Beautiful Legs by Post - The Case Centre

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Case

Reference no. 006-C96A-P

Subject category: Entrepreneurship

Authors: William D Bygrave (Babson College)

Published by: Babson College

Originally published in: 1996

Version: March 14 2004

Length: 42 pages

Data source: Field research

Topics: Finding an opportunity; Developing an opportunity; Business plan; Raising money; Mail order; Women's tights; Marketing; Starting a business in Britain; Careers; Pre-start-up and start-up

Notes: Customers are advised to view the preview copy before ordering.

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Abstract

Beautiful Legs by post describes the start-up 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. A video ''006-V96A-P'' is available to accompany this case.

Location:

London, UK

Industry:

Women's tights by mail order

Other setting(s):

1995