Final Busiess Plan - Team PowerRangers

LAWREIGNER
Final Business Report

2021 TECHNO-ART CAPSTONE PROJECT
Submitted June 14, 2021
Session 1 Team 4
‘The Power Rangers’
Joyce Dajung Lee (2017195170) / IID
Yujin Jo (2017195130) / CTM
Ju Hyun Jeon (2017195138) / IID
Geon Ho Ahn (2015195049) / CTM
Eun Ho Kim (2017195037) / CTM

TABLE OF CONTENTS
1.0 Highlights 2
1.1 The Problem 2
1.2 Our Solution 2
1.3 Business Model 2
1.4 Keys to Success 3
2.0 Line of Products or Services 5

2.1 Features of each product or service offered 5
2.2 Price points 5
3.0 Market and industry analysis 7

3.1 Target market 7
3.2 Industry analysis 8
3.3 Concluding statement 9
4.0 User Research 9

4.1 User research method and process 9
4.2 Study results 10
4.3 Implications 11
5.0 Our strategy 11

5.1 Product or service design considerations 11
5.2 Marketing and sales strategy 12
5.3 Distribution Strategy 13
5.4 Source of Competitive Edge 13
6.0 Appendices 14
Appendix A: Promotional Video 14
Appendix B: Interview Transcripts 14
Appendix C: Lawyer Consultant Information 33
Appendix D: Personas 33
Appendix E: Prototype Screenshots 34
Appendix F: Usability Testing 40
1.0 Highlights
1.1 The Problem
South Korea faces a rapid increase of foreign residents, topping 2.5 million with a 7 percent
increase in 2019. According to the academic world, South Korea is now considered
becoming a multicultural society as it heads toward the tipping point of having a roughly 5
percent foreign population.1 However, despite these numbers, there are a lack of services
provided for such foreigners, especially within legal areas. Through our in-depth interviews,
many foreigners claimed that it was difficult to find legal consultation in English, nor accurate
information online. Therefore, a pain point of reliably finding legal services in South Korea
that are catered towards foreigners is evident.
Korean lawyers have faced their own problems regarding the over-saturation in the legal
market. Due to a heavy increase in lawyers entering the job market every year, the
competition of acquiring clients is fiercer than ever. Thus, many lawyers are struggling to
compete with large law firms who monopolize clientele within the market.
1.2 Our Solution
Our legal consultation service, Lawreigner, solves both problems for both foreigners in South
Korea and Korean lawyers. Our business will provide a legal consultation matchmaking
platform whilst adopting a Community Q&A platform for users to share their experiences with
one another. Such an application will help foreigners in South Korea find qualified lawyers
quickly whilst easily finding accurate legal information from lawyers, all the while reducing
anxiety and the risk of demotivation. Lawyers will be able to join the application for
self-promotion and to find new clients. Furthermore, lawyers will be able to create their
online portfolio on the app to build up credibility for future clients.
1.3 Business Model
Our application will be adopting a freemium subscription business model. Users will have
free admittance to certain services such as access to lawyer profile pages, the reputation
point system for lawyers, a glossary of legal terms in both Korean and English, and limited
access to the Community Q&A board. This will allow users to understand the services that
we provide. If the service is satisfactory, the user may pay a subscription fee on a monthly
basis which will allow access to additional services such as our main legal consultation
service with one free consultation, unlimited questions for the community Q&A board, and
prioritized messaging with lawyers.
Our business will be making revenue from the monthly subscription fees from clients. Further
revenue will come from self promotion advertisement fees for lawyers who wish to promote
themselves in the application.
Below are more in-depth descriptions of our business model & revenue stream, along with
the features of our product.
1
Yoo, Chung Mo. “Number of Foreign Residents in Korea Tops 2.5 Million.” Yonhap News Agency, Yoo Chung
Mo, 17 Feb. 2020.
2
Cdf
Business model & Revenue Stream
Features of our Product
Basic Services(Free) Paid Services(Subscription)

Platform that links - arrange consultations with - prioritized for faster
lawyer-client lawyers communication with lawyers
- reputation point system for - free first-trial consultation
lawyers
Community Q&A - unlimited access to others’ Q&A - Prioritized for answers from
- limited number of questions(per lawyers
month) - Unlimited number of
questions
1.4 Keys to Success
1.4.1 Finding our Supply of Lawyers
Finding our supply of lawyers is key to fulfilling the demand of accurate legal information
from our foreign users. We expect that our marketing strategies will bring in enough users
that it will warrant a demand for an ample supply of lawyers to meet this need.
The center for the Korean Bar Association (대한변호사협회), and over 55 law firms in Korea
that provide services to foreigners (Law Win, Pureum, Yoon & Yang, etc.) may be targeted.
Online advertisements would include promotional videos, online banners, pop-up
advertisements, etc., and will be posted on the Korean Bar Association website. Our lawyer
profile page will be emphasized and showcase the benefits of tapping into the largely
unrealized potential the foreign population holds in South Korea.
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1.4.2 Securing our Data
One of the most important issues for our business is securing our users’ sensitive and
confidential data. We have multiple methods for accomplishing this.
First, our cloud database will be located within South Korea. This is because with cloud
computing, the geographical location where the data is stored determines which privacy and
security protection laws the data is subjected to regulation by, and thus regional location
matters. Under Korean laws, our users’ data will be tightly secured since the three main data
security laws of Korea -- PIPA (개인정보보호법), Information Protection Laws
(정보통신망법), and Credit Use and Protection Laws (신용정보법) – have recently been
revised to abide by the General Data Protection Regulation (GDPR)’s essential data
protection laws, which are one of the most airtight privacy and security laws in the world.
Further, multiple availability zones within South Korea will be used in order to replicate and
store all of our users’ data in the event of network failure or cyberattacks. We will utilize
hybrid cloud architecture, meaning that we would have both public and private clouds. Virtual
private clouds (VPCs) would not be accessible to anyone who has not authenticated their
account. We will have one VPC per user according to cybersecurity best practices. Finally,
as is the current standard, we will implement the option for Two-Factor/Multi-Factor
Authentication (2FA/MFA), which drastically reduces the risk of a malicious actor gaining
access into an innocent user’s account.
The diagram below shows our database architecture:
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2.0 Line of Products or Services
2.1 Features of each product or service offered

Some of the basic services offered to clients by Lawreigner include a detailed lawyer
browse/search function, a Community Q&A section, an in-app messaging service enabling
prospective clients to contact lawyers to set up a consultation, and a general information
section. The availability of these services will vary depending on the user’s subscription
status, with the choice between basic or premium (i.e. paid).
In the lawyer browse and search function, clients can search for lawyers under specific
categories and filter the list according to case success rate, availability, and
hourly/semi-hourly rates for consultation. Each lawyer’s profile, publicly accessible to
Lawreigner users, would contain additional details such as the lawyer’s contact information,
office address, domains of expertise, CV, recent activities in the Community Q&A section,
and self-promotional material, from which client’s can make informed decisions about whom
to approach and/or possibly hire.
The Community Q&A section of the service enables public interaction between fellow
expatriates in the foreign community, as well as helps lawyers reach out to prospective
clients. Here, users can share their experiences online pertaining to legal matters and hear
about how other foreigners dealt with their issues. They can also inquire about minor legal
technicalities. Verified replies by lawyers will be highlighted and set apart from answers by
regular users, with the lawyer’s expertise (e.g. “Litigation Attorney”) and community ranking
in-app indicated by a badge.
For lawyers, they will be able to build ‘reputation points’ via their activity in the Q&A section,
which they can use to further their exposure to prospective clients. Here, normal
(unsubscribed) users will only be allowed a limited number of posts whilst premium
(subscribed) users can pose an unlimited number of questions. Premium user status is also
indicated by distinct colourization and a premium badge on one’s comments.
The in-app messaging service enables clients to contact the lawyer of their preference to set
up a consultation. Premium clients will receive prioritisation from lawyers for faster
communication, and first-time premium users will be offered a free first-trial consultation.
Within the general information section, Lawreigner offers an FAQ and a Glossary of Terms
for users. The FAQ has been curated by potential users of the service and answered by a
certified lawyer. Information can be added and removed from the FAQ as needed in the
future, as with the glossary of terms which provide users with official translations for
commonly used legal terms.
2.2 Price points
Our platform business aims to acquire revenue from the two different parties involved: the
users/clients and the lawyers. Our company would serve as the liaison between the two.
From the user’s (clients) side, our business aims to generate revenue from our monthly
subscription fee of 50,000 Korean Won. On the supplier’s (lawyer) side, our business aims to
generate revenue from advertisement fees. To specify the term ‘advertisement fees’, it could
be regarded as a fee that lawyers / law firms have to pay to our service in order to receive
increased exposure to the service’s users. To mitigate unfair price competition and avoid the
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strict regulations of the attorney-at-law act of Korea, we have a pricing policy of 25,000
Korean Won per search keyword. For example, if Lawyer A, a divorce lawyer, wants to meet
new clients through our service, he/she has to pay 25,000 KRW each for keywords such as:
“custody,” “divorce,” “division of property,” and so on. As Lawyer A pays 75,000 Won a
month to our service, their profile will have increased exposure to the users who search for
those same keywords in our application, such as being bumped to the top of the list.2
Under the assumption that the user has not applied any kind of ‘filters’ in the searching
process, the sequence of lawyers being exposed will be totally random. However, users may
sort and display lawyers by ascending / descending order according to their community
ranking, success rate, hourly rates, etc.
Inevitably, some categories / fields will have more keywords than other fields. To make it fair
for the lawyers specializing in fields that have more keywords, our service will also set a
price ceiling that is sensible for each category. In other words, even if Lawyer A secures
some 30 keywords under the divorce category, he/she will only have to pay 500,000 Korean
Won as the price ceiling as the corresponding category is 500,000 Won.
Lastly, we will not take any commission fees from any direct transactions made between
Lawyers and clients, as that would be a direct violation of Article 34 of the Attorney-at-Law
Act.
Initial Costs
(Units are in KRW)
Input Period(mths) Labor Costs Number of people Total(won)
(won per mth)
Planning 1 3,970,000 1 3,970,000
Designing 2 5,780,000 2 11,560,000
Developing 6 6,840,000 2 13,680,000
Total labor cost 29,210,000
Overhead cost 37,790,000
Total cost 67,000,000
The table above is an estimation of our business’ initial costs. Because all of the
transactions within our business will take place within our application and website, we
decided to allocate a substantial amount of money in the initial development stage. We
decided to hire different people for the following fields: planning, designing and developing.
The total estimated time required to complete our application / website will be 6 months, and
the total estimated amount of money required is 67,000,000 Korean Won.
2
Google’s search algorithm operates in much the same way.
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Cost Benefit Analysis
(Units are in 10,000 KRW)
Year 2022 2023 2024 2025 2026
Costs R&D 10,000 10,000 12,000 12,000 15,000
Server Maintenance & Development 4,800 4,800 4,800 4,800 4,800
Labor 15,000 15,000 15,000 30,000 30,000
Marketing 3,600 3,600 4,800 4,800 4,800
Rent 3,600 3,600 3,600 3,600 3,600
Others(distribution costs, utilities) 2,000 2,000 2,000 2,000 2,000
Total 39,000 39,000 42,200 57,200 66,200
Revenue Customer Side 3,000 4,500 6,000 9,000 10,800
Lawyer Side 14,400 30,000 48,000 72,000 84,000
Total 17,400 34,500 54,000 81,000 94,800
Net -21,600 -4,500 11,800 23,800 28,600
Profit
Benefit/Co 0.446153 0.884615 1.279621 1.416084 1.432024
st Ratio 85
To estimate the profitability of our business, we have also conducted a cost benefit
analysis for the first five years of our business. Since our business puts a lot of emphasis on
user data security and confidentiality, we decided to allocate substantial amounts of money
to R&D and Server Maintenance / development. We also wish to hire 5 workers for the first 3
years of our business, with an average individual salary of 30,000,000 Korean Won. We also
wish to rent a physical office space located near the Gangnam Area. In terms of revenue,
the calculations have been mentioned in 3.3. We estimated that we will have 3,600 users
and 200 lawyers using our service by the end of 2026. As it is evident from the Benefit to
Cost Ratio, our business will not be making any money in the first two years. Although the
first two years are estimated to be a loss and we spent 67,000,000 Korean Won as startup
costs, we could rely on investors at the initial stage of business and also because it is
projected that we will start making money by 2024, we believe our business model is very
sustainable.
3.0 Market and industry analysis
3.1 Target market

