Partner Paul Sweeney Quoted in Massachusetts Lawyers Weekly on LevelUp Your Startup

May 13, 2011

Foley Hoag partner Paul Sweeney was quoted in Massachusetts Lawyers Weekly about LevelUp's new program called "LevelUp Your Startup." The program, run by Foley Hoag client SCVNGR, provides entrepreneurs with the opportunity to help get their companies incorporated.

LevelUp combines location-based gaming mechanics with daily deals, creating a powerful new model for building customer loyalty. Customers get a deal for trying out a business and more deals as a reward for coming back. There was LevelUp Your Burrito, LevelUp Your Rock Climbing, even LevelUp Your Fitness.

With LevelUp Your StartUp, coupon holders meet with a Foley Hoag lawyer as part of Level 1 to help entrepreneurs get their companies incorporated and on their way to bigger and better things. (Buying Level 1 unlocked Levels 2 and 3, which involved meeting with top-tier venture capital investors and startup accountants.) This effort was a unique method to provide legal assistance to startups. It also validated Foley Hoag’s commitment to using fresh, even unorthodox marketing tactics in ways that make sense to the new generation of emerging companies. 

As Sweeney told Massachusetts Lawyers Weekly, “I don’t see how you can hold yourself out as a high-tech law firm but pretend that innovation doesn’t apply to you.”

All proceeds from the program are donated to MassChallenge, a local nonprofit that provides startups with business training and access to investors.

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