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The Legal Blog of Jeremy Peter Green

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About

Jeremy with somebody else's dog.

 

Jeremy Peter Green is an entrepreneurship attorney who helps businesses protect and expand their brands. He handled 356 federal trademark applications in 2017, making him the 36th most prolific trademark attorney in the United States. Green graduated from Northwestern University School of Law on a full scholarship.

 

Green has been profiled on USA Today, CNBC, CNN Money, NPR's Morning Edition, WIRED, MSNBC, the New York Daily News, HLN, CNN Politics, DCist, Vox.com, CNET, Mic.com, NBC News, Refinery29, the Globe and Mail, and several other news sources. He is best known for owning ClintonKaine.com and hosting "Hillary Potter" fan fiction there during the 2016 election, before selling the domain.

 

Jeremy's Instagram

Jeremy's Twitter

 

Green is based in Lower Manhattan in New York City. He formerly served as in-house General Counsel and Webmaster for Teamsters Local 922 in Washington, DC.

 

You may contact him at jpg@jpglegal.com.

JPG Legal Update: New Attorney, New Space in Dumbo

The view from our roof.

 

Meet Our New Associate Attorney: Oyebola

Our attorney search is over! Oyebola practiced law in Lagos, Nigeria before coming to New York City and getting an LLM in Intellectual Property at Cardozo Law on a Dean’s Merit Scholarship. She beat out over 200 other applicants to get this position. I believe in Silicon Valley lingo she’s what would be described as a “badass.” You can read a bit more about her on our About page. She’s passed the New York Bar Exam and will be licensed here soon, so she’ll be handling a large portion of our trademarking filing and research.

 

A Bridge Not Too Far

 

JPG Legal needed more space, so we moved to a new 1400 square foot loft space in Dumbo (short for “Down Under the Manhattan Bridge Overpass”) in Brooklyn, New York, which has become a hub for startups in recent years. The picture above is from the roof, which is right on top of our office’s ceiling, and which we have easy access to.

 

New office cat too! Follow Kiké on Instagram at @kikekitty.

We were lucky enough to get an office with 13-foot ceilings and beautiful views of the Manhattan and Williamsburg bridges. I still haven’t gotten used to how beautiful our new space is.

 

We’ll be building some tiny private offices in here, but we’ll make sure they don’t block the windows from the common areas. We’re also letting Distill Creative run crafting workshops here and we’re using the space as an art studio. We have an office cat named Kiké that we’ve been bringing back and forth between home and work as well.

 

Yes, it’s a little big for three people right now, but we wanted room to expand.

 

  


JPG Legal Is Hiring Its First Associate Attorney

It’s finally time. Gross revenue has been at or above $60,000 a month for four straight months now, and I’m barely maintaining my sanity under the weight of my current workload, so I’ve put out a job listing for JPG Legal’s first associate attorney, a full-time position.

 

Hopefully, after some training, this person will lighten my workload enough that I can spend more time growing the firm, programming trademark-related software applications, and running my retail store in Manhattan. Maybe I can even start drawing comics again.

 

This will be a good job. I’m a socialist with a legal background in the labor movement, so I feel obligated to create a job that doesn’t keep the associate working or “on call” outside of their preferred working hours, has excellent remote working options, and doesn’t have a billable hour quota (one of the worst things about working at a conventional law firm). It’ll pay between $60,000 and $70,000 a year depending on experience, plus a substantial bonus, with health insurance and ample paid time off.

 

It makes me sad to hear my friends at other law firms tell me about how they’re regularly expected to be in the office until late at night and on weekends, and always have to be able to respond to emails immediately even when not working. Those are abusive conditions.

 

It’s also an ideal position for somebody who has just graduated from law school, because the associate will learn trademark law very quickly, and their salary will grow as the firm grows. They’ll be eligible for an ownership stake sooner than at a conventional law firm, as well. Plus they’ll have a 27″ 2017 iMac, an adjustable sit-stand desk, and a $1,000 lower-back-supporting office chair!

 

So if you know anybody looking for a legal job, please point them to the listing. The plan is to interview the top candidates around the end of August.

  


Mid-2018 Update on JPG Legal’s Growth

It’s been about ten months since I last updated you on JPG Legal’s financials. To my surprise, occasionally somebody will hire me and tell me they appreciated the transparency about my firm on the blog. So I’ll keep making posts updating people on JPG Legal’s progress as a law firm and a business. Here’s the latest. All numbers in this post are rounded to the nearest $500.

 

2017

 

I ended up finishing 2017 with $227,000 in gross revenue. This is up from a gross revenue of $13,000 in 2016, meaning an annual growth in revenue of 1625% from 2016 to 2017. This is because, as my spreadsheet below hints at, I actually started promoting my solo practice in April 2017. Once I started doing this, the results were positive enough that I immediately made preparations to transition out of my day job as General Counsel of Teamsters Local 922, securing my own Washington, DC office space on July 1, 2017.

