1. Jared D. Correia, Esq.
Law Practice Management Advisor
Law Office Management Assistance Program
31 Milk Street
Suite 815
Boston, MA 02109
(857) 383-3252
jared@masslomap.org
Leanna Hamill, Esq.
Attorney at Law
160 Derby Street
Suite 456
Hingham, MA 02043
(781) 749-2284
MCLE
Wednesday, June 16, 2010
3:30 pm - 5:00 pm

2. The Business Plan
o In Four Parts:
Executive Summary
Organizational Plan
Marketing Plan
Financial Documents
o Background
SWOT Analysis
o Specific Inclusions
Areas of Practice
Billing/Pricing Models
Deadlines
Confidentiality Statement
o Don’t Forget/Ignore Finances
Create a Budget
Financial Assumptions
Capital
Summary of Financial Needs
“The Lawyer’s Guide to Creating a Business Plan:
A Step-by-Step Software Package”
by Linda Pinson
ABA
Latest Edition: 2009, w/ Annual Revision

4. o Create a Marketing Budget
Be Specific (Create Categories)
Track Costs (Including Time Spent)
Track Referral Information from Intake Form
Tracking Information is Essential for ROI Analysis
o Develop a Niche/Specialty
A General Practice is Untenable in the Modern Market
It Is Impossible to Sell Everything; Sell One, or a Few, Things
Ethical Considerations: Modern Practice Is Far Too Administratively
Complex to Do Everything
o Utilize Targeted Marketing
Define Your Ideal Client
Find Your Ideal Client
Land Your Ideal Client

5. o Mission Statement
Description of Your Firm Image = Brand
Pricing: Billing Models Developed in Business Plan,
as Sales Pitch
Doubles as Elevator Speech
o Defining Your Market
Determine Your Target Market
Locate Your Competition
Observe Marketing/Industry Trends
Start by Leveraging Your Existing Contacts
o Your Basic Marketing Strategy
Location (Physical/Geographic)
Location (Reach)
Location (Placement)
Traditional v. Non-Traditional Advertising/Marketing

6. o Your Assignments
Specific, Assigned Tasks (Based on SWOT Analysis)
Marketing Calendar for Deadlines
o Marketing Policies
Must Present Consistent Image/Brand
Create Policies for Enforcement/Maintenance of Brand Purity
o Timing of Market Entry
Different Question than: Is Your Plan Written?
Has Your Advertising Campaign Begun?
Are You Client-Ready?

7. o Traditional Marketing Models
In-Person Presentations
Bar Associations and Legal Organizations
Lawyer Referral Services
Print/Television/Radio Advertising
Direct Mail Marketing
o Non-Traditional Marketing Models
Website
Blogging
Profile Websites
Social Media
Direct Email Marketing

8. o Know Your Audience
To Whom Are You Speaking?
Clients, for New Business
Attorneys, for Referrals
o Understand Your Tools
Elevator Speech
Business Card
Know Thyself
o Ethical Considerations
Client Contacts
Attorney Referrals
Referral Groups

9. o The Importance of Follow-Through
Specific Tasks Assigned (Based on SWOT Analysis)
Marketing Calendar (Including Tasks and Reminders)
Stay on Course, to Meet Goals
Keep Track of Expenditures, to Stay Within Budget
o The Importance of Periodic Review
Time: Semi-Annual Review; Review at Material Change
to Business
Theory: Make Sure You Are Meeting Your Mission Statement
Trouble: Don’t Forget to Keep Tabs on Your Competition
o Return on Investment Analysis (ROI)
Analyze Your Intake Statistics
Convert Your Costs
Keep What Works/Ax What Doesn’t

10. 1. *This* PowerPoint
2. LOMAP Blog Posts, re: Marketing
3. Leanna’s Worksheet

11. Contact LOMAP
*for free and confidential law
practice management consulting*
31 Milk Street
Suite 815
Boston, MA 02108
(857) 383-3250
info@masslomap.org
www.masslomap.org
Contact Leanna
*for private or group
attorney coaching*
160 Old Derby Street
Suite 456
Hingham, MA 02043
(781) 749-2284
www.hamilllawoffice.com/coaching