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About the business
Sumer Law is a trusted legal partner for SMEs across the UK. They deliver tailored legal support to help businesses thrive, following the success of their sister company Sumer Accounting who deliver a range of accounting, tax, audit, advisory and business services.
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The problem
The team at Sumer Law had a lot of ideas about how they could better serve their clients - which meant a lot of questions that needed answering! They needed a marketing partner to carry out market research and help them strategise for a successful launch.
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The solution
Sumer Law and The Marketing Plot joined forces to turn ideas into a structured, data-driven plan. Through market research and competitor analysis, we identified the best subscription model, refined key messaging, and developed a clear go-to-market strategy.
Phase One: Market Research and Validation
The first step was conducting a detailed research study in partnership with QuMind. This involved analysing competing legal subscriptions, assessing SME needs, and designing a 200-respondent survey to understand what businesses valued in a legal subscription. The research revealed key insights, such as the price sensitivity of smaller businesses, the importance of trust and reputation in legal services, and the demand for both flexible and bundled legal support. These findings directly shaped the structure of Sumer Law’s subscription model, ensuring it aligned with market expectations while positioning the firm for growth.
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Phase Two: Business Case Development
With the research findings in place, we built a business case that translated insights into action. This involved defining the core structure of the subscription service, setting pricing strategies, and ensuring the model was commercially sustainable. The business case not only provided clarity on what the subscription should include but also helped Sumer Law secure internal buy-in by demonstrating its long-term revenue potential. This phase laid the foundation for a structured and profitable service that SMEs would trust and adopt.
Phase Three: Brand Identity and Communication
Once the framework was set, we developed a distinctive brand identity to bring the subscription to life. This included a new logo, colour palette, editorial identity, and a set of messaging pillars to ensure consistency in communication. A suite of marketing assets was created, including a UX-optimised landing page, a one-page PDF explaining the service, a sales deck, and social media templates. These assets provided Sumer Law with the tools to confidently present their subscription to potential clients and engage their audience effectively.
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Phase Four: Go-to-Market Strategy
With the product and brand in place, we designed a comprehensive go-to-market strategy that outlined the steps needed for a successful launch. This included setting marketing goals, defining the sales funnel, prioritising key marketing activities, and developing three core campaigns to drive awareness and adoption. A sales guide was also created to equip the internal team with the knowledge and materials needed to effectively sell the subscription. The strategy ensured that Sumer Law had a clear, actionable plan to build momentum from day one and sustain long-term growth.
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The Outcome
Through this structured, research-backed process, Sumer Law transformed an initial idea into a fully realised, market-ready subscription service. By combining deep industry insights with strategic execution, we positioned the firm to confidently enter the SME legal subscription market. The result is a service offering that directly addresses client needs, a strong brand presence, and a clear roadmap for growth. Early feedback has confirmed strong demand, positioning Sumer Law for a successful and scalable launch.
"It's a really exciting challenge to explore the appetite of a market and shape a service that truly meets the needs of SMEs. By combining in-depth research with strategic execution, we’ve helped Sumer Law build a legal subscription that is both commercially viable and genuinely valuable to their clients."