The problem that we have identified throughout user research was that foreigners residing in
South Korea experience greater difficulty when it comes to seeking out legal aid, largely
because many simply do not know where to begin. In attempting to address this multifaceted
problem, we focused on marketing our business to expatriates residing in South Korea,
many of whom need or are curious about their legal options to varying degrees of severity.
With this in mind, our business could be seen as targeting the platform business market with
a clear target customer segment. Our business will be a matter of interest to only these
following groups of people: expatriates residing in South Korea, as well as lawyers / law
firms that provide their services to foreigners. Our purpose is to not only introduce
English-speaking lawyers to expatriates, but also to provide a community where they may
freely share experiences concerning legal matters with one another with the opportunity to
receive insight from lawyers in the industry.
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According to a study by the Ministry of the Interior and Safety conducted in 2020 October, it
is specified that there are over 2,210,000 foreigners residing in Korea, accounting for an
entire 4.3 percent of the whole Korean population.3 In addition to this, there are over 50 law
firms in South Korea that provide multilingual services. Although these law firms are
prepared to have expatriates as clients, their scarcity and lack of exposure contributes to the
issue of expatriates not knowing who to turn to for help once legal matters arise. Thus, our
business aims to act as a bridge linking these two user groups symbiotically.
3.2 Industry analysis
Our business should be considered a legal tech firm. The legal tech industry began in the
early 2010s and is still in early development, and can be seen as still being in its embryonic
stage. The novelty of this field means that while there are numerous opportunities for growth
and innovation, there are just as many risks to consider.
The legal tech industry could be characterized as having high prices, a low volume of
competitors, high investments, and high risks. However, according to Statista, the legal tech
industry recorded a total worldwide market revenue of 17.58 billion dollars in 2020, and is
projected to continue its growth in the next few years.4
The legal tech market has not had an economic boom in South Korea like it has in the U.S.
and Europe, where regulations are far more lax. Although there have been many
investments put into Korean legal tech firms such as Lawtalk and Intellicon, Korea’s legal
tech market remains very much under-developed. With the current situation, there has been
much speculation about whether the legal tech industry is going to experience rapid growth
in the near future, or whether current legal tech firms will remain as mere supplements.
Despite this situation in South Korea, our firm has a clear target customer segment, and
because no other legal tech service in current existence provides services solely targeted
towards foreigners, we believe that our business could obtain a substantial part of the
market share under the premise that we expand in the future and gain increased recognition.
Our biggest competitor may be Lawtalk, the most hotly-debated legal tech firm in South
Korea. Lawtalk has an established user base and a lawyer base of over 4,000 lawyers.
Considering that there are around 30,000 active lawyers currently in Korea, the fact that they
have secured more than 13 percent of the whole lawyer population is a competitive
advantage that startups such as our company will have a hard time catching up with. If
Lawtalk was to come up with another version of their service or dedicate a small section of
their application to foreigners, we project that it would have a substantial impact on our
service.
However, we believe that our subscription model and community board that is completely
run in English could be our competitive advantage against Lawtalk. The fact that we created
a forum for users to ask questions and get verified answers from lawyers is a differentiation
that no other law-related platform in South Korea is currently providing. In addition to this,
our subscription model could be of great help to a user that is in urgent need of legal
consultation by providing one free of charge. Besides Lawtalk, most of the existing legal tech
firms heavily utilize AI-determined algorithms and statistical models in place of human
judgement, further differentiating pre-existing services from Lawreigner.
3
“한국에 거주하는 외국인주민 수 222만 명, 총인구 대비 4.3%.” 한국에 거주하는 외국인주민 수 222만 명, 총인구
대비 4.3% | 행정안전부> 뉴스·소식> 보도자료> 보도자료, 행정안전부.
4
Alsop, Thomas. “Legal Tech Market Revenue Worldwide 2019-2025.” Statista, Statista, 26 Jan. 2021.
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3.3 Concluding statement
In summary, our target customer segment are the 2,210,000 foreigners currently residing in
South Korea alongside the pool of English-speaking lawyers currently in practice. Despite
the legal tech industry’s current situation in South Korea, our team believes that it is possible
for our business to garner investors just as Lawtalk did.
Considering these factors, we aim to have an average monthly user of 1,000 by the end of
our first business year. Out of our user base, we aim to have at least 5% of them as premium
subscribers. With these assumptions, from the consumer’s side, we believe that a monthly
revenue of around 2,500,000 KRW is possible.
On the supplier’s side, our aim is to enlist at least 40 lawyers in the first business year.
Besides keyword advertisements (see: 2.2), we also aim to introduce banner ads and
regional ads as our business expands. We believe that we will be able to receive an average
of 300,000 KRW as advertisement fees from an individual lawyer, thus resulting in a monthly
revenue of 12,000,000 KRW from the lawyers’ side. Thus, our aim is to have a steady
average monthly revenue of 14,500,000 KRW.
4.0 User Research
4.1 User research method and process
User research was continuously carried out at every stage of the design process and
constantly informed the direction we took in our Capstone project.
We began with preliminary testing at the very start of the semester to suss out which one of
our initial drawing board of ideas had the best potential to be turned into a Capstone-worthy
project. It had to address both a real social need as well as needed to possess a real
potential for marketing to specific customers. In these preliminary interviews, we discovered
that narrowing down our user base to foreigners in South Korea was a useful direction to
place our focus on. And, once we began to talk to more foreigners, we found that there was
a dearth of legal services for foreigners in South Korea in particular: namely, the punishing
inaccessibility of English-speaking lawyers that expatriates could make use of. Several
interviewees listed reasons why they would not, or could not, see a lawyer in South Korea --
and even if one had, meeting the right lawyer to help them in their situation came down to
sheer dumb luck. Not only that, but a centralized, trustworthy source of legal information that
foreigners could depend upon to help them get started in seeking out legal consultation was
missing as well, leading to many abandoned efforts by the would-be client. Our team
concluded that if we tackled the issue of inaccessibility to appropriate lawyers for the expat
community in South Korea, we could provide PR and exposure to English-speaking lawyers
as well, and ultimately make all parties satisfied.
With our mission in mind, follow-up interviews began at once, to better understand the
problem we were dealing with. There were several foreigners of different ages, nationalities,
backgrounds, and needs to whom we spoke with. We analyzed and probed at their previous
experiences with the law and overall perceptions of the justice system in South Korea, as
well as of lawyers in general (see: 4.2). Further, we reached out and secured interviews with
real Korean lawyers in order to hear their own perspectives on counselling and issues in
representing foreigners in the country.
In order to reach a broader audience and gauge what foreigners would get consultation for if
they could, our team sent out a survey that was distributed through social media channels
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(i.e. UIC KakaoTalk group chats. expat-centric Facebook groups, etc.) and garnered the
results together for further study (see: 4.2).
Once we had enough data, the workload began to diversify between the designers (Joyce,
Julia) and the market researchers and analysts (Yujin, Rick, Eunho). The designers began to
create user personas to better empathize with the target users (both client and lawyer),
whereas the analysts began to delve into lawtech and competitor analysis.
Our team held weekly meetings to bring each other up to speed on our individual progress
and findings, which held true as the weeks went by. Gradually, we shifted into fleshing out
the business model as a whole, and began prototyping the mobile app for Project
Lawreigner in Figma. All of our information was kept neatly organized in a Team Drive on
Google, and meeting + class notes were recorded in Slack.
Once we reached the late stages of the semester, we had users come test out the prototype
and attempt benchmark tasks in usability tests, which provided very helpful insight in how
the app should look and feel, as well as what features it still needed to include. We
continued to reach out to professors for feedback on our branding, business model, as well
as cybersecurity practices that Lawreigner would employ (see: 1.3.x). This ultimately led to a
product that was presentation-ready by the time the Capstone Gala rolled around.
4.2 Study results
4.2.1 Results from Interviews and Surveys
Interviews and surveys with foreigners and lawyers alike helped teach us the numerous
angles from which this problem had to be approached and resolved.
As stated previously, foreigners would most struggle with gaining legal aid or representation
in South Korea due to the difficulty in overcoming the initial hurdle of meeting with a lawyer,
or obtaining accurate information for their situation. Nearly all foreigners take to the internet
first, where they are forced to do their own research. This can easily feel very demotivating
for the person in question, as the average user does not have prior experience with legal
procedures and may feel quite a bit of anxiety as a result, especially if their case is of a more
serious or personal nature.
When trying to find a lawyer, the largest, most expensive law firms in South Korea with the
greatest reputations tend to get all of the PR and notoriety. English-speaking lawyers and
firms who cater to expatriates are virtually unheard of, although many of them do exist.
Immigration offices will direct foreigners with legal inquiries to governmental hotlines that
ultimately prove to be both expensive and unhelpful to the would-be client. Adding onto this,
lawyers are naturally quite expensive to hire or request consultation from, adding a monetary
facet to the issue as well.
For Korean lawyers we spoke with, they noted that working with a foreign client is much,
much more difficult than working with a native Korean client due to the need for an
interpreter and translated documents. With these issues compounded with what foreign
clients already have to contend with, expat traffic through Korean legal firms remains low.
4.2.2. Results from Usability Testing (UT)
On the UI/UX side of things, it was very useful for the designers on our team to watch and
observe test users try out the prototype with their hands on a mobile device and attempt to
carry out our benchmark tasks.
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Results were generally positive, with the aesthetics of the app being most highly praised.
The features for Lawreigner are quite simple and straightforward, but serve their purpose
well. Each round of UT gave our team something more to add to the prototype, and
adjustments for a smoother, more intuitive, and enjoyable experience were constantly being
added based on our observations.
4.3 Implications
On the business side of things, our team could serve to shore up on our weak points, such
as conducting a thorough and tangible break-even analysis. There are still questions about
network security that remain, as well as how we would go about verifying lawyers who sign
up for Lawreigner. These are questions that would need to be better addressed in our next
steps.
As for improving our service itself: based on user feedback, we would like to implement
several smaller features that were previously excluded due to prioritizing the design and
development of Lawreigner’s other key features. We would like to fully incorporate the legal
FAQ and glossary of legal terms to make Lawreigner still more useful to the first-time user,
as well as an optional tutorial upon first launch of the app. Expanding the map and
scheduling features, such as prototyping the ability to open external apps on your phone
(e.g. opening the address in Kakao Maps), were also requested improvements by the users.
5.0 Our strategy
5.1 Product or service design considerations

