Business of Law

Simplicity Law Has 3 Attorneys & Big Plan: A Presence in Top 100 Markets


After Dion Persson graduated from Yale Law School, he worked for Skadden Arps Slate Meagher & Flom and Johns Manville, eventually rising to the position of general counsel.

Now he operates a small Jefferson County, Colo.-based business law firm that calls itself Simplicity Law. The firm posts its prices on its website, promises clients a 24-hour turnaround and tells them they don’t have to pay unless they’re satisified with the work product they receive, according to the Denver Post.

Now operating with three lawyers, the six-month-old firm has big plans. Persson is planning to establish a presence in San Francisco and another undisclosed location later this year.

“”Our goal is to open Simplicity Law in the top 100 markets nationwide,” he said.

The firm expects to keep costs down due to low overhead (Persson is looking to hire stay-at-home moms who have left big firms, for example) and, as the business grows, economies of scale.

Much of the firm’s work is done remotely. It also posts on Twitter, rather than paying for expensive advertisements in more traditional media.

“By working with our customers primarily over the phone and the web we don’t need fancy offices,” Simplicity Law’s website explains. “We don’t think you’ll miss the leather chairs.”

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