The Lawyer Who Connected The Dots A Decade Before Anyone Else – Part 1

Lawyer Business DevelopmentTelecom lawyer Jonathan Marashlian insists it wasn’t a blinding flash of insight that let him foresee the major business and economic changes coming that would rock the legal profession – a full 10 years before many of his brethren even realized their world had changed.

Despite founding a law firm in 2005 with what, at the time, was a radical idea about how to deliver and price legal services, Marashlian laughs off the suggestion that he was prescient. Instead, he chalks his insight up to being in the wrong place at the right time.

“I was a young attorney at a firm that lost its largest client and shrunk from more than two dozen lawyers to a handful in a very short time,” the founding partner of Marashlian & Donahue, LLC, states from his fourth floor office in a six-storey building in McLean, Virginia, just off the toll road that runs from Washington DC to Dulles Airport.

“Out of desperation and fear, I saw what didn’t work,” says Marashlian.

Marashlian concluded that lawyers dealing with the rapidly expanding and changing telecom industry needed a totally different business model than a traditional law firm could offer. While some client matters are highly sophisticated and complex, much of telecom’s regulatory and corporate compliance work is routine, but carries stiff penalties if the company makes even a small, technical mistake in federal and state filings. Yet lawyer’s at large firms – even many boutiques – were charging $300-to-$500 per hour or more to complete standard forms for clients.

So, he created a new kind of law firm.

Evolving Model

“I wanted to build an organization that could cater to hundreds, even thousands, of diverse clients,” Marashlian recalls.

Along with going after industry giants, he says, “From the outset, we provided services to smaller companies and new entrants to the marketplace, companies that might otherwise shy away from lawyers due to the legal profession’s well-earned reputation as being out of touch with the financial constraints of most small clients.”

Marashlian states that he sought out companies who may have never used a law firm before. The reason was pure economics: “If you don’t serve them now, when they grow, every firm will be going after their business.”

His firm began by doing regulatory and corporate compliance work, files handed traditionally to first-to-third year associates in large firms. He claims it is really a “pseudo legal service” in that consultants also do the same type of filings. But Marashlian says even a low-cost law firm has trouble competing with consultants because lawyers cannot disclaim responsibility for the work – something consultants do routinely.

“The disclaimers of liability are right in their consulting agreements,” states Marashlian. “Without the fear of being held responsible for their work product, many low-cost consulting firms churn out regulatory, corporate and transaction tax filings that carry significant legal and financial consequences without sufficient care” he insists.

Marashlian explains there’s a great deal of “garbage in, garbage out” occurring in the outsourced compliance cottage industry that caters to the heavily regulated and taxed communications industry.

In 2007, Marashlian set off to create a superior alternative. He embarked on a journey that led to the birth of The Commpliance Group, a consulting firm that delivers compliance services for affordable and predictable rates, but with the additional attributes required of any consulting business serving the highly complex and rapidly evolving communications sector, attributes including strict quality control, awareness and sensitivity to delicate issues (and their consequences), and willingness to put the reputational capital of his entre organization on the line in order to back up their consulting services work product.

“We provide rates and fixed-fee pricing arrangements that are on par with what most consulting firms charge,” Marashlian insists, “but because our consultants are educated, trained and influenced by the experience of the lawyers at The CommLaw Group, and because the work performed by The Commpliance Group is backed by the reputation of the law firm and its attorneys, we provide clients with real peace of mind that other consulting firms simply cannot deliver.”

Moreover, Marashlian explains, “when the consulting firm encounters the occasional sensitive, high risk, high consequence issue that requires an experienced telecom attorney, The Commpliance Group adheres to an escalation and referral process that ensures such matters are not glossed over or ignored.”

Even though he says that many clients have never used a law firm previously, it is not simply start-ups and smaller businesses that see the value in using a law firm and its affiliated consulting firm.

The chief executive of a regional exchange carrier agrees, noting the “legal counsel and business guidance are at rates far more competitive than any of the other numerous lawyers that I work with.”

He notes that even large companies have become unwilling to pay lawyers to do this kind of work. But consulting-only firms in the sector will not give the assurance that publicly-traded corporations require.

“In terms of our consulting work, we occupy a unique niche by straddling the line between where a consultant falls short and a typical law firm is too expensive,” notes Marashlian.

Stay tuned for part 2 of this article.

Image courtesy of stockimages at FreeDigitalPhotos.net

 

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Jana Schilder

About Jana Schilder

Jana Schilder is a co-founding partner of www.TheLegalATeam.com, a full service marketing, branding, coaching, training, public relations, and social media agency for lawyers. We have small firm focus and big firm experience. Jana was a director of marketing and communications at McCarthy Tetrault, Canada’s largest law firm with 640 lawyers, from 1993 to 1995. She was a manager of change communication at KPMG in the early 2000s where she worked with partners to reduce the turnover of junior accountants. She is also managing partner of First Principles Communication, a public relations agency she started in February 2004 with like-minded, very seasoned associates. She writes for The Huffington Post on public relations and reputation issues in Canada and occasionally writes for The Law Times, The Lawyers Weekly, and Slaw.ca on cyber-security, marketing and public relations.


Website: http://www.FirstPR.ca
Email: Jana@JanaSchilder.com
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