ABA Client Centric Legal Services Conference -- Technology

ABA Client Centric Legal Services

Technology

August 15 2015

Other Materials

20 Apps To Help Provide Easier Access To Legal Help httpwwwabajournalcommagazinearticle20_apps_providing_easier_access_to_legal_help Are You The New Normal httpswwwplaybuzzcomchicagobarassociation10are-you-the-new-normal-lawyer

Using Technology to Improve Client Services

Catherine Sanders Reach Director Law Practice Management and Technology

Chicago Bar Association

Introduction Everywhere you look people are using technology Smartphones eReaders and iPads surround us You canrsquot watch good old TV without being bombarded by commercials for websites games and more technology Consumers are accustomed to going online to look up and share information shop pay for goods and services chat game and well ndash just about everything else No matter what type of clients you may serve it is likely that they expect to be able to use the same technologies they are accustomed to when they are working with you Below are a few suggestions at multiple price points that incorporate technology into your workflow and provide your clients with enhanced ndash and possibly expected ndash options Location Location Location Where ever you meet clients whether that is a traditional brick and mortar office or a rented conference space consider creating a Google Map for your website blog or email signature to help your clients find you Simply go to mapsgooglecom and type your address into the search box Click on the ldquolinkrdquo tool on the upper right side and you can grab a link to the map or get the code to embed it into your blog or website However consider taking it one step further by creating a customized map that shows not only your meeting space but also other locations that may be useful for your clients Based on your practice area and your clientsrsquo needs there may be some logical paths that you can map out to help your clients For instance a family law practice could create a map that shows your law office family court child services and the social security offices Be creative ndash perhaps you could provide a map to your office a local coffee shop a scenic overlook or the nearest place to get gasoline Think what would help your clients and create the map It is easy to create the custom maps Login to Google go the maps page click on ldquomy mapsrdquo and watch the video tutorial for instructions on how to set it up Also donrsquot forget to add your business address to Google Places for free At the very least perform a sanity check on the major direction sites on the web ndash Google Maps Yahoo Maps Mapquest and Bing ndash to make sure that your address and directions are clear and mistake free If you do find that the directions would have your clients driving down a dirt road you can contact the vendors to update the directions Google offers a couple of free tools to boost your web presence One is Google Plus which lets you provide a publicly available profile that includes pictures hobbies personal and professional interests You can link to your webpage blog LinkedIn profile or anything else yoursquod like to share Plus is free and is an easy way to boost your Google ranking Another free tool from Google is Google Places for Business that lets you add your firm to Google Maps and create a local business listing Google reminds you ldquoIts a good idea to create a Google Places account using an email address that you dont mind sharing with others or passing along in case you wish to transfer ownership of your listingsrdquo Additionally take advantage of similar local profile listings from Yahoo Local Search Bing Business Portal and Yelp

Caring and Sharing How would your clients react if you sent them news items of interest For instance if you sent an article about a new automotive plant moving into the area to a client that provides recycled aluminum Or alert a client to legislation or regulatory actions affecting her business A proactive informational update can be helpful to your clients and keep you top of mind Setting up alerts is easy Simply go to Google Alerts and type in your keywords Have the alerts sent to you by email or RSS feed for screening then forward as appropriate to your client Be creative and think about how you can share valuable information with your clients This takes much less time (think automated) than maintaining a blog and can be tailored to a specific client rather than broader focused newsletters

Evernote Evernote (wwwevernotecom) is a note taking tool that helps you keep track of information gathered from anywhere in one repository Text notes voice notes websites documents email links ndash whatever you want to save you can put it in Evernote saved to folders and tagged One feature of Evernote is the ability to share notes with someone else This could be especially handy for sharing research and information with other lawyers or your clients In the web interface (Evernote has a desktop application web version and mobile apps that all stay synched) simply create a new notebook and then select the arrow to retrieve the menu to reveal ldquoshare this notebookrdquo You can then invite specific individuals via email to share the Evernote notebook If you have the free version of Evernote you can only share in ldquoviewrdquo mode For Premium subscribers you can give modification privileges For additional security you can require that the recipient log into Evernote to view the notebook Evernote also lets you share specific notes with your social media profiles If you capture an interesting article you can then share it with one click to Facebook Twitter email or create a link to the note for your blog

Status Symbol Most airlines and travel websites offer customers the option to get flight status updates via email voice or text Doctorsrsquo offices will email text or leave voicemail about upcoming appointments Why donrsquot lawyers When engaging with a new client or taking on a new matter with an existing client discuss communication preferences This is a good time to discuss methods for exchanging confidential information and generally discuss their communication preferences Why not provide an option for them to opt-in to get reminders about upcoming appointments via voicemail text or email While there are a number of arguments about attorneys communicating with clients via text messaging due to its short form and insecurity a text reminder about an upcoming meeting may be just what the doctor ordered

Check Please There are a number of ethics opinions about lawyerrsquos accepting credit cards for payment However most jurisdictions will allow lawyers to accept credit cards for fees for services rendered If you are already sending invoices electronically consider this the next step to getting paid While there are costs associated with taking credit cards the benefit and ease of use for the client ndash as well as often resulting in getting paid faster ndash makes this an option worth exploring Law firm merchant accounts such as Affiniscape or LawCharge are set up to serve law firms specifically They will deposit all retainers into your IOLTA and take any fees or chargebacks from your operating account For earned fees some options include PayPal although as with any major operator PayPal enjoys its share of criticism as a vendor Many merchant account vendors now provide a web portal to allow payment through the web and companies such as Google and Square provide technology to accept payment via your smartphone Weigh your options shop around consult your ethics rules but do consider taking credit cards Clients often get cash back and awards for credit card use so paying you also pays them For a great article on taking credit cards with the mobile devices see the JanFeb 2012 article in GP|Solo ldquoAccepting Credit Cards on the Gordquo For Your Eyes Only The confidentiality of client information is an ethical foundation While email has been accepted as a communication tool the ABArsquos Formal Opinion 99-413 states that ldquoa lawyer may transmit information relating to the representation of a client by unencrypted e-mail sent over the Internet without violating the Model Rules of Professional Conductrdquo it follows that up with the caveat that ldquoa lawyer should consult with the client and follow her instructions however as to the mode of transmitting highly sensitive information relating to the clientrsquos representationrdquo In addition to ethical duties some states such as Massachusetts have statutory requirement to encrypt certain types of information in transit Discuss with your clients options for adding extra security to electronic communication such as employing encrypted email and document transfer Make sure that the encryption tool is easy to use for both the sender and recipient Your clients will appreciate your extra efforts to keep their information safe and secure Send Incrsquos SendSecure works with MS Outlook and web-based email or as a standalone to send encrypted emails The user invokes SendSecure the message is encrypted and vaulted on the SendSecure website The recipient receives a link creates a free account and accesses the email The email on SendIncrsquos servers automatically self destruct after a number of days The fee based features include setting self destruct dates message expiration dates message auditing and more for $5 per month SecuRmail (from Rpost) ndash This email encryption solution claims to avoid storage of email in a web-based repository and encryption keys as well as HIPAA compliance The system basically

automates the process of sending an encrypted PDF of the email that the end user wants to be encrypted It works bi-directionally so the entire conversation remains encrypted The password is sent via email too automatically and in a separate file Sign Here You probably ask your clients to sign documents Depending on your practice area lots of documents In addition to signatures those documents also require certain fields to be filled initialed and signed For some transactions this could include multiple signers in a certain order The tools until recently employed to accomplish this workflow may have included traditional mail email scanning faxing ndash only to find that someone forgot to initial a document and it must go out again Enter the e-signature solutions New tools on the market make this process much easier for your clients ndash and you ndash to get the job done Companies like Echosign DocuSign and RightSignature make it easy to upload documents mark required fields and signature blocks send to signers and reviewers and ultimately allowing clients to ldquosignrdquo the document with a mouse or stylus similar to signing for an express package from UPS or FedEx These companies are developing apps for iPad-like devices as well as iPhones As with any technology used to share confidential information make sure you are comfortable with the security and privacy that the vendor has in place and consider regulatory requirements for certain types of documents That said many lawyers have found ways to make these services work for them and their clients Make Mine To Go More often than not documents fly fast and furious between lawyers and clients Many of these documents are sent via email Email is an imperfect way to transmit documents as it creates copies of the document on both the sender and recipientrsquos local machine and servers It can lead to problems with version control ldquolostrdquo documents and general confusion An option is to provide secure online access to your clients to access their documents The attorney uploads the documents she wants to share with the client and the client accesses them via secure login The benefit to the client includes having all the documents for a matter in a single repository with the attorney taking responsibility for document management The client does not have to wait for the attorney to email a document and can access when it convenient to him The attorney can update the document and replace it thus eliminating concerns over versions There are many many ways for attorneys to incorporate a secure client document repository Practice management SaaS vendor Clio offers ClioConnect as part of the feature set Online document management provider NetDocuments offers some limited client document sharing or offers full scale extranets as an add-on Virtual law practice turn-key products such as DirectLaw and VLO count this type of functionality as a key feature Xerdict Group and PBWorks offer legal extranets and deal rooms There are many options and many price points but the high availability of these products suggest that online client document repositories offer logical benefit to clients and their attorneys

Box Box (wwwboxcom) has many options from personal to enterprise for document collaboration Box lets you store files and folders in online workspaces then share the document by sending a link Business for Box plan users can get granular control over who views and edits files and share folders that are synced with files on your desktop computer Share with internal and external users Box for Business also offers document management tools project collaboration a sales portal and mobile access Box integrates with Google Apps Salesforce SharePoint EMC Documentum as well as a free add-on for MS Office to open save and share files from within the native application Business plans cost $15 per user per month and can have from 3 to 500 users with 1000 GB of storage Security is a priority for Box with encryption in transit and at rest (enterprise only) SAS70 Type II Certification and datacenters that undergo security audits and strict access controls Clio Connect ClioConnect (wwwgocliocom) is practice management SaaS that offers secure collaboration with clients to share documents communication and allows clients to view and pay invoices Simply choose which information to share with the client and then they can be set up with a username and password Lawyers can see when a client access a document or message or paid a bill Clio costs $49 a month for attorneys and $25 for support staff ClioConnect is included in that cost NetDocuments NetDocuments (wwwnetdocumentscom) is an online document management application The tool offers a central searchable repository for law firms to store files that are accessible online and through mobile devices Security is high priority for NetDocuments whose target markets include law firms and financial institutions NetDocuments offers extranet services as an add-on such as deal rooms to firms already using traditional (non-cloud) DMS However NetDocuments offers unlimited extranets in the NetDocuments Professional Edition ($38 per user per month) making it a seemless process to share select documents with select clients as part of the workflow End users can create a ShareSpace for clients without IT administration MyCase MyCase (wwwmycaseinccom) offers client integration into the core function of the software Clients can be given access to all details of their cases and matter with a private secure portal for shared calendars documents and bills Messages with clients can be sent and received through MyCase and every item uploaded to the system can be commented on MyCase is $39 for attorneys and $29 for staffparalegals per month Client accounts are unlimited LexisNexis FirmManager

LexisNexis FirmManager (httpwwwfirmmanagercom) comes with the Client Center where clients can view documents appointments and tasks You can exchange messages with clients and with granular and client-specific logins and privileges you can even extend sharing to opposing counsel LexisNexis FirmManager is a web-based practice management tool costing $50 per user per month Firms using the LexisNexis Site Essentials Site Edge and Site Exclusives website packages get the Client Center as part of the site extending the law firm website with a client portal

Work It In some practice areas the clients act as partners with their attorneys mutually working on a project and accepting active roles to get the job done These projects often require tremendous coordination and communication Project management tools like BaseCamp Zoho Projects and Huddle create an online platform that applies project management methodologies and best practices including time keeping tasks deadlines and milestones These tools incorporate messaging document management wikis calendars even web conferencing to create a place to collaboratively work a project from beginning to end Many offer a free trial and offer integration with Google apps and portable devices