With what our team garnered through extensive user research, we knew that we had to
create a product that made English-speaking lawyers far more accessible to foreigners
seeking legal consultation, first and foremost. Almost as important as accessibility was the
need to make the process of finding and booking a suitable lawyer feel safe, easy, and
unintimidating. Finally, we had to make sure we wouldn’t be breaking any laws ourselves in
setting up the service, so Lawreigner had to be legal, as well.
So, we got to work. Taglines like “Lawyering up doesn’t have to be hard” and “Lawreigner:
Legal experts for foreign expats” were made up to help market the brand. The designers
created a UI that included a homepage of several legal categories and sub-categories in
which lawyers could be browsed through both in-depth and at a glance, with contact info,
domain of experience, and success rate immediately visible, as requested from user
interviews.
Booking is made simple as the lawyer’s weekly availability is visible within the app, and
users can request to book an appointment as well as pull up the location of the lawyer’s
physical office on a map. The initial setting up of a meeting between a potential client and a
lawyer is not illegal in South Korea, so the in-app messaging system which allows the lawyer
and client to talk and arrange further meetings off Lawreigner does not break any rules. Its
design also mimics popular messaging UI to be familiar and approachable, and prioritisation
of premium users not only acts as an incentive to pay for the service but also helps lawyers
to filter through and prioritise messages easily.
We also knew we had to make Lawreigner feel friendly and enticing enough to subscribe to
the premium plan, so a Community Q&A board was added in where users could share their
legal experiences with others and get responses from certified lawyers. The lawyers, in turn,
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would be incentivized to be helpful in the Community board by a reputation system we
incorporated into the design of the app, similar to how Yahoo! Answers works: that is, the
more questions a lawyer would answer on the forum, the more points it would add to their
ranking on Lawreigner, which would increase the prestige of their badge on their lawyer
page, etc. In addition, the Community page helps Lawreigner stand out from its top
competitor in South Korea, ‘Lawtalk,’ which lacks the same feature. During early interview
sessions, we received feedback from users which indicated that the Community Q&A would
be a top feature by potential clients.
Since official legal counsel can only be provided by certified lawyers, users must also agree
to a disclaimer regarding this before proceeding to the Q&A section. The app’s prioritisation
of lawyers’ replies via filters and visual emphasis further ensures that the importance of legal
information shared by certified sources are always recognised.
Finally, a legal FAQ was a top-requested feature by the users we interviewed, so we reached
out to our pro-bono legal consultant, K&P attorney Michelle Jang, to fill out the answers for
us. Our team is immensely grateful to Michelle for her efforts.
5.2 Marketing and sales strategy
Marketing and sales are critical for the successful start and future growth of our business,
and we have decided on several strategies that will help attract potential users to our
product.
5.2.1 Partnership with ‘Local Lawyers (마을변호사)’
A short 6-month partnership with ‘Local Lawyers (마을변호사)’ will help attract our first batch
of users. Local Lawyers is a service that the government is currently providing to foreigners
looking for legal consultation. However, they only provide offline legal consultations at local
government offices, and all of their appointments have to be made through tedious phone
calls and manual labor, at the expense of convenience to the user. If we partner with them
and provide our quick and easy app-based services to the lawyers and foreigners using
Local Lawyers, they could benefit from our convenient app-based communication and
appointment reservation services. Simultaneously, our company would greatly benefit from
this partnership because our app would be directly exposed to our potential users –
foreigners in desperate need of legal help, and lawyers looking to promote themselves. This
exposure would be a great means of marketing, since those who have used our app before
are more likely to use it again, and they are also likely to spread the word to their foreign
friends about their experience using our services.
5.2.2 Free 1-month premium services for social media influencers
Our team has also considered the possibility of providing our premium paid services for free
to several social media influencers. These influencers would be foreigners living in South
Korea who have millions of followers on their social media accounts or YouTube channels. In
exchange for providing our premium services for free for a month, we would ask influencers
to give a short review of our services on their Youtube channels and social media. By doing
so, we would be able to reach out to not only the millions of foreigners living in South Korea,
but we would be able to reach more lawyers as well. Potential influencers might include
Angelina Danilova (12 million followers on Instagram, 2.8 million on YouTube), Stefanie
Michova (3 million followers on Instagram, 5.8 million on YouTube), Tyler Rasch (2.4 mil
followers on Instagram, 1.2 million followers on YouTube), etc.
5.2.3 Offline/online advertisement
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Our offline advertisements (banners, posters, etc.) would specifically target places where our
potential users are most concentrated. For foreigners, foreign language institutes in
universities (ex. Yonsei KLI/연세대 어학당), community welfare centers for foreigners
(다문화가족지원센터), factories/companies that consist of foreign employees, etc. For
lawyers, the center for the Korean Bar Association (대한변호사협회), and actual law firms
that provide services to foreigners (Law Win, Pureum, Yoon & Yang, etc.) may be targeted.
Online advertisements would include promotional videos, online banners, pop-up
advertisements, etc., and these would be posted on the many online expat community
groups that exist on social media, as well as the Korean Bar Association website.
5.3 Distribution Strategy
Since our product is a mobile app, our main distribution channel will be various distributors
and online markets such as the Google Play Store, Apple App Store, and Samsung Galaxy
Store. In order to publish our app on such platforms, we would have to prepare some
documents in advance including the End User License Agreement (EULA), which includes
conditions for licensing fees, information on intellectual property, etc. We would also make
sure to create our own Privacy Policy that abides by South Korea’s PIPA (개인정보보호법),
Information Protection Laws (정보통신망법), and Credit Use and Protection Laws
(신용정보법). Optimizing our app description page on the app store will also be crucial,
since it determines how well users discover our app through the search function, as well as
whether or not users actually download our app after they land on our Lawreigner’s app
page.
In addition, we will use email and mobile notification channels in order to continue to
maintain and bolster our repeat customers. We will notify our users about recent posts on
the Community Q&A that might be useful for them, in addition to recommending lawyers that
have the highest reputation rankings in Lawreigner.
5.4 Source of Competitive Edge
Our initial source of competitive edge is speed to market, since we will be the first entry into
the South Korean legal tech industry targeting resident foreigners. Being the first to enter the
market will be a huge source of competitive advantage even in the long run, since early entry
gives us an edge in establishing strong brand recognition and customer loyalty, thereby
helping us gain dominance in the market before other competitors enter. Such strong brand
recognition and customer loyalty will also be heightened due to the fact that we’ve worked
with the government as part of our marketing strategy (i.e., partnering with Local Lawyers).
In addition, early market entry will allow us to gain more users ahead of our competitors. For
our business, the more users we have, the more value is created for our users. This is
because our business is a C2C model that links clients with lawyers. The more clients and
lawyers we have, the more helpful and valuable the users will find our app to be, since they
will be given a wider pool of clients/lawyers to choose from, and more helpful information will
be given to them from other users on the Q&A board. This snowball effect will act as a
differentiation strategy, and our firm will continue to attract as many users as we can by
continuing to make adjustments to our app based on user reviews, seeking partnership with
government services, and more in order to gain a sustainable competitive advantage.
After we’ve gained enough users and have raised enough profit to break even, we plan to
bring down the subscription fees for foreigners and advertising fees for lawyers. This is only
possible for a firm that has reached a mature stage of development and has an established
user base, and as the first firm to enter the market, our firm is expected to reach that stage
earliest. And, by bringing down our costs (which later competitors will not be expected to do
before Lawreigner), more users will be attracted to our services, since the high cost of legal
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consultation services has always been a problem for users in our market and Lawreigner
both addresses and mitigates this issue. These will all serve to act as a huge source of
competitive advantage for our firm.
6.0 Appendices
Appendix A: Promotional Video
https://www.youtube.com/watch?v=kutXfmVm3Yo
Appendix B: Interview Transcripts
INTERVIEWEE 1
Gender: Male
Ethnicity/Nationality: German
Visa status: F4
Occupation: Professor
Summary:
He believes there is a necessity of services, not apps. Services that provide legal
consultations to foreigners - it is rare that foreigners really need a lawyer, they just need
someone to ask questions, and get helpful answers. Also, he believes apps don’t exist for a
reason(for our topic) - when it comes to finding info, Google and Naver is far better than an
app.
1. What country are you from and what’s your visa status
Germany / F4 visa
2. Could you tell us more about the experience you had when you were in need of legal
help in Korea?
It’s really difficult when you do an internet search - there are some lawyers... but In Germany,
you have a house lawyer, so when you have any questions, you ask him, he directs you.
What is missing, I think the most, is some kind of consulting. There are so many
requests, where you just want to ask sb for things
Ex. I went to the US, I booked a hotel room, but I booked by another provider which was
cheaper, so I cancelled. The hotel did have written down the fact that cancelation will be
free, but they did charge me. I realized I need a lawyer. A friend of mine in Germany told me
that it’s almost impossible to get help with these internet companies. That was useful
because I’m not wasting my time with that. So I just want to know is it worth it?
In the US, it’s almost 250~300 dollars an hour for an expert lawyer, so you need to always
weigh the pay ( weighing the hotel room cost with the cost for a lawyer)
This is where you need consulting. This is the most important thing for foreigners. They don’t
say - I know exactly what I need, I know I’m going to search for an expert in consumer law in
Korea for foreigners.
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3. So you’re saying that searching on the internet isn’t enough info?
Well I haven’t searched extensively, but I remember in the cases when I needed it, I couldn’t
find sb
I needed it for tax, consumer, and real estate. I need sb who is in Korea, who knows
Korean law, and knows what’s going on, and can consult a foreigner.
Of course, there are many lawyers / law firms, but they don’t speak English or don’t
understand you have to translate it to a foreigner
4. Tell me more about your experience - you said you first searched online but what
else did you do, how did it turn out?
I asked a friend who could speak perfect English, he tried to offer me his own lawyer, but he
only spoke korean.
For tax, I went directly to 강남구청 office sth like that, and I was really lucky since there was
a student at the reception who was willing to translate the entire consulting process. I was
extremely lucky.
I found out the info I needed only after 3 years. What I needed as advice is - only have one
credit card, and when you pay in cash, you should get 현금영수증.
If I had found a consultant who could tell me that from the start, I would have paid him a lot
of money, but instead it took 3 years. Nobody really knows how to do the consulting process.
5. There was a translator for you during the process, do you think it would be okay if
there was a translator during the consultation process?
No. It only worked when I went to the tax office, since the tax office in Korea is really quick
when it comes to providing services.
The problem is consulting. I’ll give you another example, you don’t necessarily need a lawyer
for real estate law, you need consulting. You need sb to show you all the expenses
related to the real estate purchase process, sb to tell you there will be tax incurred
every year when you buy a real estate. Noone told me that. I know that now because a
friend of mine bought real estate recently. The lawyers don’t tell you that because it’s not
their problem. They don’t care. But it’s really important to foreigners. Anything related
to tax, real estate, consumer law, from a user’s perspective, only 10% needs a real lawyer.
Most need just legal consulting.
Another thing is, you have to see it from an expert’s point of view. During an apartment
search, you don’t have a head about what you need to be careful about. It would be
convenient if I could just go to a center where they told me about this, this and this. This is
most important. Another example is insurance - a relative of mine gave me a friend who is
an insurance company dealer, and he asked him some stuff, he showed him 20 pages of a
document. I don’t care about the 20 pages. And they’re all in Korean. I told him you
have to tell me what makes sense. They show all of this paper. They don’t give me what I
need.
6. What do you think could help you in such situations? Maybe reviews of lawyers/law
firms from fellow foreigners, etc?
No, I don’t think reviews would help me, I mean, the reviews could be all fake. I don’t
need those things, all I need is a consultant who can help answer the questions I have.
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Also, I think free first-trial consultations would be helpful. In Korea, to talk to a lawyer,
you always have to pay. But in other countries, they provide free first consultations, and that
would be really helpful, since I might not even need a lawyer, I just need some questions
answered. Those free consultations could even be 15~20 mins, and they would still be
helpful
7. Then do you think an app that helps you find these legal consultants would be
helpful?
No, first of all, I don’t trust apps to deal with the sensitive and private issues I have, and also,
there’s a reason why there isn’t an app for this problem at the moment. Google and
Naver have more info than an app can provide. It’s not an app that is needed, it’s the
service. A service where foreigners can get consultations where they can ask questions
and get clear, helpful answers.
Follow-up questions:
1. We came up with an app-based service that allows you to conveniently find

