"Focus on competition has always been a formula for mediocrity." - Daniel Burrus

But, of course, ignoring competition altogether isn't exactly a formula for success either.  Every organization needs at least occasional side-glances at their competition, and today's post is CLG's maiden voyage into the uncharted waters of competitor analysis.  Because more than 75% of CLG revenues are derived from the Washington family law practice, and for administrative ease, I will limit the scope of this analysis to that area of the firm.

Like any good legal question, the first step of competitor analysis is to define the terms.  And, like any recent law grad, I could make hay out of any classification inside of or outside of the designation of 'competitor' - it all depends on the definition.  Clearly, CLG's competitors must include lawyers licensed to practice within Washington State.  But, not all lawyers 1) are accepting new clients, and 2) practice family law.  Legal specialization is becoming the norm (some argue it already is), and fewer lawyers than ever are willing to step outside their niche area.  Therefore, CLG's direct competitors are Washington-licensed family law attorneys who are accepting new clients.  But, from a potential client's perspective, that is not the only option for finding assistance to solve their family's legal problem.  There are websites dedicated to assisting pro se (unrepresented) litigants to guide them through the court process; this is especially true with family courts.  There are advocacy groups that can coach people through their pro se experience, and most attorneys perform a certain amount of pro bono (free) legal services.  The individuals utilizing these services, however, are unlikely to have hired an attorney in the absence of these services anyway, and are not within CLG's target market.  CLG's attorney, Aimee, has has been recognized by the WSBA every year she has been licensed for her extensive pro bono work; there's not a lot of competition in this particular market. 

But, that just identifies CLG's direct competitors for new clients.  We also face competition when it comes to established clients, in two different ways.  First is the most obvious: an existing client is poached by another firm.  I believe this has everything to do with the work we are doing and nothing to do with the other firm.  There may be things we are not willing to do, of course, including violating any law or ethical rule, and if the 'other guy' is willing to, then we'd rather the client go to that lawyer, if that's the kind of firm he's looking for.  The second way in which we face competition with established clients is the competition for the monthly payment.  With so many of CLG's clients on a payment plan, it is inevitable that some payments will be missed.  We necessarily are aware of their complete financial picture, and so when they can not make the payment, we know how genuine they are being.  They, of course, know what we know and that we know, and so an avoidably-missed payment is quite rare.