Elizabeth Preis And Dickon Addis

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