Case Teaching Package
A case teaching package, written by Bill Bygrave, is available for this case. It includes strategies for case presentation, key concepts, solutions to the assignment questions in the case, and suggestions for the most effective ways to work this case into your course.
Length
This case is 50
pages in length and its case teaching package is 10
pages.
Abstract
Beautiful Legs By Post describes the startup of mail-order business selling women's tights in Britain. The principals are Elizabeth Preis and Dickon Addis, who created a business plan while they were MBA students at INSEAD in France; upon graduation they started the business. Elizabeth Preis is an American who had lived in Europe as a student, but had never lived in Britain until she started the company. The bulk of the case is the business plan, which was written to raise money.
- Location of the company: London, England
- Years spanned by the case: 1995 through 1995
- Industry segment: Women's tights by mail-order
- Stage of the company: Pre-startup and startup
- Age of the entrepreneurs: 20s and 30s
Study Questions
- Use the Timmons opportunity-people-resources framework to evaluate this new venture.
- Would you invest in this venture? List the reasons for your decision.
- What are the purposes of this business plan?
- How well does the plan fulfill those purposes?
- Can you recommend any improvements to the business plan?
- Are Elizabeth and Dickon realistic about fund raising?
- What might happen if they fail to raise £110,000 in the next 30 days?
Key Words
finding an opportunity, developing an opportunity, business plan, raising money, mail-order, women's tights, marketing, starting a business in Britain, careers
The downloadable file for this case is in Microsoft® Word 7.0 for Windows®.
If you do not have Microsoft Word, you can download the free Microsoft® Word Viewer 97 right here: For Windows 3.x For Windows 95
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