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Legal Employment Agency Marketing Plan

VIEWS: 104 PAGES: 21

This marketing plan is for The Legal Associated Temp Agency (LATA), a full-service temp agency providing qualified, experienced temp attorneys.

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                                Table Of Contents


1.0   Executive Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1

2.0   Situation Analysis . . . . . . . . . . . . . .                              .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
         2.1    Market Summary . . . . . . . . . .                                .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .2
                    2.1.1 Market Demographics . . .                               .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.2 Market Needs . . . . . . .                              .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .3
                    2.1.3 Market Trends . . . . . .                               .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .4
                    2.1.4 Market Growth . . . . . .                               .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .5
         2.2    SWOT Analysis . . . . . . . . . . .                               .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.1 Strengths . . . . . . . .                               .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.2 Weaknesses . . . . . . .                                .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.3 Opportunities . . . . . . .                             .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
                    2.2.4 Threats . . . . . . . . . .                             .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.3    Competition and Buying Patterns . . .                             .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .6
         2.4    Services and Service Business Analysis                            .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.5    Keys to Success . . . . . . . . . . .                             .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .7
         2.6    Critical Issues . . . . . . . . . . . .                           .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .   .8

3.0   Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.1    Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.2    Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8
        3.3    Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.4    Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.5    Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
        3.6    Strategy Pyramids . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
        3.7    Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
        3.8    Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 11

4.0   Financials . . . . . . . . .     .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 11
         4.1    Break-even Analysis    .   .   .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 11
         4.2    Sales Forecast . . .   .   .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 13
         4.3    Expense Forecast .     .   .   .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 14

5.0   Controls    . . . . . . . . . . . .      .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 15
         5.1     Implementation . . . .        .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 15
         5.2     Marketing Organization .      .    .    .    .    .    .    .     .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    . 16
         5.3     Contingency Planning .        .    .    .    .    .    .    .    .    .    .    .    .    .    .    .    .     .    .    .    .    .    .    .    . 16
                          The Legal Associates Temp Agency


1.0 Executive Summary

  The Legal Associates Temp Agency (LATA) is a full-service temp agency providing Denver,
  Colorado with qualified, experienced, temp attorneys. This market has been addressed to some
  extent by larger, general temp agencies, but has not been fully served.

  LATA will offer a much higher-quality alternative to the current offering of temp attorneys. LATA
  will appeal to small- to mid-sized law firms who are in need of temp legal help for individual
  projects.

  The Legal Associates Temp Agency's mission is to provide the customer with legal professionals for
  whatever needs they may have. We exist to attract and maintain customers. When we adhere to
  this maxim, everything else will fall into place. Our services will exceed the expectations of our
  customers.

  LATA will also be attractive to firms that are looking for a new associate but want to try out the
  attorney before hiring as a permanent employee. LATA's service will allow the firm to use a temp
  attorney for up to three months and then decide if they want to convert them into a full-time
  employee. This significantly reduces the risk associated with hiring new employees. The Denver
  legal market is currently undeserved and LATA will easily find their niche.

  LATA will leverage its competitive edge of legal market concentration to quickly grow its market
  share. The projected growth rate for LATA is 107% by year three, with gross margins at 100% as
  a percent of sales.




                                 Annual Sales Forecast


  $250,000


  $200,000


  $150,000
                                                                          Small-size law firms
                                                                          Medium-size law firms
  $100,000


   $50,000


       $0
                 2001             2002            2003




                                                                                                  Page 1
                                The Legal Associates Temp Agency


2.0 Situation Analysis

   LATA is in the first year of operation as a start-up company. LATA recognizes the need for a well
   thought out, comprehensive marketing plan to ensure profitability. LATA offers the legal market
   well-trained attorneys who are able to be assigned to a firm and productive quite quickly. The basic
   market need is a temp firm that concentrates solely on the legal market, addressing the particular
   need the market faces.



2.1 Market Summary

   LATA possess good information about the market and knows a great deal about the common
   attributes of the most prized customers. LATA will leverage this information to better understand
   who is served, their specific needs, and how LATA can better communicate with them.




                                          Target Markets




                                                                                 Small-size firms
                                                                                 Mid-size firms




      Table 2.1: Target Market Forecast




                                                                                                    Page 2
                          The Legal Associates Temp Agency


2.1.1 Market Demographics

  The profile for LATA's customers consists of the following geographic, demographic, and behavior
  factors.

  Geographics

      • The immediate geographic target is the city of Denver (and the surrounding communities)
        with a population of 1.7 million.
      • A 65 mile radius is in need of the services.
      • The total targeted population is 499 firms.

  Demographics

      • Medium law firms with seven - 15 attorneys.
      • The medium firms typically need help with completing a limited duration project.
      • Small firms with one - six attorneys.
      • The small firm does not have the man hours to finish an already existing project for a client
        and will bring the temp attorney onboard to help assisting the client.
      • The HR departments of the firm are small and are do not have sufficient resources to
        search and train a new attorney for a limited duration project.

  Behavior Factors

      • The firms would rather use a trained temp attorney, rather than find a part-time attorney
        to permanently join them.
      • Are often taking on projects that they cannot complete with their own resources, knowing
        that they will be able to secure part-time help.



2.1.2 Market Needs

  LATA is providing its customers with a temp attorney service that can be instituted and 
								
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