English-speaking lawyers with detailed info about them, arrange 15 or 30 min
consultations with them(around 2~3만원 for 15min, 5~10만원 for 30 min - lawyers
set their own rates), gives you access to a free community Q&A forum(with a
limited number of questions you can ask each month) where you can ask any
questions and get answers from lawyers or foreigners with similar experiences, and
also provides a free glossary where you can search for commonly used legal
terminology and get translations, would you be willing to use this service?
not sure - too many apps which promise too much but can not deliver.
why not a different channel in addition, depending on the user preference or changing user
context?
2. If so, what makes this service appealing/ what do you like about this service?
I like the short consultation time which brings the service cost down.
3. If not, why wouldn’t you use it? What do you suggest could make this service
better?
as mentioned, i don’t believe that app is a solution but it is one delivery channel - out of
many. this is too restrictive.
4. On top of all of these services we provide for free, if there was a subscription-based
service which gives you one free-trial consultation with any lawyer, gives you
priority on Q&As with lawyers(your questions will be answered before others, faster
communication with lawyers), lets you ask unlimited questions on the community
Q&A forum, would you be willing to use this service?
no. it depends on my need for consultation, and i don’t have recurring legal issues.
5. How much money per month would you be willing to pay for this subscription-based
service? (you can set how many months you would like to be subscribed to our
services in advance (ex. 3 months))
no, i would not pay a monthly subscription fee.
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basically, i always avoid services which only offer subscriptions, even if the one-time
payment is substantially larger.
that’s why e.g. i bought omnifocus instead of todoist.
6. What would you suggest could make this subscription-based service better?
convert it to a topic-based service of the most demanded legal issues, but for a one-time
payment.
look at other service industries that did that.
e.g. in real estate, some websites offer the paid evaluation of market value of properties - but
NOT as subscription.
they have different schemes which are smarter, which is not per case but …. (you must
research this)
INTERVIEWEE 2
Age: 27
Gender: Male
Ethnicity: Caucasian
Visa Status: D-2 (Student Visa)
Occupation: College Student (in Korea)
Summary:
This interviewee is a proficient UI/UX designer, and a Capstone sunbae. As such, he has a
plethora of technical advice for doing well on Capstone and very useful insight from the
designer’s perspective on what our product should incorporate and what we should consider
when building it.
His main pain points were not knowing how to even begin and wishing for a compendium of
verified legal data on broad issues that a foreigner could easily consult when they were
curious or confused about a matter. He also stressed that we must consider how our service
can benefit the lawyers (the experts upon whom we rely) as well.
1. In general, have you ever found yourself in need of legal counsel before, whether in
Korea or in your home country?
Yeah, a couple of times. In Korea, it’s only been related to visa issues -- we [Swedish
company] wanted to do a start-up here, but the immigration office basically wasn’t helpful. It
was discouraging.
In Sweden, it was related to labour rights, and my working contract. Not sure if that’s related
here. I got some counsel for my business and are currently in lawsuit proceedings with
another company, and we have lawyers in Korea.
● What did you do then?
Eventually, we gave up. Not only because the immigration office was so unhelpful, but
because it was basically impossible to do any business-related things here whilst on a D-2
visa. I immediately contacted a private (non-governmental) lawyer, who kindly told me they
charged 400 euros per hour. So that didn’t really work out either. It basically confirmed my
perception that these issues can’t be dealt with [in Korea, and on my visa].
● How difficult or simple was this process for you?
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Not sure. I just googled “immigration lawyer Korea,” and I guess most of those would be
helping foreigners, right? So it wasn’t an issue finding an english-speaking counselor here in
Korea. But the fees made it so that it wasn’t very accessible. It’s just not reasonable to
charge that kind of money.
Trying to continue working with the immigration office would be very difficult. It didn’t seem
like they wanted the liability of giving legal advice, but then that makes you wonder why they
even bother to offer this service in the first place. Perhaps just to keep up appearances, like
most services for foreigners in Korea.
2. Have you experienced any legal problems while in Korea?

● (if yes) How did you feel during the process?
I mean… we wanted to do this thing, this start-up, and we were excited--and yeah, it’s
discouraging, frustrating… it just sort of led to giving up on the whole project. I’m not sure
what else to say about it. I wouldn’t have any problems staying in Korea though, ‘cause I’m
here primarily as a student. If it had to do with my visa, though, that would be more
anxiety-inducing.
3. Do you know of any expats who needed legal counsel, and for which problems?
Not apart from the other guy that was in the same project as me. He was Korean-American,
so I think he had the F4. He’s left Korea since then.
4. What types of problems do you think foreigners in this situation would bump into?
(Time, money, etc.)
I would think that these other lawyers/legal services probably could help out, but they’re not
very accessible for financial reasons, and otherwise information is pretty sparse and
disorganized. And evasive. They’re not trying to give concrete advice, because they’re trying
to avoid liability, or something. Often their ‘counsel’ is kind of voiced in vague terms. Maybe
it’s incompetence too. That’s kind of the vibe I get.
5. (If they have experience) If I were to ask you for your help in finding a suitable
(English-speaking) lawyer in Korea, who or what agency would you recommend? Are
their services satisfactory? Is there anything that you would improve?
It was more than two years ago, so I don’t know if I could find them again. I don’t know off
the top of my head, I’m afraid.
6. Is there anything I’m missing? What should I be asking you?
[laughs] I’m not sure. My experience was pretty brief, but it wasn’t very positive I guess. I
haven’t really re-visited this since. But I guess sort of my conclusion is that there’s no point in
trying to turn to, in this case, the immigration office for counseling services as a foreigner.
They’re going to be very un-useful.
7. Suppose we were to create a platform or app that was specifically designed for
foreigners in need of English-speaking lawyers in mind. Right off the bat, in your
honest opinion, what do you think of this idea?
I think if you can manage to actually provide advice to people, that would be very useful. I
wouldn’t say I was skeptical--I think the idea’s great--but I guess my concern is that they
[lawyers on the app] would be just as vague, evasive, and unhelpful as Korean lawyers I’ve
met. You’d need to seek specific counsel on your situation to find actual advice. If you were
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to end up in an actual legal proceeding, then you’d need to go to an actual lawyer (and pay
them a lot). So services that exist for general advice -- those tend to not be very useful.
If you were to ask in the app, “This is my situation, what should I do?” They’d say “Well you
could do This or That” and leave it up to you to interpret.
8. What other features would you like to see on our platform?
Yeah, I think if you can get that first consultation for free, that would be nice. A simple way of
taking it further too, should it be relevant to your case. Because I find sometimes that with
services that provide Frequently Asked Questions -- that’s it. If your question was “Do I need
legal counsel for this” then the answer is basically Yes, and you’d want some seamless way
to take it further from there. So if you actually had a lawyer replying, and had a convenient
‘book further’ function, that’d be nice. And you should have transparent pricing too. Most
people have no idea how much counsel costs, so including what to expect would be great.
● (Perhaps a better question would be:) What should the main objectives and
motivations behind our platform be?
I guess it’s a big gap that’s waiting to be filled, in a sense. The start-up thing that we wanted
to do was also related to foreigners in Korea. And I think that this is… well, I don’t have a
good mission statement for you, but yeah I definitely think the government should fund your
platform.
Your objectives should be to provide easy-to-understand terms and transparency. I think if it

