Graciela A.

Villarreal
Case Analysis 3: Beautiful legs by Post
Dr. Ajith Venugopal
MGT 5319 780 FL20- Entrepreneurship
Beautiful Legs by Post
1.
Timmons framework states that there are three components that will benefit and
develop a successful new business. These components consist of opportunity, the
entrepreneur (management team), and the resources needed to start the company and
make it grow (Bygrave and Zacharakis, 2010). The opportunity begins when Elizabeth
first realized that the mail-order in Europe was underdeveloped in high-quality products
compared to the U.S. Hereafter, Elizabeth thought there were many opportunities to
enter the industry in mail-order in Europe. With her work experience, she chose a
product that was high in the margin, zero return rate, and was an impulse purchase.
Bygrave and Zacharakis do mention that a new opportunity doesn't need to be unique;
however, an individual must identify the opportunity, develop a business idea, and
implement the concept. I strongly believe entrepreneurs should have experience in the
industry they are expressing intreat in. Elizabeth expertise is in retailing in women's
clothing. Dickon Addis did identify a gap in the marketplace for mail-order in the U.K.
Elizabeth and Dickon resources was searching and interested in how low the mail-order
was in Europe and targeting women with higher income to purchase tights. These two
individuals did obtain the idea from an American trend. Their resources are reviewing
margins from retail stores, surveys, and quality of tights. A Business plan should contain
a summary of the business, operations, marketing, and financials. It will also determine
the components to important entities such as investors or banks. Based on the business
plan investors and banks are able to determine whether the entrepreneur has potential of
growth. If the borrowing money is not involved a business plan is vital to the
entrepreneur to have for guidance throughout the growth and stability of the business.
Elizabeth and Dickon worked on their business plan effectively and efficiently to show
potential investors. The use of a business plan is to tell a story of an opportunity worth
exploiting and then describe details of accomplishing it. (Bygrave and Zacharakis,
2010).

2. According to the business plan it is mentioned that there is an interest from investors.
Therefore, if I had the choice I would defiantly invest in the company and ask for the
20% equity that they offer for 80,000 pounds. They also have background experience,
advertisement, and have 85% of the initial consumer who would purchase the product
again. This is a great opportunity for Europe because the mail-order industry is low. By
offering a necessity product to the target, consumers will turn into a feasible business.
Based on that information the business plan defiantly does fulfil its purpose. From an
investor standpoint the cash flow statements show an early warning to point out the
problem and critical risk and balance sheet is for critiquing for adjustment in the
company (Bygrave and Zacharakis, 2010). This defiantly shows that the plan is certainly
fulfilling its purpose and offering a necessity product to the target, consumers will turn
into a viable business
 Resources

Bygrave, William D., and Andrew Zacharakis. The Portable MBA in Entrepreneurship. Wiley.

Bygrave, William D., and Dan D'heilly. The Portable MBA in Entrepreneurship Case Studies.
Wiley.