5 comments/ 39416 views/ 21 favorites Marketing 101 By: marybethsanford Players: Mark McLuhan, (Cindy Sue) first year college student and marketing intern at Little Miss Muffin, Inc.; Ms. Helen Pennyworth, owner and president of Little Miss Muffin Inc.; Carol Winters Vice President of Marking for LLM; Susan Evans, Product Manager of LLM; Julie Pennyworth, sister to Helen and professional dominatrix and practicing nurse. Tracy Manchester, Mark's School Advisor; Hazel Worthington, dress designer for LLM. Terry Weathers and Barbie Sinclair of Flash Bang Studio. Synopsis: Little Miss Muffin has been selling upscale dresses for little girls since 1958. Sales were nearly flat last year. Ms. Pennyworth, owner and president of LMM has discovered, thanks to her sister, a new market she believes can raise those numbers again. What Ms. Pennyworth needs now is someone to help her tap into that marketing. Of course, if you're going to start selling little girl dresses to guys, you're going to need a guy to promote those sales? Mark, Ms. Pennyworth believes, is just that guy. Helen Pennyworth's introduction to business101 began in a meeting one day with her staff as she said: "If you put up a sign telling people you sell dresses, that's called advertising! If you walk down the street wearing one of those dresses with a sign, that's called promotions. If, as it happens, you're a guy in that dress and walking down the street, that's called publicity. "If you get to explain why you are a guy wearing a dress that's called public relations. If you can convince another guy that it's something he should be doing, that's called marketing. If that guy buys one of your dresses, that's a sale. "Lastly, if you can get a bunch of guys to buy a lot of your dresses and do so at a profit, that's called a new business." Mark wasn't there when Ms. Pennyworth gave that overview to her staff. The story behind those words began on a Saturday just past the first few days of Spring. Mark had been asked, by Ms. Helen Pennyworth herself, to attend a meeting she was holding. The thought of attending a meeting with the owner of the company left him giddy. "Mark! First of all thank you for coming in on such short notice and thank you as well for giving up part of your Saturday," Ms. Pennyworth said after inviting Mark to a Danish, coffee and finally a chair. Mark took up a Danish nervously, fixed his coffee and sat at the other end of the large conference table not quite sure why he was there. However, knowing Ms. Pennyworth and this only by reputation, he knew he'd find out soon enough. Given that Carol and Susan were there hinted that it obviously had something to do with him. "Not a problem ma'am," Mark said smiling cordially, if not a little nervously. He added good morning coming in and a nod to the his boss and bosses boss. He sat and waited quietly for Ms. Pennyworth. Carol Winters, his bosses boss smiled warmly as did Susan Evans his boss. Whatever it was that brought him here it was clearly important. Mark was an intern in the marketing department starting with LMM just a month ago. A great opportunity coming after an interview that had been orchestrated by the school. Although learning to market little girl dresses and accessories wouldn't have been Mark's first choice it was still marketing. Fortunately, marketing, the basics of marketing at least, was generally the same no matter what the product. And, most important of all it was a pretty fair job. "Mark! Just over a month ago, about the time you were hired as it happens, I commissioned Carol to do a study on a small but growing segment of a new market that I believe can benefit from our product line. If I am right, this market could provide us with some fairly substantial sales in the coming months. The numbers, to put it mildly, are significant or so we believe. Significant enough for consideration at least," Ms. Pennyworth said as she buttered her own Danish. "Yes ma'am," Mark said curiously, reaching carefully for a pat of butter resting on a bed of ice in a stainless steel bowl. There was a hint of him participating in something important floating within Ms. Pennyworth's words, or perhaps just a hope. An exciting kind of hope if this meant him getting in on the ground floor of something new. To do something like that would be nothing short of spectacular. Ms. Pennyworth definitely had his attention. "Mark, up to now our dress line and accessories... it's successes, if you will, have been the result of our focus on a very upscale little girl Sugar and Spice approach. The extremes of that concept just for the record, and for some number of years now we've had few competitors. In fact, since 1958 we've been targeting mothers of little girls who, to put this into a little context, quite literally get a lot of their thrills from our frills," Ms. Pennyworth noted with a smile. "Yes ma'am, I'm beginning to realize that," Mark said smiling over Ms. Pennyworths' slogan 'We sell thrills with our frills', when Ms. Pennyworth paused. Mark couldn't help but notice that Carol and Susan were mostly passive with only a causal, almost imperceptible series of nods as Ms. Pennyworth talked. Obviously this was Ms. Pennyworth's meeting. "I'm glad that you understand