: First discussed the possibility of offering business, real estate
and estate planning services on fixed-fee basis
• 2015: Focused on developing a business plan for developing an
platform for the purchase and delivery of legal services

6. Copyright 2016 Lucent Law, PLLC
Introduction to Lucent Law, PLLC
• Trademark registration filed for “Forms & Essentials” (the name for
our online platform for the purchase and delivery of legal services)
• 2015: Initial development of marketing and promotional plan for
“Forms & Essentials” platform
• 2016: Further marketing and business development and refinement
of services

7. What Does Legal Productization Mean?
Copyright 2016 Lucent Law, PLLC
• Some legal services can be reimagined or repackaged as a product and
sold/delivered on a fixed fee or subscription basis through retail channels
• Legal form sellers (e.g., LegalZoom) have been engaged in this process for
years
• Lawyers have traditionally pushed back against commoditization
• Creating retail products from existing (or future) services allow the lawyer to
“dictate the terms of engagement”

8. What Does Legal Productization Mean?
Copyright 2016 Lucent Law, PLLC
• Legal Productization is not a new concept: A Google search using phrase “legal
productization” pulls up nine entries on first page; first entry is “The
Productization of Legal Services” by the Law Practice Division of the ABA
(http://www.americanbar.org/publications/law_practice_magazine/2014/july-
august/the-productization-of-legal-services.html)

9. What Does Legal Productization Mean?
Copyright 2016 Lucent Law, PLLC
• Rethink the means and methods by which a potential client proceeds through
the following engagement steps:
1. Service Awareness (potential client becomes aware of service)
2. Engagement & Intake Process (potential client engages law firm for a
particular service and clears applicable conflict checks)
3. Client Information Download
4. Process Client Information into Documents/Forms
5. Deliverable Preparation
6. Legal Value Add
7. Follow Up Marketing & Business Development

10. What Does Legal Producitization Mean?
Copyright 2016 Lucent Law, PLLC
• Legal Products are usually associated with fixed-fee pricing
• Some Legal Products can be sold through a subscription model
• Hybrids: fixed-fee plus an hourly component
• Anticipate “detours from the path”

11. Examples of Legal Products in a Law Practice
Real Estate Transactions
Business Entity Formation
Estate Planning Matter
Residential Purchase and Sale Agreement Preparation
-Buyer Version
-Seller Version
Copyright 2016 Lucent Law, PLLC

12. Examples of Legal Products in a Law Practice
Real Estate Transactions
Order Intake
1. Product Information
2. More Info & Order
3. Shopping Cart Process
4. Checkout
5. Back Office Conflict Check & Approval (S/A)
6. Process Payment (S/A)
Note: develop alternatives for manual orders
Copyright 2016 Lucent Law, PLLC

13. Examples of Legal Products in a Law Practice
Real Estate Transactions
Order Processing
1. Questionnaire Sent to Client (S/automatic)
2. Monitor Progress/Answer Questions (S as gatekeeper)
3. Prepare Draft Documents (S/A/automatic)
4. Deliver Drafts to Client (S)
5. Revisions (S/A)
6. Finalize Documents (S/A)
Copyright 2016 Lucent Law, PLLC

14. Examples of Legal Products in a Law Practice
Real Estate Transactions
Service, Marketing & Business Development Followup
1. Calendar followups as appropriate to service (transactional v. estate planning)
2. Email list (S)
3. Social media (S)
4. Recommend alternative/complementary services
Copyright 2016 Lucent Law, PLLC

15. Real Estate Transaction Walkthrough
Copyright 2016 Lucent Law, PLLC

16. Real Estate Transaction Walkthrough
Copyright 2016 Lucent Law, PLLC

17. Real Estate Transaction Walkthrough
Copyright 2016 Lucent Law, PLLC

18. Real Estate Transaction Walkthrough
Copyright 2016 Lucent Law, PLLC

19. Reasons to Consider Productization
1. It’s a retail world. People expect to consume services in a retail-centric format,
when they want, how they want.
2. Easy onramp to new client engagement. Broaden your traditional client base
by offering “easy onramp” services (for example, an advance directive and
healthcare power of attorney package)
Copyright 2016 Lucent Law, PLLC

20. Reasons to Consider Productization
3. Reduce attorney investment in new client engagement and service/pricing
explanation. Let your website and related marketing do the work for you. For
commodity or near-commodity services, set your information and expertise free.
Reduce your ”friction points” in engaging and onboarding new clients.
4. Your competitors are or will be engaged in productization.
Copyright 2016 Lucent Law, PLLC

21. Reasons to Consider Productization
LegalZoom
-Founded 2001
-200,000 legal plan “attorney consultations” (3/24/15)
-Commenced operations in UK in 2016
-Partnership with Sam’s Club to provide legal solutions to small businesses
(10/23/14)
-$200MM equity sale in Feb 2014
-Not a law firm; not subject to RPCs or other ethical obligations
-Access to venture capital
Copyright 2016 Lucent Law, PLLC

22. Reasons to Consider Productization
-Accessibility
-Remove friction points
-Understand and adapt to changing consumer models
Copyright 2016 Lucent Law, PLLC

23. Conclusion
Products, not commodities
Retail-centric; reduce friction points to engaging, onboarding and delivering great
services for clients.
Reduce attorney/staff time & involvement in onboarding and engagement process
Combine legal productization with document assembly and logical forms for a ”killer
app”
Copyright 2016 Lucent Law, PLLC