Q: WHAT DOES AUXANA DO?
A: Auxana is an ONLINE MARKETPLACE that does 3 things: 1) We connect growing companies to a network of qualified outsourced general counsel attorneys. On this platform, companies and attorneys can engage and form a strategic partnership. 2) We provide guidance to companies on how to select and work with an outsourced general counsel to manage their legal needs. 3) We support attorneys by creating a virtual community and pooled resources like form sharing, sophisticated digital marketing, technology partnerships and software.
Q: AND HOW DOES IT WORK?
A: We focus a lot of time and energy educating the industry on the flat-fee service model, because we strongly believe in the misalignment of incentives under the billable hour model. For our GC and advisor members, we aim to offer the practice and community support that you would expect from a traditional law firm, but without the overhead. Membership with us is a month-to-month subscription – just like we encourage our members to offer their clients! Company membership is totally free, and registration is quick. Companies gain anonymous access to our directory of GCs and Advisors to search and securely engage within the platform.
Q: WHAT IS AN OUTSOURCED GENERAL COUNSEL?
A: An outsourced (or outside) general counsel is an attorney offering part-time, on-demand legal services to a business without the business bearing the expense of employing a full-time general counsel. As an added benefit, Auxana outsourced general counsel members provide legal services on a flat-fee basis for predictability billing.
Q: IS AUXANA A LAW FIRM?
A: No. Auxana is not a law firm, does not employ attorneys, share in your fees, bill your clients for your work or collect or distribute your fees. Your relationship, as an attorney, is between your own law firm and each of your clients, whether it be a solo practice or multi-attorney law firm. You should send an engagement letter to each client and bill each of your clients according to that engagement. We do not provide malpractice insurance, and your firm, not Auxana, is responsible for your representation of each of your clients. If Auxana provides a platform for billing and collecting fees, please refer to the FAQs, subscription agreement, and policies of that platform.
Q: WHAT DOES AUXANA NOT DO?
A: Auxana does not:
- Client Match – Companies have the freedom to choose their attorney. Auxana does not pick one for you.
- Bill for Attorneys – All billing is done between attorney and company.
- Split Fees – Auxana does not take a percentage of fees collected by attorney or participate in any fee splitting programs.
- Allow attorneys to bid for projects or outsourced general counsel services
Q: HOW DOES AUXANA GET PAID?
A: Auxana offers subscription-based membership to their community for attorneys and advisors. Auxana also offers membership boosters, such as video marketing, to its members for an additional fee.
Q: HOW IS AUXANA BETTER FOR ATTORNEYS THAN OTHER ATTORNEY MARKETPLACES?
A: At Auxana, the attorneys are members of our community, not our employees or contractors.As a result, we do not take a percentage of their fees. Instead, we teach the “fractional executive” model for attorneys who are looking to kick-start their solo practice, escape the golden handcuffs and billable hours of the traditional law firm model, or even those who just want more flexibility. Auxana attorneys can choose to work with multiple companies and seek various levels of engagement that meet availability and income needs.
Q: WHAT ARE THE BENEFITS OF BEING AN AUXANA ATTORNEY?
A: Auxana provides: 1) support for a flat-fee business model; 2) a community of like-minded, vetted peer referrals at their fingertips; 3) webinars, CLE, virtual networking, flat fee workshops; 4) access to an affiliate network; 5) ability to connect with companies looking for an attorney; 6) ability to have their own solo practice without some of the headache of running one; 7) software tool integrations; and 8) discounts for software platforms, like Carta.
Q: WHAT IS THE PROCESS FOR ATTORNEYS TO BECOME MEMBERS?
A: Attorneys must apply for membership. To be eligible, attorneys must actively be licensed, have practiced a minimum of 5 years and have in-house or significant business law experience. Auxana vets attorney applicants on these factors and, in many instances, conducts a phone interview to ensure the attorney is a good fit for the Auxana community. Once an attorney is approved, they will select their subscription tier and complete the registration process to gain access to the community and begin setting up their profile.
Q: DO ATTORNEYS HAVE TO BILL FLAT-FEE?
A: Auxana believes strongly in flat-fee billing practices. We talk a lot about the ‘end of the billable hour,‘ but understand that sometimes the nature of the work does not allow for flat-fee billing (for example, a dispute). At the end of the day, our attorneys engage directly with the company, and hourly rates and budgets should be mutually agreed upon. We know that cash flow is critical for small businesses, and the more predictable a company’s expenses, the better the company can plan. This is why we promote flat-fee billing practices and encourage our Outsourced GC attorneys to do the same.
