Today we’d like to introduce you to Elena Villaseñor Sullivan
Hi Elena , thanks for joining us today. We’d love for you to start by introducing yourself.
Hi, I’m Elena Villaseñor Sullivan, attorney and managing member of Endereza Law, PLLC. Growing up in San Antonio, I always dreamed of making a difference in my community, and my parents encouraged me to explore law school because I had a knack for “negotiating.” My educational journey took me to both coasts—Boston for undergrad and Los Angeles for law school, where I gained new perspectives and broadened my horizons. Ultimately, I returned to San Antonio to establish my professional career, ground my family, and give back to the community that had given me so much.
My legal journey began over twenty years ago as an insurance defense attorney and commercial litigator, where I had the opportunity to first-chair cases worth up to $150 million. This experience honed my skills in navigating complex legal landscapes and provided me with a solid foundation in trial law. It also helped me understand “what can go wrong” in a business deal and how to take proactive steps to prevent it.
Transitioning to a Fortune 500 executive role, I led a compliance team at USAA. This role broadened my expertise in legal operations and corporate governance, allowing me to understand the intricacies of managing legal risks and ensuring regulatory compliance at a high level.
Before founding Endereza Law, I served as General Counsel for Massage Heights Franchising, a franchisor. This role was pivotal in my career, as it provided me with invaluable experience in franchise law and compliance. It was here that I developed a deep understanding of the unique challenges and opportunities within the franchising industry, inspiring me to help businesses navigate these complexities.
I decided to start Endereza Law for two main reasons. First, after working in-house for eight years, I discovered a genuine enjoyment in partnering with business operations and realized I wanted to run my own business. Second, I am driven by a passion for helping more businesses succeed. I am excited to continue this journey, helping companies to thrive and positively impacting the community that has always been my home.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The journey to where I am today has not been smooth. Transitioning from a law student to an associate, to a commercial litigator partner, to a corporate executive, and then to founding my law firm came with its own challenges. Each role required me to adapt and learn quickly. As a young female commercial litigator, I struggled with being taken seriously. Through meticulous preparation and establishing a confident presence, I learned to take advantage of being underestimated. Soon, I was known as a ‘bulldog’ in the courtroom–assertive, strategic, and tactical. One client nicknamed me ‘Cersei’ from the Game of Thrones. While being aggressive is a highly regarded trait in high-stakes litigation, I quickly learned that it would not serve me in my executive role in a Fortune 500 company. There, I had to acquire business acumen, learn how to navigate the complexities of large organizations, gain consensus, and influence impactful results. Starting a law firm from scratch has also been challenging as I apply how I’ve helped other organizations achieve their goals to my own business strategy. Most recently, I invested in a marketing strategy that did not work. Each setback taught me that challenges and failures are growth opportunities. I have gotten more comfortable being uncomfortable. When it is time to pivot, it means something great is on the horizon.
We’ve been impressed with Endereza Law, PLLC, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Endereza Law, PLLC is a business law firm dedicated to creating lasting relationships with clients to assist with their day-to-day legal needs and navigate their long-term strategies. Many businesses wait until they are in trouble to call a lawyer. Hiring an attorney is seen as an expense instead of an investment in their business. They want to drive revenue instead of being told they cannot do something. I am committed to disrupting the legal market by providing flat and monthly subscription fees and an innovative approach to client service. This provides fee transparency for my clients and makes my services more accessible so clients can seek proactive advice from a friendly attorney who prioritizes solutions to meet their goals.
Endereza Law assists startups, emerging brands, and established companies with business law, franchise law, and regulatory compliance needs so they can focus on their operations and revenue growth. I help with everything from entity formation to managing their entire legal operations. For example, I ensure contracts and leases are aligned with goals and assist with employee handbooks and day-to-day human resources concerns. I also advise clients on how to offer new customer experiences and use new technologies compliantly. Having worked for a franchisor, there is a special place in my heart for franchise law. I enjoy assisting businesses wanting to become franchisors and helping individuals who want to buy franchised businesses. Additionally, with my unique experience as a compliance executive, I help companies establish compliance programs, strategically manage risk, navigate insurance coverage issues, and manage litigation strategy. And, akin to a fractional CFO, I provide fractional general counsel services for clients who seek a long-term collaborative and comfortable relationship with their attorney.
Many people wonder why I named my law firm ‘Endereza Law’ instead of naming it after myself. I wanted the name to reflect a higher meaning and purpose. The name “Endereza” is derived from the Spanish word for “straighten,” reflecting my commitment to helping businesses stay on the right path and achieve their full potential. My grandmother’s saying, “un árbol que crece chueco, nunca endereza,” meaning “a tree that grows crooked, never straightens,” has always inspired me and is at the heart of our mission to empower businesses with strategic legal solutions and dedicated partnerships.
What’s next?
I am driven by an exciting vision for the future. My plans for Endereza Law are centered around growth, innovation, and positively impacting our clients and community. Over the next five years, I aim to achieve significant milestones to solidify Endereza Law’s position as a premier business law firm and attract clients who share its mission and values. I plan to disrupt the business law market by:
– Making a Difference: I am committed to transforming our clients’ lives and businesses, creating a ripple effect that benefits the entire community.
– Innovating Through Technology and Fee Structures: I aim to provide unparalleled service and value to clients by leveraging cutting-edge technology and rethinking traditional fee structures.
– Building a Dynamic Team: I endeavor to build a team that thrives in a culture of engagement and collaboration and enjoys helping clients achieve their goals. Join me on this exciting journey as Endereza Law strives to redefine the legal landscape and make a lasting difference.
Contact Info:
- Website: https://www.enderezalaw.com
- Instagram: @EnderezaLaw
- Facebook: @EnderezaLaw
Image Credits
Jessica Mewborne
https://www.mewbornephotography.com/
