Babson Case Number: BAB071 | Length: 42 Pages

Abstract

Beautiful Legs BY POST describes the startup of a 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. The teaching note, written by William Bygrave, 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 a course.