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 Confidentiality Agreement

The undersigned reader acknowledges that the information provided by

_________________________ in this marketing plan is confidential; therefore, reader agrees not
to disclose it without the express written permission of _________________________.

It is acknowledged by reader that information to be furnished in this marketing plan is in all

respects confidential in nature, other than information which is in the public domain through other
means and that any disclosure or use of same by reader, may cause serious harm or damage to
_________________________.

Upon request, this document is to be immediately returned to _________________________.

___________________
Signature

___________________
Name (typed or printed)

___________________
Date

This is a marketing plan. It does not imply an offering of securities.

 Table Of Contents

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

2.0 Situation Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

2.1 Market Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
2.1.1 Market Demographics . . . . . . . . . . . . . . . . . . . . .3
2.1.2 Market Needs . . . . . . . . . . . . . . . . . . . . . . . . .3
2.1.3 Market Trends . . . . . . . . . . . . . . . . . . . . . . . .3
2.1.4 Market Growth . . . . . . . . . . . . . . . . . . . . . . . .4
2.2 SWOT Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5
2.2.1 Strengths . . . . . . . . . . . . . . . . . . . . . . . . . .5
2.2.2 Weaknesses . . . . . . . . . . . . . . . . . . . . . . . . .5
2.2.3 Opportunities . . . . . . . . . . . . . . . . . . . . . . . . .6
2.2.4 Threats . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
2.3 Alternative Providers . . . . . . . . . . . . . . . . . . . . . . . . . .6
2.4 Services Offered . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
2.5 Keys to Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
2.6 Critical Issues . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7

3.0 Marketing Strategy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

3.1 Mission . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
3.2 Marketing Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3.3 Financial Objectives . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3.4 Target Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3.5 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
3.6 Strategy Pyramid . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.7 Marketing Mix . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9
3.8 Marketing Research . . . . . . . . . . . . . . . . . . . . . . . . . . 10

4.0 Financials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
4.1 Break-even Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . 11
4.2 Funding Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
4.3 Expense Forecast . . . . . . . . . . . . . . . . . . . . . . . . . . . 13

5.0 Controls . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
5.1 Implementation . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
5.2 Marketing Organization . . . . . . . . . . . . . . . . . . . . . . . . . 15
5.3 Contingency Planning . . . . . . . . . . . . . . . . . . . . . . . . . 15
 Advocates for Legal Equal Access

1.0 Executive Summary

Advocates for Legal Equal Access is a not-for-profit public interest law firm that provides civil rights
legal representation to indigent Burlington, VT citizens. Advocates' provides legal aid to those that
cannot afford it and those that are not serviced through other organizations. By nature, America is
a fairly litigious society, and while everyone has the same legal rights, attorneys are generally
required for someone to enforce/assert their rights. This is not a problem for people with money.
For those without, their civil rights are often compromised. Advocates for Legal Equal Access will
reverse this trend by offering legal aid to those that could not otherwise afford it.

Advocates for Legal Equal Access is founded and lead by Al Rand. Al will leverage his outstanding
networking and marketing skills to bring visibility and donations to the organization. Advocates for
Legal Equal Access will rely on law firms and corporate money donations, as well as pro bono
donations from fellow attorneys. Advocates for Legal Equal Access will be started with a donation of
time and money from Al and will sustain itself off of donations.

2.0 Situation Analysis

Advocates for Legal Equal Access is a start-up not-for-profit company just beginning operations.
Advocates offers much needed public interest legal services for the Burlington, VT market.
Marketing is critical to success. The basic market need is an expanded offering of legal services for
community members who do not currently have access to legal representation.

Page 1
 Advocates for Legal Equal Access

2.1 Market Summary

Advocates possesses good information about the market and knows a great deal about the
common attributes of the targeted customer. Advocates will leverage this information to better
understand who is served, their specific needs, and how Advocates can better communicate with
them.

Target Markets

Citizens not served by other organizations for economic reasons

Citizens not served by other organizations because of subject matter litigation

Table 2.1: Target Market Forecast

Target Market Forecast

Potential Customers Growth 2001 2002 2003 2004 2005 CAGR
Citizens not served by 9% 22,547 24,576 26,788 29,199 31,827 9.00%
other organizations for
economic reasons
Citizens not served by 9% 31,455 34,286 37,372 40,735 44,401 9.00%
other organizations
because of subject matter
litigation
Total 9.00% 54,002 58,862 64,160 69,934 76,228 9.00%

Page 2
 Advocates for Legal Equal Access

2.1.1 Market Demographics

The profile for the Advocate's customer consists of the following geographic, demographic, and
behavior factors:

Geographics

• The immediate geographical target is the greater metropolitan city of Burlington with a
population of .9 million.
• A 75 mile geographic area is in need of the services.
• The total targeted population is 54,000.

