Learnings Getting to 100,000 Paid Subscribers

CHARLEY MOORE FOUNDER + CEO / ROCKETLAWYER

1,000 ENJOY THE MOMENT, FOR A MOMENT

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

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

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

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.

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

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.

25,000 EVERYBODY
 NEEDS
 SOMEBODY

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.

25,000 TALKING TO OUR CUSTOMERS

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

50,000 Paywalls are
 win-win

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

50,000 LOVE YOUR 
 EXPERIMENTS THAT 
 DON’T WORK

50,000 Double down 
 on the winners

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

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