Asana Asana is a free shared task list for teams You can invite up to 30 members to a workspace and share tasks and priorities in a simplified heart-of-the-matter approach to project management Asana was created by two former Facebook employees (Dustin Moskovitz was Mark Zuckerbergrsquos business partner and roommate) and means ldquoyoga poserdquo in Sanskrit The products is a web based ldquoto dordquo list that lets people create tasks prioritize them assign them to colleagues and follow the work as it gets done Instead of individuals maintaining personal to-do lists Moskovitz aimed to help work groups create a ldquosingle version of the truthrdquo wherein everyone could see what others were working on and where they were in the process For a law firm where a team is all functioning to accomplish tasks that meet a common goal this approach might make a lot of sense Or say a lawyer working on complex estate planning documents with a client advising on the opening of a business or many other legal functions Asana integrates with MS Outlook Google Calendar and Apple iCal has mobile apps and all interaction is through SSL Basecamp Basecamp (httpbasecampcom) from 37Signals is the grandmother of web-based project management tools Simple interface rich but not overwhelming feature set and reasonable pricing have keep this tool available for many years The website claims National Geographic Patagonia and Polycom as clients Pricing starts at $20 per month Again users login to encounter a dashboard showing them activities on their current projects including messages new files due dates and outstanding tasks Setting up a project is easy simply choose participants (including different levels for internal and

external collaborators) then create milestones and then tasks with deadlines for each milestone Basecamp lets users track and report time and provides basic reporting Basecamp because of its popularity has many integration partners and add-ons including a full range of mobile compliments Trello Trello httpstrellocom is a list makers dream If you are constantly keeping lists of to-do items Trello helps you organize those lists into share-able ldquoboardsrdquo Each list is made up of ldquocardsrdquo or tasks Each card can have attachments assignments and due dates checklists embedded videos and more You can assign cards to the individuals you invite Trello traffic runs over SSL and is free

Meet Up Scheduling meetings is often more of an art than a science Calendars must be consulted changes occur at the last minute delays occur Online appointment calendars can help with some of these hurdles Do you offer free consultations Make it easy for potential clients to take the next step by instantly scheduling an appointment online Make it easy for existing clients to schedule some time to meet Looking again at the travel industry your clients are used to being empowered by easy-to-use online booking for flights hotel and flights Online scheduling and appointment booking products like GenBook Appointment Plus and BookFresh synchronize with your Outlook or Google calendar and display freebusy time to your clients and prospective clients By simply clicking on a button from your website or secure portal a client can select a free time and set up an appointment Some offer the ability to send automated appointment reminders to the clients others let you reschedule and automatically send out the re-scheduling information Most of the full function vendors provide a free trial though they do charge a monthly fee to continue

Doodle MeetMe Page Doodlersquos MeetMe Page (httpdoodlecomaboutmeetMehtml) lets you create a personal scheduling profile that you can link from your website There is a 30 day free trial and ldquoideallyrdquo it is connected to your personal calendar You can connect to a Google calendar MS Outlook calendar (20072010) or Apple iCal Once connected to your calendar you can share the link to your Doodle MeetMe page and people can request time on your schedule Donrsquot worry visitors only see aggregated availability (freebusy) and no detail While the account is free premium Doodle (a solo premium account is $40 per year) adds additional functionality and is ad-free with unlimited transactions GenBook Genbook (wwwgenbookcom) is an online scheduling tool that lets people schedule appointments with you right from your website by clicking a ldquoBook Nowrdquo button

GenBook also provides information to those booking an appointment like services a Google Map and more If you have multiple attorneys in the office GenBook can be configured to provide appointments for each one GenBook has one way synchronization with your Outlook calendar (and iCal Google etc) so that you can ldquoacceptrdquo an appointment on GenBook and it will appear on your personal calendar GenBook Solo is $20 per month and Standard with unlimited staff members is $40 per month BookFresh BookFresh (wwwbookfreshcom) is another online scheduling tool similar in many ways to GenBook BookFresh also adds SMS (text) notifications when someone schedules an appointment and reminders via text of upcoming meetings BookFresh syncs with Google Calendar Android iCal and Outlook BookFresh also has a review function so clients can provide reviews of your firm and people see them when they book appointments BookFresh creates a ldquomini websiterdquo for your business for free which may help with exposure online They have added the ability to take payments online and can send SMS and email reminders automatically for appointments The free version is not functional enough for most lawyers and the business plan is $20 per month

Put Your Heads Together Communicating via asynchronous technology like email can sometimes result in a perpetual and time consuming loop of correspondence When a situation needs to be resolved with discussion or language in a document needs to be worked out and finalized sometimes taking an in-person meeting is the quickest way to achieve the end However getting together for a face-to-face meeting can be difficult especially when it includes travel ndash even just across town However having a live meeting can be productive when trying to come to conclusions and make decisions A phone call will sometimes suffice but to collaborate on a document or give a presentation it is extremely limiting Enter web conferencing tools Web conferencing tools provide the visual stimulation and human elements of a live meeting allowing attendees to make decisions and communicate in real time There are many web conferencing services at many price points Free services like Mikogo offer a lot of functionality primarily useful for sharing a document on the screen and discussing it or giving a presentation However other low cost services add whiteboards recording and chat to the offerings More expansive and expensive options like Webex and Microsoft LiveMeeting add videoconferencing and voice-over-IP If you just need to see ldquoeye to eyerdquo Skype Gmail and ooVoo will fill that need and all you (and your client) need is high speed internet and a webcam Most of these services offer trials so next time you need to really connect with a client try scheduling a virtual meeting

Joinme From LogMeIn Inc comes Joinme (httpsjoinme) is a super simple screensharing tool which allows you to quickly share your screen with up to 250 people at once The free version provides screensharing chat a toll phone conference number share control and

monitor selection (for those with multiple monitors) and you donrsquot have to register so no username and password to remember To share your screen simply go to the website and click ldquoSharerdquo You will need to download an exe file and once that is done you will see the control panel and a 9 digit number Then invite anyone to also go to joinme but instruct them to enter the 9 digit number where it says ldquojoinrdquo The participants do not need to download anything and even though it is Flash based there are apps for iPhone iPad and Android ndash and they work The pro version costs $149year of $19 per month and includes presenter swap meeting scheduler meeting lock user management international conference lines and more Joinme uses 256 bit SSL encryption and does not leave traces on the shared machine or recipients The current beta version is also adding VoiP This is a really useful fast and free tool for showing someone your screen in an instant FreeScreenSharing From the people who gave you freeconferencecallcom comes FreeScreenSharingcom After a free registration you can start a meeting that provides a remarkable amount of features for free Of course there is a built-in toll phone conference as well as an attendees list by name and chat feature You also get a customizable ldquolobbyrdquo with logos and pictures a meeting title contact information and uploaded documents for your guests to see when they arrive To invite people to attend your meeting simply copy and paste the meeting ID and link as well as the audio conference number into an email Screensharing features include choosing to share a screen or a specific application as well as which monitor to share You can switch presenters too You can have unlimited free meetings with up to 96 participants for up to six hours per meeting There is no ldquoprordquo or fee-based version of this tool and it does not appear to be ad supported The connection is https (SSL security) Watchittoo Watchittoo (httpwatchitoocom) is a live streaming video collaboration platform that lets up to 25 meeting participants collaborate in a virtual video conference environment around a document or media file as well as screensharing There are no downloads although it does require Flash to run While there is a free limited 30 day free trial plans range from $40 per month to $60 per month Premium features include a toll free audio bridge recording embeddable code for your website analytics and more While other web conferencing sites offer some limited video collaboration Watchittoo allows more simultaneous collaborators with a display that auto-adjusts to show who it talking etc VentureBeat described it as the ldquobest of WebEx and live streamingrdquo Oovoo Oovoo (wwwoovoocom) is a free video conferencing service for 6 way video chat It requires a download (Windows Mac iOS Android) to participate in HD quality videoconferencing The free version is ad supported and has no security settings There are premium offerings which can extend the video calls to 12 users as well as desktop

sharing reporting tools recording send files and security settings The Pro version is $30 per month and the Plus is only $10 per month OoVoo for Business is priced by per user per month and has an administrative console more security options and more Necessary equipment includes a webcam speakers and a microphone Google + Hangouts One unique feature of Googlersquos social network ldquoPlusrdquo is a real time video chat collaborative space for up to 9 people at a time Features include screensharing GoogleDocs editing and Sketchpad access for drawing Hangouts on Air let you record and broadcast a hangout To participate yoursquoll need a Google account (naturally) as well as a plugin for Google voice and video Google+ Hangouts are not for confidential client discussions but can be a quick way to work with co-presenters host a marketing event and engage your audience in Google+

What Does It Rate Establishing and meeting expectations regarding communication methods and frequency will go a long way to ensuring that clients are satisfied with representation At the end of a matter attorneys can employ techniques such as sending a client satisfaction survey using easy online survey tools such as SurveyMonkey or Zoomerang Gathering data about the success of communication and representation despite the outcome of the matter will help establish whether clientrsquos needs are met While the survey results may provide some negative feedback prepare to use this as a learning tool for both evaluating new potential clients and serving existing ones in the future Conclusion Think about how you can use technology to make it easier for your clients to work with you and to provide better client service Do scrutinize online services considering your ethical and legal duties Discuss with your clients what theyrsquod like to see from you and how you can make their experience better Adapt to their needs be open to suggestions and think about how harnessing technology can increase client satisfaction

Reprinted with permission from The Relevant LawyermdashReimagining the Future of the Legal Profession available for purchase from the ABA Webstore (shopabaorg) at httpshopamericanbarorgeBusStoreProductDetailsaspxproductId=187108732 2015 copy by the American Bar Association All rights reserved This information or any portion may not be copied or disseminated in any form or by any means or stored in an electronic database or retrieval system without the express written consent of the American Bar Association or the copyright holder

I IntroductionEven as virtual law firms rapidly gain currency in the legal world confu-sion persists on the termrsquos precise meaning More lawyers particularly the new wave of ldquountetheredrdquo solos are now mobile doing without a physi-cal office space meeting clients at the clientsrsquo location or a local Starbucks and doing their legal work by email cell phone and laptop computer But unless they deliver online legal services through a secure client portal these untethered lawyers are not engaged in virtual lawyering By defi-nition practicing via the Internet specifically is what virtual law firms do

We now know enough about the trajectory of virtual law practice and we can now perceive future trends clearly enough to know that more

Chapter 7

THE FUTURE OF VIRTUAL LAW

PRACTICERICHARD S GRANAT AND STEPHANIE KIMBRO

Reprinted with permission from The Relevant LawyermdashReimagining the Future of the Legal Profession avail-able for purchase from the ABA Webstore (shopabaorg) at httpshopamericanbarorgeBusStoreProductDetailsaspxproductId=187108732 2015 copy by the American Bar Association All rights reserved This information or any portion may not be copied or disseminated in any form or by any means or stored in an electronic database or retrieval system without the express written consent of the American Bar Association or the copyright holder

law firmsmdashfrom the ldquountetheredrdquo solos to large establishment brick-and-mortar firmsmdashwill practice in the virtual space in coming years

It is now clear that for several reasons virtual law firm technology before long will mainstream within the legal profession as the primary law practice platform inevitably shifts from office to Internet To engage with clients lawyers will become increasingly proficient with the online technology tools discussed below consistent with new legal ethics norms calling on lawyers to attain technological competence Lawyers who do not adapt will lose market share and relevance

The continuing ascension of virtual law firms will leave a profound mark on those who deliver legal services and on segments of society that receive them or need them The economies of legal software applications will enable lawyers to make a living offering legal services to persons now priced out of the legal services market Internet-based technology will enable law firmsmdashmostly solos and small firms that serve consumers and small businessesmdashto offer efficient and affordable solutions relevant to a latent market for legal services Virtual law firm technology holds the promise of a significant if not comprehensive solution to the persistent access to justice problem burdening low-income people and those of mod-est means Technology will deliver legal help to the legally underserved where traditional legal services market has failed

