project manhattan columbia

An online platform to match start-ups and small businesses with attorneys that meet their specific needs and budget

Team 3, Cohort 1: Justin Mah, Gregg Rivkind, Matt StackLean Launchpad – Day 5January 15, 2016

Customer Interviews:Last 24 hours: 11To date: 102

Business Model Canvas – Version 1.0

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Key Partners American Bar

Association state and local bar

associations Practicing attorneys Law firms Law schools Recent or soon-to-be

law school graduates SBA Chambers of

Commerce Startup Labs and

Incubators Accelerators

Shared work space providers

Facebook, Twitter, LinkedIn

Key Activities website/mobile app to

connect lawyers and users

Matching algorithm video chat and document

sharing capabilities digital marketing

campaign Build attorney profiles

Value Proposition For Users: Digital platform to find

and hire attorneys Make the engagement of

attorneys more personal using matching algorithm

Create fee transparency Provide basic legal

information on website to educate users on a wide range of legal issues

Send targeted information on relevant court decisions, new statutes and regulations

Allow blogging/sharing of experiences online

For Attorneys: More efficient/ effective

means of client business development

Can work as an independent contractor

Collect and share user data that may be valuable to attorneys

Customer Relationships For Users: Provide fun and easy user

experience so that there are return users, upsell, cross-sell and referral opportunities

For Attorneys: Create new business

opportunities for attorneys

Allow attorneys to work as independent contractors

Customer Segments Users: Individuals Start-ups Small businesses Attorneys: Generalists Specialists

Key Resources Engineers/programmers

to build website/ app Marketing

Channels Website Mobile app

Cost Structure Website development and maintenance Marketing

Revenue Streams Freemium Usage fee Subscription Advertising

What We Learned – Day 1

Client

Family

Friends

Attorney

Acquaintances

KEY LEARNING.

Networks engender trust.

SOLUTION

Social Media APIs

Mah, Justin

Update with network slide from Claude Grunitzky presentation


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connect lawyers and users Matching algorithm video chat digital marketing

campaign to create network of users

Have attorneys and users create customer profiles


and hire attorneys Algorithm to match

user/attorney based on subject matter expertise, industry expertise, members of user’s network who have prior connection to that attorney

Create fee transparency and bidding for client

Provide basic legal information on website to educate users on a wide range of legal issues






Customer Relationships For Users: Provide fast and easy user

experience Provide the same level of

comfort users derive from word-of-mouth referrals




Customer Segments Users: Individuals Start-ups Small businesses Attorneys: Specialists – by practice

area and industry





Revenue Streams Usage fee – for individuals and startups Subscription – for small businesses with stable revenue patterns and

attorneys Advertising


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SOLUTION

$150 per month subscription fee for lawyers and free access for customers

KEY LEARNING

Users believe fee should be built into legal fees, lawyers willing to pay up to 10% of revenue generated through the

platform


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connect lawyers and users Matching algorithm video chat digital marketing



Social media API


and hire attorneys Algorithm to match

user/attorney based on subject matter expertise, industry expertise, members of user’s social network who have prior connection to that attorney

Create fee transparency and bidding for client









comfort using social media networks that users derive from referrals from family and friends




Customer Segments Users: Individuals Start-ups Small businesses Attorneys: Specialists – by practice

area and industry





Revenue Streams Usage fee – for individuals and startups Subscription – for small businesses with stable revenue patterns and

attorneys Advertising Marketing fee


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Attorney to client mix is important to deliver our value

proposition

To test, start with a small, specialized pool of attorneys

capable of addressing a broad range of legal issues faced by startups and small businesses

KEY LEARNING

SOLUTION


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Key Partners Practicing attorneys Shared work space

providers Startup Labs and


SBA Chambers of

Commerce Facebook, Twitter,

LinkedIn


connect lawyers and users

Matching algorithm video chat digital marketing



Social media API


and hire pre-screened attorneys

Algorithm to match user/attorney based on network/groups, subject matter expertise, fees, location, years of experience



Allow user review of attorneys





trust using social media networks that users currently derive from referrals from family and friends

Customer service For Attorneys: Create new business


Customer Segments Users: Individuals – at a later

date; not at launch Start-ups Small businesses Attorneys: Specialists – in startup

and small business issues


to build website/ app Marketing Facebook, Twitter,

LinkedIn



Revenue Streams

Usage fee – for individuals and startups Subscription or marketing fee for attorneys – for small businesses with

stable revenue patterns and attorneys Advertising


KEY LEARNING

Fee disclosure is required by customers while attorneys prefer to

keep this information private

To maximize the benefit of the network, good connections need to

carry more weightHave the users enter their willingness to pay while

attorneys enter their hourly rate and have the platform perform the match while keeping the attorney’s rate

private

Cross reference of networks to identify overlap and help identify a stronger connection

Allow users to search other user’s networks to see connections of clients and attorneys

SOLUTION

Where We Ended

A more efficient and effective means of client business development

ATTORNEYS get…

Small Businesses & Startups get…• Digital platform to find and hire prescreened

attorneys

• Provide basic legal information on website to educate users on a wide range of legal issues

