This document provides advice from Charley Moore, the founder and CEO of RocketLawyer, at various stages of growing the company. It discusses enjoying early successes with a small team, trying new strategies like making legal documents free to gain more users, investing in infrastructure to support growing user numbers, focusing on small businesses as key customers through dedicated sales and support teams, and continuing to experiment and improve as the company scales globally. The overall message is to enjoy successes while constantly improving and adapting the business to support further growth.

1. CHARLEY MOORE
FOUNDER + CEO / ROCKETLAWYER

2. 1,000
ENJOY THE MOMENT, FOR A MOMENT

3. 1,000
When we started up, every single order pinged my
phone. Our team (which, at the time, consisted of a
handful of people) was so full of joy as we discovered
that people would actually purchase our service.
Lesson #1 is to enjoy the journey

4. 10,000
IF YOU DON’T TRY IT, YOU NEVER KNOW

5. 10,000
“Rocket Lawyer is a great
service that provided me
with a cost effective way
to get my legal life—both
for myself and my
business—together.”
MICHELLE J.
ROCKET LAWYER CUSTOMER

6. 10,000
If you don’t try it, you never know…
•Traffic really picked up to our site. At this time we were still mostly selling to
consumers, not SMBs. Rocket Lawyer is extremely committed to low prices. It’s
part of our mission—bringing down the cost of legal services for everyone. So,
we thought, why not make legal documents free?
One price doesn’t fit all
•Michelle is a good example of the type of individual who started using Rocket
Lawyer for personal situations. Being able to try the service for free got customers
over the hump, as people can be so intimidated and afraid of lawyers that they
avoid the industry altogether.

7. 25,000
IF IT BREAKS, YOU MAKE
A LOT OF PEOPLE MAD

8. 25,000
25,000 subscribers and more than a million
users is when we massively committed to
investing in our team and infrastructure.
We realized that our proof of concept code
was breaking and had too many corners. We
had to start over and build a new platform
that would scale globally and respond quickly.
We’re still building on the new platform. The
technology commitment we made continues
and has become core to our culture.

9. 25,000
EVERYBODY
NEEDS
SOMEBODY

10. 25,000
This is when we also figured out that business people are our best customers
Self-employed individuals and Small Business operators
make up the majority of our revenue, even though consumers
make up the majority of our users.
•We added an inside sales team and focused on SMBs as our key customers
•We hired a VP of customer success and opened our customer service
center in Ogden, Utah, which today has about 50 people completely
dedicated to customer communications.

11. 25,000
TALKING TO OUR CUSTOMERS

12. 50,000
WATCH YOUR BACK;
NOW THEY WILL COME AFTER YOU

13. 50,000
Paywalls are
win-win

14. 50,000
SCALE CAN HIDE YOUR DUMB IDEAS,
SO KEEP SCREWING UP

15. 50,000
LOVE YOUR
EXPERIMENTS THAT
DON’T WORK

16. 50,000
Double down
on the winners

17. 100,000
IF YOU’RE NOT
PROFITABLE, REMIND
YOURSELF WHY NOT,
EVERY DAY

18. 100,000 BONUS TIP:
YOU’RE NOT THAT BIG YET.
GET TO A MILLION.