was a situation where you’ve never gone for counsel before, it needs to be easy to
understand.
9. What do you think would have made your experience finding legal help in Korea
more pleasant/convenient?
[Getting] actual answers, for one thing [laughs] And even if they couldn’t give me answers, if
they pointed me somewhere I could get them, that would’ve been much nicer. If the
immigration office had been like “We can’t answer that, but you can turn to [this resource],” I
would’ve at least had the next step. Some kind of pointer to where you can go from there.
10. If you had access to legal counsel, what problems would you get solved in your life?
My situation was different. The only way to solve my problem would be to save enough for
an investment/entrepreneur visa. And the requirements for those are a little bit strange:
you’d need an OASIS visa, a master’s degree, take classes on Korea, and it takes focus
away from what you’re trying to do. It’s like all these made-up bureaucratic requirements.
INTERVIEWEE 3
Age: 25
Gender: Male
Ethnicity: East Asian (Chinese)
Visa Status: D-10 (Job-Seeking Visa)
Occupation: Unemployed
Summary:
This interviewee is a proficient UI/UX designer, and a Capstone sunbae. As such, he has a
plethora of technical advice for doing well on Capstone and very useful insight from the
19
designer’s perspective on what our product should incorporate and what we should consider
when building it.
His main pain points were not knowing how to even begin and wishing for a compendium of
verified legal data on broad issues that a foreigner could easily consult when they were
curious or confused about a matter. He also stressed that we must consider how our service
can benefit the lawyers (the experts upon whom we rely) as well.
See last page for additional notes.
Yes; when it comes to renting houses, mostly. And some registration issues too. For
example, going from D2 to D10, or E7 to E2 (visa) -- I’m not very familiar with these legal
terms and legal procedures, so even counsel for that, would be really useful.
I also wish I could know how to start up a company in Korea, as a foreigner. Maybe this
procedure will be different depending on your original nationality -- if I want to do a company
[here in Korea], then [I wonder] what kind of legal aid do I need? Same with buying property
and doing business that way. I wish I could know it. There’s no other way to do it other than
meeting seriously with a lawyer, which comes with all kinds of hidden fees.
Nothing.
But one of my friends, he was seriously planning, but he didn’t know how to start. I just did
an online search -- and I wrote this in [your] survey as well -- but he was moving out of
Korea, but he extended his lease by another 2 months, and paid for it, but then when he
moved out his landlord refused to give back the deposit. And his landlord would continuously
ignore his requests to get back his rightful deposit. And there was apparently a report you
need to file with the police when you move into a new place, and a lot of people forget to do
this, but that’s your proof or guarantee that will make SURE that the landlord gives you back
your deposit. But if you don’t -- and a lot of people forget to -- then the landlord can
technically play the law and not give it back to you.
Even when it comes to simply reporting the issue to the police -- he worried that as a
foreigner no one would care, and he had to leave in a hurry too.
Difficult. The whole point is that STARTING is the hardest part. Once you can start you can
get help or direction with the next steps. But starting out -- who and what agency to go
to, should I find a foreigner-only one, what fees do they charge -- one time I heard it
took 4 million to file a suit over the deposit! And his deposit was just 3 million, so it wasn’t
worth it at all. And I can’t even tell if this information is accurate cause I just got it
online.

● (If yes) What were they?
Just getting started is the biggest pain point for me, followed by finding accurate
information. For instance a subway door closed on my finger once -- and I wondered who
was liable? Me or the government? I think there is some law or some committee, some
agency responsible for these types of public-transport-related accidents, but I just don’t know
[and can’t find out easily]. Same with closing deals with landlords.
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Another thing: Foreigners tend to exchange money at Myeongdong, right? But one time I did
that and they handed me paper bills that were ripped. I don’t know if that’s a legal issue --
maybe not, but I just remembered that [happened]. He did exchange them for new bills for
me. But I did wonder if that could turn into a legal issue too.
● (if yes) How difficult or simple was the process for you?
It’s tricky. Not simple.
Think of a situation like this also--what if my friend had borrowed money to afford the lease?
This is all too real for many people out there. What would he do then? There should be a
platform that answers all these questions.
[Re: Improvement]
I do… I think the government could do a better job of letting foreigners know what those
options are. And the school should have FAQs and articles too that keep foreign students in
the know over what their rights are; how to deal with insurance; how to get worker’s
compensation… I definitely think these would be improvements over the current process.
It’s so confusing, I can’t even make the first move. I didn’t even know how to attain
permission for a part-time job. And that always makes me worried about breaking the law by
accident by getting a part-time job at a company.
Another example -- if I wanted to paint/hang/alter something on my wall in my apartment,

who decides how much is too much before I can’t get my deposit back? It’s very confusing.
Leases, contracts, ALL THE PAPERWORK… neighbour relationships [linked to noise

disturbance], community issues, garbage disposal. If no one informs you of these things
when you move into a new community, a foreigner could end up in a dispute unawares.
These aren’t big, these are just small tiny life issues, so I don’t even know if they’re legal
issues -- but still, it comes to mind.
I literally couldn’t recommend you one, because I literally know no one. I know some
big names, but no-one super approachable. Nothing like a Q&A place where you could
get counsel for normal life matters.
I don’t have much to offer, so I think you basically asked everything.
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I think the idea is really good. But -- not speaking as your interviewee -- the
[professors/judges] are going to want to see more of a business product that can attract a
market. The purpose of your idea is really good: people come to get answers for their legal
questions. But that would be [have to be] voluntary work [on the lawyer’s part]. That’s one of
my concerns for you and your group. You’ll want to think about how the lawyers can
benefit as well. I don’t think law firms would want to disclose all their information either,
because otherwise no one would want to come to them.
I’ve seen similar products online in Korea, like online doctors whom you could send your
symptoms to. Then the doctor can prescribe you something that you can pick up from the
pharmacy, and it is paid. But I don’t know about your platform.
And like you said, the law covers almost every aspect of life -- but for you to build up your
program, you may wish to focus on one issue for now, like immigration or housing, with
whom you could cooperate with other existing companies. That’s where business
opportunities come in.
Other than that, I think the idea is definitely good. I would want a service like this for sure. In
multiple languages. Which is going to come at a very high cost to you, by needing to
translate documents into official languages. You might have to think about the
cost/benefit of making such a product.
7. How would you like to test our prototype when it’s ready?
That’s an interesting question. I can test the usability (UI/UX) for you. But as for how the
product itself can be useful, desirable, and marketable/profitable -- a sophisticated product --
that’s what I’m worried about [for you]. But UI/UX? No problem, that’s just asking someone to
use it.
A similar product does not exist in Korea, as far as I know, so even if you build a Q&A, that’d
be really good. But I was thinking in Korea, since people have the habit of using their own IT
services [like Naver Cafe]-- people like reading stuff there. So how you change [Korean
people’s] way of thinking and make your service a habit-changing product…. But your target
is foreigners so that doesn’t really matter [I guess]. So Q&A, and ability to cross-search
like in Pinterest -- when you find something and then related material comes up.
Your product can either be 1) curated by your team, editing the articles, be a content creator
-- or 2) You are purely a source of information, and can rely on machine learning to
translate the information to users for you. Or you can do a combination of both, which I’ve
never seen before, and be an all-in-one service. Your team should think of this.
I’d advise against #1. Your team doesn’t need to produce any content. You can just bring
all the information together and display it to the public. And if you [did] produce content,
then you need to bring in lots of parties and creators who will [need to] commit to your
platform and produce content for your readers. But see if you can bring both sides of the
traffic in.
9. (Perhaps a better question would be:) What should the main objectives and
Let me think… I think your user problem is already very desirable. So your objective is to
appeal to this desire from the common public. It’s sort of like Clubhouse, you’re bringing all
the professionals together to chat with the audience. So I think your main objectives that you
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should bring up in your pitch should be marketable not only to the public but to your experts
as well, who your platform is going to rely upon for your content, and that way your app can
grow. So I think your team should put some [more] emphasis on the expert [lawyer]’s
side as well.
And there’s no competitor! When you put it out, everyone will use it [because there’s no
competition], so just make sure it’s something everyone enjoys using. Don’t think of
transitional social media strategies like posting photos, those are old. Think of TikTok, think
of lives. The trend is towards this 5G connectivity anyway. Keep it educational, keep it
fresh, think of new ways of interaction.
I think your app should also convince new users that they need legal aid, or should study or
otherwise know this stuff as well.
And one more thing. [Gives me an example of when he was looking for a phone contract
with a Korean telecom]... Only KT provided a very intuitive solution. Instead of showing me
EVERY solution, they suggested a few that were tailored for me. I think that’s professional.
Finally, people coming to your app will be looking for safety. They need to feel assured that
they aren’t somehow shooting themselves in the foot by using this app or somehow
criminalizing themselves.
[sighs, thinks] Before I ever talked to you, I had to search for legal help via search engines,
and the results returned were so massive [and broad], so disjointed, I wasn’t sure I could get
the help I really wanted from Google. I figured other social platforms like Reddit would be
more helpful. But since I don’t have a legal background, I was of course uncertain if ANY of
the advice I was following was accurate.
Would’ve been nice if there was just a line I could call that could give me almost all the help I
needed. Talk with your team at a later stage about emulating that sort of experience.
INTERVIEWEE 4
Age: 20-21
Gender: Female
Ethnicity: South Asian (Citizenship: South African)
Visa Status: D-2 (Student Visa)
Occupation: College Student
Summary:
This young foreign college student has survived an intensely abusive relationship with her
Korean ex-boyfriend (among other incidents) and is now suing him for emotional distress.
She has a lawyer with whom she enjoys a positive relationship with and will be taking her
ex-boyfriend to court in April.
Uncertain of where to begin, she initially did her research online, where she still gets much of
her information from. She is self-funding her legal fees. Her insights are crucial in
understanding where some of our users are coming from.
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Yes, in Korea.
The most obvious option was to go online and just research “English-speaking lawyers in
Korea.” But then obviously, I had to look out for the legal fees, because I am a student.
Also getting an English service in Korea is more costly--not just legal, but any other
profession.
[About meeting her lawyer]

The way I met my lawyer was REALLY by chance. I went to a temple [laughs] and this lady
just asked me a random question, she said “Are you from India?” And I’m not, but we just
talked about why I’m in Korea, and she said “I’m a lawyer, here’s my business card,” and
that’s how I got to know her. I know nobody really meets their lawyer this way. I expect most
people would call a company and go through protocol. I didn’t have to do that.
I already had a contract made between me and the person I’m suing. And that we got
notarized at a local notary in Bupyeong, which my ex-boyfriend [the person she’s suing]
found. If he hadn’t found it, I would’ve googled “local notary services in Korea,” and you pay
for a document to be notarized and they do it. The process doesn’t involve much Korean, but
I used a lot of Google Translate and Papago. Notarizing something is very simple, you
just go in and go out. But working with a lawyer is obviously a lot more drawn-out,
lengthy process, and you need someone strong in both Korean and English.