Demographics

• Male and female.

• Low income, below $25,000 a year.
• Are having a difficult time surviving on their take-home income.
• Cannot afford legal representation.
• May have a high school education.
• Have an hourly or blue collar job.

Behavior Factors

• Have difficulty staying away from legal problems.

• Act as if they are unaware of certain laws.

2.1.2 Market Needs

Advocates is providing people with legal services that they need but cannot afford. Advocates
seeks to fulfill the following benefits that are important to their customers:

• Selection: Advocates offers a wide range of legal services.

• Accessibility: Advocates has a convenient downtown office where the majority of their
services are offered.
• Competitive pricing: Advocates for Legal Equal Access offers a sliding scale for payment
by clients with some of the clients not required to pay anything based on their income level.

2.1.3 Market Trends

The market trend over the last decade has been the erosion of government subsidized indigent
legal representation or legal aid. This trend has occurred primarily because of the republican
controlled Congress and their perception that it is not important to provide legal representation to
people of all income levels. Republican rhetoric generally holds that it is an individual's obligation to
provide for themselves and the use of public money for legal aid is undesirable.

During this time period, the amount of funding that Congress has supplied legal aid organizations
has been constantly decreased and in many circumstances eliminated. This funding trend is
indicative of the republicans callousness of low income people's constitutional rights of reasonable
access to the legal system.

Page 3
 Advocates for Legal Equal Access

Market Forecast

Citizens not served by other organizations for economic reasons

Citizens not served by other organizations because of subject matter litigation

2.1.4 Market Growth

There is a huge market need for legal aid, legal representation for people who cannot afford legal
representation. As Congress has constantly reduced or eliminated legal aid, there are thousands of
people who require legal representation to assert their rights, yet cannot afford this service. For
many, their rights are trampled because they have no advocate to argue their side of the case. For
a country that should be incredibly proud of their Constitution and how protective it is for the
majority of its citizens, it is frightening to recognize that although we have a first rate Constitution
and legal system, many people do not have access to this because a lack of money.

Regardless of the fact that our legal system and Constitution are benchmarks for other westernized
countries, so many people are not on the same legal playing field by virtue of the simple fact that
they do not have as much money as their adversary. This inequity has developed a demand for
indigent legal services. Advocates for Legal Equal Access has been formed to address this societal
epidemic.

Page 4
 Advocates for Legal Equal Access

Target Market Growth

2.2 SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company, and
describes the threats facing Advocates.

2.2.1 Strengths

• Strong professional skills and knowledge.

• Highly developed networking and fund-raising skills.
• Passion for their work.

2.2.2 Weaknesses

• The struggle to raise money.

• Clients who have gotten themselves into real legal messes.
• The need to constantly fund-raise to maintain cash flow.

Page 5
 Advocates for Legal Equal Access

2.2.3 Opportunities

• A caring community.
• An endless supply of clients.
• The possibility of the end of the Republican-controlled Congress.

2.2.4 Threats

A negative change in the economic climate which could reduce funding due to a decrease in
company donations.

2.3 Alternative Providers

Advocates for Legal Equal Access does not have any true competition as a not-for-profit
organization serving indigent citizens. There is more demand than supply and Advocates will be
serving citizens that are not served by other organizations. They do have competition for donations
or funding.

Other organizations that provide indigent legal services are:

• The public defenders. This is a publicly-funded organization/group of attorneys that provide

criminal defense for indigent individuals. While some of the public defender's work overlaps
with Advocate's such as due process claims, a lot does not.

• St. Andrews Legal Clinic. This organization provides similar services that the Advocates
provides with more of an emphasis on criminal and housing issues. This organization is
privately funded with a fair amount of the donations coming from religious-based
activities/donors.

• American Civil Liberties Union (ACLU). This organization serves people's civil rights claims.
There are no economic requirement for this organization, i.e. you do not need to be
indigent. The ACLU has a limited budget and typically will serve cases that are higher in
profile or have a greater precedent value. Precedent value is based on America's common
law system where previous case law (judge made law) is what sets laws in addition to
legislation. So if a case is in the appeals court, it will hold more value in terms of precedent
than a case in trial court, therefore, the ACLU is more likely to take the appeals case as
they get more bang for the buck.