This chapter discusses the future of virtual law practice with an expla-nation of the origin of the concept an exploration of the different forms of virtual law practice and an analysis of the societal forces creating a demand for the delivery of legal services online The impact of virtual law practice on the productivity of law firms of all kinds from solos to big law firms is also explored as well as the potential for virtual law firms to serve as one solution to the access to justice problem

II What Is a ldquoVirtual Law PracticerdquoA ldquovirtual lawyerrdquo delivers legal services online through a secure web space normally characterized as a ldquoclient portalrdquo Without the security of ldquoclient portal technologyrdquo where communications are encrypted and protected the practice is not ethically compliant It is estimated that approximately 6 percent of solos and small law firms use a secure client

THE RELEVANT LAWYER REIMAGINING THE FUTURE OF THE LEGAL PROFESSION

portal to communicate and collaborate with their clients and deliver other legal services online ldquoVirtual law practicerdquo is still in its early stages of adoption by the legal profession Yet given the continued rise in consumer use of companies that provide online legal services with or without the review of a licensed lawyer the market need for virtual law offices as an alternative to traditional legal service delivery will most likely be driven by consumer demand and adoption by the profession will increase in the coming years

A Primer on Virtual Law Firms

eLawyering can be traced to the early days of the Internet when early law firm websites such as http www visalaw com and http www mdfamilylawyer com first appeared In January 2000 William Paul then president of the American Bar Association created the ABA eLawyer-ing Task Force President Paulrsquos vision was that lawyers could use the power of the Internet to serve clients of moderate means priced out of the legal market The eLawyering Task Force still exists today as a program unit within the Law Practice Division of the American Bar Association

With the passage of time the eLawyering concept became associ-ated with the concept of virtual law practice The period from 2000 to 2009 witnessed the emergence of several virtual law firms that sought to deliver legal services online directly to clients Unlike a simple law firm website that may only have a description of a firmrsquos practice bio-graphical information about the partners and employees of the firm and some legal information a ldquovirtual law firmrdquo is characterized by access by the firmrsquos clients to a password-protected and secure web space where the attorney and client may interact and legal services are consumed by the client Some may include the delivery of online legal advice legal review of documents received by the client from another party discussions between the lawyer and the client and the creation assembly and review of legal documents and forms

In response to inquiries from law firms about what constitutes an ethically compliant virtual law practice the eLawyering Task Force in 2009 released ldquoSuggested Minimum Requirements for Law Firms Delivering Legal Services Onlinerdquo These minimum requirements help lawyers resolve questions about whether their ldquovirtual practicesrdquo comply

THE FUTURE OF VIRTUAL LAW PRACTICE

Continued

with the professional rules of conduct Since every state develops and enforces its own rules for the legal profession these requirements were advisory only The guidelines were never submitted to the ABA House of Delegates for approval so their authority is limited to the wisdom within the guidelines themselves but they have affected the definition of what constitutes a ldquovirtual law practicerdquo

The core definition of a ldquovirtual law practicerdquo proposed by the eLaw-yering Task Force in the requirements is linked to the architecture of a law firmrsquos website Thus

The basic structure of a law firm Web site that offers legal services online requires a secure client Web space that is accessible only with a user name and secure password Without such a mechanism it is difficult or impossible to comply with the rules of professional conduct that deal with UPL client confidentiality establishing the lawyerclient relationship and conflict of interest issues Virtual law practice is linked to delivering legal services online To protect the confidentiality and security of client information this requires a secure ldquoclient portalrdquo accessible with a user name and password Within the secure client portal clients can communicate and col-laborate with their lawyers online with the assurance that their transactions are secure and ethically compliantA ldquosecure Web spacerdquo that is accessible to a client is commonly known

as a ldquoclient portalrdquo The term is most often applied to an electronic shar-ing mechanism between a law firm and its clients The law firm provides a secure entry point that enables its clients to log into an area where they can communicate view and download documents collaborate on document editing and upload private information The portal exists only on the web and data is stored in the cloud When data is transmit-ted between the secure portal and the client it is encrypted

eLawyering can only take place within a secure web space eLawyer-ing encompasses the tasks that a lawyer does within the ldquoclient portalrdquo itself These eLawyering tasks can be of many types In an article in Law Practice Magazine for JanuaryndashFebruary 2004 Marc Lauritsen co-chair of the eLawyering Task Force defined eLawyering as

all the ways in which lawyers can do their work using the Web and associated technologies These include new ways to communicate and collaborate with clients prospective clients and other lawyers produce documents settle disputes and manage legal knowledge

A Primer on Virtual Law Firms Continued

Think of a lawyering verbmdashinterview investigate counsel draft advocate analyze negotiate manage and so forthmdashand there are corresponding electronic tools and techniquesThe literature about ldquovirtual law practicerdquo often quotes lawyers as

referencing themselves as ldquovirtual lawyersrdquo because they have no physi-cal office they meet clients at their clientrsquos office or at the local Starbucks and do their legal work by email cell phone and laptop computer But since these lawyers do not deliver online legal services securely one would not consider them true ldquovirtual lawyersrdquo

This is a difference between virtual law practice and just being a ldquomobilerdquo lawyer We would characterize the lawyer in the previous para-graph as just being ldquountetheredrdquomdasha lawyer who is mobile and free from an office location A ldquovirtual lawyerrdquo is also an ldquountetheredrdquo lawyer but he or she is much more than that when integrating a client portal into a virtual practice model Making this distinction is important because when the lawyer is evaluating his or her compliance with the Rules of Professional Conduct different ethics issues may arise from the direct delivery of legal services to clients online that would not arise from merely using online tools to conduct legal tasks If the lawyer is deliv-ering legal services to clients online there may be an online form of limited-scope engagement agreement that must be properly handled securely online The establishment of the lawyer-client relationship online through a secure client portal and use of a click-wrap agreement requires compliance with rules that a virtual practitioner must know of that go beyond the traditional establishment of the lawyer-client relation-ship Therefore being a ldquomobilerdquo lawyer may not raise the same ethics issues or require the same level of security and attention to procedure

III Types of Virtual Law PracticeA Law FirmndashBased Client PortalDuring the initial emergence of virtual law practice law firms incorpo-rated into existing websites a ldquoclient portalrdquo that was accessible with a user name and password within which different legal tasks are done The added value of creating a client portal where lawyers can work with their clients online is a way for many law firmsmdashfrom solo to large law firmmdashto differentiate themselves from other firms In this model an inde-pendent company usually provides the client portal application to the law

firm as ldquosoftware-as-a-servicerdquo The client portal is integrated within its law firmrsquos website and the client signs into the client portal from the law firmrsquos website using a user name and password

B Virtual Practice within a Branded NetworkMore recently a hybrid for a virtual law practice has emerged where a third party provides a website that connects clients with law firms The third party creates a website that is market-facing and attracts consumers who can become clients of the law firms linked to that companyrsquos website The consumer-facing website often targets specific legal needs such as estate planning start-up companies or divorce law and with advertis-ing resources and excellent content can attract consumers who can be served by the lawyers for its network These networks are called ldquobranded networksrdquo and offer the individual law firm an efficient way to market its services through the companyrsquos website Examples as of mid-2014 included AttorneyFeeCom DirectLawConnect LawGives LawDingo LawZam UpCounsel PlainLegal and Bridge US

What makes this a form of virtual law practice is that the lawyers work with their clients through a secure client portal which is also set up to be ethically compliant in the sense that communications are secure and encrypted and confidentiality is preserved

IV The Market for Consumer Legal ServicesThe emergence of virtual law firms is just one dimension of transforma-tive change now shaping the consumer legal services market primarily because of the ascendancy of the Internet Another is the recent move-ment of some consumers away from the lawyer-driven model of legal services delivery

A Direct-to-Consumer SolutionsConsumers and small business are largely served by solos and small law firms which constitute 80 percent of the legal profession within the United States During the last decade a new category of nonlawyer legal information websites offering direct-to-consumer low-cost legal solutions also has emerged Examples include LegalZoom the most well-known

legal brand among consumers although it is not a law firm and others such as Nolocom US Legal Forms Inc and SmartLegalforms Inc to name only a few The legal information industry of self-help books and forms has gone online It has the solo and small-firm segment of the legal profession squarely in its sights A legal information solution can often substitute for the work of a lawyer Intelligent legal documents and smart web advisors often provide a low-cost just-good-enough solution to many legal problems without the need to incur higher legal fees This is the new reality that the legal profession faces

The impact of these legal information websites on that segment of the legal profession while not huge as yet is not insignificant either In one area alone no-fault divorce we estimate that online divorce sites such as www completecase com www legalzoom com www selfdivorce com www smartlegalforms com www divorcelawinfo com www divorcenet com www docupro net and www uslegalforms com have processed over 100000 online divorces in 2014 If the average legal fee for an uncontested no-fault divorce is approximately $1500 then approximately $150 million in legal fees have been drained from lawyersrsquo practices on a nationwide basis This is not a small amount and it will continue to increasemdashat the expense of the legal profession These intelligent legal information sites will become more sophisticated and incorporate more rule-based intel-ligent web applications that substitute for the judgment and the labor of an attorney Consumers will continue to look for less costly alternatives than traditional legal services and these software-based solutions will increase with passing time

B Why Do Consumers Look for Alternatives to LawyersAmerican Bar Foundation research and other research studies on consumer perceptions of lawyers provide support for the idea that consumers will avoid using a lawyer unless they really have to

The American Bar Foundation research includes people from all eco-nomic strata in a single midwestern mid-size city Extensive interviews probed problems but did not cast them as legal matters Only 15 percent of those with a civil justice situation turned to an advisor for help and only 8 percent turned to a lawyer One out of 11 people with a legal issue

took that issue to a lawyer Forty-five percent of the people said there was no need for advice Twenty-five percent said that seeking help would make no difference

Consumers look for alternatives to lawyers because

bull They cannot afford $125-$150 per hour or they perceive that they cannot afford lawyers because most lawyers use the billable hour and consumers cannot budget for legal costs and fear unpredictable high fees

bull Lawyers are inconvenient and inefficient to usebull Lawyers can be slow delivering a legal service as technologically

they still lag behind other service professionsbull Consumers dislike hourly rates

Rather than seek legal assistance many consumers will search for a solu-tion that is ldquogood enoughrdquo Consumers will sub-optimize and seek the assistance of an independent legal document preparer rather than the full services of an attorney in the interest of economy even though it may be far from the perfect solution

C What Do Consumers Want from LawyersThe proliferation of ldquolawyerlessrdquo legal services underscores the importance to the legal community of identifying and responding to what consum-ers want from lawyers The dominant theme of extensive research on that question is better customer service More particularly consumers want

bull information on what their case will costbull an idea of how long their case will takebull progress updates on their casesbull prompt response to letters and phone calls andbull prompt responses to their complaint(s)

Market research also supports the conclusion that consumers want legal advice and legal services to be delivered

bull online by phone and even by textbull out of hoursmdashnot just the traditional 9 to 5bull linked with related services such as the purchase of a home andbull with unbundled and rdquodo it yourselfrdquo legal services

From consumersrsquo perspective the system for delivering legal services must be redesigned to conform to their values by creating a new value propo-sition A new value proposition could involve elimination of the need to go to the lawyerrsquos office increasing speed of the transaction and offering services at a flat fee It is a waste of marketing dollars to market legal ser-vices to consumers who do not want legal services in their present form Marketing is more than just ldquosellingrdquo or getting the word out about a law firm or publishing a website that is more than a Yellow Pages advertise-ment or radio and TV commercials that make claims about how great a law firm is Lawyers cannot sell a product or service to a consumer if the consumer does not want to buy it Marketing is more than ldquopromotionrdquo

Fixing the system for the delivery of common legal services requires more radical surgery if the migration of consumers toward less valued alternatives is to be halted Solutions include

1 Increasing the transparency of the transaction between client and lawyer by moving away from hourly pricing toward fixed pricing andor pricing by result The lack of transparency in lawyer pricing creates tremen-dous anxiety by consumers A consumer can get a fixed price from a homebuilder to build a $1 million house (with allowances for unfore-seen circumstances) but often canrsquot get a fixed price from a lawyer for a relatively simple divorce