● (If yes) What were they?
My ex-boyfriend broke our contract, so next month I’m going to file the lawsuit. I think
because it’s a ‘small claims’ lawsuit, she told me it’s actually not that expensive, so under
200,000 won. For the contract specifically, it’s less than 10 million won.
These fees go into logistics, like sending out the notifications to the guy I’m suing and
everything necessary for the court.
[Elaboration on the notarizing process]

The notary stuff was just between us [me and my ex-boyfriend], but we wanted to make it
legal, so we can actually use it in court. Notarizing something is how you can use it in court.
It “stands.” He can’t be like, ‘she made it up.’ There’s copies of our IDs, everything, all that
verified information. But now with the lawyer, this is going to be a long process, because I
have to go to court and sue him.
● (if yes) How difficult or simple was the process for you?
If he agrees to everything, it’s a simple process. But knowing him, he’s probably going to
fight it with his own lawyer, which would make things rougher. He knows he broke the
contract though, so I’m hoping it'll be smooth sailing. He already legally signed evidence that
proves he can get sued by me.
The emotional distress stuff is… tougher. There’s no physical evidence that he abused me,
but I am going to therapy and that counts as evidence towards what I’m charging him with. It
really gets more or less simple depending on how much evidence you’ve collected, which is
how it works in any country.
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● (if yes) If the process was difficult, what specific part was the main issue? Do you
believe that there is a need for improvement in the process?
I have to put my health first -- and the thing with legal processes, they are really long.
Especially when you’re suing someone over emotional distress and trying to prove it, and
are still getting treatment for it. (I got a lot of my information online). I’m trying to fund this
by myself, so I’m doing a lot to research it.
I haven’t even started the legal process, but already the amount of stress I’m getting
from this is indescribable.
For now, since I’ve put everything on hold [for my health] and my parents aren’t very
supportive, I’ve decided to find my own way so I am self-funding. My lawyer isn’t very
expensive, but often lawyers are paid by the hour, so if I can find out this stuff online, I’d
rather save money that way. And I’m still new to the country and especially as a
foreigner that’s not from here, it’s an added stress and pressure trying to figure things
out by myself. I don’t exactly have a ton of friends that are familiar with the legal procedure,
you know? This is why I’ve been trying to put it off for a little bit, and gaining mental strength
first. It’s quite tough, but it’s just my personality to do things independently.
[The most positive aspect of the process for her]

My lawyer is so nice. There are good lawyers in Korea! There’s good people. She’s VERY
concerned about my health. And I love that we’re friends now, so she’ll call and check up on
me every few days [smiling].
It kind of hurts me that my parents aren’t more supportive. I also was worried initially
about getting exploited as a foreigner--”she doesn’t know Korean, she won’t know,”
and then get overcharged for services. When I originally heard that there’s a $100 fee for
filing a lawsuit, I had to google to check if it was real, and yes, it’s approximately $100 to
cover the logistics. But in general, even if I’m just shopping in Gangnam, you’re concerned
if you’re going to get scammed.
3. Do you know of any expats who needed legal counsel, and for which problems?
No.
(Time, money, etc.)
Maybe people who do business. I haven’t really heard of people who needed legal counsel
for personal issues [like me].
Another time I was sexually assaulted, in 2019. I think with sexual assault it’s kind of
different--they actually provide you with free counselling and a public lawyer. But that’s
because I went to the police and they knew what to do for sexual assault victims. Obviously
in Korea, sex crimes are disproportionately high….
They were very helpful with my sexual assault case. They got a gynecologist to check me,
swabs for STDs, public lawyer for defense, they did everything. I think that’s really good. I’ve
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heard a lot of girls have gotten raped in Korea*, and I think it’s really good you don’t have to
take out your own money for assistance on that.
In general, I am very glad that everytime I went to the authorities, they were very helpful. But
I know people who haven’t gotten that same level of help. My own experiences were really
good.
I think you asked me all the right questions. You could literally need a lawyer for anything.
Unless you have connections, usually the first step, like I did, is to just go online and look.
And from there you can always check the fees and not agree to anything right away. Just be
thorough. If you can find a better lawyer…. Oh! Actually, I follow a lawyer on TikTok. He
always says that before you hire your lawyer, always check what their success rate is
and whether they’ve dealt with your kind of case before. If it’s not a match, find
someone else.
I would REALLY want something like this in Korea. I am so sure that there are people
who would really like legal advice, someone like me who went through this ordeal and need
help. In life you need the doctor, and you need a lawyer. Legal things matter. Especially in a
foreign country, just for general advice--or you want to start a business, or you were
assaulted, or you need help punishing the person. And you need to be completely
comfortable with your lawyer, since they’re defending you and need to know all the details.
It’s like therapy--it’s really important not to just find a lawyer or therapist, but the right one. It’s
like any relationship, even if it’s professional.
8. How would you like to test our prototype when it’s ready?
I would like that, yeah! I mean, why not? Maybe I’d have more ideas for you then as my own
case progresses.
It would be really nice to see the success rate, like if it’s a divorce lawyer, because you’d
like to be able to see if they can actually win their cases. Maybe if there was a chatline so
you can ask some basic questions? And maybe you can have a Frequently Asked
Questions on the thingy so people can quickly find it? I think you guys could find legal
and law firm websites just to see the layout and the design and it will give you a better
idea, because they’re already doing it.
Verified information; a ‘book an appointment’ function next to their faces, just an idea.
10. (Perhaps a better question would be:) What should the main objectives and
I think the point you made about having verified information available on hand, and making
life easier for foreigners. Make it as comfortable and easy as possible for first-time
users. A positive user experience. I was damn nervous when I started getting into all this
serious law stuff, and I still feel like I’m basically a child [nervous laughter] so if you keep
the fact that some of your users might be taking their first steps out of trauma, try to
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make it as simple and practically useful, and especially verifiable and trustworthy as
you can.
Well I’m friends with my lawyer, so it’s always pleasant working with her. We’ll meet for
dinner or lunch, and talk at a cafe usually. I honestly cried because I was so grateful how
nice she was. I genuinely felt the kindness. She even called me today to ask me how my
week was--she’s very empathetic. So even if my parents aren’t supporting me, I do still
have this older adult that’s taking responsibility for me. As a lawyer should be.
12. If you had access to legal counsel, what problems would you get solved in your life?
Get justice.
INTERVIEWEE 5
Age: 26
Gender: Male
Ethnicity: British
Visa Status: Working Visa (Currently went back to the UK)
Occupation: English Teacher (ex)
1. In General, have you ever found yourself in need of legal counsel before, whether in
In his home country, not really. In Korea, yes. He was originally majoring in
sports-psychology and did not really ‘plan’ to live in Korea for a long time, and moving into
Korea happened a bit abruptly. He needed help with a lot of things: getting a place to live,
getting a Visa, registration etc. The regulations regarding foreigners working / living in Korea
are not too tough, but he felt like it was difficult to get information on those regulations &
what he should do with legal stuff. He was able to get a place to live by asking some of the
friends he had acquainted in Korea, and did not search for (or rather, was not able to search
for) any legal help.
2. How difficult / simple was the process for you?
The whole process of getting work / place to live was quite painstaking. Although there are
quite a lot of 학원s that are looking for native English speakers that could teach English long
term, there are a lot of documents etc that these 학원s require because of the laws related
to educational institutions. He did not have any idea of where he should start, so the best he
could do was search the internet and ask the people he knew for advice and what he should
do.
Not really; there was some trouble but he never felt the need to go look for a lawyer or
anything. There were some disputes with the landlord (communication problems) and the
학원’s 원장, but they could all be solved by conversation. But if things were to go bad and he
had to search for legal consultation, it would have been very difficult for him to find any
information on it. He does not know of any foreigners in Korea who actually consulted a
lawyer for legal advice.
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4. If there was a service helping expats with legal counselling, would you be interested?
He would simply be ‘interested’. He mentioned that he might not have to use the service at
all, but would check it out to see the kind of services the app / etc provides. He told me that a
format of an application seems to be most reasonable, and that maybe a community / forum
application that expats in Korea could share information on registration / Visa / residence
problems could be a great idea since almost every expat goes through these problems.
INTERVIEWEE 6 (LAWYER)
A lawyer employed in a private law firm
Specialises in: 일반 민사, 일반 형사, 기업소송, 신청(민사, 상사), 재건축, 건설,

손해배상(교통), 가사, 증권, 국제거래
General Civil law, General Criminal law, Corporate Litigation, Applications (Civil,
Corporation), Reconstruction, Construction, Damages (Transportation), Family, Securities,
International Transactions
1. From your insider perspective in the legal industry, how would you evaluate existing
legal services for foreigners/expats? 법률 업계의 내부자 관점에서, 외국인/외국인
대상 기존 법률 서비스를 어떻게 평가하십니까?
한국말을 하지 못하는 외국인을 대상으로 하는 한국 법률서비스는 매우 제한적이다. 영어를

사용하는 외국인이 법률 서비스를 받기 위해서는 대형로펌(big law firms)에 의존하는 게
현재로서는 유일한 방법으로 보인다
2. Do you find it difficult to find foreign clients? What makes it easy/difficult? 당신은
외국인 고객을 찾는 데 어려움을 느끼십니까? 쉬운/어려운 점은 무엇입니까?
영어로 의사소통이 힘들기 때문에 외국인 고객을 대상으로 한 서비스에 관심이 없다
3. Are there a lot of lawyers who provide legal service for foreigners? 외국인에게 법률
서비스를 제공하는 변호사가 많이 있나요?
대형 로펌 이외에는 없는 것으로 알고 있다.
4. If there were an online service dedicated to matching foreign clients and lawyers,
how might this impact the issue of the lack of legal service in Korea for expats? 만약
법률 써비스를 필요로하는 한국내 외국인과 이들에게 법률 써비스를 제공해 줄수
있는 변호사를 연결시켜주는 온라인 서비스가 있다면, 이것이 외국인들을 위한
한국의 법률 서비스 부족 문제에 어떻게 영향을 미칠 수 있을까요?
도움이 되긴 하겠지만 큰 효과가 있을지는 의문이다. 왜냐하면 영어를 사용할 수 있는

변호사가 일부에 지나지 않기 때문이다.
5. Would you be inclined to sign on to this service yourself? (Greater exposure, PR,
etc.) 이 서비스를 사용할 의향이 있습니까?
이 서비스를 이용할 의사가 전혀 없다
a. How would this change your practice? 이 서비스가 현재 당신이 하고 있는 일들을

어떻게 변화시킬까요?
의사가 없기 때문에 큰 변화가 없다. 나는 내국인을 주로 대상으로 한다
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b. What problems might this new service introduce? 이 새로운 서비스는 어떤 문제를
야기할 수 있습니까?
어떤 문제가 있을 지 잘 모르겠다
+) 일단 외국인을 대상으로 하는 재판에는 통역이 중간에 들어가야해서 상담하는 시간도

2-3배, 재판을 진행하는 데도 2-3배 걸림. 그런데 이 외국인 클라이언트 들에게 수임료를
일반 한국인 클라이언트에 비해 더 많이 받을 수도 없는데, 통역의 문제로 에너지는 2-3배
쏟아야 한다. 따라서 외국인 클라이언트를 받을 유인이나 이점이 없다. 통역 문제가 크다
An in-house corporate lawyer employed under a government-owned company.
Summary:
There is a definite need for more English-speaking lawyers in Korea as well as more
affordable options for foreigners to receive legal help. In legal and administrative matters,
being as precise as possible with your wording is extremely important, so you need
additional English training in Korean law (it’s not even just a matter of being able to speak
English). Unfortunately, not many Korean lawyers are trained in that regard.
legal services for foreigners/expats? 법률 업계의 내부자 관점에서, 외국인/외국인
대상 기존 법률 서비스를 어떻게 평가하십니까?
여기에 대해서는 굉장히 제한적이라고 말씀을 드리고 싶어요. 그 이유가 예를

들어서...기본적으로 변호사들 중에서 영어를 유창하게 말할 수 있는 분들의 수가 굉장히
제한적인 것이 사실이고요, 특히 전문 용어들이 많이 있잖아요? 그런 부분이 일반적인
회화보다도 훨씬 더 난이도가 높을 건데 그런 부분에서 훈련을 받으신 분들이 그렇게 많지
않아요.
그리고 또 한가지 이유로 말씀을 드리면... 공공기관이나 정부에 외국인분들이 문의사항이

있어서 문의를 주잖아요? 그러면 거기서도 어떻게 되냐하면... 예를 들어서 영어로
이메일이나 이런 문의사항이 온다 그렇게 하면 공공기관에서 한글로 대답을 하거든요. 그
이유는 있어요, 왜냐하면 공공기관 입장에서는 이 답변이 불확실하게 나갔을때 이게
법률적인 리스크가 생기거든요. 그러니까 한글로 그래서 하는거에요, 답변을. 그래서 예를
들어서 전화로도 마찬가지에요. 전화해서 뭐, Hello 해가지고 뭐라고 하면 그 사람이 설령
알아 듣는다고 해도 답변은 한글로 합니다.
2. Do you find difficulty in finding foreign clients? What makes it easy/difficult? 당신은
외국인 고객을 찾는 데 어려움을 느끼십니까? 쉬운/어려운 점은 무엇입니까?
기본적으로 변호사들이 접근성이 그렇게 좋진 않아요. 일반적으로 저희가 그...의뢰인들?

