Foley Hoag scores with LevelUp
It’s not every day a top tier law firm offers a 91% discount on its legal services. Let’s face it, deals like that are usually reserved for commodity items, and excellent legal advice is no more a commodity than is brain surgery. When everything’s on the line, you want the best lawyer, not the cheapest.
But when our client SCVNGR asked if we’d be interested in participating in one of their groundbreaking new LevelUp promotions, we jumped at the opportunity. LevelUp is SCVNGR’s exciting new pilot for building customer loyalty by combining online daily deals and location-based gaming mechanics.
Here’s how it works. LevelUp works with merchants to create the best deals in your city – say, a special on burritos, rock climbing, or fitness centers. Each business has three levels of deals - Level 1, Level 2 and Level 3. Buying Level 1 not only gives you a great discount, but it automatically “unlocks” Level 2, allowing you to “level up” to a great deal for a second visit. If after the second visit you like what you’re experiencing, you can “level up” again and get a third great deal.
We think this is genius, and we wanted to be a part of the fun. Although LevelUp is usually retail-focused, we worked with SCVNGR to create “LevelUp Your Startup,” a special LevelUp deal for entrepreneurs with great ideas who could use discounted legal and accounting advice as well as coveted access to premier investors. As part of Level 1, Foley Hoag attorneys will meet with entrepreneurs to help get their companies incorporated with a startup legal package. Entrepreneurs who buy Level 1 will unlock Level 2, which includes a startup accounting package. Buying Level 2 unlocks Level 3, where top-notch investors like Rich Miner from Google Ventures, Alex Taussig from Highland Capital Partners and folks from Common Angels, Robin Hood Ventures and Dreamit Ventures will take the entrepreneurs out to lunch and hear their pitch.
LevelUp Your Startup launched on April 5th. We offered 10 startups $2,800 worth of legal services for $250 (no, there’s no comma missing there). What’s more, a share of the proceeds of this promotion goes to support a very deserving organization: MassChallenge. Within about an hour, the deals had sold out.
Given the numbers involved, it’s probably obvious that in the case of this LevelUp our goal was not necessarily to make money. Instead, we wanted to be part of a great team and show how an awesome new program could be used to foster our local entrepreneurial ecosystem and help new businesses get off on the right path. By every measure, LevelUp Your Startup has been a huge success for Foley Hoag, SCVNGR, our new entrepreneurial clients, and MassChallenge. I think this is where I yell “Woot!”