2 Increasing productivity of the legal transaction and passing the savings on to the client Consumers suspect that lawyers are using informa-tion technology to increase their productivity by automating more routine legal tasks such as document production They resent that productivity enhancements are not passed along to the consumer in terms of lower prices Without competition from other kinds of pro-viders the legal profession has no incentive to lower prices Instead legal fees move up Full-service stockbrokers were affected by online

discount stockbrokers in price reductions A competitive economic environment for legal services would have the same result

3 Overcoming the inconvenience of communicating and working with a law-yer While it is necessary to appear in a doctorrsquos office for a physical examination it is unnecessary to be physically present in a lawyerrsquos office for the law firm to do its work Yet the prevailing mode of doing business requires that the client give up half a day of work or more and travel to a lawyerrsquos office for advice at the lawyerrsquos convenience not the consumerrsquos

V Capturing the ldquoConnected GenerationrdquoThe pressures to change the patterns of delivery of legal services for con-sumers will increase dramatically in the next few years

Whatever trends are now in place will accelerate over the coming years as ldquothe connected generationrdquo comes of age and matures into the age where they need legal services The ldquoconnected generationrdquo often called the Millennial Generation are those born since 1981 as of 2014 ranging in age from eighteen to thirty-three Approximately 87 million Americans are in this age cohort It is larger than the Baby Boom generation and as this generation ages they will have the same legal problems and issues as any other generation This generation has grown up on the Internet and looks to the Internet first before checking the Yellow Pages reach-ing for a telephone or consulting with a professional face-to-face This is a generation of ldquodigital nativesrdquo with the Internet in their DNA They shop online play online learn online bank and invest online and will expect their lawyers to also be online

The defining culturalhistorical event to distinguish this cohort is that they spent their formative years in the age of the birth and rise of the Internet The Internet Generation has no recourse to a memory of (or nos-talgia for) a pre-Internet history a factor that greatly differentiates them from older generations who had to learn to adapt to new technologies

This generation values

bull innovationmdashthe better waybull immediacymdashie ldquoI want it nowrdquo

bull authentication and trustmdashoften established through online methods of sharing

bull interactivity defining the culture andbull high customizationmdashservices and products that fit unique needs

Consumer behaviors emphasize

bull looking to the Internet first to seek information alternatives and options

bull trying before they buybull reliance on communities of interest where opinions and information

can be exchanged andbull interaction with a website before talking to a professional

Law Firms Designed to Serve an Internet-Savvy Generation

Law firm websites that are highly interactive and can serve this genera-tion online will dominate the legal landscape in the decades to come The law firms moving into this next stage are what we call ldquoweb-enabled law firmsrdquo because of their commitment to using the power of the Internet to change the way they practice law by creating websites highly inter-active with their clients

Web-based applications that early-adopter law firms are now incor-porating in their law firm websites include

Web-Enabled Document AutomationWithin a secure client space clients can provide data through an online questionnaire that results in document assembly through web-enabled document solutions Enabling the client to provide the data directly into an online interview reduces the time that the attorney must spend on the interview process and results in an instantaneous generation of a draft ready for a lawyerrsquos more detailed review Web-enabled doc-ument assembly enlists the clientrsquos effort in providing the data used to create a customized document without initial lawyer intervention Traditionally document automation has been used by lawyers within

Continued

the office environment to speed up the production of documents of all kinds Speeding up internal document assembly within the law firm is important but does not have as dramatic a change in law firm work process as client-centered and web-enabled document automation By moving the document automation process onto the web and enabling the client to provide data online a major increase in lawyer and client productivity occurs

Gamification to Increase Online Client EngagementThere is enormous potential to increase engagement with clients through games for legal services embedded in a law firm website Because the psychology behind gaming supports positive engagement games may educate the public and provide a way for the legal profession to jump into the larger online conversation around legal services Games may push players with rewards from gameplay from a platform like Face-book to a licensed lawyer law firm or one of the many online branded networks providing legal services Not only may games increase the publicrsquos empowerment and education about the law they may also increase access to justice by providing the public with alternative ways to be connected with legal services online From the lawyerrsquos perspec-tives games could deliver a prospective client already engaged better educated and prepared to purchase legal services online or extend the engagement to in-person legal representation

What is a game for legal services Gamification is when you take a process such as filling out an online client intake form or all the steps needed to handle a case as a pro se litigant and add game elements to that process to motivate people to complete it or handle it in a different way Gamification uses game mechanics to influence behavior in the real world This differs from a pure ldquogamerdquo Games provide a different experience than something that has been gamified Because games are self-motivated they create more of a ldquoflowrdquo Flow comes from a sense of accomplishment and is a result of heightened functioning It occurs most when something is done for fun rather than for money status or obligation This is why games are often more engaging tools than the gamification of an existing online process

In other industries including higher education games are being

Law Firms Designed to Serve an Internet-Savvy Generation Continued

designed as teaching tools and sources of increased online engagement Games are an ideal conduit for sharing basic legal information and ser-vices with the public Games can provide education in a fun way and be shared between friends and family who may also have similar legal needs Paired up with a rewards system that encourages the player to seek online self-help resources and legal services games may direct consumers to the appropriate online legal service provider for their legal need

Online CalculatorsOnline web interview forms can be used to collect financial data that is the basis for a calculation and offers the client an immediate use-ful legal result This software solution provides an answer to a client without the involvement of a lawyer It may provide estimates to pro-spective clients regarding matters where there is a statute that dictates a clear formula that the calculator applies Another calculator might be developed individually by the lawyer to help a prospective client cal-culate the estimated cost of legal services for the lawyerrsquos own services

Client Appointment SchedulingClients can make appointments to see their attorney directly through the website

Client Data IntakeClients can provide data through online forms that are the basis for an office consultation Providing the data in advance enables the lawyer to fully prepare for the office consultation and often reduces the time required for the in-house consultation

Interactive Legal AdvisorsSome law firms are creating interactive legal advisors As with online document assembly the client answers questions through an online questionnaire but instead of a legal document being created the intel-ligence engine manipulates ldquoif-thenrdquo statements that generate a legal answer to the client immediately

Continued

Online Dispute SettlementVideo- and web-conferencing applications can also support forms of online dispute settlement and mediation

Additional web-enabled interactive applications will continue to be developed by third-party vendors and provided to solos and small law firms through the virtual law firm web-based architecture These law-based interactive applications power a law firmrsquos legal service by reducing costs which results in more affordable fees

VI The Access to Justice ProblemInternet-based legal technology can help solve the justice gap problem by enabling law firms mostly solos and small law firms that serve consumers and small business to offer efficient and affordable solutions that relate to a latent market for legal services Surveys across the states have put the number of US consumers who cannot afford a lawyer at up to 80 percent

As a recent law review article notes ldquoThe typical legal services con-sumer in the US makes approximately $25 per hour and is priced out of the services lawyers provide even at low attorney rates of $125ndash$150 an hourrdquo

Approximately half a million lawyers provide personal legal services to individuals and families More than four out of ten new law school graduates cannot find full-time permanent employment as lawyers and have an unemployment rate nearly twice that of the nation Unfortunately lawyers who provide personal legal services all chase after the same top 20 percent of potential clients who can pay their hourly rates or who have personal injury cases or who are pursuing a claim for which the lawyerrsquos fees can be paid under a fee-shifting statute or otherwise recov-ered from the defendant

Surveys show that fully 80 percent of low-income Americans with legal needs do not receive legal help because they cannot afford private lawyers and legal aid resources are inadequate

The ABA Standing Committee on the Delivery of Legal Services also reports that ldquo[p]eople with moderate incomes donrsquot do much better a large majority represent themselves get help from someone who isnrsquot a lawyer or do nothing when faced with a legal problemrdquo

The Legal Services Corporation (LSC) recently released a report that resulted from a Legal Tech Summit convened in 2013 to explore the many ways technology can expand access to justice LSC President James J Sandman in commenting on the report recognized the importance of online legal services in helping to resolve the access to justice problem

ldquoIt charts a path to a future where through the smart and disciplined use of technology the legal aid community can provide some form of assis-tance to everyone with a significant civil legal problemmdashand not have to turn people away with nothingrdquo LSCrsquos strategies for achieving this goal focus on the delivery of legal and information services over the web The main components of the LSC strategy are similar to what we envision for private law firms as these firms migrate toward the Internet

1 Creating in each state a unified legal portal that directs persons to the most appropriate form of legal assistance and guides self-represented litigants through the entire legal process

2 Deploying sophisticated document assembly applications to sup-port the creation of legal documents by service providers and by litigants themselves

3 Taking advantage of mobile technologies to reach more persons more effectively

4 Applying business processanalysis to all access-to-justice activities to make them as efficient as practicable Developing expert systems to assist lawyers and other service providers to access authoritative knowledge through a computer and apply it to particular factual situations

By combining the power of software with the delivery of legal service fric-tion is reduced and speed of delivery is increased and because aspects of the legal service are automated profit margins can increase We call these legal services ldquosoftware-powered legal servicesrdquo By combining delivery of

human legal services with automated legal services and delivering these services over the Internet economies of scale can be achieved that are not possible within a traditional person-to-person law practice

To reach and address a huge potential unserved market for legal ser-vices lawyers must learn how to power their services with virtual software technologies that result in reduced fees that expand the market for legal services By definition these services must be delivered within a client portal to be secure and to be ethically compliant The concept of ldquothe virtual law practicerdquo is a component and application that is essential to reduction of the cost and the price of legal services

VII The Future of Virtual Law Practice A PredictionBefore too long almost every law firm will be able to work with its clients online and its clients will expect it to have this capacity Whether the law firm of the future incorporates virtual law firm technology into its own website becomes a member of a branded legal network or both we real-ize this technology will eventually mainstream within the legal profession

The predictions of legal futurists such as Richard Susskind are finally being taken seriously by American law firms Established firms however are only slowly adapting to the new legal marketplace especially those with traditional partnership models and hierarchical business structures In that respect traditional firms are comparable to traditional industries and companies that have struggled to adapt to changes in their marketplace

This difficulty might best be explained by a phenomenon called ldquoinnovatorrsquos dilemmardquo described by Harvard Business School Profes-sor Clayton Christensen in his book The Innovatorrsquos Dilemma When New Technologies Cause Great Firms to Fail (Boston Harvard Business School Press 1997) Christensenrsquos book explains why disruptive technology is less common than sustaining technology and how innovation in busi-ness models comes from outside of a company rather than from within it Applying this to law firms rather than spending some portion of their budget on innovation and technology firms will be more inclined to con-tinue to invest in sustaining technology (and business methods) that have always paid off in the past Even as the marketplace changes and a better model appears getting a law firm to invest in making the change will be a

challenge because the economic incentive to change will not be apparent in the beginning of the investment in the disruptive technology or business model As Christensen notes in his book however firms that can invest some amount in developing disruptive innovation will survive and lead the profession through major changes in the marketplace

ldquoVirtual law practicerdquo will no longer be something for early adopters but will merge into the platform for the delivery of legal services Every law firm with some narrow exceptions will become a virtual law firm Jordon Furlong a law practice management consultant and legal futur-ist has observed that the platform for the delivery of legal services will be the Internet and increasingly the mobile Internet The physical office will still be a locus for the delivery of legal services but its function will change with the Internet becoming dominant When a platform changes those who are in are out unless they adapt

The future belongs to law firms that learn how to use Internet technol-ogy to offer legal services to clients in the way those clients expect legal services to be delivered For the majority of clients that will mean online and mobile delivery of legal services Lawyers must learn how to engage effectively with consumers online through online tools including many of those discussed above A conversation exists online around legal services and the law Lawyers who cannot share and contribute to this online con-versation and engage with consumers on their grounds will not survive as the marketplace continues to change Law firms that do not adapt to this reality by learning to deliver legal services online will lose market share to lawyers and law firms that are more nimble and adaptable