 

2017 Gross Revenue Numbers

 

Some notes about 2017:

  • I did not experience consistent monthly growth in 2017. I actually had a dip after a strong showing of $35,500 for July, before peaking at $41,000 in October, finishing the year with an alarmingly poor performance of $19,500 in December 2017.

2018

 

2018 Gross Revenue, Jan Through May

2018 saw my move to the Lower East Side of Manhattan — where my great grandfather Max Greenberg once ran a grocery store — at the end of January. My revenue so far this year, from January to May, has been $272,500. Monthly revenue growth has been surprisingly consistent, peaking so far at $74,000 in revenue for May.

 

 

I attribute this growth in part to revisions I made to my filing packages. In particular, I added a third, “premium” filing package. This package turned out to be popular, as clients appreciate having the option to cover any potential legal briefs that may need to be drafted in response to substantive office actions at a reasonable, upfront cost. It’s become such an important part of my law practice model that it’s hard to imagine that I only had two packages for so long.

 

I also made some improvements to my Google ad campaigns, which I continue to hone all the time. And of course, many of my previous clients who have been happy with my work hire me for new trademarks and recommend me to their colleagues. I also periodically poke my head into Facebook groups with names like “Amazon Private Label Ninjas!!!” and “ELITE MASTERS OF AMAZON”.

 

Some more revenue stats:

  • 24% growth from April 2018 to May 2018.
  • Annualized revenue based on first five months: $653,494
  • Projected annual revenue if revenue stays at May level: $789,470
  • Projected annual revenue if average monthly growth from first five months stays the same: $1,285,892

 

Does Gross Revenue Mean Much?

 

Gross revenue is a vanity metric if touted without context. It’s useful for showing how much money people are spending on you, which indicates your share of your industry and of the general economy. Pursuit of revenue growth at any cost is common among Silicon Valley-style tech startups, and seems to lead to the collapse of many businesses that may otherwise have thrived.

Filing Fees

Government filing fees for 2018 so far.

Revenue isn’t a business’s main purpose, and as a metric it does not differentiate between money that actually goes into paying for a business’s operating costs or growth, and money that passes straight through to suppliers or government filing fees. If my area of law did not require the frequent filing of government documents, my revenue numbers would be drastically lower. Every month, about 40% of my revenue goes directly to government filing fees.

Other Expenses

Advertising costs eat up about 18% of my revenue. Payment processing fees, through Stripe and PayPal, cost about 3% of my revenue. I also refund between $1000 and $4000 to my clients per month — sometimes my legal opinion on a trademark is negative and the client would rather get a partial refund than use a different brand name, and sometimes my clients change their plans and need a full refund before any work is performed. Finally, my current office space costs $3200 a month plus utilities, but it’s a street-level retail space in Lower Manhattan, and my girlfriend and I sell various goods and host creative workshops here, so I count it as $1600 a month in my books.

Actual Earnings

 

Income after filing fees, advertising, payment processing, refunds, and office rent, for 2018 so far.

These numbers in green are not quite my Earnings-Before-Taxes (EBT), as they do not include a lot of the spending I’m doing this year to expand the business, including hiring a full-time associate attorney and buying computer equipment. But they represent what my personal income would be if I were not choosing to reinvest most of my surplus into growing the firm. 2016 Jeremy would be flabbergasted at what JPG Legal has become in 2018.

 

The Next Steps

 

Once I hire and train an associate attorney this summer to take over a lot of the day-to-day trademark work for me, I’ll be able to dedicate some time to the features I want to add to JPG Legal:

  1. Powerful, web-based trademark search engine. I have a modest software programming background, and I’m planning to download the entire USPTO trademark database onto my own server and create an interface on my website that will help people perform their own preliminary trademark searches. It will also help my clients keep track of their trademark applications, and send them emails with updates. Eventually I want to design a powerful trademark search platform that automatically generates reports that show all potentially relevant results for a proposed brand name, including spelling variations and translations. I will release this for free online to all, and offer an enterprise version that other attorneys can pay a reasonable fee to use, maybe $100 per month for unlimited searches.
  2. Legal document library. I want to offer an online library of various contract templates and legal resources. I’m thinking I’ll charge a small fee, maybe $50 or $100 for lifetime membership, but I’m not sure yet.
  3. Other legal services. I do eventually want to expand JPG Legal’s offerings to include other legal services, including business entity formation, copyright, patent, contract drafting, and eventually even unrelated areas of law like wills and estates.

