# Case Study 2 – Business in a niche legal area

> The Lean project aimed to structure a very Lean way of delivering expansion of their very niche business using smart online techniques.

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Last updated: 2025-10-08

- March 24, 2021
- 1:40 pm

## Main Issues

Use lean marketing to expand territory.

The Lean project aimed to structure a very Lean way of delivering expansion of their very niche business using smart online techniques. Their plan was to set up a virtual office in the UK with a local VOIP phone number and uk web address that allows the company to establish a presence for much less cost.

A full flow analysis of the business’ online presence was undertaken to highlight the opportunity to minimize planned spend. Lean thinking was used to define new ways to reduce Google ad-word cost per click advertising from potential minimum spend of minimum €2,000 per month to €500 per month. Similar targets were also achieved using clever organic SEO methods and processes as outlined in their online strategy report.

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