Legal technology design will also play a large role in virtual law prac-tice as lawyers learn the importance of user design and user interface (UIUX) as it applies to lawyer websites mobile legal applications and online delivery The process by which consumers have worked with lawyers to have their legal needs met has not yet been designed from the perspective of the consumer and how the consumer interacts with other professionals online and obtains legal services Lawyers must increase online engage-ment with clients through online interfaces both internal and external to the law firm Why Consumers will expect and seek it out this level of engagement Technology companies that produce mobile devices and

applications focus a significant portion of the design of their products and services on user experience These companies look at the userrsquos journey through the user interface they have developed and make sure that it is not only intuitive but that working on the device or using the service instills brand recognition and loyalty in the user Based on our understanding of the level of engagement needed for online delivery law firms engaging in virtual law practice must also learn about user-centered design

User-centered design requires establishing empathy for the usersmdashthe law firmrsquos clients This includes an understanding of what their needs and desires are and looks at how the clients would search for a law firm browse the law firm website decide to work with the law firm and so on through the entire process To discover empathy for prospective and exist-ing clients the law firm must do some ethnographic work This means speaking to clients and potential future clients about what they want and what their experiences are with related legal services This user-centric focus used by many companies to design products and services is found in design methodology a concept taught at Stanford Universityrsquos Design School (dschool) and at IDEO a design and innovation consulting firm based in Palo Alto California among other prominent design and busi-ness institutions

Lawyers designing new forms of legal service delivery may also con-sider methods such as gamification to increase online engagement with clients Gamification is the use of game mechanics in non-game applica-tions Gamification occurs when you take a process such as filling out an online client intake form or all the steps needed to handle a case as a pro se litigant and add game elements to that process to motivate the people involved to complete the tasks in a different way Game mechanics or the elements of a game include levels rewards exploration progressions feedback storylines quests challenges and achievements among others techniques Several years ago gamification made its way into the work-flow of companies A report by Gartner Inc an international IT research and advisory company showed that 70 percent of Global 2000 organiza-tions would have at least one application that was gamified and predicted that 25 percent of workplace processes redesigned would have a form of gamification designed into them by 2015 Other professions including

the medical profession have already added gamification to user-centric design to increase engagement with patients and are seeing positive results

Through concepts such as design methodology and gamification innovative lawyers will be reevaluating the process for delivering legal services to consumers online and making business and website design decisions based on user data and experiences from case studies rather than on the models of traditional law firm structures The potential for these ldquoredesignsrdquo in the law firm business model may lead to new tech-nology platforms for secure online delivery

VIII ConclusionThe Internet as a platform for the delivery of legal services will empower lawyers to reach a latent market for legal services in ways heretofore not possible Powered by software legal applications lawyers can offer fixed-fee legal services at an affordable price to those who could not afford legal fees Software-powered legal services delivered over the Internet will provide the pathway for the legal profession to reinvent itself retain its identity as a learned profession that serves society and provide a decent living for its members

SourcesReadingStephanie Kimbro Limited Scope Legal Services Unbundling and

the Self-Help Client (2012)Stephanie Kimbro Online Legal Services for the Client-Centric

Law Firm (2013)Stephanie Kimbro The Consumer Law Revolution The Lawyerrsquos

Guide to the Online Legal Marketplace (2013)Stephanie Kimbro Virtual Law Practice How to Deliver Legal

Services Online (2011) (second edition 2015)Mitch Kowalski Avoiding Extinction Reimagining Legal Services

for the 21st Century (2012)Richard Susskind Tomorrowrsquos Lawyers An Introduction to Your

Future (Oxford Univ Press 2013)

ABA Standing Committee on the Delivery of Legal Services Unbundling Resource Center http www abanet org legalservices delivery delunbund html (last visited Jan 26 2015)

Jordan Furlong The Evolution of the Legal Services Market Stage 1 Law 21 (Nov 5 2012) http www law21 ca 2012 11 the-evolution-of-the-legal-services-market-stage-1

Richard S Granat is co-director of the Center for Law Practice Technology Florida Coastal School of Law

Stephanie Kimbro MA JD is a Fellow at Stanford Law School and co-director of the Center for Law Practice Technology Florida Coastal School of Law

13 113

13 Executive13 Summary13 13 The13 American13 Bar13 Associationrsquos13 Commission13 on13 the13 Future13 of13 Legal13 Services13 asked13 Avvo13 to13 provide13 data13 on13 consumer13 demand13 based13 upon13 web13 traffic13 and13 other13 activity13 on13 Avvocom13 13 13 This13 ldquowhite13 paperrdquo13 is13 a13 response13 to13 that13 request13 It13 utilizes13 data13 from13 Avvocom13 and13 other13 resources13 to13 analyze13 the13 online13 legal13 services13 marketplace13 with13 an13 emphasis13 on13 the13 ldquodemandrdquo13 side13 specifically13 what13 legal13 consumers13 are13 looking13 for13 online13 After13 a13 brief13 introduction13 this13 whitepaper13 will13 cover13 the13 following13 four13 areas13 13

1) The13 growth13 of13 the13 online13 legal13 services13 marketplace13 13 2) The13 nature13 of13 the13 demand13 for13 online13 legal13 services13 3) The13 ldquopatent13 legal13 marketrdquo13 and13 the13 online13 legal13 ecosystem13 13 4) How13 the13 current13 online13 legal13 ecosystem13 can13 help13 us13 understand13 the13 ldquolatent13 legal13

marketrdquo13 13 13 Introduction13 13 In13 its13 relatively13 short13 life13 (particularly13 in13 its13 short13 broadly-shy‐available13 commercial13 life)13 the13 Internet13 has13 revolutionized13 countless13 industries13 travel13 music13 hospitality13 financial13 services13 publishing13 and13 news13 to13 name13 just13 a13 few13 And13 it13 is13 dramatically13 changing13 the13 face13 of13 transportation13 housing13 lending13 and13 many13 more13 today13 Almost13 no13 industry13 has13 been13 untouched13 by13 the13 Internetrsquos13 ever-shy‐expanding13 size13 scope13 and13 reach13 The13 legal13 industry13 and13 legal13 services13 has13 not13 been13 and13 will13 not13 be13 an13 exception13 13 Consumers13 are13 increasingly13 looking13 online13 not13 only13 for13 legal13 advice13 information13 and13 forms13 but13 for13 the13 actual13 delivery13 of13 legal13 services13 Smart13 lawyers13 have13 already13 followed13 their13 clients13 online13 and13 more13 join13 their13 colleagues13 everyday13 13 13 With13 traffic13 topping13 813 million13 monthly13 visits13 6813 million13 questions13 and13 answers13 on13 legal13 topics13 613 million13 referrals13 sent13 to13 lawyers13 every13 year13 and13 $8513 billion13 in13 revenue13 generated13 for13 lawyers13 in13 the13 last13 year13 Avvo13 is13 the13 largest13 online13 legal13 marketplace13 and13 a13 central13 player13 in13 this13 rapidly13 changing13 landscape13 13 13

I The13 Growth13 of13 the13 Online13 Legal13 Services13 Ecosystem13 13 Considering13 that13 2013 years13 ago13 the13 revenue13 for13 the13 online13 legal13 ecosystem13 was13 extremely13 close13 to13 zero13 the13 growth13 of13 and13 activity13 in13 the13 online13 legal13 services13 marketplace13 is13 remarkable13 Google13 reports13 that13 there13 are13 1513 million13 legal-shy‐related13 queries13 every13 month13 On13 a13 more13 detailed13 level13 consider13 the13 following13 numbers13 of13 monthly13 queries13 in13 Google13 in13 the13 following13 broad13 consumer13 practice13 areasi13 13

13 213

Practice13 Area13 Number13 of13 Monthly13 Search13 Queries13

Family13 Law13 13 More13 than13 52500013 Criminal13 Law13 More13 than13 7000013 Estate13 Planning13 More13 than13 17500013 LandlordTenant13 More13 than13 1000013 Personal13 Injury13 More13 than13 6000013

13 And13 itrsquos13 not13 just13 search13 volume13 The13 two13 largest13 search13 engines13 Google13 and13 Microsoftrsquos13 Bing13 report13 that13 legal13 queries13 place13 prominently13 as13 the13 most13 expensive13 keywords13 for13 advertising13 For13 Bing13 the13 top13 five13 most13 expensive13 keywords13 are13 ldquolawyersrdquo13 ldquoattorneyrdquo13 ldquostructured13 settlementsrdquo13 ldquoDUIrdquo13 and13 ldquomesotheliomardquoii13 Google13 similarly13 reports13 that13 searches13 including13 the13 term13 ldquoattorneyrdquo13 and13 ldquolawyerrdquo13 place13 4th13 and13 6th13 respectively13 in13 the13 top13 1013 most13 expensive13 keywords13 at13 $470713 and13 $425213 per13 clickiii13 13 13 13 13 A13 subset13 of13 the13 online13 legal13 services13 ecosystem13 specifically13 the13 market13 for13 bundled13 and13 unbundled13 documents13 and13 services13 delivered13 online13 by13 ldquovirtualrdquo13 law13 firms13 or13 legal13 services13 companies13 is13 valued13 at13 approximately13 $41Biv13 This13 particular13 segment13 of13 the13 market13 has13 grown13 at13 an13 annualized13 rate13 of13 10913 over13 the13 last13 five13 years13 It13 is13 projected13 to13 grow13 7713 to13 $5913 billion13 over13 the13 five13 years13 to13 201913 In13 addition13 the13 percentage13 of13 legal13 services13 delivered13 online13 as13 a13 percentage13 of13 total13 legal13 services13 delivered13 has13 grown13 and13 is13 also13 expected13 to13 grow13 fairly13 significantly13 from13 around13 413 in13 200513 to13 1013 in13 201513 and13 to13 1213 in13 2019v13 13 13 While13 similar13 statistics13 are13 not13 available13 for13 the13 broader13 legal13 online13 ecosystem13 attorney13 adoption13 of13 Avvo13 has13 seen13 similar13 growth13 Avvorsquos13 attorney13 base13 grew13 almost13 20013 year13 over13 year13 the13 first13 year13 Avvo13 began13 and13 the13 base13 has13 enjoyed13 a13 compound13 annual13 growth13 rate13 of13 7113 over13 the13 last13 seven13 years13 Similarly13 consumers13 are13 using13 the13 Internet13 much13 more13 heavily13 to13 find13 lawyers13 Avvorsquos13 visitor13 traffic13 has13 grown13 to13 more13 than13 813 million13 visitors13 per13 month13 in13 just13 a13 few13 short13 years13 13

II Nature13 of13 Demand13 13 The13 table13 below13 shows13 the13 practice13 areas13 of13 the13 attorneys13 to13 which13 Avvo13 sends13 9513 of13 referrals13 on13 an13 annual13 basis13 the13 number13 of13 referrals13 sent13 and13 the13 percentage13 of13 total13 referrals13 on13 the13 Avvo13 platform13 that13 referrals13 to13 these13 practice13 areas13 represent13 13 13

Table13 113 Number13 of13 Client13 Contacts13 of13 Attorneys13 Broken13 Down13 by13 Specific13 Practice13 Area13

13 13 Specific13 Practice13

Area13 Contacts13 Broad13 Practice13

Area13 Percentage13 of13 Total13

113 Criminal13 Defense13 13 88433913 13 Criminal13 Defense13 1513 213 Divorce13 13 Separation13 13 62661713 13 Family13 Law13 1013

13 313

313 Family13 13 60699113 13 Family13 Law13 1013 413 DUI13 13 DWI13 13 52988013 13 Criminal13 Defense13 913 513 Personal13 Injury13 13 46135913 13 Personal13 Injury13 813 613 Immigration13 13 36333613 13 Immigration13 613 713 Litigation13 13 29314413 13 Litigation13 513 813 Child13 Custody13 13 24669613 13 Family13 Law13 413 913 Estate13 Planning13 13 20629013 13 Estate13 Planning13 13 313