 

For now, though, I have to focus on hiring and training an associate attorney while keeping up with my current workload, and running the retail store I share with my girlfriend in Lower Manhattan called Eche Verde. If you know any recent law school graduates who might be interested in an attorney position, let me know!

  


MoMA v. MoMaCha: a Trademark Attorney’s Perspective

Photograph of MoMaCha’s interior taken by Stephanie Echeveste of Distill Creative.

 

The Museum of Modern Art (MoMA) is suing MoMaCha, a Manhattan-based coffee shop , art gallery, and gift shop, for trademark infringement. MoMA has filed an Opposition against MoMaCha’s federal trademark application and a lawsuit against MoMaCha in Manhattan’s federal court.

 

Does MoMA have a good case against MoMaCha?

I now live in the Lower East Side of Manhattan and I’m opening a new mixed-use gallery, studio, and office space about five blocks from MoMaCha, so this case is relevant to me. I’ve seen all of the hype for MoMaCha in the local press, and I’ve even gone inside the store. I wondered how they had worked out their trademark situation, thinking, “there’s no way somebody would open an art gallery and cafe in Manhattan using MoMA’s name, in a clear reference to the world-famous Manhattan museum, without making some kind of arrangement with MoMA.”

 

Well, I was wrong. Apparently somebody had the arrogance to think they could actually open what is essentially a counterfeit MoMA gift shop without suffering any legal consequences. MoMaCha has said, in the store’s defense, that it isn’t a museum and isn’t competing with MoMA, stating:

 

“Our platform is a hybrid: matcha bar, flexible exhibition space, and all around community that is organically connected to the arts in countless ways but never have we represented ourselves as having any affiliation to the MoMA, nor are we interested in upholding the responsibility of such,” a rep from MoMaCha told Law 360 (subscription required). “We’re not only working with artists, we’re activating our space with set designers, pastry chefs, schools and all around people who have a story.”

 

What were they thinking?

MoMaCha’s legal argument is terrible. MoMaCha is directly competing with MoMA. It displays modern art and is using a famous modern art museum’s name to do it. This is an absurdly simple case. The idea that selling coffee and retail goods and exhibiting non-visual art somehow exempts MoMaCha is ludicrous, even ignoring the obvious reality that MoMA and other museums almost always have cafes and gift shops, and frequently have unconventional exhibits of the types described by MoMaCha.

 

As MoMA noted in its lawsuit, people have already assumed the two establishments are related. Presumably several thousand people, like me, have assumed that this coffeeshop couldn’t exist without some kind of licensing arrangement. MoMaCha will be lucky if the only consequence it endures is having to change its name; MoMA has already suffered from this false association, and MoMaCha can’t claim it wasn’t aware of the existing trademark rights of MoMA.

 

Quite the opposite: MoMaCha was clearly, undeniably founded with the intent of leaching from the goodwill and brand recognition developed by MoMA over its 88-year history. Two of the store’s three founders, Eric Cahan and Nev Schulman (best known as the filmmaker behind the “Catfish” documentary and television show), are experienced art entrepreneurs and should really know better. Apparently they even received a cease-and-desist letter from MoMA in March before opening, and disregarded it.

 

What kind of hubris leads people to do something so short-sighted and, arguably, distasteful? It’s not as though they’re a scrappy ma-and-pa store being harassed by a giant, evil corporation like Nestle. I’ve fought countless large bullies on behalf of small businesses, even occasionally winning (See SKINNY COW v SKINNY SQUARES). This is not one of those situations; this is three well-off, experienced businesspeople ripping off the name of a non-profit museum, however big it may be, and forcing it to waste its money on legal fees.

 

My Unsolicited Legal Opinion

I have to assume MoMaCha’s founders never bothered to talk to an attorney while developing their store. Even a traffic attorney could have told them this was a horrible idea. Presumably they have a lawyer now, and if I were that lawyer, I would advise them to do everything they can to get MoMA to sign a settlement through which MoMaCha agrees to completely change its name and destroy all branded merchandise and signage in exchange for MoMA agreeing not to press for damages.

 

There is no possible way that MoMaCha can win here. The best possible scenario for this coffeeshop and its founders is that they only have to pay for a rebranding of their store, and not for MoMA’s attorney’s fees and the monetary value of the consumer confusion and dilution of MoMA’s brand caused thus far.

 

I imagine the MoMaCha founders’ next planned venture is a Manhattan store called Katz’s DelicaTeassen, which sells pastrami sandwiches like the famous Manhattan deli, but is exempt from hundreds of years’ worth of U.S. trademark precedent because it also sells tea.

  


MarkHound and the Move to Manhattan

The Move to New York City

Big update for JPG Legal: At the end of January 2018, my girlfriend and I moved from Washington, DC to New York City, meaning JPG Legal has moved to New York City as well. Don’t worry, we still file trademark applications for clients all over the world.
 