그러니까 client들 갖다가 찾아다니진 않거든요, 변호사들이. 클라이언트들이 찾아와야 되는
것이고, 저희가 적극적으로 광고하는 것은 사실상 조금 힘들어요. 왜냐하면 이게 변호사법
위반 이슈가 있거든요.
3. Are there a lot of lawyers who provide legal service for foreigners? 외국인에게 법률
서비스를 제공하는 변호사가 많이 있나요?
없지는 않은것 같아요. 없지는 않은것 같은데 많이는 없고...특히나 그런거죠 이제 변호사
업계에서도 로펌이 있잖아요? 로펌 중에서 굉장히 큰 로펌들이 있어요. 빅펌이라고 보통
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이야기하는 Kimg & Chang 이나 뭐 이런것들. Kim & Chang 이나 그런데 가면 당연히 외국어
잘하시는 분들이 많이 있죠 회사 안에. 근데 기본적으로 굉장히 비싸고요. 네. 쉽게 찾아갈
수 있는 곳은 아니에요, 일반 사람들 입장에서. 보통 그런 큰 펌에서는 기업 상대로 보통
일을 많이 하고요. 왜냐하면 워낙 비싸니까.
4. If there were an online service dedicated to matching foreign clients and lawyers, how
might this impact the issue of the lack of legal service in Korea for expats? 만약 법률
써비스를 필요로하는 한국내 외국인과 이들에게 법률 써비스를 제공해 줄수 있는 변호사를
연결시켜주는 온라인 서비스가 있다면, 이것이 외국인들을 위한 한국의 법률 서비스 부족
문제에 어떻게 영향을 미칠 수 있을까요?
기본적으로 좋은 아이디어라고 저는 생각을 하고요. 좋은 아이디언데 다만 몇가지 사전에

고려해야 할 점은 있을것 같아요. 아까전에도 잠깐 이야기 드렸다시피 변호사법 위반
이슈가 있어요. 보통 이렇게 하게 되면 아마 뭐 이런... IT? 이런것을 통해가지고 플랫폼을
만든다던가 이렇게 하는게 있을텐데 실제로도 그런 것들이 최근에는 많이 생겨났거든요?
로톡이나 뭐 이런것들이 있어요. 그래서 변호사들이 찾을 수가 있고 연결할 수 있는 그런
플랫폼이 있는데 그거같은 경우에도 어... 저희가 변호사법 상으로 봤었을때 이런
사이트에서 변호사들을 연결해주고 중개료나 수수료를 받으면 그게 이제 법률서비스상
알선행위에 해당 할 여지가 있고. 알선이면 사실은 변호사법 위반에 해당하거든요.
변호사법: 변호사를 알선하면 안된다 뭐 이런건데… 링크 드릴테니까 참고하세요

https://www.legaltimes.co.kr/news/articleView.html?idxno=56814#_enliple
5. Would you be inclined to sign on to this service yourself? (Greater exposure, PR, etc.) 이
서비스를 사용할 의향이 있습니까?
물론 제가 이제 영어를 잘 한다는 전재가 지금은 성립하진 않지만 만약 그 전재가 있다고

한다면 뭐 좋죠. 왜냐하면 지금 변호사 시장이 굉장히 어...경쟁이 과열화되고 있거든요
그리고 앞으로도 더 과열화 될거고. 근데 이런 외국인을 상대로 하는 법률서비스 같은
경우에는 사실 아직까지는 그래도 미개척 분야인것 같고 그러면 시장을 확장한다는
의미에서는 굉장히 긍정적으로 평가할수도 있을것같다 라는 개인적인 생각이 있습니다
a. How would this change your practice? 이 서비스가 현재 당신이 하고 있는 일들을 어떻게
변화시킬까요? (He misunderstood this question here but I had no time to tell him + he
was also giving me good info)
아까전에 말씀드렸다시피 로톡이나 뭐 이런것들이 지금도 이미 있는것들도 있어요. 근데

그런 사이트같은 경우에는 기본적으로 다 한글로 되있거든요. 다 한글로 되어있고 변호사를
찾아보면 외국어가 가능하다, 이런 정보를 개인이 PR하는 경우는 있는데 그렇다고
하더라도 한글로 되어있기 때문에 어느정도 한글을 읽을 줄 아는 분만이 접근이 가능하고...
그리고 뭐 따로 서칭(searching)이 되거나 그렇지도 않거든요. 그니까 예를 들어서 내가 뭐
이민이나 이런게 문제가 있다면서 이민법 카테고리에 들어가면 그중에서 변호사
소개중에서 간간이 외국어가 가능하다 라고 하는 분들이 있긴 있어요.
b. What problems might this new service introduce? 이 새로운 서비스는 어떤 문제를 야기할
수 있습니까?
문제가 될 수 있는 점들은 아까전에 말씀드렸다시피 변호사법 위반이슈. 예. 그 부분이 조금

걸리네요.
He is a U.S. Lawyer in Korea working for a government-owned company (in-house corporate

lawyer)
30
legal services for foreigners/expats?
I don't even know whether there are many Korean licensed lawyers who provide legal
services for foreigners because, usually, those Korean lawyers cannot speak English
fluently. So they may have a problem communicating with foreigners. Actually, when I heard
this question, I wondered how foreigners living in Korea could obtain legal services in this
country because it will be very difficult. Those lawyers who can speak fluent English may
work in law firms, which is very expensive. Also, they usually provide services for the
company, not for the individual. As far as I know, I don't think there are many existing legal
services Korean lawyers can provide for foreigners. So the foreigners may feel some
difficulty in finding a Korean lawyer when they have a legal question in Korea.
Maybe, I don't know. Because of this language barrier, they may not be many Korean
lawyers who can provide legal services for foreigners.
2. Do you think these lawyers will have difficulty in finding foreign clients? What would
make it easy/difficult?
I don't even know whether Korean lawyers will try to find foreign clients unless they're there
for a company from abroad. But, uh... it occurs to me that, as long as there are Korean
lawyers who can speak English, there may be some great opportunities for them if they
market themselves. As long as they can speak English, this could be a very great market for
lawyers who would like to expend their work. But. It's... if they have the ability to
communicate in English with foreigners, I don't think they will have difficulty in finding foreign
clients.
But, let me tell you this. Apart from these lawyers' communicating capabilities, there isn't an
existing platform where they can find foreign clients. Assuming that these lawyers can speak
English, they still may find difficulty in finding clients because there's no such platform.
Name: Michelle Jang/ Yun Jeong Jang

Occupation: Partner Attorney
Law Firm: K&P*
Specialisation: Civil law, Divorce, Cases involving foreigners and international transactions
*”The only Korean member of ADVOC, an international organization of competent law firms.”
legal services for foreigners/expats?
That’s a hard question [laughs]. When it comes to really big cases, like with giant law firms in
Seoul, they probably deal with those things. I don’t have that much experience with company
law, but for me, I just deal with civil or criminal cases involving foreigners, most of the time.
When it comes to a person who was involved in a criminal case, [Korea] is very short
handed on legal practitioners who can handle that. Maybe because of the language barrier.
Not many Korean lawyers speak English that well. But big cases dealing with conglomerate
law and large firms have more hands on deck. Not small cases involving DUI or
misdemeanours or anything like that -- my opinion is the lack of professionals is an issue.
2. Do you find difficulty in finding foreign clients? What makes it easy/difficult?
31
Actually, my boss put up an English ad on Google or somewhere, so some foreigners who
are facing legal problems call my office and that’s how I get foreign clients.
● Do you get a lot?
Not that much. How do I put this… it’s not on a regular basis. Just once in a while. Roughly
speaking, let me see… one case every two months or something.
● About how you met [my foreign friend]...
Like you said, it was a very unconventional approach [laugh]. I just approached her, she
looked a little lost. I’ve never done that before either.
3. Are there a lot of lawyers who do provide legal services for foreigners?
I guess… I can’t say a lot. But you know, some of us do exist. I could easily google Korean
lawyers providing English services. But I think, you know, Seoul has more lawyers that would
provide that kind of service than other parts of Korea.
4. If there were an online service dedicated to matching foreign clients and lawyers,
how might this impact the issue of the lack of legal service in Korea for expats?
I’m not sure of a matching service. For foreign clients, we do have those clients. But I’m not
sure about those platforms for foreigners. I found some Korean lawyers who speak English,
but it’s not a matching-type of service, just lists.
● But if there was one, do you think that would be a good thing?
Hm, could be.
● Would you be inclined to sign on to this service yourself? (Greater exposure, PR,
etc.)
I should think about that, actually. Like I told you, we do have some visibility online for
Korean clients, but I think… in some way, it violates some kind of Korean law. You should
consider that it might not be a possibility.
[We talk about LawTalk.]
It’s not illegal, but it is borderline. The main issue is that [LawTalk] taking commission fees
would be illegal. I don’t use LawTalk myself. The thing is that the Korean Bar Association is
publicly against that platform.
● What would be good for business, then?
The Korean Bar Association providing information on legal services to foreigners in English
would be best. But LawTalk is problematic. The KBA sued LawTalk 2 months ago, or
something.
Michelle has volunteered to stay on with our project as a consultant (pro-bono)!
Follow-up questions (by e-mail):
32
1. How many years of experience do you have?
I have been practicing law for 5years and half.
2. Where did you go to study law? / Where did you earn your degree?
I finished my bachelor's degree in law at Ewha Woman's University and got my master's
degree(so called JD) from Chonnam National University.
3. What rates do you charge for consultation or for your services? (Is it by the hour, by
the half hour, etc.?)
When it comes to just consultation, I charge 100,000KRW for an hour.
But because normally people come to see me when they are involved in some lawsuit or
some kind of dispute, consultation normally ends up them hiring me as a representative.
In that case, I don't charge for consultation. Just the starting fee for the suit would cover
everything including consultation.
Appendix C: Lawyer Consultant Information

http://www.kimnpark.com/eng/index/member_17.php
Appendix D: Personas
33
Appendix E: Prototype Screenshots
Client-side Examples:
34
35
36
37
Lawyer-side Examples:
38
39
Appendix F: Usability Testing
USER 1: Australian, M
SCREENING QUESTIONS:
Q: How old are you?

