Naming, positioning, niche
Most new firms get the niche wrong before the website goes up. We help you pick a defensible position before any spend.
Build with PlugLaw · 02 paths
Build the Firm.
Build the Career.
PlugLaw is built for the next generation of legal, the firms being founded today, and the lawyers who'll run them. Two clear paths in.
01 For Founders
Start a Law Firm with the Operating Playbook on Day One.
The Founder's Path
All Three Subscriptions, Bundled.
Tuned for from-zero engagements. Same flat pricing as established firms, no founder tax, no founder discount.
New firms make the same mistakes, wrong positioning, wrong first hire, no inbound system, billing chaos by month nine. The Founder's Path bundles ClientACQ, FirmReach+ and People+Plan into one engagement, tuned for firms going from zero. You start with the operating model that established firms wish they'd had.
What You Get
First digital footprint
Site, listings, structured data, professional profiles, set up to compound rather than redo in eighteen months.
First 10 clients playbook
Where they will come from, what to charge, how to convert, what to write, where to be visible. Specific to your practice area and city.
Operations from day one
Matter intake, billing rhythm, the lightweight PMS that won't outgrow you in year two. Boring, important, often skipped.
First hire, when ready
When you're past 8–10 active matters and need help, People+Plan handles the search with a replacement guarantee.
A real operating cadence
Weekly written status, quarterly reviews, one accountable lead, the same operating model we run with established firms.
Be Honest
A Good Fit for Founders If…
- 01 Willing to do the unsexy operating work in months 1–6 (not just brand work).
- 02 Can answer "what does the firm do that nobody else in your city does?", or willing to answer it with us in the first 30 days.
- 03 Has, or can raise, a 12–18 month runway. We don't do hopeful spend.
Start the Conversation
Tell Us Where the Firm Is.
We respond within 24 hours. The first call is mapping, not selling, we'll only recommend the Founder's Path if there's a clear path to a 3× return on the engagement.
02 For New Lawyers
Skip the Internship.
Take Real Work Instead.
Most new lawyers spend the first one to three years in a corner doing photocopy work for a senior partner. We do the opposite. Within your first month at PlugLaw you're owning client deliverables, sitting in strategy meetings with the founders of growing firms, and running campaigns that move actual revenue. No coffee runs. No "exposure". Real tasks.
What You'll Do
- 01
Real client work in week one
No three-month "shadowing" period. You own deliverables, drafts, dashboards, candidate pipelines, that go to actual clients.
- 02
Cross-functional, by design
In a year you'll have shipped content, run an expansion analysis, screened lateral hires, and read more management literature than most associates do in five.
- 03
Modest but real pay
No unpaid bullshit. We pay on the lower end of legal-industry market for the level, and we don't hide the number from you in the first call.
- 04
A clear 12–24 month arc
A written progression plan from week one, what you'll own at month 3, month 9, month 18, and a frank review every quarter.
- 05
Direct access to senior people
Engagement Leads, the Compliance Reviewer, the partners at our client firms. Ask questions. Push back. Get answers.
- 06
A portfolio that compounds
After 18 months you can show: campaigns you ran, hires you placed, expansion playbooks you authored. Your CV reads differently to every other firm.
Honest Disclaimers
PlugLaw Is Not for You If…
We say this on the first call too. Better to read it now and either nod or close the tab.
01 ✕ You want to become a barrister or top-tier litigator.
PlugLaw will not get you there. Go to a litigation chamber.
02 ✕ You want quiet desk-work and predictable hours.
Most weeks here are not that.
03 ✕ You can't, or won't, write clearly.
Writing is half the job. We read your message before we read your CV.
Apply Directly
We Read Every Application.
We reply within a week. Send a short note, we care about how you write more than how your CV is laid out. Links to anything you've published are useful; certificates, less so.
Prefer email? Write to join@pluglaw.com with the same details.
Already Running a Firm?
Established Firms Have Their Own Door.
If you're past the founding stage and want one of the three core products, the standard inquiry path is faster.