Jim Beresford aims to bounce back from yesterday’s public humiliation with a multimillion-pound marketing campaign to set up Britain’s first “legal services supermarket”.

The Times has discovered that Mr Beresford is playing a leading role in the creation of mysolicitor.com – “a new business venture set to radically change the way consumers source legal services”.

It hopes to establish itself as the “consumer brand of choice” offering customers “an easy, informal, modern way to get help with any legal problem they face”.

The company’s vision, to be backed by a £15.8 million television advertising campaign, is outlined in a brochure shown to solicitors’ firms across the country. Several have pledged tens of thousands of pounds for a stake Web inquirers and callers to a 24-hour helpline will be screened before “high-quality cases” are shared among the firms that have purchased “slots” in the “carousel”. Each legal speciality has one carousel with 100 slots. A slot in the personal injury carousel costs £43,500 plus VAT.

The brochure boasts of the backing of the “entrepreneur and senior management team who have enjoyed unprecedented levels of success in volume personal injury claims”.

It describes Beresfords as the “single biggest player” in the coal-health compensation scheme and notes that during the past five years the firm has banked a £50 million profit from a £100 million turnover. The solicitors approached have been told that Mr Beresford is heavily involved.

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