A: 30
Q: Are you employed? (If yes: What’s your income level?)
A: Yes; average
Q: What’s your highest level of education?
A: Finished undergraduate degree, currently on masters
Q: When was the last time you needed a lawyer? / Spoke with a lawyer?
A: Never
POST-TESTING QUESTIONS:
Q: What features do you think you’d use the most, if you had Lawreigner?
A: Getting a lawyer will probably be a feature that he’d use the most
A: A lot of people will find it too much to immediately talk to a lawyer - read through
what other people have gone through (this will be invaluable) → will be browsing first
before making a reservation
Q: On a scale of 1 to 5, with 1 being ‘Least Satisfied’ and 5 being ‘Most Satisfied,’ how would
you rate the flow of our app?
A: 4.5
A: Lacks refinement - looks like most other apps, but it’s actually a good thing
40
Q: Do you know a similar app to Lawreigner? Would you use that one instead?
A: Don’t know any other apps like Lawreigner
Q: If you could change one thing about Lawreigner, what would it be and why?
A: Design consistency
A: Selling confidence and integrity - most important
Q: How likely are you to refer Lawreigner to someone? Why or why not?
A: Depends on the service being offered - how big and active of a community this
service has
USER 1’S NOTES (UI):
● GENERAL:
○ Very average design and process
○ Colour scheme seemed quite unprofessional and toy-like (especially the neon
borders) - not something that inspires people to spend hundreds of won on
● SPLASH PAGE:
○ Tried to change location
● COMMUNITY Q&A:
○ Disclaimer: read it immediately without prompting (“well that seems like an
important thing”)
○ Unfamiliar with the back button’s location right below the hamburger menu -
for iPhones, you usually don’t need a back button because “swiping right =
back” is the established gesture
● PROFILE:
○ Minor inconsistencies in hairline separator bars - have them all stretched out
or have them all padded on the side
● (LAWYER) HOME:
○ The information cards are too narrow (compared to all of the other elements
in the page)
○ Profile information occupies too much space - change it all to something very
small at the top
○ Clients are more important than your own profile probably
● (LAWYER) CALENDAR:
○ Small indicators below each date to show how many appointments you have
● (LAWYER) ADVERTISING:
○ Don’t understand what the elements in this page mean
○ Hairline separators missing (inconsistent)
○ Back button looks horrible when scrolling down
● (LAWYER) RECENT ACTIVITIES:
○ Profile picture is way too big
○ Too much empty space - space can be managed much better if profile
information + “Rank” were placed on one line and at the top
● (LAWYER) MESSAGES:
○ Hairline separator inconsistencies (colour)
USER 1’S NOTES (UX):
● LAWYER INFO PAGE:

○ Wanted the “Rates” information to be front and centre of the information page
○ Sticky bar at top with the back button and Samantha Kwon’s details,
something that helps the user understand where they are at even when
they’re scrolling down the page
● MESSAGING:
○ Difficult to find where to book the appointment from - didn’t understand how
○ Need confirmation/”ok” button after booking a time
41
○ Horizontal scrolling of available times was unfamiliar
○ Sticky lawyer information to top of screen so that it’s always visible when you
scroll down + a “book here” button
○ Map: add a copy function / open in google maps function
● COMMUNITY Q&A:
○ Needed more obvious credentials for the lawyer response in forum (took a
while to find her name)
○ Also wanted to see basic info about this lawyer and what kind of lawyer she is
(e.g. he expected a popup or a dropdown to appear when he pressed the
image of the lawyer) - something you can “eyeball”
○ Instead of separating the comments in tabs, have it all in one scrollable page
(and use buttons to ‘skip’ to a scroll position)
● (LAWYER) CALENDAR:
○ A weekly calendar is probably useful
○ Sticky client information to top of page
○ Show scheduling information in client information so that you don’t have to
click into the calendar every time (easy reference for when you’re chatting)
USER 2: South African/Indian, F
Q: How old are you?

A: 21
A: Part-time; low
A: Currently obtaining undergrad
A: Right now/this year. Last spoke a few days ago.
● Very first impression from laying eyes on the splash page: “Oh my god, this looks
really nice!!”
● GENERAL:
○ Splash page: need to include working drop-down menu and prototype it for
‘Location’
○ Sidebar should have ‘Appointments’ in it, or similar
○ Maybe a hairline divider between logo and sidebar menu items? (Maybe even
between items as well?)
○ Change right actionable item on top bar from ‘Premium’ to ‘User Profile,’ or
‘Settings,’ or ‘Appointments’
● LAWYER PAGES:
○ “I really like the success rate being front and center”
○ “I didn’t really think of including CV before. But I think if you’re going to
include it, having EDUCATION as a header stand out more probably is better
because otherwise I’d skip over it while scrolling through quickly.”
○ Re: Rates being at the bottom: “I don’t know if this is better than having it at
the top. I might want it at the top for convenience, but putting it at the very
bottom forces me to read her [Samantha Kwon’s] whole bio, which might sell
me on contacting her, which is probably what she wants.”
■ My suggestion: Put rate on both top and bottom of bio
42
● Order of tabs: ‘Lawyer > Community > Messages’ nice and logical
● LAWYER PAGES:
○ Either remove or fix the tiny gray ‘Available’ -- too ambiguous (what does it
mean?)
■ My suggestion: Change it to “Taking new clients” (with a check) or
“Not taking new clients” (with an X)
● MESSAGING:
○ Calendar icon alone is insufficient to indicate that this is where you book
○ Most importantly the users are requesting confirmation as feedback
○ Additional prototyping: before/after in Chat (pre and post booking)
○ Map also needs to be made more obvious!
● Would 100% recommend Lawreigner to someone else
○ Would still like to see the FAQ and Glossary, though
● Loved and valued the Community aspect
○ Said it added trustworthiness to the app, and would be equally valuable to
first-time users as finding the lawyers would be
● Rated the flow of our app 5 (best rating), even though she was trying to be unbiased
○ “You guys fulfilled your purpose as middlemen, providing info and contacts,
and access to appointments and community. Almost everything is easy to do
and easy to switch back and forth from.”
○ Means we have good accessibility, usability, and transparency
USER 3: British, F
Q: How old are you?

A: 30
A: Yes; a little less than 40 million a year
A: Finished undergraduate degree, currently on masters
A: Never
POST-TESTING QUESTIONS:
Q: What features do you think you’d use the most, if you had Lawreigner?
A: The community tab - there will be some questions that she wouldn’t want to go
straight to the lawyer for, but then she would like to see if other people have had
similar problems and find a resolution through this channel → mostly for the small
things, though
Q: On a scale of 1 to 5, with 1 being ‘Least Satisfied’ and 5 being ‘Most Satisfied,’ how would
you rate the flow of our app?
A: 4.5
Q: Do you know a similar app to Lawreigner? Would you use that one instead?
A: No - never been in a place where she had to find a lawyer in korea
A: Usually, most people would look for a Korean lawyer and bring a friend who can
translate (since English-speaking lawyers will cost much more than their Korean
counterparts)
Q: If you could change one thing about Lawreigner, what would it be and why?
43
A: Like that the colour scheme isn’t too bright
A: Put the bottom and top navigation bars on every page of the app instead of going
back and forth between pages with back buttons - easier to navigate
Q: How likely are you to refer Lawreigner to someone? Why or why not?
A: Easy to use - will probably refer the app to a friend who is looking for a lawyer
● GENERAL:
○ Very clean design, easy to find what she is looking for
○ Numbers in the receipt is confusing - should have an indicator for how many
months the “monthly subscription” is
● LAWYER LIST UNDER BUSINESS:

○ Curious if the lawyers at the top are paying to promote themselves or if
there’s a predefined order
● LAWYER INFO PAGE:
○ Everything is very clear
○ Need a phone number/contact details
● MESSAGING:
○ Struggled to find the ‘book’ button - not very clear
○ No confirmation button to check that she has successfully made the
reservation
○ MAP: would like to have a link to google maps when she wants directions
● COMMUNITY Q&A:
○ Would be better to have that information open from the start - wouldn’t click
on it otherwise
○ Wording of the disclaimer is confusing: she thought the disclaimer was the
Q&A section
○ Reminded her of Naver’s 지식IN
○ Interesting because, if someone had a similar problem, they could read
through what everyone else has written
○ Very clear who the commenter is
○ Back button very hard to see/click
● (LAWYER) RECENT ACTIVITIES:
○ If someone clicks on it, maybe have a popup that says something like “if you
answer four more questions, you will upgrade to rank 3!”
○ Display a phone button with which you can use to call the client straight away
44

Final Busiess Plan - Team PowerRangers

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Final Busiess Plan - Team PowerRangers

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LAWREIGNER

Final Business Report

Submitted June 14, 2021

‘The Power Rangers’

Joyce Dajung Lee (2017195170) / IID

Yujin Jo (2017195130) / CTM

Ju Hyun Jeon (2017195138) / IID

Geon Ho Ahn (2015195049) / CTM

Eun Ho Kim (2017195037) / CTM

2.0 Line of Products or Services 5

3.0 Market and industry analysis 7

4.0 User Research 9

5.0 Our strategy 11

1.1 The Problem

1.2 Our Solution

1.3 Business Model

Features of our Product

Basic Services(Free) Paid Services(Subscription)

1.4 Keys to Success

1.4.1 Finding our Supply of Lawyers

The diagram below shows our database architecture:

2.1 Features of each product or service offered

2.2 Price points

3.0 Market and industry analysis

3.1 Target market

3.2 Industry analysis

4.0 User Research

4.1 User research method and process

4.2 Study results

4.2.1 Results from Interviews and Surveys

4.2.2. Results from Usability Testing (UT)

5.0 Our strategy

5.1 Product or service design considerations

5.2 Marketing and sales strategy

5.2.1 Partnership with ‘Local Lawyers (마을변호사)’

5.2.2 Free 1-month premium services for social media influencers

5.2.3 Offline/online advertisement

5.3 Distribution Strategy

5.4 Source of Competitive Edge

Appendix A: Promotional Video

Appendix B: Interview Transcripts

1. We came up with an app-based service that allows you to conveniently find

no, i would not pay a monthly subscription fee.

● What did you do then?

● How difficult or simple was this process for you?

2. Have you experienced any legal problems while in Korea?

6. Is there anything I’m missing? What should I be asking you?

8. What other features would you like to see on our platform?

Your objectives should be to provide easy-to-understand terms and transparency. I think if it

● What did you do then?

● How difficult or simple was this process for you?

2. Have you experienced any legal problems while in Korea?

It’s tricky. Not simple.

● (if yes) How did you feel during the process?

Another example -- if I wanted to paint/hang/alter something on my wall in my apartment,

Leases, contracts, ALL THE PAPERWORK… neighbour relationships [linked to noise

5. Is there anything I’m missing? What should I be asking you?

I don’t have much to offer, so I think you basically asked everything.

8. What other features would you like to see on our platform?

● What did you do then?

[About meeting her lawyer]

● How difficult or simple was this process for you?