that Mark. Frankly, at first at least, we were a bit hesitant taking a male into our business development group. Then again, it's been working out for both of us I hope," Ms. Pennyworth noted. "It is for me ma'am. I mean it's a lot of basic marketing and business development for the most part and I'm learning a lot. I'm very glad to have this opportunity," Mark noted. "It's been our pleasure so far Mark. Remarkably and, as it also happens, this new market we're looking at is nearly identical with regards to this very same concept or ours. That is to say that this market favors the thrills and frills as well. Perhaps more so which is most of the reason it has gotten my attention. "Unfortunately Mark, traditional marketing is not going to be applicable for this market. However, we do believe that there are very specific marketing channels already in place that may work for us," Ms. Pennyworth noted as she cut deftly, daintily into her Danish. She took a small bite and patted at the corners of her mouth with a cloth napkin. There was another pause as Ms. Pennyworth chewed her Danish. Mark, this time, only nodded as he took that opportunity and began to butter his own Danish. They were sitting on a tray over a warmer and his butter melted quickly over the fresh pastry. It made his mouth water as he took up his fork. "Mark, our biggest issue is that this is not a traditional outlet for us. Not an outlet at all as a matter of fact, not by a long shot, so I've had concerns. Actually make that did have concerns till Carol provided me with a kind of overview and an idea. Frankly she's explained a lot so far that makes this viable. "This new market or those channels are intriguing to say the least. Intriguing and, with some amount of confidence in what Carol's has been able to come up with, I'm prepared to push this forward to the next step and that's where you can help," Ms. Pennyworth said smiling. "Me? Seriously? I mean, I'm honored ma'am! I really am! Thank you," Mark said with enthusiasm. He'd been right! He was going to be a part of this 'whatever this was' and he truly was honored. He was a freshman in collage and even to be interning with a company this early on was almost unheard of. To help market a new product line or market would be nothing short of spectacular. "I appreciate that Mark, I really do. However, don't thank me just yet, at least not till you've heard it all. Frankly it could very well be more than you're willing to take on," Ms. Pennyworth cautioned. Mark saw the slight frown and sensed Ms. Pennyworth's apprehension, concern even. It could be she worried over his youth. His youth and perhaps believing his lack of experience might be a hindrance. He was desperate to get her past that. Mark felt she was on the edge of possibly deciding on a 'no' as easily as she might a 'yes'. Mark had to say something and did, "Ma'am, Ms. Pennyworth, I know I don't have a lot of experience and I'm younger by a couple of years for most anyone in my position... ma'am, believe me when I say that if you give me the chance, I really can rise to the occation," Mark said with as much confidence as he could muster. "Of that I have no doubt Mark. Actually, Susan, in fact, has already convinced me of that. She's very impressed with your work so far. However, it's not so much you being capable of doing this as much as you're willingness to do this," Ms. Pennyworth said and added, "I actually believe you're capable and only wish, right now, that I had as much confidence on that willingness." "Then allow me to say that I'm more than willing to do whatever is necessary to make this project a success. Whatever it takes! I mean that as well," Mark said with conviction. If she was going to say no to him participating in this, whatever this was, it wasn't going to be his lack of willingness. "Great! Tell you what, hold that thought for a moment and I'll finish the rest of this before turning it over to Carol," Ms. Pennyworth said. "Yes ma'am," Mark said feeling good that he'd been able to at least convince Ms. Pennyworth to still consider him. Obviously Ms. Pennyworth wanted him specifically, but clearly she harbored doubts. Mark was not going to let this opportunity slip by. "Mark, this is all going to sound somewhat odd so I'll ask you first to simply trust me my reasons for asking. I will explain all of this in due time. So, first things first. Mark, have you ever heard the term: 'Adult little girls' or 'adult baby girls'?" Ms. Pennyworth asked. Mark mulled the words over trying to remember if he'd heard those terms and not sure he had. He didn't want to sound naive, but he also wasn't sure if he understood the context either. Adult and little girl or adult and baby girl, at first blush at least, sounded like contradictions in terms, but obviously not. Mark decided to be safe and said to her question, "No ma'am, I don't think so, or if I've had, I don't remember." "Well, that's OK, because up until about eight weeks ago neither had I. To put this bluntly, there are adults, both men and women actually, who enjoy dressing up as little girls and some, to a lessor degree even as Baby Girls. A few like to dress as both and surprising as it may seem gender doesn't seem to matter," Ms. Pennyworth