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This sample marketing plan was created with Marketing Plan Pro software.

TWO is entering their first year of operation.  In order to achieve the market penetration that is forecasted, marketing must become a dominant business activity.  TWO offers the legal community a reliable, professional, delivery service that can provide service of notice and document delivery to opposing counsel as well as document delivery to the clerk of courts. The basic market need is a reliable service that can support all needs a law firm may have.

Market Summary

TWO possess good information about the market and has excellent information about the common characteristics of the most prized customers. This information will be used to better understand who is served, their specific needs, and the best way to communicate with them.

Market Analysis

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Market Analysis
Potential CustomersGrowth     CAGR
Law Firms9%2873133413724058.99%
Assorted Customers6%5,4875,8166,1656,5356,9276.00%

Market Needs

Two Wheeled Oracle is providing its customers with a fast, reliable document delivery service throughout the Portland downtown area.  TWO seeks to fulfill the following benefits that are important to their customers:

  • Professionalism: While the delivery service does not inherently represent the firm, the firm will not use a service that is not professional to avoid any type of "halo effect" where the actions of the delivery service are interpreted to be indicative of the firm itself.
  • Expedited Service: Law firms conduct business within a set of closely monitored, court imposed rules of punctuality.  The deliveries must always be made on time.  This not a concern for TWO because they utilize a redundant backup system, ensuring prompt delivery.

The market trend for the industry is a shift from court document delivery to opposing counsel document delivery.  There has been a subtle shift in the legal industry within the last five to 10 years of a decrease in court litigation with an increase in cases settled prior to trial.  There are many possible reasons for this observance:

  • An elevation of the client's best interests that are often addressed through settlement instead of litigation.
  • The incorporation of Alternative Dispute Resolution (ADR) within the law school curriculum during this time frame.
  • Increased delays for court dates and trials making settlement more attractive.  Within the last seven years, litigants wait on average 2.3 months for their case to come to trial.

Market Growth

In 2000, the document delivery market in Portland alone achieved $12 million in revenue.  As more people turn to lawyers to solve their problems, whether through litigation or ADR, the market will continue to grow at 5% a year.  This growth is forecasted to continue for the next four years.

SWOT Analysis

The following SWOT analysis captures the key strengths and weaknesses within the company and describes the opportunities and threats facing Two Wheeled Oracle.


  • Unmatched legal industry insight.
  • Benchmarked training programs ensuring professionalism and efficiency.
  • The use of fast, eco-friendly delivery vehicles (bicycles).


  • The lack of brand, a factor of being a start-up.
  • The struggle to convince law firms to ditch their current service provider in favor of Two Wheeled Oracle.
  • The ability to balance time devoted to operations versus business development.


  • The continual need for document delivery by attorneys.
  • The increasingly developed infrastructure for bicycles.


  • High turnover within the messenger industry.
  • Electronic filing.


Serving the Portland area, there are about 20 different delivery services, about a quarter of these are taxi services that also make deliveries. The rest are courier or messenger services. Some use cars and a few use bicycle as the means of transportation. In general, the bicycle messengers are less expensive because they have lower overhead. In the heart of downtown, bicycle messengers can be as fast or faster than the car-based courier services because of automobile traffic.

There are five different companies that target law firms by catering to their special needs. All of these are car-based services. 

Law firms buying habits are based on convenience and reliability.

Service Offering

Two Wheeled Oracle will provide a bicycle messenger service that targets law firms. The service can be used to service notice on a party to a lawsuit, transport documents to a client or opposing counsel, as well as to file a document with the court clerk. In addition to responding to immediate calls for delivery, Two Wheeled Oracle will set up a subscription basis with law firms for a regular pick up every day to file documents with the court clerk.

Although Two Wheeled Oracle will target law firms, they will accept jobs from other companies/individuals that require a messenger service in downtown Portland. These jobs will be accepted but not solicited. The messenger service offers delivery times ranging from one to three hours.

In addition to document delivery, small packages can be delivered. It is rare that a law firm is in need to deliver packages so this will generally apply to the ancillary business. The maximum dimensions for package delivery are 12x8x8.

Keys to Success

The keys to success are:

  • Reliability.
  • Convenience.
  • Custom service.

Critical Issues

Two Wheeled Oracle is still in the speculative stages as a start-up organization.  The critical issues that it faces are: The need to take a conservative approach to expansion.  Expansion must not occur for the sake of growth in itself, but should occur because the customers will be better served.

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