A: DO YOU OFFER COACHING TO HELP ATTORNEYS GET STARTED?
Q: Yes, coaching is available as a Membership Booster.
Q: WHO ARE THE EXPERT ADVISORS?
A: Auxana carefully selects and vets skilled and experienced experts in areas useful to corporate counsel. The types of experts range from attorneys in other practice areas to business coaches and web developers. This directory is an additional resource for our attorney members.
Q: ARE EXPERT ADVISORS VIEWABLE BY COMPANIES?
A: Advisors have the same tier options and related perks as our GCs. All-Access members of either type are visible and searchable within the directory made available to companies. The profile fields for advisors are slightly different than our GC members to distinguish them, but the memberships are otherwise the same.
Q: WHAT ARE THE BENEFITS TO COMPANIES WHO ARE MEMBERS OF AUXANA?
Auxana Companies have access to search a network of experienced, flat-fee attorneys and advisors. Flat fees create transparency in legal costs and allow you to account for legal spend in your budget. Having a dedicated attorney at a known cost allows companies to get proactive advice, rather than reacting to legal issues too late, which leads to litigation exposure or business problems like loss of market share.
Q: IF MY COMPANY LOOKS AT ATTORNEYS, CAN THOSE ATTORNEYS SEE US?
A: No. Unlike other search models, attorneys will not know you have viewed their profile. Companies can anonymously search for the perfect fit for their team and business.
Q: CAN COMPANIES UTILIZE THE EXPERT ADVISORS AND AFFILIATE SERVICES?
A: We are here to help your company grow! For non-legal matters, we have aligned with other experts ready to assist your business, including accounting, financing, marketing, and other services used by small businesses.
Q: WHAT IS THE PROCESS FOR COMPANY MEMBERSHIP?
A: Companies complete a simple registration process through our website. Company membership is currently free and database searches are anonymous.
Q: I’VE REGISTERED, NOW WHAT?
A: First, welcome! We are so glad you are here and joining this innovative community for companies and attorneys.
- Step one is setting up your profile. At Auxana we believe that your profile should showcase what makes you unique and, well, YOU! We’ve developed profile fields and our video kit for this purpose, and recommend the following:
- List your clients and their respective industries. Fun fact: prospective clients really care about who you currently represent or have represented in the past because it shows i) possible mutual connections, ii) industry expertise, and iii) your experience as it matters to the prospective client.
- Don’t forget a photo and cover photo! Prep for your introductory video (see below).
- Use the “fun fact” area to get personal in an unexpected way. We connect when we have unexpected things in common.
2. ENGAGE! It is true that “you get back what you put in”. The more you invest in yourself and your practice – whether that means grabbing coffee with another member in the area, attending one of our webinars, or participating in CoLab – the more successful you will be.
3. Ask questions. These answers on this page come from brave members who reached out to ask things like “NOW WHAT?” Your questions help us provide a better service, and contribute to future iterations of the marketplace.
Q: HOW CAN I START TO ENGAGE WITH THE AUXANA COMMUNITY?
A: Our community is all about collaboration and connection. We welcome you to introduce yourself on the community wall. Talk about what you are currently doing, what you are interested in, and who you want to meet. Connect with other members on the platform and on social media. Talk to us about posting materials, providing a webinar, or conducting a CLE on the Growth Commons. We have a page for that!
Q: I HAVE SOME MARKETING MATERIALS I WANT TO SHARE WITH THE COMMUNITY - WHERE CAN I PUT IT?
A: There is a “Docs” tab on your profile for just that! The community wall is also a great place to introduce yourself and talk about your services, but we encourage members to upload marketing materials only to their profile. This is also a great place for a CV, your Trust Initiative profile, portfolio work, referral letters, and other materials pertaining to your practice or services.
If you have practice support documents or other types of professional tools, the Library is a great place for that!
Q: WHY VIDEOS? AND HOW DO I PREPARE FOR MY INTRODUCTORY VIDEO?
A: Video marketing is an effective way for others to see the real you behind the keyboard. It is not uncommon in this modern world to work with a person you have never met; while meeting in person is not always practical, video is the next best way to get a sense of a person’s personality. Plus, it is much more engaging to watch a video than it is to read another digital profile. Patrick Fuller, our video marketing partner, literally wrote a book on the subject and has helped us with our brand videos. He assists and edits all of the member Marketing Videos available in our shop. Patrick has a YouTube channel as well, and this piece on attracting leads through high-quality video is especially helpful. If you choose to invest in a marketing video, Patrick will book a 30 minute call with you to prep and help develop your talk track.