In late 2022 I decided to expand from my current government-based role and launch a sole trader business. However, I needed to do this whilst continuing my full-time role.
As a lawyer, I was acutely aware of not only the landscape for small law firms but the archaic boundaries defined by lawyers over many decades of only being available during business hours.
That was my in. I saw a niche for a law practice that was available outside the constraints of traditional business hours.
When I launched my law firm in early 2023, my business plan was quite simple: be approachable and offer expertise in a specific area of law beyond the typical nine-to-five schedule. This innovative approach not only benefits clients but also serves as a strategic marketing tool designed to appeal to my target demographic. It also enables me to operate in my other full-time role with clear boundaries between the two roles.
Am I busy? Yes. Am I tired? Yes. However I was able to set a path of success in an environment that is unorthodox and unsexy but one that grants me access to a demographic of the community that now expects flexibility in a professional service.
The first skillset I have utilised is more of a commitment, it’s a commitment to being accessible and convenient for my clients. Knowing the diverse needs of my clientele, I made the bold decision to extend operational hours beyond the confines of the standard workday. In an industry where competition is fierce and differentiation is crucial, my willingness to accommodate non-traditional schedules has been a major drawcard for business. By offering consultations and assistance during evenings and weekends, I ensure that clients have access to legal support when they need it most. This flexibility has proven invaluable to busy professionals, parents, and individuals with demanding schedules, who might otherwise struggle to find time during traditional business hours.
With the hours of flexibility I market myself on, these hours would be redundant without efficient time management practices. With Google Calendar now my favourite app, I can plan my work commitments over the coming days and weeks in a manner that has enabled me to keep the commitments of family and my existing role. My golden rule is to ensure the business does not encroach on time with my young family, and it hasn’t, but it has taken discipline in setting aside time to complete tasks. I have never over-committed myself, and I have communicated this clearly with clients to ensure there was a clear expectation on timelines for their matters.
From the outset keeping the costs down has been a priority, as it should be for any small business, and being able to operate from home has been a cornerstone of my success. By eschewing the overhead costs associated with maintaining a traditional office space, I can maximise profits and allocate resources more efficiently. With a small initial outlay to transform a part of my residence into a professional workspace, complete with dedicated office space, I have not only reduced expenses, but established a comfortable and welcoming environment for clients, fostering a sense of trust and intimacy that is often lacking in more formal settings.
Has this been a slog, you bet it has, but these simple skillsets have shown that with an identified market gap that fits your ideal clientele, you can drive a business to success in an environment outside its industry norms. By finding your niche, targeting your audience, being flexible, leveraging off home-based operations, and maximising limited resources, the firm has not only thrived in a traditionally business-hours-only field but moved the needle towards more flexible expectations of client-centric professional services.