1013 Employment13 13 Labor13 13 20313313 13 Labor13 amp13 Employment13 313

1113 Business13 13 18081813 13 Business13 313 1213 Bankruptcy13 13 Debt13 13 17524613 13 Bankruptcy13 313 1313 Real13 Estate13 13 17085413 13 Real13 Estate13 313 1413 Car13 13 Auto13 Accident13 13 15880213 13 Personal13 Injury13 313 1513 Probate13 13 11573413 13 Estate13 Planning13 13 213

1613 Workers13 Compensation13 13 9852013 13 Labor13 amp13

Employment13 213

1713 Speeding13 13 Traffic13 Ticket13 13 9614313 13 Criminal13 Defense13

1813 Bankruptcy13 13 Chapter13 713 13 9047513 13 Bankruptcy13

213 1913 Child13 Support13 13 8203013 13 Family13 Law13 113 2013 Medical13 Malpractice13 13 7455613 13 Personal13 Injury13 113

13 Note13 This13 table13 excludes13 513 of13 contacts13 in13 least13 contacted13 specific13 practice13 areas13

13 Key13 Takeaways13

1) To13 the13 extent13 that13 referrals13 equate13 to13 an13 indicator13 of13 demand13 the13 majority13 (more13 than13 50)13 of13 consumers13 looking13 for13 a13 lawyer13 on13 Avvo13 are13 looking13 for13 them13 in13 three13 broad13 categories13 13 13

a Criminal13 defense13 (24)13 13 b Family13 Law13 (20)13 c Personal13 Injury13 (8)13

13 2) Including13 the13 last13 513 of13 the13 lower13 trafficked13 practice13 area13 referrals13 and13

combining13 the13 specific13 categories13 above13 into13 broad13 practice13 areas13 the13 result13 is13 13 13

Table13 213 Number13 of13 Client13 Contacts13 of13 Attorneys13 by13 Broad13 Practice13 Area13 13

Broad13 Practice13 Area13 Number13 13 Criminal13 Defense13 151036213 2513 Family13 Law13 156233413 2513

13 413

Personal13 Injury13 69471713 1213 Estate13 Planning13 (including13 Elder13 law)13 39092813 713 Immigration13 36333613 613 Bankruptcy13 32464313 513 Labor13 and13 Employment13 30165313 513 Real13 Estate13 29922313 513 Litigation13 29314413 513 Business13 23374713 413

13 This13 is13 largely13 consistent13 when13 looking13 purely13 at13 the13 top13 5013 though13 interesting13 to13 see13 Estate13 Planning13 as13 the13 fourth-shy‐highest13 trafficked13 practice13 area13 13 13

III The13 Patent13 Market13 13 The13 size13 of13 the13 market13 for13 legal13 services13 is13 difficult13 to13 measure13 but13 the13 general13 consensus13 is13 that13 it13 is13 between13 $27513 billion13 and13 $33013 billion13 Approximately13 $13513 billion13 of13 that13 is13 attributable13 to13 the13 consumer13 and13 small13 business13 legal13 marketsvi13 13 The13 $13513 billionvii13 representing13 the13 total13 consumer13 and13 small13 business13 legal13 market13 is13 referred13 to13 as13 the13 ldquopatentrdquo13 consumer13 legal13 market13 and13 it13 consists13 of13 those13 who13 both13 (a)13 know13 that13 they13 have13 a13 legal13 issue13 and13 (b)13 have13 the13 resources13 to13 procure13 legal13 assistance13 13 13 Using13 some13 simple13 and13 relatively13 rough13 calculations13 itrsquos13 possible13 to13 divine13 the13 value13 of13 the13 patent13 legal13 market13 that13 has13 its13 origins13 online13 or13 at13 least13 on13 Avvo13 specifically13 Avvo13 sends13 approximately13 600000013 leads13 to13 attorneys13 each13 year13 According13 to13 some13 legal13 marketing13 experts13 attorneys13 need13 to13 convert13 about13 15-shy‐2013 of13 their13 leads13 in13 order13 to13 run13 a13 ldquodecent13 practicerdquoviii13 Multiplying13 this13 by13 the13 proprietary13 value13 of13 a13 converted13 leadix13 Avvo13 generates13 $8513 billion13 in13 annual13 revenue13 for13 attorneys13 every13 year13 Assuming13 that13 other13 online13 services13 that13 similarly13 harness13 consumer13 demand13 do13 so13 at13 a13 similar13 scale13 that13 would13 equate13 to13 another13 $813 billion13 in13 annual13 revenue13 for13 attorneys13 generated13 online13 13 Combining13 those13 numbers13 means13 that13 $16513 billion13 or13 2213 of13 the13 patent13 consumer13 legal13 market13 is13 driven13 by13 or13 has13 some13 origins13 online13 This13 work13 is13 largely13 in13 the13 practice13 areas13 of13 criminal13 law13 family13 law13 and13 personal13 injury13 followed13 by13 estate13 planning13 (including13 elder13 law)13 immigration13 and13 bankruptcy13 13 13 The13 online13 legal13 services13 ecosystem13 has13 rapidly13 evolved13 From13 less13 than13 half13 its13 current13 size13 beforex13 Avvo13 was13 launched13 200713 and13 probably13 close13 to13 nonexistent13 ten13 years13 before13

13 513

that13 the13 online13 legal13 services13 ecosystem13 is13 now13 responsible13 for13 originating13 or13 driving13 more13 than13 2013 of13 the13 patent13 consumer13 legal13 market13 13 13 Itrsquos13 likely13 that13 the13 online13 patent13 legal13 market13 will13 continue13 to13 grow13 because13 many13 practice13 areas13 that13 are13 not13 as13 well-shy‐represented13 on13 Avvo13 are13 good13 candidates13 for13 Internet13 disruption13 Estate13 planning13 is13 a13 good13 example13 wills13 and13 simple13 estate13 planning13 documents13 are13 the13 piecemeal13 work13 that13 technology13 and13 innovation13 advocates13 in13 law13 have13 been13 automating13 with13 increasing13 success13 or13 otherwise13 distributing13 as13 forms13 for13 a13 number13 of13 years13 As13 these13 systems13 improve13 and13 consumers13 are13 increasingly13 comfortable13 consuming13 goods13 and13 services13 online13 estate13 planning13 is13 a13 practice13 area13 that13 easily13 could13 be13 significantly13 automated13 and13 disintermediated13 by13 technology13 and13 online13 delivery13 Immigration13 and13 bankruptcy13 are13 also13 likely13 to13 face13 competition13 by13 smarter13 more13 efficient13 online13 systems13 because13 they13 are13 form-shy‐heavy13 and13 process13 driven13 Already13 websites13 like13 FileRightxi13 are13 simplifying13 the13 complex13 and13 time-shy‐intensive13 process13 of13 immigration13 filing13 The13 real13 estate13 industry13 is13 seeing13 significant13 disruption13 from13 online13 players13 like13 Zillow13 and13 Redfin13 who13 leverage13 publicly13 available13 data13 to13 provide13 consumers13 with13 key13 insights13 about13 homes13 home13 sales13 and13 real13 estate13 listings13 Itrsquos13 easy13 to13 see13 a13 future13 in13 which13 publicly13 available13 deeply-shy‐analyzed13 data13 gives13 home-shy‐owners13 and13 real13 estate13 attorneys13 key13 insights13 that13 could13 short-shy‐circuit13 or13 truncate13 legal13 real13 estate13 issues13 and13 disputesxii13 13 13 There13 are13 also13 some13 interesting13 inconsistencies13 between13 what13 is13 seen13 in13 demand13 as13 represented13 by13 contacts13 and13 supply13 as13 represented13 by13 lawyersrsquo13 expressed13 practice13 areas13

Table13 313 Avvo13 Lawyersrsquo13 Top13 1013 Expressed13 Practice13 Areas13 on13 Avvo13 13

13 Practice13 Area13 Avvo13 Lawyers13 113 Litigation13 13 17428113 13 213 Real13 Estate13 13 9609413 13 313 Business13 13 9345313 13 413 Personal13 Injury13 13 7671313 13 513 Criminal13 Defense13 13 7062713 13 613 Family13 13 6613413 13 713 Employment13 13 Labor13 13 6391113 13 813 Estate13 Planning13 13 5394913 13 913 Corporate13 13 Incorporation13 13 5098613 13 1013 Intellectual13 Property13 13 4790513 13

13 While13 litigation13 may13 be13 a13 ldquocatch-shy‐allrdquo13 category13 for13 areas13 that13 include13 criminal13 law13 family13 law13 and13 personal13 injury13 itrsquos13 interesting13 to13 note13 that13 ldquolitigationrdquo13 is13 almost13 double13 that13 of13 the13 next13 highest13 category13 real13 estate13 This13 could13 reflect13 the13 fact13 that13 Avvo13 allows13 lawyers13 to13 describe13 and13 include13 their13 practice13 areas13 as13 they13 see13 fit13 and13 select13 many13 different13 practice13 areas13 Since13 many13 lawyers13 litigate13 in13 addition13 to13 practicing13 in13 a13 specific13 area13 such13 as13 family13 law13 or13 business13 law13 litigation13 appears13 prominently13 However13 itrsquos13

13 613

still13 notable13 that13 many13 lawyers13 at13 least13 partially13 think13 of13 themselves13 as13 litigators13 but13 that13 the13 actual13 demand13 by13 consumers13 for13 ldquolitigatorsrdquo13 is13 relatively13 low13 compared13 to13 other13 practice13 areas13 like13 family13 law13 and13 criminal13 defense13 13 Similarly13 interesting13 is13 the13 appearance13 of13 ldquoReal13 Estaterdquo13 and13 ldquoBusinessrdquo13 in13 spots13 two13 and13 three13 respectively13 On13 the13 ldquodemandrdquo13 side13 of13 the13 online13 legal13 ecosystem13 Real13 Estate13 and13 Business13 are13 third13 from13 the13 last13 and13 last13 Similarly13 ldquoIntellectual13 Propertyrdquo13 appears13 on13 this13 ldquosupplyrdquo13 list13 but13 is13 so13 low13 as13 to13 not13 appear13 on13 the13 ldquodemandrdquo13 list13 13 These13 inconsistencies13 are13 even13 more13 pronounced13 on13 a13 local13 basis13 The13 most13 popular13 practice13 areas13 in13 some13 of13 the13 most13 populous13 states13 indicate13 that13 high13 demand13 practice13 areas13 such13 as13 criminal13 law13 and13 family13 law13 are13 very13 low13 or13 donrsquot13 appear13 at13 all13 on13 the13 ldquosupplyrdquo13 side13 (the13 top13 three13 categories13 from13 a13 ldquodemandrdquo13 perspective13 Family13 Law13 Personal13 Injury13 and13 Criminal13 Defense13 are13 highlighted13 where13 they13 each13 appear13 in13 the13 state13 lists13 below)13 13 13 13

Table13 413 New13 York13 Licensed13 Attorneysrsquo13 Top13 1013 Expressed13 Practice13 Areas13 on13 Avvo13 13

13 Practice13 Area13 Avvo13 Attorneys13 113 Litigation13 13 2705013 13 213 Corporate13 13

Incorporation13 13 1251013 13

313 Real13 Estate13 13 1233413 13 413 Commercial13 13 844613 13 513 Business13 13 778213 13 613 Employment13 13 Labor13 13 720113 13 713 Intellectual13 Property13 13 714413 13 813 Personal13 Injury13 13 689913 13 913 Securities13 13 Investment13

Fraud13 13 635513 13

1013 Criminal13 Defense13 13 555913 13 13 13

Table13 513 California13 Licensed13 Attorneysrsquo13 Top13 1013 Expressed13 Practice13 Areas13 on13 Avvo13 13

13 Practice13 Area13 Avvo13 Attorneys13 113 Litigation13 13 3251613 13 213 Business13 13 1790413 13 313 Employment13 13 Labor13 13 1506613 13 413 Real13 Estate13 13 1402913 13 513 Intellectual13 Property13 13 1317813 13 613 Estate13 Planning13 13 922913 13 713 Personal13 Injury13 13 875613 13