noted. Mark sat there a little surprised and most of that over those terms being associated with males given that those terms were Little Girls and Baby Girls. Obviously, it was fetish orientated or seemed to be. If that was true then it meant clothing and that, given what had already been said, gave a little context to Ms. Pennyworth's mention of a new market. Given those terms and market issues, Mark was sure that his company was considering those people as a potential market. Mark, thinking about marketing and product issues, realized immediately what some of those issues could or might be. Mark hoping to score points nodded with a great deal of interest on his face. "Your thoughts on this so far?" Ms. Pennyworth asked. "Interesting. So the only real difference, I mean for us to sell our product into that market at least, would be mostly changing to larger sizes? I mean if these are adults and they like the styles that is," Mark said and added, "and obviously it would mean moving away from our traditional marketing strategies." "That's a very good point. Excellent! Very astute of you Mark and yes, sizes will definitely and obviously change. Remarkable, our styles do not need to. Actually, if what I've read so far is accurate, we shouldn't change anything at all in regards to our styles. Those styles would, as they are now, be our greatest product strength," Ms. Pennyworth noted happily. Mark was thrilled that he'd caught on so quickly and that Ms. Pennyworth had noticed. He now had a context for this meeting and perhaps his role in this. Clearly Susan was going to head up or be part of this project and he, as her intern, would obviously be helping her. Mark's heart pounded in his chest at the thought of actually getting on the ground floor of launching a new product into a whole new market. Mark's resume flashed across his mind. He would be miles ahead of his class mates. Given that market or that it would be adults made it just as clear that there were manufacturing, distribution and promotional issues as Mark thought about it. Mark realized that launching a product in this market place would have significant issues for that launch to be successful. He considered some of those in silence given the nature of an adult customer base. Mark understood just as quickly why Ms. Pennyworth didn't want to mix that part of the business with the other part. His mind was spinning over the difficulties of such a business, but the thrill of participating had taken hold of him. He simply had to be part of this, he mused, as he worked on his Danish. "Covert," Mark said out loud but actually not meaning to. Mark had been thinking about the adults as a market and what difficulties might manifest themselves. One of those issues would clearly be sales and distribution. Obviously men did not shop for little girl or baby girl dresses openly. Not if they were already meant for adults. He was thinking out loud. Clearly the men and most likely women as well would need to shop discretely, covertly. "What?" Ms. Pennyworth asked when Mark spoke that word but not adding anything else. "Sorry! I was just thinking about what you said," Mark answered and added, "about the uniqueness that is. Uniqueness, in this case I suppose, would really translate to some amount of secrecy... as in covertness..." Mark paused realizing he wasn't sure his comment worthy of the meeting at this point added, "I'm sorry, I was just thinking out loud." "No, please, go ahead and finish that thought," Ms. Pennyworth said. "Well, I'm guessing those people that do this are doing so covertly, you know, hidden? I mean they most likely are very secretive or even closeted perhaps. Like I said, I'm just thinking out loud," Mark said cautiously, not wanting to overstep his place in this meeting. "Excellent Mark. Mark, you've got a good grasp on some of the problems we might face in taking this on," Ms. Pennyworth said and added, "As you might imagine, it would no doubt require some relatively new marketing strategies... ...obviously a lot of new channels of advertising, sales and even some new methods of distribution given that men definitely, and women most likely, are not going to want to be too public buying from us." "Definitely," Mark said as he mused over the issues of a guy dressing as a little girl or baby girl. Mark was beginning to catch on. He was a guy! As he thought about it he thought about how odd it would be trying to buy clothes not meant for a guy let alone something so juvenile. Just trying to understand girl's sizes had confused him for a time here when he first started. Mark was the only guy in their marketing department and when he started he had no idea what most of the terms or words meant. He had to learn a lot of new stuff working here like bodice, gore, self slipped and so on. Given what he had to know he could just imagine what it might be like trying to buy just a regular dress in his size while not letting anyone know it was for him. Mark's forehead gave him away, wrinkling some showing that he was thinking of some of the ramifications of this as he added, "It would be a very difficult market I would imagine." "Yes, it would be. As you can see, there are clearly challenges here and we're not sure of all the