Rocket Lawyer vs. Legal Zoom
Rocket Lawyer vs. Legal Zoom
The challenge: Carving out a niche among numerous larger web-based legal services.

What they did: Many entrepreneurs can't afford traditional legal services but still need help. So Silicon Valley attorney Charley Moore founded Rocket Lawyer, a San Francisco site, in 2007. It offers free documents such as nondisclosure agreements and contracts. And it has waived preparation and processing fees on LLC formations and incorporations. It instead makes money by selling monthly and annual legal plans, giving customers discounted access to a network of local attorneys. "What people need is to work with a real lawyer," says Moore. With 2011 sales at more than $20 million -- almost double last year's -- the company just raised $29.2 million from August Capital, Google Ventures, Investor Growth Capital, and Industry Ventures.

By Elaine Pofeldt, contributor @FortuneMagazine - Last updated February 07 2012: 6:13 AM ET
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