1.Who are the protagonists of this case? For what are they trying to solve / what decision are they trying to make? The protagonists of this case are Elizabeth Preis and Dickon Addis. Together they started a London-based mail-order business called Beautiful Legs by POST. They are trying to raise £110,000 within the next month in order to mail out 20,000 catalogs each in January and February. In order to solve this, Preis and Dickon must find investors to fund the next phase of growth for their company.
They need to know what the response rate would be, what the average size per order would be, and what percent of initial customers would reorder. Would they be able to rise the financing that they needed in order to stay on track? How could they get more free publicity? (Page2 of case) Answering these questions could help determine if Beautiful Legs by POST could be a feasible business.
2.Use the People-Opportunity-Context framework to evaluate this opportunity.
People like Elizabeth Preis, Director of Marketing, and Dicken Addis, Director of Finance and Operations are worth being invested in. They both have experience The opportunity involved in Beautiful Legs by POST is the advantage of finding a gap in the marketplace for mail order in Europe. After market research they found that the gap was specifically in the U.K. Starting their business in this location gives them a competitive advantage of being one of the first companies in mail order. Another opportunity involved with tights is that they are a replenishment item that requires regular purchases.
The analysis from Market research indicates clearly that there is a customer segment who wants to buy through mail-order, so business opportunity exists. People like Dicken Addis, Director of Finance and Elizabeth Preis, Director of Marketing are worth enough to be invested. They have valuable experience in their respective fields and also business plan shows that they understood the product. Competitive advantage being the 1st one in mail-order Break-even analysis and cash flows are convincing