John T. Roberts

Legal Counsel for Startups, Founders + Digital Innovators

For more than 30 years, I’ve worked with startups and early-stage technology companies to turn bold ideas into thriving businesses. My practice is built around the real-world needs of company founders—helping them make smart legal and strategic decisions from incorporation to exit.

I focus on companies developing software, internet technologies, mobile applications, and other digital innovations. Whether it’s raising a seed round, launching a new product, negotiating a commercial contract, or navigating an acquisition, I offer clear, practical guidance that moves the business forward.

Built on Firsthand Startup Experience

My career began in-house at Texas Instruments, followed by a formative stretch at a telecommunications startup that scaled from zero to $1 billion in annual revenue during my nine years there. That experience gave me a firsthand look at how tech companies grow and the legal and operational challenges they face at every step.

After returning to Minnesota, I joined the law firm Leonard, Street and Deinard as a partner in its technology practice, and later served in senior in-house roles at Net Perceptions and ValueVision Media (now ShopHQ)—leading legal efforts during critical phases of e-commerce expansion.

In 2006, I co-founded New Counsel, PLC, a law firm built specifically to serve startups and fast-moving, innovation-driven ventures. That focus continues to define my approach today at Avisen Legal.

A Practical Legal Partner for Every Phase of Growth

Over the past 19 years, I’ve advised hundreds of founders and early-stage companies through formation, funding, growth, pivots, acquisitions, and everything in between. I aim to be a practical, responsive partner—someone who can help you anticipate challenges, avoid distractions, and build a durable foundation for what’s next.

Startups work with me on:

• Entity formation and founder agreements
• Convertible notes, SAFEs, and venture financing
• IP strategy and licensing
• Commercial agreements and go-to-market partnerships
• M&A and investor exits

I also bring a broad network of startup-savvy professionals—from accountants to bankers to fractional execs—who can support your business beyond the legal side. When you need someone, I usually know someone.

Rooted in the Twin Cities Tech Community

I’m proud to be part of Avisen Legal’s growing technology and startup practice, working alongside a team that shares my passion for innovation and practical problem-solving. I’ve built deep roots in the Twin Cities tech community over the past two decades, and I continue to be energized by the founders and operators building the next generation of impactful companies.

Outside the Office

I live in the Twin Cities and enjoy traveling, watching classic and cult films with my wife, reading, and spending as much time outdoors as possible. I’m also deeply involved with Simpson Housing Services in South Minneapolis, an organization that’s doing essential work to address homelessness through innovative, long-term housing solutions.

Education

• J.D., University of Minnesota Law School, 1982
• B.A., Gustavus Adolphus College, 1979

Bar Admissions

• Minnesota