2.4 Services Offered

Advocates for Legal Equal Access provides civil rights legal services for the Burlington indigent
community. These types of services range from discrimination to fair housing practices to 1st
amendment issues to due process claims. These services will apply to individuals who qualify for
services using the Advocate's minimum qualification system, based on a variety of factors including
income, access to other legal alternatives, and the type of litigation that is being sought or
defended.

Page 6
 Advocates for Legal Equal Access

2.5 Keys to Success

The keys to success are:

• Provide services that are in demand and neglected by the government.

• Successful fund-raising.

2.6 Critical Issues

Advocates for Legal Equal Access is still in the speculative stages. Its critical issues are to provide
much needed legal services while concurrently engage in networking and fund-raising efforts at
sufficient levels to ensure adequate cash flow.

3.0 Marketing Strategy

Advocates for Legal Equal Access' marketing strategy will be based on marketing themselves to
different law firms as well as to different corporations. The law firms will be targeted for cash
donations as well donations of attorney's time. The corporations will be targeted for fiscal
donations.

Al will use his marketing skills learned in his MBA studies to market the Advocates as an
organization that offers public interest support for the greater Burlington community.
Approximately 40% of Al's time will be spent fund-raising/marketing. A lot of this time will be spent
traveling around and meeting with the different leaders of the companies and convincing them that
Advocates is a well-run organization, deserving of the company's support. Because Al comes from
ten years of law practice in a well respected firm, he generates a lot of legitimacy or visibility in the
Burlington community.

For corporations or law firms that are donating time or money to Advocates, they are reassured
that they will gain from their donation because of the visibility that they will get from their
donation, and the positive feeling of their financial civic virtue.

The attorneys who are sought will be convinced to donate their time because Advocates are a
particularly efficient organization and the time donation to Advocates will be of greater value
(meaning more people will be served) than the same time donation to another cause.

3.1 Mission

Advocates for Legal Equal Access' mission is to provide the Burlington indigent community with
legal services for civil rights issues. Advocates for Legal Equal Access exists to eliminate the current
iniquities that too many people face when forced to access the American legal system. Our services
will exceed the expectations of our customers.

Page 7
 Advocates for Legal Equal Access

3.2 Marketing Objectives

• Generate visibility within the Burlington corporate and legal community of Advocates for
Legal Equal Access.
• Increase the amount of corporate fiscal donations by 10% per quarter.
• Increase the amount of labor donations by 15% per year.

3.3 Financial Objectives

• Generate enough funds to be able to bring on board additional legal professionals.

• Decrease the costs associated with serving an individual client, allowing Advocates to serve
more people.
• Maintain positive cash flow.

3.4 Target Markets

Advocates for Legal Equal Access will target the population segments by developing relationships
with the other legal aid organizations. By developing a relationship with these organizations, these
organizations can refer people to Advocates when they are unable to serve.

Advocates will also target these people by developing awareness of their organization with different
courts in the city so that the court is aware of Advocates and can refer the people to them.

As long as the proper agencies and organizations are aware of Advocates, then it will not be
difficult to get clients as the legal aid sector has demand that outstrips supply.

3.5 Positioning

Advocates for Legal Equal Access will position themselves as an efficient, professional, public
interest law firm that is serving Burlington's community. Advocates will leverage their competitive
edges to achieve this positioning. These competitive edges are:

• Advocates for Legal Equal Access' competitive edge is their effectiveness as fund-raisers.
The legal aid market is always in demand as there are far more customers as there are
service providers. For this reason it is important to be able to fund your organization. The
Advocates founder Al Rand has developed an extensive network of colleagues after
practicing for ten years at a large Burlington law firm. Al will be able to use his network to
develop donations from the firms and their individual members.

• Another component of the Advocates' competitive edge is Al's marketing skills. These will
be used to set up programs with the large firms to give their attorney's credit toward pro
bono requirements as well as to their yearly hourly requirements, encouraging more
donations of time from the attorneys.

Page 8
 Advocates for Legal Equal Access

3.6 Strategy Pyramid

The single objective is to position Advocates as the premier public interest law firm. The marketing
strategy will first seek to create customer and city awareness regarding the services offered,
develop the customer and donation base, and work toward building relationships with corporate
donors.

