Kim Chan is the Founder and CEO of DocPro, one of the fastest-growing next-generation legal tech platforms. Kim is qualified in 5 common law jurisdictions and has worked with major international banks and law firms.
Tell us about you, your career, and how you founded DocPro.
Kim Chan: I graduated in the late 90s when the internet was just taking off, and it was promised that the internet would make legal services more accessible to the public. However, more than 20 years have passed, and it does not seem that there has been many changes to the legal industry.
I have always believed in bringing law online. I worked for top law firms and major international banks, and after 20 years, I have enough money to start a LegalTech business. Although many people have tried and failed, I think I have sufficient financial security to start DocPro.
Unlike other sectors, there is no household name like Amazon, Airbnb, or Uber that people will instinctively recognize when talking about LegalTech. LegalZoom is probably the most well-known of all but only got listed last year. Some of the reasons why the LegalTech sector is so behind are:
- LegalTech startups are scares since they need to be founded by lawyers, who are not likely to give up their high-paying jobs to do this.
- Lawyers tend to be more conservative and believe LegalTech will undermine their fees.
- Lawyers are generally not good at doing online business and marketing.
Do you have small habits that made a meaningful impact on your life and business?
Kim Chan: I like to wake up and start work at 5. I find that my efficiency between 5 and 7.30 is at least 2 times the efficiency of my normal hours. So I have done 5 hours of work before people wake up. I believe this marginal impact may make the difference between success and failure in online business.
How does DocPro market its product/services online?
Kim Chan: We started with SEO – going after less difficult keywords with high traffic. We have done well considering now we have 150,000 users per month just 2 years after launch. Now that we are more established, we are starting SEM on Google and Facebook Ads.
We are also selling well on AppSumo, and we would recommend SaaS to find their product/market fit through the AppSumo platform.
What specific tools, software, and management skills are you using to manage your online marketing?
Kim Chan: We are using Google Analytics to monitor traffic, Ahrefs to identify keywords, and Hubspot to look at the marketing results.
What is your hiring policy/process, and how do you retain your employees?
Kim Chan: We hire legal interns who are interested in getting involved in new technology and passionate about providing accessible legal solutions to the public. We are able to identify missionaries as opposed to people who are just here to make a quick buck. Our retention rate for the true missionaries is high.
How are you funding your growth?
Kim Chan: We are proud to say that we are one of the few legal tech companies that are already cash-flow positive. This is very difficult given so many legal techs have gone out of business, and Legalzoom is still making a loss after 20 years in business.
Who are your competitors? And how do you plan to stay in the game?
Kim Chan: Our main competitors in the US are Legalzoom and Rockets Lawyer. Our main competitor worldwide is Wonder.Legal. We aim to be the low costs leader by offering a great deal to our customers – making legal solutions accessible and affordable.
Tell us a customer success story of yours.
Kim Chan: This is from a real testimonial:
Sept. 23, 2021, 10:11 p.m.|Deals Bought: 1|Member Since: 09/23/21
Best Deal Ever for a Lifetime of Documents!
I run a small law firm, and I often don’t have the documents that I need. DocPro has more than 2000 templates, and I can pretty much find what I want for my clients. A one-time payment to create as many documents as I want for life? This is a crazy deal.
What is more, if you can’t find what you want, they can create a template for you. I asked for an affiliate agreement, and they have got it done in a week. This is way better than me hiring my own lawyer to do it!
Your final thoughts.
Kim Chan: Focus on a mission rather than making money. Our mission is to make legal solutions accessible to everyone. Once you are successful in achieving your mission, money will tend to follow.