CHARLEY MOOREFOUNDER + CEO / ROCKETLAWYER

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ENJOY THE MOMENT, FOR A MOMENT

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When we started up, every single order pinged my phone. Our team (which, at the time, consisted of a

handful of people) was so full of joy as we discovered that people would actually purchase our service.

Lesson #1 is to enjoy the journey

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IF YOU DON’T TRY IT, YOU NEVER KNOW

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“Rocket Lawyer is a great service that provided me with a cost effective way to get my legal life—both

for myself and my business—together.”

MICHELLE J.ROCKET LAWYER CUSTOMER

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If you don’t try it, you never know…

•Traffic really picked up to our site. At this time we were still mostly selling to consumers, not SMBs. Rocket Lawyer is extremely committed to low prices. It’s part of our mission—bringing down the cost of legal services for everyone. So, we thought, why not make legal documents free?

One price doesn’t fit all

•Michelle is a good example of the type of individual who started using Rocket Lawyer for personal situations. Being able to try the service for free got customers over the hump, as people can be so intimidated and afraid of lawyers that they avoid the industry altogether.

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IF IT BREAKS, YOU MAKE A LOT OF PEOPLE MAD

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25,000 subscribers and more than a million users is when we massively committed to investing in our team and infrastructure.

We realized that our proof of concept code was breaking and had too many corners. We had to start over and build a new platform

that would scale globally and respond quickly.

We’re still building on the new platform. The technology commitment we made continues

and has become core to our culture.

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EVERYBODYNEEDS

SOMEBODY

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This is when we also figured out that business people are our best customers

Self-employed individuals and Small Business operators make up the majority of our revenue, even though consumers make up the majority of our users.

•We added an inside sales team and focused on SMBs as our key customers

•We hired a VP of customer success and opened our customer service center in Ogden, Utah, which today has about 50 people completely dedicated to customer communications.

25,000TALKING TO OUR CUSTOMERS

50,000WATCH YOUR BACK; NOW THEY WILL COME AFTER YOU

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Paywalls arewin-win

50,000SCALE CAN HIDE YOUR DUMB IDEAS, SO KEEP SCREWING UP

50,000LOVE YOUR EXPERIMENTS THAT DON’T WORK

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Double down on the winners

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IF YOU’RE NOT PROFITABLE, REMIND YOURSELF WHY NOT, EVERY DAY

100,000 BONUS TIP:

YOU’RE NOT THAT BIG YET. GET TO A MILLION.