So you want to grow your law practice and you’ve got an idea for a new service. Do you work out all the kinks and then offer it to the world? If you’re like most lawyers (i.e., perfectionists, slightly paranoid, risk-adverse), there’s a good chance you’ll never launch that puppy.
Instead, consider borrowing a concept from the start-up world. The idea is to create a “minimally viable product” (service) and offer it not to everyone but to a segment of your target market. Do it quickly and see if anyone wants it before you spend a lot of time or money.
Make it as attractive as possible, and price it as low as possible, but don’t polish it until it’s all shinny and near perfect. Get something out there, flawed though it may be, and see if it sells.
If it does sell, improve the service and put more effort into marketing it. If it doesn’t sell, if it’s what they call in the real estate investment world a “don’t wanter,” move on.
Don’t waste time working on something until you know people want it. It doesn’t have to be great. Good enough is good enough for testing purposes.
If you’re concerned about offering a service that’s not yet up to your usual standards, test it outside of your primary market. Put up some Google ads or Facebook ads and see if you get some traffic and opt-ins before investing your time learning the ins and outs of the new service. Or, partner up with another attorney who offers that service. If you get some “sales,” you can turn those clients over to them while you brush up on your knowledge and skills.
You can also use this concept to test marketing strategies for your existing services. Write a report in a day or two (instead of weeks) and put it out there to see who “buys” it (signs up for your list or inquires about your services). If you get decent results, go back and expand and improve the report and offer it in more places. If it doesn’t work, pull it and try something else.
What new service could you start testing?
Not very good advice here, and would possibly lead one down a path to malpractice, test a “minimally viable service”? really?
The “start up world” is not analogous to the practice of law
Thanks for your comment. I’ve responded in today’s post.
David
I think growing a law practice by adding new services is a great idea. I like it so much because it is what I already do – and have been doing for over 20 years. I concentrate my practice on plaintiff’s personal injury law. Therefore, I am always looking for another income source to cover overhead, case costs, and other necessities while I wait for my PI cases to pay. Promoting routine DUI, divorce or civil matters cases from time to time to my past and present clients has been a great way to weather the cash flow storm. And, if one particular idea doesn’t work, then I can stop the service, retool, and offer something else to the same market. I recommend this strategy – i.e. growing your practice by adding new services – to anybody.
Hear, hear.
Thanks, Clint!