NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Matthew Horn, Esq:President & Co-Founder, Legal Services Link

My NativeAdVice:


Matthew Horn, Esq. is the President and Co-Founder of Legal Services Link, a leading online platform connecting those with legal needs with attorneys interested in satisfying those needs—at the click of a button.  He holds a BS in Accounting from the University of Illinois, Urbana-Champaign, and a JD from The John Marshall Law School.

How did you get into the industry?

I started Legal Services Link around the time that my wife and I were having our first child.  I was looking to get a comprehensive estate plan in place before he was born, and was struggling to find a reasonably priced attorney to help me.  The irony of the situation is that I am an attorney and am surrounded by attorneys—just not estates and trusts attorneys.  Like everyone looking to hire an attorney, I first tried to get a referral, but only got one referral, and that attorney quoted me an absurd amount to prepare my estate plan.  So what did I do?  I did what everyone does whenever they need to find something, and I jumped on Google.  After hours of sorting through law firm websites and calling and emailing a few attorneys that either didn’t get back to me or weren’t interested in helping me, I thought to myself—there has to be a better way to do this.  Which is how Legal Services Link was conceived.  

Any emerging industry trends?

The main source of my frustration in finding an attorney was due to the legal industry’s failure to keep pace with technological innovation, making it difficult for those with legal needs to connect with and hire the right attorney.  This is a major trend in the industry.  Fortunately, the legal industry has other industries to observe and follow—most notably, those that have adopted platforms (see Uber, AirBnb, Lending Tree,, etc.) that allow those with needs to quickly and easily connect with service providers capable of satisfying those needs.  

The other industry trends making the legal industry ripe for a platform like Legal Services Link are the oversupply of attorneys—especially young attorneys, many of whom can’t get good jobs or build a large enough client base to maintain successful practices—and the legal industry’s inability to satisfy the legal needs of many in lower and moderate incomes.  This latter trend is often referred to as the “justice gap,” which is widely recognized as one of the largest shortcomings of the profession.  Oddly enough, this oversupply of attorneys and this undersupply of affordable, accessible legal services is the result of the industry’s failure to innovate, which has made it difficult—if not impossible—for those with legal needs to connect with attorneys interested in satisfying those needs.

Any industry opportunities or challenges?

As noted, Legal Services Link aims to overcome many of the challenges currently faced in legal industry..  Specifically, Legal Services Link’s platform allows those with legal needs to post short summaries of their needs to the site, which are automatically emailed to all attorneys on the platform capable of satisfying those needs.  Attorneys receive the client postings, and if they are interested in the work, submit short applications to the client outlining the attorneys’ rates, availability, etc.  At the end of the day, clients end up with a short list of applications from attorneys that know what their legal needs are AND are interested in satisfying those needs.  On the attorney side, the transaction is equally as efficient, with clients effectively coming to attorneys, allowing attorneys to build their practices quickly and inexpensively, from their comfort of their home or office.  No more searching, no more time, no more hassle—attorneys come to clients and clients come attorneys.

Inspiration for the business idea, and your vision for the Business?

As outlined above, my own difficulty hiring an attorney—despite being an attorney—really inspired the concept, and I identified the platform model used by Uber, AirBnb, HomeAdvisor, and others as the solution to my problem.  Like those other platforms mentioned, I believe the future of the platform is that it will be the “go to” website for anyone with legal needs—consumer or business—and for those attorneys interested in obtaining new clients, building their practices, and making more money.

What's next for the Business in the near future?

We are rolling out our app in the next month or so, and we expect a lot of people to use that—especially attorneys.  We also expect to see explosive, exponential growth both in our client and attorney base over the next eighteen to twenty-four months, eventually becoming a household name, just as the companies and sites discussed above.

Your key initiatives for the success of the Business?

The first thing that we knew we needed to do to make the platform a success was get the legal industry to buy into the idea.  The legal profession is a traditional, skeptical, and heavily regulated profession, so we knew this would be no easy task.  We’ve tried to tackle this obstacle by ensuring that the platform, as built, complied with all regulations governing the profession, and simultaneously, we reached out to attorneys and bar associations to have an honest, transparent discussion with them about the platform and our intentions for it.

Equally as important, we hired a full time marketing and PR team to help us market the site to clients and attorneys and get the word out.  We did this somewhat begrudgingly after recognizing that it didn’t matter that we had this wonderful product, if no one else knew about it.  

Your most difficult moment at the Business? (and what did you learn?)

The most difficult moments in the business were the first few months after our “launch.”  As indicated, we assumed that since we had this wonderful product, news of our platform would pass by word of mouth and we would get users and experience growth right off the bat.  We were wrong.  It was in those first few months, where the platform was “live” and no one was using it, that we began questioning our idea and what we had built.  Fortunately, we finally realized that we were missing the active marketing component, which helped the site take off, restoring our confidence in the platform and the business.  We learned a few things from this: first,  that you can’t run an online business with a marketing team and plan; and second, that patience is a necessary evil when launching and operating a start-up.

Ideal experience for a customer/client?

The platform is all about convenience and seamlessly connecting those with legal needs with attorneys capable of satisfying those needs.  To that end, the ideal experience for clients is that they post their legal needs to the site, receive applications from attorneys interested in satisfying those needs, are impressed with one or more of the applications, hire an attorney from our network, and have a successful experience with that attorney.  The ideal experience for attorneys is that they use the platform to obtain new clients and build their practice quickly and inexpensively from the comfort of their office or home.

How do you motivate others?

I don’t think there’s any secret to it--I think one of the best things a leader can do is to lead by example—work hard, come up with good ideas, solve problems, treat people with respect, and be a good person.  My experience is that people generally respect those traits and will follow people they respect—be it their parents, their supervisor, etc.

Career advice to those in your industry?

Just do it.  (Seriously, Nike is on to something).  At some point, people need to stop talking, stop posting, stop tweeting, stop thinking, stop preparing, and just do it.  This applies whether you are starting your own company, trying to meet a deadline for an employer, or trying to better your personal life.  Stop talking, and start doing.  Make no mistake, I am guilty of procrastinating too, but I’m trying to cut back.