Closing your first customer 4 days into beta

How Case Status got early traction by starting small and focusing on a beautiful design.

Services

Industry

Legal

Services

Services

Web, iOS, Android

Services

Results

First paying customer in 4 days

An idea begins to form

Imagine, for a second, that you’re a top performing personal injury attorney. Do you think you could juggle 50 cases at a time? How about 100…or 150? What about 200 cases?

This was the problem Lauren Sturdivant faced while working for one of the top PI firms in Charleston. She was constantly fielding client calls, updating them on the status of their case. This cut into how much she could earn, and led to 60+ hour workweeks. She was stressed and exhausted.

Lauren gets stuck looking for a tech team.

Lauren knew there had to be a better way to keep clients up to date on the status of their case. A tool that would decrease the time attorneys spent on the phone, while still building strong relationships with clients.

Lauren spent months doing research and testing her idea with attorneys in the area. She was reading everything she could find, looking into accelerators, but she wasn’t getting anywhere. She needed a tech team to help her get her idea off the ground.

Two kritters, a founder and a whiteboard

We started with two kritters, Lauren and a whiteboard. We locked ourselves in the Krit office one Saturday and didn’t come out until we were experts in the Personal Injury space. From there, we worked together to sketch out a roadmap to go from idea to MVP.

MVP Goal

The goal of this project is to prove the Case Status concept by building a MVP specifically for larger personal injury firms whose attorneys deal with around 200 cases at any given time. Our aim will to be to monetize the product from the start, and to collect feedback early and often.

We knew we needed to launch fast and keep costs down, while still designing a beautiful product that would stand out from the competition.

Building a custom signup flow and the payments infrastructure to charge customers automatically can take a lot of time. We decide to handle both processes manually, saving roughly $10,000 on the initial build.

Read more about our scoping process here.

Bringing a brand to life in just 2 weeks

Within two weeks, we brought the brand to life for a powerfully simple new legal tech product:

Case Status would be everything the incumbents weren’t: friendly, approachable, modern. The brand also needed to walk the fine line of standing out to attorneys, while still making sense to clients.

Raising a friends and family round

Four weeks, in we had a prototype that Lauren could use to show her vision to investors and potential customers. The feedback she gathered was incredible.

Clickable Prototype

The first step in our projects is typically creating a clickable prototype using Invision. Using this prototype, Lauren was able to start demoing the Case Status mobile app while it was being built. Demoing the idea early helped Lauren raise a friends and family round and land her first customer just four days after the MVP launched.

Together with the prototype, the roadmap from our initial meeting, and the feedback from customers, Lauren was able to confidently raise a friends and family round to fund the MVP.

Then, we were off to the races.

Getting traction early

Bringing a new product to market is never easy, but by keeping the scope down in our roadmap, we were able to move quickly. Lauren continued gathering feedback and building relationships with potential customers, and we made tweaks to the platform based on what we were hearing.

The beta was finished three weeks ahead of schedule and launched the first day of the accelerator program. Within four days Lauren closed her first deal.

Takeaway

Never underestimate the power of your own network, and begin building relationships with customers before you have a product built.

Lauren continued selling the product and building a sales process. The numbers painted a compelling picture: attorneys were excited about Case Status.

A slide from the Case Status Demo Day pitch.

Overcoming another hurdle

Demo Day is the peak event for most accelerator programs. A chance to pitch in front of investors and potential partners, Demo Day is what founders work towards over three months.

Lauren began an accelerator program in Charleston the same day the beta launched. But just before demo day, she got an incredible opportunity. A chance to go out to San Francisco, hone her pitch, and get in front of a network of investors in the valley. The only catch? She’d have to be in San Francisco on Demo Day.

In startups, every team member has to be willing to wear lots of hats. This is true of us as well. When you work with Krit, we’re a part of your team. So we stepped in, with just 3 weeks to prepare.

Andrew pitching Case Status at Demo Day.

Growing Case Status

Lauren left her job as an attorney to run Case Status full time in August 2017. She capitalized on the early traction to raise another small investment and hire a VP of Sales, bringing on additional capital while still maintaining close to 90% ownership. She’s growing Case Status, working towards her goals of saving attorneys everywhere time, and clients peace of mind.

“Krit brought my vision to life, and in the end I not only consider the Krit team to be colleagues, I consider them to be my trusted friends.”

Lauren Sturdivant
Founder of Case Status