The message that Advocates will seek to communicate is that it can provide professional, efficient,
public interest legal aid to community members that otherwise could not afford access to the legal
system to assert their rights. This message will be communicated through a variety of ways. The
first method will be meeting with the leaders of different companies and encouraging them to make
contributions to Advocates. Al will suggest that these contributions are helpful, not only for the
civic virtue aspect of supporting a public interest organization that provides much needed legal aid
services, but also helpful for the company itself as Al will leverage his marketing skills to develop
visibility for these companies as supporters of Advocates. Advocates will have many different
events used to raise money and visibility and Al will use these events to generate visibility for the
supporting companies. This will be done because Al recognizes the company's need for some sort
of payback or value from their charitable donation beyond tax benefits.

Al will be projecting the message to attorneys to donate their time. This will be done by leveraging
both professional and law school contacts. Al will also be in close contact with the public interest
law student organization at the University of Vermont for a couple of reasons. One reason is the
ability to keep tabs on public interest attorneys that graduate from University and are practicing in
the Burlington area. Al will also leverage the student organization by offering internships where he
can generate interest in young, soon-to-be attorneys for practicing public interest law as well as
leverage the students skills for interns.

Advocates will be an attractive organization to volunteer for because of the efficiencies that they
have developed in serving clients. These efficiencies allow the organization to maximize its labor for
serving the greater good of the community.

3.7 Marketing Mix

The Advocate's marketing mix is comprised of the following approaches to pricing, distribution,
advertising and promotion, and customer service.

• Pricing: Advocates offers a sliding scale for payment based on the clients ability to pay.
Many of the clients will end up not paying anything because of their income level. The
pricing scale is set to provide some, albeit small amount of revenue for the organization as
well as reduce the incentive for some citizens to try to abuse the services offered by
Advocates.
• Distribution: Advocates are licensed to practice in Vermont, Massachusetts, and New
Hampshire. Most of the services will be distributed from their office except court
appearances and other meetings that require the attorney to be present outside the office
or courtroom.
• Advertising and promotion: Advocates most successful advertising and promotion will be
networking activities.
• Customer service: Although some people believe that not-for-profit organizations do not
have a "customer," Advocates have identified theory customers and will treat them as they
are indispensable for the success of Advocates business.

Page 9
 Advocates for Legal Equal Access

3.8 Marketing Research

The majority of Advocates' market research has been the tracking of federal and state funds for
legal aid. Recognizing that the socio-economic makeup of Vermont, specifically Burlington, has not
changed much in the last decade, Advocates have been closely following the significant drop in
government-based legal aid funding.

Their research has also been following the current public interest law organizations inability to
meet the demand of citizens who were formerly served by the government-supported legal aid
organizations.

4.0 Financials

This section will offer a financial overview of Advocates for Legal Equal Access as it related to its
marketing activities. Advocates will address break-even analysis, funding forecasts, expense
forecasts, and how they link to the marketing strategy.

Page 10
 Advocates for Legal Equal Access

4.1 Break-even Analysis

The break-even analysis indicates that $5,700 is needed in monthly revenue to reach the break-
even point.

Break-even Analysis

$6,000

$4,000

$2,000

$0

($2,000)

($4,000)

($6,000)
$0 $2,000 $4,000 $6,000 $8,000 $10,000

Monthly break-even point

Break-even point = where line intersects with 0

Table 4.1: Break-even Analysis

Break-even Analysis:
Monthly Units Break-even 6
Monthly Sales Break-even $5,700

Assumptions:
Average Per-Unit Revenue $1,000.00
Average Per-Unit Variable Cost $0.00
Estimated Monthly Fixed Cost $5,700

Page 11
 Advocates for Legal Equal Access

4.2 Funding Forecast

It is forecasted that initial funding will be slow for the first few months. Al will be making an initial
donation which will be used for start-up costs. After month four as the organization is truly up and
running and has gained visibility in the community, the donations will begin to flow in at a more
regular rate. This applies to both fiscal donations as well as attorneys' donations of their time to
take over case loads.

Monthly Funding Forecast

$7,000

$6,000

$5,000

$4,000 Companies
Individuals
$3,000
Law firms
$2,000

$1,000

$0
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Table 4.2: Funding Forecast

Funding Forecast
Funding 2001 2002 2003
Companies $29,445 $37,455 $41,888
Individuals $2,452 $4,500 $5,500
Law firms $29,546 $36,778 $38,985
Total Funding $61,443 $78,733 $86,373

Direct Cost of Funding 2001 2002 2003

Companies $0 $0 $0
Individuals $0 $0 $0
Law firms $0 $0 $0
Subtotal Cost of Funding $0 $0 $0

Page 12
 Advocates for Legal Equal Access

4.3 Expense Forecast

The marketing expenses are to be budgeted so that certain expenses, particularly the events, will
be larger in certain months than throughout the rest of the year. The first 12 months will be
detailed per marketing effort per month. Subsequent years will be broken down per effort per year.
Please refer to the chart for a graphical representation of how the expenses will be spread out
during the year.