If you’re not familiar with my girlfriend, she’s Stephanie Echeveste, retail placemaking consultant and founder of Distill Creative.
 

Jeremy Peter Green with girlfriend Stephanie.
Jeremy with his girlfriend Stephanie in Manhattan.

 
For a while, both of us were working from our apartment on the Lower East Side of Manhattan, but we recently secured a retail space near our apartment, and we’ve been working on building it up for our grand opening.
 

JPG Legal's temporary home office in Manhattan.
JPG Legal’s temporary home office in Manhattan, right at the foot of the Williamsburg bridge.
 
The view from JPG Legal's temporary home office in Manhattan.
The view of Manhattan’s Lower East Side from JPG Legal’s temporary home office.

 
Most of the living room furniture in the apartment is left over from JPG Legal’s office in DC, so there’s a lot of green and teal here for now, but at least the place is comfortable. I have a lot of (Jewish) family history in the Lower East Side and NYC in general, so it’s wonderful being here. The $3 to $5 fast food lunch options in Chinatown are unbeatable.
 
Our retail space will be called Eche Verde, a combination of her last name, Echeveste, and my last name, Green, which translates to verde in Spanish. In addition to office space for our businesses, it will serve as an art studio, gallery, event and workshop space, and small goods retail outlet for products that we curate and make.
 

Introducing MarkHound™, the Trademark Enforcement Service Suite

MarkHound™ is here! This is a new slate of yearly subscription services offered by JPG Legal for enforcing your trademark rights. These types of services are usually only available to larger companies with big legal budgets. As with our trademark search and filing services, MarkHound will even the playing field and allow smaller companies and startups to compete with the big dogs. Services offered include:
 
1. MarkHound Watch. Subscribers to this service retain JPG Legal to monitor the USPTO database for new applications that potentially infringe on the client’s trademark rights.
 
2. MarkHound Threaten. This subscription service offers clients the ability to send cease-and-desist letters to as many infringing competitors as necessary. Because these letters will be on a law firm’s letterhead, they’ll have some real bite behind them.
 
3. MarkHound Oppose. This is the service clients can use to retain us to oppose trademark applications they believe infringe on their trademark rights or would otherwise harm the client’s business.
 
Stay tuned for even more service offerings, helpful blog posts, and even more helpful mailing list emails.

  


Next Page »
 

JPG Legal Update: New Attorney, New Space in Dumbo

  Meet Our New Associate Attorney: Oyebola Our attorney search is over! Oyebola practiced law in Lagos, Nigeria before coming to New York City and getting an LLM in Intellectual Property at Cardozo Law on a Dean’s Merit Scholarship. She beat out over 200 other applicants to get this position. I believe in Silicon Valley lingo she’s what would be described as a “badass.” You can read a bit more about her on our About […]

JPG Legal Is Hiring Its First Associate Attorney

It’s finally time. Gross revenue has been at or above $60,000 a month for four straight months now, and I’m barely maintaining my sanity under the weight of my current workload, so I’ve put out a job listing for JPG Legal’s first associate attorney, a full-time position.   Hopefully, after some training, this person will lighten my workload enough that I can spend more time growing the firm, programming trademark-related software applications, and running my retail […]

Mid-2018 Update on JPG Legal’s Growth

It’s been about ten months since I last updated you on JPG Legal’s financials. To my surprise, occasionally somebody will hire me and tell me they appreciated the transparency about my firm on the blog. So I’ll keep making posts updating people on JPG Legal’s progress as a law firm and a business. Here’s the latest. All numbers in this post are rounded to the nearest $500.   2017   I ended up finishing 2017 […]

MoMA v. MoMaCha: a Trademark Attorney’s Perspective

  The Museum of Modern Art (MoMA) is suing MoMaCha, a Manhattan-based coffee shop , art gallery, and gift shop, for trademark infringement. MoMA has filed an Opposition against MoMaCha’s federal trademark application and a lawsuit against MoMaCha in Manhattan’s federal court.   Does MoMA have a good case against MoMaCha? I now live in the Lower East Side of Manhattan and I’m opening a new mixed-use gallery, studio, and office space about five blocks […]

MarkHound and the Move to Manhattan

The Move to New York City Big update for JPG Legal: At the end of January 2018, my girlfriend and I moved from Washington, DC to New York City, meaning JPG Legal has moved to New York City as well. Don’t worry, we still file trademark applications for clients all over the world.   If you’re not familiar with my girlfriend, she’s Stephanie Echeveste, retail placemaking consultant and founder of Distill Creative.   Jeremy with […]

Next Page »