Taken from the Strategic Marketing Plan (February 2012):

1. Strengths
- Lack of Bureaucracy: Wallace Scott attorneys do not answer to a board of directors or trustees and are not obligated to some of the common standards or expectations of larger multi-partner firms. Our advice and representation is based on client needs and objectives, not the needs or objectives of the firm. Clients are not subject to a hidden agenda. 
- Size: Our clients know all of our attorneys and staff. There is no mystery of who is working on a case or who is answering the phone at the office.  
- Education: Our attorneys and staff are experienced, well-educated individuals; we hold Juris Doctorates, LL.B.s/LL.M.s, MBAs, MSLAs, etc.
- Wallace Scott attorneys understand the value of personalized, individual service. 
- Wallace Scott employees are attentive and professional. 
- Affordability: Services are an incredible value for the price. 
- Wallace Scott is “in-touch” with the world. We use current technology, communicate with current and appropriate terminology, encourage continuing education (legal or otherwise), and make efforts to understand our client’s environment.
- Wallace Scott employees are a part of the community. We are your neighbors, friends, co-counsel, classmates, and fellow board members. We are seen at events, we are eating at your restaurant, etc. 
- Larimer Square: Larimer Square is a hallmark of Downtown Denver. With two simple words, “Larimer Square”, people know exactly where our office is located. The office of Wallace Scott is not just a cross-street or tall building. Having an office in Larimer Square means that we are literally a part of the Lower Downtown community. People like to visit Larimer Square: the restaurants, the shops, the lights, the décor, the charm. 
- We are a full service firm for small to medium sized businesses. 

2. Weaknesses
- Wallace Scott, PC is young. In comparison, most of the Downtown Denver firms have been practicing for decades; some of the more recognizable firms, longer. 
- We are in a state of growth and development. If a client dislikes a change, they may lose faith in the firm. Growth may include upgrades or changes to systems or procedures, which introduce the opportunity for error. New employees have a learning curve. 
- Our size: Many consumers blindly choose the biggest organization; there is an assumption that bigger is better, or bigger is most popular. Because of our small size, we will be fighting for the attention that is automatically given to large firms. 
- Limited resources: Again, because of our size, our firm will have comparatively limited resources. Resources include staff, experts, in-house services, technology and facilities. 

3. Opportunities 
- Client Satisfaction Surveys: Clients have not been formally polled or asked to provide suggestions. Client input is valuable; clients may have wonderful, operational ideas to make the firm better. Negative feedback should be considered just as appreciated as a good recommendation; we can pass along a positive referral, and use a critique as a chance to improve.
- Marketing Efforts in General: Because this is the firm’s first formal marketing campaign, we have a chance to build this into something dynamic and rewarding. 
- Our “Youth”: The competition is extremely dry and boring. Wallace Scott is a vibrant, exciting firm with a zest for providing trustworthy client service. To be frank, our competition is not. 
- Location: Having an office in Larimer Square means that we are literally a part of the Lower Downtown community. Other Larimer Square law offices include Gregory D. Robinson, PC (criminal defense), Feldman Nagel, LLC (oil and gas law), and Franke Greenhouse List & Lippitt, LLP (see Competition section, page 6).  The Larimer Square shops, restaurants and businesses are a community of our own; we can network within that community. 
- We can market a positive value alternative. 

4. Threats 
- Client Resources: The Colorado and United States economy is still rebounding and many clients have limited financial resources. 
- Client Spending: Many clients do not understand the value of hiring an attorney for their business and/or personal needs. Clients would rather spend money to vacation, to improve their home, to educate their children, etc. 
- Competition: The threat of competition always exists. 
- Continued Growth: Ability to attract additional attorneys. 