• Send targeted information on relevant court decisions, new statutes and regulations

• Allow user reviews of attorneys

Algorithm to match user/attorney based on • Network/groups• Subject matter expertise • Fees• Location• Years of experience

MVP – Landing Page

Mah, Justin

Update this slide to update for our new slogan

MVP – Client Preference Ranking

Your attribute rankings:

Mah, Justin

Eliminate numbers, show the attributes horizontally in no particular order. Add years of experience

MVP – Attorney Results

Attorney Match Strength Network/GroupCommonalities to You

Subject Matter

ExpertiseFee Location Years of

Experience

Carl Yost

10

2 CONNECTIONSNick Johnson

Ernst & Young

Brent PiazzaMiami University

Intellectual Property $400 – 500 New York City, NY 8

Leslie Smith

9

1 CONNECTION

Sophia AnwarMiami University

Intellectual Property $400 - 500 New York City, NY 6

Richie Ryan

6 No known common connections to you

Intellectual Property $500 - 600 New York City, NY 5

Rick Tatum

5 No known common connections to you

Intellectual Property $300 – 400 White Plains, NY 4

Denotes a favorite

Mah, Justin

Add favorite to a stronger connection

Mah, Justin

Change match strength to a visual representation

MVP – Selected Attorney

Carl YostNew York City, NY

MATCH STRENGTH: 10

Carl Yost concentrates his practice in intellectual property matters and related litigation. He serves a wide range of clients in areas including:• Domestic and international trademark copyright counseling• Copyright registration and service mark applications• Prosecution of trademark and service mark applications• Internet issues, domain name disputes, UDRP proceedings, and e-commerce issues• Preparation and negotiation of technology transfer, assignment, and confidentiality

agreements• Domestic and international license agreements for trademarks, copyrights, software, and

know-how

REPRESENTATIVE MATTERS• Provide counseling, prosecution, and dispute resolution in the management of a multi-

national, diversified chemical company's trademark portfolio with leading positions in agricultural, industrial, and consumer markets.

• Successfully defended Monroe Fluid Technology, a leading manufacturer of high quality specialty fluids for the metalworking industry since 1958, in a trademark, copyright and trade secrets claim brought in the Eastern District of Pennsylvania.

COMMUNITY SERVICE & AFFILIATIONS• Member of the International Trademark Association• Serves on the board of the New York Partnership for Economic Education and is also as

Regional Director of the Miami University Alumni Association

SERVICES/EXPERTISEIntellectual PropertyIP LitigationCopyrightPatentTrademark

INDUSTRIESLife SciencesEmerging Companies

ADMISSIONSNew JerseyNew York

MEMBERSHIPSAmerican Bar Assoc.International Trademark Association

EDUCATIONGeorgetown University Law Center, JDMiami University, BS

Nick JohnsonErnst & Young

BrentPiazzaMiami University

How are you connected to William?

Our 120 Day Work Plan

Day 1 – 30

• Begin search for CTO co-founder

• Explore financing options

• Develop algorithm

• Build initial version of website to test with customers

• Acquire first users, starting with shared workspace locations in NYC

• Vet attorneys

• Begin conversations with key partners

Day 31 – 60

• Test willingness-to-pay of attorneys

Day 61 – 90

• Begin creating web content

Day 91 – 120

• Find optimal attorney-to-customer ratio

• Think about how to screen customers

• Continue to explore fee sharing arrangements

APPENDIX

Channels, Customer Relationships and Revenue Streams

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Channels:

• Website

• Mobile app

Customer Relationships:

For Users:• Provide fast and easy user experience • Provide the same level of trust using social media networks that users

currently derive from referrals from family and friends

For Attorneys:• Create new business opportunities for attorneys• Customer service

Revenue Streams:

Free for Users

For Attorneys:• Subscription fee (starting at $150)

Hypotheses to Test

Hypothesis Test Pass / Fail Criteria

Competitors use the web and mobile apps to reach customers

• Do competitors have websites for their customers?

• Search to determine which competitors have websites and/or mobile apps

Users will engage with us if we build a web platform that is easy to use and meets their search/match criteria, has basic legal information and features attorney profiles and user feedback

• Ask users to rank order criteria used to hire attorneys

• Ask users how they would design a web platform that they would want to use

• Pass if their criteria matches our thinking and there is demand to automate the matchmaking process; fail if their view is that an automated legal search process is undesirable

Users would be willing to pay on a transaction-by-transaction basis and lawyers would be willing to pay a subscription fee

• Interview users and lawyers to see if they value the service and if so how and how much they would be willing to pay

• Desire to pay either on a per use basis or monthly subscription

Market Competitive Analysis

Legal Marketplace

Crowdsourced Reviews &

RatingsLegal

Product Offering

FreelancePlatform

Auction

Virtual Law Firm

Size of Legal Market in the United States

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Options$275 B

$65 B

$3.2 B

Total Legal Market

Target Market (@ 5% of Served Available Market)

Total Legal Market (Startups & Small Private Businesses)

Project Manhattan - Type of Business

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Business/Market Type A startup in an existing market