Beautiful Legs BY POST

Babson Professor Bill Bygrave, Case Director and Case Writer

Arthur M. Blank Center for Entrepreneurship © Babson College, 1996.


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 capital.

This case is best used in courses with a focus on finding and developing an opportunity, writing a business plan, raising money, mail-order marketing, starting a business in a foreign country, and entrepreneurship as a career choice.

Location of the company: London, England

Year(s) spanned by the case: 1995

Industry segment(s): Mail-order and women's tights

Stage of the company: Pre-Start-up and start-up

Age of the entrepreneur(s): 20s and 40s


There is a 21 minute DVD available for this case. Please place orders through ecch.

Teaching Notes

A 15-page case teaching package, written by Bill Bygrave, is available for this case. The teaching package 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.