Monthly Expense Budget

$900
$800
$700
$600
Company/law firm networking
$500
Individual attorney networking
$400
Fund-raising/social events
$300
$200
Public interest organization networking

$100
$0

Table 4.3: Marketing Expense Budget

Marketing Expense Budget 2001 2002 2003

Company/law firm networking $1,500 $1,800 $2,500
Individual attorney networking $900 $900 $900
Fund-raising/social events $1,750 $2,000 $2,200
Public interest organization networking $600 $600 $600
------------ ------------ ------------
Total Funding and Marketing Expenses $4,750 $5,300 $6,200
Percent of Funding 7.73% 6.73% 7.18%
Contribution Margin $56,693 $73,433 $80,173
Contribution Margin / Funding 92.27% 93.27% 92.82%

Page 13
 Advocates for Legal Equal Access

5.0 Controls

The purpose of Advocates for Legal Access' marketing plan is to gauge performance in the
following areas:

• Funding: monthly and annual.

• Expense: monthly and annual.
• Repeat business.
• Customer satisfaction.

5.1 Implementation

The following milestones identify key marketing programs. It is important to accomplish each one
on time, and on budget.

Milestones

Marketing plan completion

Social/networking event #1

Social/networking event #2

Social/networking event #3

Public interest law student organization networking

Securing five attorneys for pro bono work

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Table 5.1: Milestones

Milestones Plan
Milestone Start Date End Date Budget Manager Department
Marketing plan completion 1/1/01 2/1/01 Al
Social/networking event #1 1/1/01 4/1/01 $600 Al
Social/networking event #2 1/1/01 7/1/01 $500 Al
Social/networking event #3 1/1/01 10/1/01 $650 Al
Public interest law student organization 1/1/01 ongoing $600 Al
networking
Securing five attorneys for pro bono work 1/1/01 10/15/01 Al
Totals $2,350

Page 14
 Advocates for Legal Equal Access

5.2 Marketing Organization

Al Rand will be solely responsible for marketing activities. This is in addition to his other
responsibilities.

5.3 Contingency Planning

Difficulties and risks:

• Problems generating enough funds.

• The arduous task of balancing a finite amount of time with serving the customers, the
mission of the organization, and raising funds, a requirement for the survival of the
organization.

Worst case risks may include:

• Determining the organization is unsustainable.

• Having to liquidate equipment to cover expenses.

Page 15
 Appendix: Advocates for Legal Equal Access
Table 4.2 Funding Forecast

Funding Forecast Plan

Funding Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Companies $0 $1,000 $1,500 $2,254 $3,000 $2,845 $2,900 $3,005 $3,245 $2,995 $3,356 $3,345
Individuals $0 $75 $125 $150 $200 $225 $150 $200 $245 $287 $350 $445
Law firms $0 $1,245 $1,400 $2,645 $3,254 $3,300 $2,985 $2,745 $2,978 $3,004 $2,845 $3,145
Total Funding $0 $2,320 $3,025 $5,049 $6,454 $6,370 $6,035 $5,950 $6,468 $6,286 $6,551 $6,935

Direct Cost of Funding Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Companies $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Individuals $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Law firms $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Subtotal Cost of Funding $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0

Page 1
 Appendix: Advocates for Legal Equal Access
Table 4.3 Marketing Expense Budget

Marketing Expense Budget Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Company/law firm networking $100 $125 $150 $150 $100 $100 $100 $125 $125 $150 $150 $125
Individual attorney networking $75 $75 $75 $75 $75 $75 $75 $75 $75 $75 $75 $75
Fund-raising/social events $0 $100 $500 $0 $0 $500 $0 $0 $650 $0 $0 $0
Public interest organization networking $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50 $50
------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------ ------------
Total Funding and Marketing Expenses $225 $350 $775 $275 $225 $725 $225 $250 $900 $275 $275 $250
Percent of Funding 0.00% 15.09% 25.62% 5.45% 3.49% 11.38% 3.73% 4.20% 13.91% 4.37% 4.20% 3.60%
Contribution Margin ($225) $1,970 $2,250 $4,774 $6,229 $5,645 $5,810 $5,700 $5,568 $6,011 $6,276 $6,685
Contribution Margin / Funding 0.00% 84.91% 74.38% 94.55% 96.51% 88.62% 96.27% 95.80% 86.09% 95.63% 95.80% 96.40%

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