13 713

813 Criminal13 Defense13 13 836813 13 913 Family13 13 821613 13 1013 Corporate13 13

Table13 613 Texas13 Licensed13 Attorneysrsquo13 Top13 1013 Expressed13 Practice13 Areas13 on13 Avvo13 13

13 Practice13 Area13 Avvo13 Attorneys13 113 Business13 13 1635613 13 213 Criminal13 Defense13 13 1361413 13 313 Personal13 Injury13 13 1306313 13 413 Litigation13 13 1256513 13 513 Real13 Estate13 13 1250513 13 613 Family13 13 1172713 13 713 Commercial13 13 1007913 13 813 Probate13 13 832713 13 913 Employment13 13 Labor13 13 734713 13 1013 Intellectual13 Property13 13 648613 13

13 This13 data13 may13 be13 too13 limited13 to13 conclude13 that13 the13 lawyer13 supply-shy‐side13 issues13 are13 to13 blame13 for13 the13 countryrsquos13 access13 to13 legal13 services13 gap13 but13 the13 apparent13 misalignment13 between13 what13 lawyers13 offer13 and13 what13 consumers13 want13 is13 interesting13 13

IV The13 Latent13 Market13 13 As13 noted13 above13 those13 who13 know13 they13 have13 a13 legal13 problem13 and13 have13 the13 resources13 to13 pay13 for13 legal13 assistance13 are13 considered13 part13 of13 the13 ldquopatent13 legal13 marketrdquo13 Those13 who13 either13 donrsquot13 have13 sufficient13 the13 resources13 to13 enter13 the13 patent13 legal13 market13 at13 the13 price13 point13 at13 which13 legal13 services13 are13 offered13 andor13 donrsquot13 even13 know13 that13 they13 have13 a13 legal13 problem13 constitute13 another13 portion13 of13 the13 addressable13 legal13 market13 known13 as13 the13 ldquolatent13 marketrdquo13 Some13 estimate13 that13 the13 size13 of13 this13 latent13 market13 is13 around13 $4513 billionxiii13 But13 the13 nature13 of13 who13 these13 clients13 are13 what13 their13 needs13 are13 or13 how13 to13 ldquotap13 intordquo13 that13 market13 is13 a13 more13 difficult13 question13 13 Regardless13 of13 whether13 a13 latent13 legal13 consumer13 canrsquot13 afford13 services13 or13 donrsquot13 know13 they13 have13 a13 legal13 problem13 ldquoaccessrdquo13 is13 the13 biggest13 reason13 these13 consumers13 canrsquot13 get13 services13 Online13 Q13 and13 A13 forums13 such13 as13 Quora13 or13 Avvorsquos13 Q13 and13 A13 provide13 a13 ldquowindowrdquo13 or13 a13 perspective13 on13 what13 type13 of13 representation13 potential13 clients13 in13 the13 latent13 legal13 market13 might13 be13 seeking13 because13 they13 offer13 a13 venue13 to13 people13 who13 are13 unsure13 about13 whether13 they13 have13 a13 legal13 issue13 to13 ask13 their13 question13 and13 to13 have13 a13 lawyer13 respond13 for13 free13 They13 offer13 consumers13 a13 simple13 low13 cost13 means13 for13 consumers13 to13 ask13 questions13 that13 may13 or13 may13 not13 be13 legally13 related13 13

13 813

13 Avvorsquos13 Q13 and13 A13 forum13 has13 more13 than13 20000013 participating13 lawyers13 and13 more13 than13 6713 million13 previously13 asked13 questions13 and13 answers13 Consumers13 who13 visit13 the13 Q13 and13 A13 forum13 can13 browse13 common13 legal13 topics13 view13 previously13 posted13 questions13 and13 answers13 or13 type13 in13 their13 question13 for13 an13 attorney13 on13 the13 platform13 to13 answer13 13 Provided13 below13 are13 first13 a13 table13 of13 questions13 asked13 in13 the13 Q13 and13 A13 forum13 from13 201213 to13 201413 in13 descending13 order13 listed13 by13 broad13 category13 Following13 that13 is13 a13 table13 of13 questions13 viewed13 between13 201213 and13 201413 in13 the13 Q13 and13 A13 forum13 again13 provided13 in13 descending13 order13 and13 listed13 by13 broad13 category13 13 13 Note13 The13 raw13 data13 for13 the13 Q13 and13 A13 forum13 is13 provided13 in13 the13 appendix13 to13 this13 document13 but13 ldquobroad13 categoriesrdquo13 combine13 the13 following13 ldquoCriminal13 Defenserdquo13 includes13 traffic13 tickets13 and13 DUIDWI13 ldquoFamily13 Lawrdquo13 includes13 child13 custody13 child13 support13 and13 domestic13 violence13 ldquoPersonal13 Injuryrdquo13 includes13 car13 accidents13 and13 medical13 malpractice13 ldquoReal13 Estaterdquo13 includes13 residential13 landlordtenant13 and13 foreclosure13 Litigation13 includes13 ldquoLawsuitsDisputesrdquo13 and13 Labor13 and13 Employment13 includes13 workers13 compensation13 13 13 Table13 713 Top13 Categories13 of13 Legal13 Questions13 Answered13 on13 Avvo13 13

13 Category13 Questions13 Answered13 113 Family13 Law13 30076913 213 Criminal13

Defense13 27037213 313 Real13 Estate13 16270313 413 Immigration13 15859413 513 Litigation13 8298113 613 Labor13 and13

Employment13 6978313 713 Personal13 Injury13 6435713 813 Business13 6279413 913 Bankruptcy13 6089613 1013 Estate13 Planning13 3170213

13 13 13

Table13 813 Top13 Categories13 of13 Legal13 Questions13 Viewed13 on13 Avvo13 13

13 Broad13 Category13 Questions13 Viewed13 113 Criminal13

Defense13 1527305713 213 Family13 Law13 635939813 313 Immigration13 608788513 413 Real13 Estate13 408906813

13 913

513 Labor13 amp13 Employment13 292770113

613 Personal13 Injury13 263543613 713 Bankruptcy13 165361013 813 Litigation13 145562813 913 Estate13 Planning13 142579813 1013 Business13 98494713

13 13 As13 an13 additional13 data13 point13 two13 of13 the13 top13 2013 (and13 nine13 of13 the13 top13 50)13 most-shy‐viewed13 pages13 on13 all13 of13 Avvocom13 are13 question13 and13 answer13 pages13 with13 total13 visits13 for13 the13 top13 two13 totaling13 almost13 10000013 per13 month13 and13 more13 than13 13000013 per13 month13 for13 the13 top13 nine13 The13 top13 two13 questions13 have13 to13 do13 with13 criminal13 law13 (urinalysis13 testing13 specifically)13 and13 family13 law13 (a13 question13 about13 unmarried13 parents)13 Of13 the13 remaining13 seven13 in13 the13 top13 nine13 six13 are13 related13 to13 criminal13 law13 and13 one13 to13 consumer13 law13 13 This13 data13 reveals13 trends13 similar13 to13 those13 seen13 in13 the13 contacts13 in13 Section13 III13 Criminal13 defense13 family13 law13 and13 personal13 injury13 rank13 highly13 though13 immigration13 and13 real13 estate13 (helped13 significantly13 by13 landlordtenant)13 are13 surprisingly13 strong13 as13 well13 Interesting13 to13 note13 also13 that13 criminal13 defense13 has13 almost13 three13 times13 the13 views13 of13 the13 next13 closest13 broad13 category13 family13 law13 13 13 The13 biggest13 question13 however13 is13 not13 whether13 there13 is13 a13 need13 but13 rather13 educating13 latent13 consumers13 that13 they13 have13 a13 need13 Hopefully13 the13 Avvo13 Q13 and13 A13 forum13 helps13 in13 that13 regard13 but13 at13 least13 for13 now13 it13 provides13 some13 insight13 into13 the13 nature13 of13 latent13 demand13 13 Access13 Competence13 and13 the13 Digital13 Divide13 13 One13 challenge13 to13 using13 Q13 and13 A13 as13 a13 proxy13 for13 latent13 legal13 demand13 is13 the13 so-shy‐called13 ldquodigital13 dividerdquo13 Assuming13 that13 those13 asking13 legal13 questions13 on13 the13 online13 Q13 and13 A13 forum13 are13 a13 good13 representation13 of13 the13 types13 of13 questions13 and13 issues13 that13 the13 larger13 group13 of13 potential13 latent13 legal13 consumers13 are13 facing13 presumes13 that13 computer13 access13 is13 evenly13 distributed13 across13 latent13 legal13 consumers13 One13 line13 of13 reasoning13 would13 dictate13 that13 latent13 legal13 consumers13 are13 more13 likely13 to13 be13 middle13 to13 lower13 class13 and13 therefore13 less13 likely13 to13 have13 access13 to13 the13 Internet13 than13 would13 average13 consumers13 Therefore13 the13 specific13 questions13 that13 show13 up13 on13 an13 online13 legal13 question13 and13 answer13 forum13 may13 only13 represent13 the13 legal13 issues13 of13 those13 who13 have13 access13 to13 the13 Internet13 and13 not13 those13 who13 do13 not13 13 In13 contrast13 other13 leaders13 in13 the13 legal13 technology13 space13 have13 indicated13 that13 the13 rise13 of13 moderately13 priced13 Internet-shy‐enabled13 mobile13 devices13 with13 good13 computing13 power13 is13 closing13 the13 digital13 divide13 at13 least13 as13 it13 relates13 to13 Internet13 accessxiv13 Rather13 these13 leaders13 suggest13 that13 online13 competence13 and13 overall13 online13 and13 general13 literacy13 are13 the13

13 1013

challenges13 to13 understanding13 the13 existence13 and13 nature13 of13 a13 legal13 issue13 Therefore13 the13 Q13 and13 A13 forum13 may13 not13 actually13 over-shy‐represent13 the13 issues13 of13 the13 internet-shy‐connected13 latent13 legal13 market13 while13 underrepresenting13 those13 of13 the13 latent13 legal13 market13 who13 do13 not13 have13 Internet13 access13 13 There13 is13 little13 broadly13 available13 data13 about13 digital13 access13 for13 latent13 legal13 market13 participants13 13 Therefore13 itrsquos13 hard13 to13 say13 which13 of13 these13 two13 viewpoints13 is13 correct13 We13 raise13 the13 issue13 here13 as13 an13 aspect13 of13 online13 latent13 demand13 and13 the13 online13 latent13 legal13 market13 that13 is13 worth13 taking13 into13 account13 13 13

