From the perspective of an attorney Do not pitch to associates. Law firms operate based on clear hierarchies and associates have very little say on these types of matters. Lawyers are very busy and the very last thing I want to do is sit through a sales meeting that takes away time from billables, professional development, client interaction, business recruitment, firm stuff, etc. If you do cold-email, get straight to the point. No offense, but we get pitches all.the.freaking.time, and I don't really want to start an email dialogue, just show me the costs and benefits up front. Lawyers, given the amount of risk and regulation inherent in the practice of law, don't want to be the guinea-pig for anything. Not worth it. Your chances are even slimmer if it's a new idea coming from an outside source. Much better to come from somebody that's known and vetted by other attorneys in the area