V Conclusion13 13 Technology13 and13 the13 Internet13 are13 changing13 the13 way13 legal13 consumers13 learn13 about13 legal13 issues13 research13 and13 find13 a13 lawyer13 and13 even13 have13 legal13 services13 delivered13 to13 them13 In13 less13 than13 two13 decades13 the13 Internet13 has13 emerged13 as13 a13 significant13 player13 in13 the13 legal13 industry13 ecosystem13 13 13 The13 data13 available13 about13 the13 online13 consumer13 demand13 for13 legal13 services13 indicates13 that13 consumers13 are13 increasingly13 looking13 online13 for13 a13 wide13 variety13 of13 legal13 issues13 though13 a13 good13 portion13 of13 the13 demand13 remains13 focused13 in13 a13 few13 discrete13 areas13 criminal13 law13 family13 law13 and13 personal13 injury13 13 13 13 Avvo13 is13 a13 central13 player13 in13 the13 online13 consumer13 patent13 legal13 market13 ndash13 those13 who13 are13 looking13 online13 for13 a13 lawyer13 and13 who13 can13 afford13 to13 pay13 to13 have13 their13 legal13 problem13 resolved13 As13 stated13 above13 by13 combining13 the13 $8513 billion13 dollars13 that13 Avvo13 generates13 annually13 for13 attorneys13 with13 another13 $813 billion13 generated13 by13 similarly13 positioned13 services13 we13 can13 estimate13 that13 more13 than13 2013 of13 the13 patent13 legal13 market13 has13 its13 origins13 online13 And13 this13 in13 spite13 of13 what13 appears13 to13 be13 at13 least13 some13 disconnect13 between13 the13 practice13 areas13 that13 attorneys13 offer13 to13 consumers13 and13 the13 practice13 areas13 with13 which13 consumers13 actually13 want13 help13 13 13 Avvorsquos13 significant13 free13 online13 Q13 and13 A13 forum13 provides13 interesting13 insight13 into13 the13 latent13 legal13 market13 a13 group13 characterized13 either13 by13 their13 lack13 of13 awareness13 about13 their13 legal13 problem13 andor13 lack13 of13 ability13 to13 pay13 to13 have13 their13 legal13 problem13 resolved13 13 The13 Q13 and13 A13 forum13 reveals13 that13 much13 of13 the13 demand13 in13 the13 consumer13 latent13 legal13 market13 mirrors13 that13 in13 the13 patent13 market13 with13 demand13 concentrated13 in13 a13 few13 limited13 practice13 areas13 criminal13 law13 family13 law13 and13 personal13 injury13 Yet13 the13 question13 of13 the13 digital13 divide13 and13 the13 legal13 market13 is13 still13 very13 much13 an13 open13 one13 Itrsquos13 true13 that13 the13 Q13 and13 A13 forum13 may13 provide13 some13 insight13 into13 the13 questions13 that13 those13 in13 the13 latent13 legal13 market13 have13 but13 itrsquos13 unclear13 how13 great13 that13 insight13 is13 13 Despite13 the13 shortcomings13 of13 Q13 and13 A13 forums13 in13 estimating13 the13 latent13 market13 or13 even13 the13 lack13 of13 available13 data13 to13 measure13 and13 understand13 the13 online13 legal13 services13 ecosystem13 the13 internetrsquos13 influence13 on13 the13 delivery13 of13 legal13 services13 will13 only13 increase13 as13

13 1113

consumers13 continue13 to13 be13 conditioned13 to13 consume13 online13 technology13 gets13 smarter13 and13 online13 legal13 service13 providers13 improve13 their13 delivery13 models13 13 13 13 13 13 13

13 1213

Appendix13 13 13

I Contacts13 13 The13 tables13 below13 provide13 details13 about13 confirmed13 contacts13 received13 by13 attorneys13 from13 potential13 clients13 from13 Avvo13 13 Contacts13 include13 e-shy‐mails13 phone13 calls13 and13 attorney13 website13 visits13 13 Confirmed13 contacts13 under-shy‐represent13 the13 total13 contacts13 received13 by13 attorneys13 because13 only13 a13 portion13 of13 the13 phone13 calls13 attorneys13 receive13 as13 a13 result13 of13 their13 Avvo13 profiles13 are13 tracked13 13 13 13

Practice13 AreaAnnual13 Contacts13 for13 Lawyers13 with13

this13 Practice13 Area13 (2014)Criminal13 Defense 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 88433913 Divorce13 13 Separation 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 62661713 Family 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 60699113 DUI13 13 DWI 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 52988013 Personal13 Injury 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 46135913 Immigration 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 36333613 Litigation 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 29314413 Child13 Custody 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 24669613 Estate13 Planning 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 20629013 Employment13 13 Labor 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 20313313 Business 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 18081813 Bankruptcy13 13 Debt 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 17524613 Real13 Estate 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 17085413 Car13 13 Auto13 Accident 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 15880213 Probate 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 11573413 Workers13 Compensation 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 9852013 Speeding13 13 Traffic13 Ticket 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 9614313 Bankruptcy13 13 Chapter13 7 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 9047513 Child13 Support 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 8203013 Medical13 Malpractice 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 7455613 Elder13 Law 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 6890413 Foreclosure 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 6871413 Landlord13 13 Tenant 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 5965513 Bankruptcy13 13 Chapter13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 5892213 Tax 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 5292913

13 1313

13 13 13 13

StateAnnual13 Contacts13 for13 Lawyers13 Licensced13 in13 State13 (2014)

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Mar Apr

May Jun Jul

Nov Dec

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13 1913

StateReviews13 for13 Lawyers13 Licensced13 in13

State13 (All13 Time)CALIFORNIA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 1548513 FLORIDA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 940413 TEXAS 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 781313 NEW13 YORK 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 684213 WASHINGTON 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 507413 ILLINOIS 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 433813 GEORGIA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 382013 PENNSYLVANIA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 380313 NEW13 JERSEY 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 322913 MICHIGAN 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 311713 MASSACHUSETTS 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 299313 OHIO 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 274413 ARIZONA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 214513 COLORADO 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 197413 NORTH13 CAROLINA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 186913 MARYLAND 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 185613 VIRGINIA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 170413 OREGON 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 158513 WISCONSIN 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 149413 TENNESSEE 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 144713 MINNESOTA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 122513 MISSOURI 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 122213 CONNECTICUT 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 116613 NEVADA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 84313 INDIANA 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 71713

13 2013

IV Licenses13 13 The13 tables13 below13 provide13 details13 about13 the13 licenses13 of13 attorneys13 in13 the13 Avvo13 database13 13 13

State Lawyers13 Licensed13 in13 this13 State

NY 29872913 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 CA 25825813 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 IL 13374513 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 DC 12607413 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 TX 12310413 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 FL 11141613 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 PA 10251813 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 MA 9312613 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 NJ 9290513 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 OH 7789013 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 GA 5502113 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 MI 5234813 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 CT 4944413 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 MD 4642213 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 VA 4536113 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 WA 4446813 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 CO 4408913 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 MO 4169413 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 MN 4091913 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 NC 3522513 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13

Number13 of13 LicensesPercentage13 of13 Laywers13 with13

Number13 of13 Licenses1 912 83 1

13 2113

V Law13 Schools13 13

The13 tables13 below13 provide13 details13 about13 the13 law13 schools13 attended13 by13 attorneys13 in13 the13 Avvo13 database13 13 13

13 13 13 13 13

Law13 SchoolLawyers13 Who13

Attended13 this13 SchoolPercentage

New13 York13 University13 School13 of13 Law 27518 26University13 of13 California13 at13 Los13 Angeles13 School13 of13 Law 25710 24University13 of13 Texas13 School13 of13 Law 24020 22Brooklyn13 Law13 School 19293 18Georgetown13 University13 Law13 Center 19244 18University13 of13 California13 Hastings13 College13 of13 the13 Law 19132 18Harvard13 University13 Law13 School 17868 17University13 of13 Florida13 Fredric13 G13 Levin13 College13 of13 Law 16176 15University13 of13 Miami13 School13 of13 Law 15854 15Loyola13 Law13 School13 Loyola13 Marymount13 University 15152 14University13 of13 Michigan13 Law13 School 14661 14Columbia13 University13 School13 of13 Law 14368 13University13 of13 Wisconsin13 Law13 School 14124 13University13 of13 Houston13 Law13 Center 13887 13South13 Texas13 College13 of13 Law 13778 13University13 of13 Southern13 California13 Law13 School 13592 13University13 of13 California13 at13 Berkeley13 Boalt13 Hall13 School13 of13 Law 13205 12Fordham13 University13 School13 of13 Law 12740 12Southwestern13 University13 School13 of13 Law 12247 11McGeorge13 School13 of13 Law13 University13 of13 the13 Pacific 12224 11

Law13 School13 StateLawyers13 Who13 Attended13 Law13 School13 in13

this13 StatePercentage

CA 200140 186NY 145323 135TX 93784 87FL 65380 61MA 49295 46OH 42621 40DC 41393 38IL 33558 31GA 31619 29MI 29806 28

13 2213

13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 13 i13 Google13 Google13 Search13 Data13 ndash13 link13 not13 available13 but13 data13 can13 be13 procured13 by13 anyone13 with13 a13 Google13 AdWords13 account13 Data13 also13 on13 file13 with13 Avvo13 13 ii13 The13 Wordstream13 Blog13 ldquoThe13 2013 Most13 Expensive13 Keywords13 in13 Bing13 Ads13 [INFOGRAPHIC]rdquo13 blog13 entry13 by13 Larry13 Kim13 March13 1913 201513 iii13 Wordstream13 How13 Does13 Google13 Make13 Its13 Money13 The13 2013 Most13 Expensive13 Keywords13 in13 Google13 AdWords13 iv13 Will13 McKitterick13 IBISWorld13 Industry13 Report13 OD563813 Online13 Legal13 Services13 in13 the13 US13 (IBISWorld13 May13 2014)13 413 v13 13 McKitterick13 IBIS13 World13 Industry13 Report13 413 vi13 The13 Legal13 Whiteboard13 ldquoSize13 of13 the13 US13 Legal13 Market13 by13 Type13 of13 Clientrdquo13 blog13 entry13 by13 Bill13 Henderson13 January13 1513 201513 13 vii13 Henderson13 Size13 of13 Legal13 Market13 13 viii13 Stephen13 Fairley13 ldquoLead13 Conversion13 How13 Attorneys13 Can13 Convert13 More13 Browsers13 Into13 Buyersrdquo13 Attorney13 at13 Law13 httpwwwattorneyatlawmagazinecomtwin-shy‐citieslead-shy‐conversion-shy‐how-shy‐attorneys-shy‐can-shy‐convert-shy‐more-shy‐browsers-shy‐into-shy‐buyers13 13 13 ix13 This13 number13 varies13 widely13 depending13 on13 the13 practice13 area13 and13 matter13 referred13 A13 simple13 startup13 incorporation13 can13 cost13 in13 the13 low13 four13 figures13 and13 an13 average13 divorce13 is13 around13 $1700013 Avvo13 has13 developed13 an13 average13 number13 based13 upon13 years13 of13 collecting13 data13 from13 lawyers13 who13 use13 the13 Avvo13 platform13 that13 represents13 the13 value13 of13 cases13 that13 Avvo13 refers13 That13 number13 is13 generally13 between13 $100013 and13 $1700013 Avvo13 does13 not13 share13 that13 value13 publicly13 but13 some13 quick13 Internet13 research13 will13 demonstrate13 than13 an13 average13 fee13 between13 $100013 and13 $1700013 for13 a13 wide13 variety13 of13 consumer13 legal13 matters13 is13 reasonable13 x13 McKitterick13 IBIS13 World13 Industry13 Report13 413 (the13 percent13 of13 legal13 services13 conducted13 online13 in13 200513 was13 close13 to13 413 compared13 with13 1013 in13 2015)13 xi13 httpswwwfilerightcom13 13 xii13 See13 for13 example13 Modria13 httpmodriacomgovernment13 that13 is13 applying13 their13 dispute13 resolution13 engine13 to13 property13 tax13 disputes13 xiii13 Richard13 Granat13 comment13 on13 Legal13 Transformation13 Institute13 ldquoMake13 that13 $40013 billion13 for13 the13 US13 Legal13 Market13 Sizerdquo13 blog13 entry13 by13 Joshua13 Kubicki13 February13 2413 201413 xiv13 Interview13 with13 Lisa13 Colpoys13 of13 Illinois13 Legal13 Aid13 Online13 notes13 on13 file13 with13 Avvo13 13

Links to Other Materials13

THE FUTURE OF VIRTUAL LAWPRACTICE

Avvo White Paper13

Other Materials

20 Apps To Help Provide Easier Access To Legal Help httpwwwabajournalcommagazinearticle20_apps_providing_easier_access_to_legal_help Are You The New Normal httpswwwplaybuzzcomchicagobarassociation10are-you-the-new-normal-lawyer

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Chapter 7

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

Continued

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 113

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 213

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 313

Employment13 213

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 413

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 513

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 613

Fraud13 13 635513 13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 713

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 813

13 13 13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 913

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1013

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1113

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1213

Appendix13 13 13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1313

13 13 13 13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1413

13 13 13

13 13 13 13 13 13 13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1513

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1613

Asked13 (201213 -shy‐13 2014)

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1713

13 13 13

13 13 13 13 13 13

Mar Apr

May Jun Jul

Nov Dec

Mar Apr

May Jun Jul

Nov Dec

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1813

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 1913

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 2013

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 2113

13 13 13 13 13

13 2213

Avvo White Paper13

13 2213

Avvo White Paper13