challenges, so yes there are some difficulties to face. Clearly, we need more research! More marketing data... Lots more and it has to be relative to both males and females but mostly those males. The reasons seem obvious, but even in this area we're just not sure," Ms. Pennyworth said. "I'm not sure I follow you," Mark said about Ms. Pennyworth comments on those reasons being obvious. "Girls to a greater extent could buy our dresses in their sizes. A girl getting a dress, even a little girl's dress or baby dress in the mail isn't going to be as odd as a guy doing the same," Ms. Pennyworth noted. "I would say that was a given. I mean there are all sorts of difficulties. Even about how they might purchase such things let alone wear them. Sizes too since I myself had so much trouble at first," Mark said again and of that he had no doubt. Only another guy could gather that information from a guy but then again even that might not be true. He wasn't sure yet how he'd do that but he was now sure why he was there. He was a guy and they wanted him to do the research. "Then, as you have obviously guessed, it's clear... very clear that we need that information. Information we believe can only be gathered by a guy. Mark, it's abundantly clear it's not your typical information gathering either. Truth is we're going to need some very unique information that goes well beyond those basic marketing questions. "Yet, as you've come to know in the short time you've been here, we also need those basic questions answered as well. Obviously there are some odd notions and, most likely, some deeply rooted psychological forces at work here, but as customers they are going to have the same issues as any customer," Ms. Pennyworth said. "That's for sure! I mean no doubt of that ma'am," Mark said feeling more confident that he was contributing to this at last as he added, "The complexities of this could almost be daunting." "Exactly! That's exactly right Mark, and I can see now why Susan likes you," Ms. Pennyworth said and added, "so you can realize now why that research itself is going to require some extraordinary methods and, for the most part why I've brought this up with only a little context so far." "Of that I have no doubt," Mark said becoming more at ease with this conversation and glowing over the complement. It made him want to say more as he added, "you can't ignore how odd it would be for adults to do this sort of thing in the first place. It's pretty apparent that to understand some of the reasons behind this would be key to marketing to those people. On the other hand, it would also be Marketing 101 at some point." "You are right again Mark. Mark, what we really need is someone capable of first understanding those marketing basics, which you do, but more importantly we need someone willing to place themselves into these people's lives or perhaps life style as it were. At least this part of their life style. Frankly I don't think we can even begin to understanding those drives if we don't know basically what it is that drive them," Ms. Pennyworth said. "I would say that too is also a given," Mark said echoing Ms. Pennyworth's comments. He was sure the information could be gathered but not sure yet how to go about it. He was getting excited over the challenges this posed and more so that he was actually being considered for part of the team. A large part of the team as he thought about it. "I'm glad you believe that. I glad you've gotten a grasp of this, but from what I've gathered from you're managers here so far that is pretty typical of you. Since that is the case then allow me to note the most importantly part of this and why I've been a little vague on some of it...." Ms. Pennyworth paused for a time and the room went silent. She was looking at Mark but she wasn't seeing him as if she was formulating the next part. Mark sat silently. "Mark, it is my belief, and the consensus of both Carol and Susan, that the only way we are going to reach these people, and get data we can trust, is if we make this attempt with someone actually posing as one of them," Ms. Pennyworth noted. Marketing 101 "I would agree..." Mark said stating the obvious. At least it sounded obvious when he'd said it just then. He'd said it just as his mind caught up fully with what Ms. Pennyworth had actually just said. 'Someone willing to place themselves into this life style.... someone posing as one of them.... Someone, a guy... an adult guy... A guy like them... Adults... adult little girls, adult babies...' Chapter 2 Mark played the words over in his mind. Mark's chest tightened while his stomach twisted, both as his minds eye conjured up images of that life style. Images of him even remotely connected in some way to this life style had all sorts of ramifications. Then it struck him fully as he sat there. In fact, that so called "life style" was right in front of him. It was right there on the walls. Actually it was all over those walls as Mark took glances around him. Pictures! There were scores of images of the Little Miss Muffin product line and those happy little girls all around him. Mark was looking at the various images of those little girls in their dresses trying to imagine those very same things on guys. Mark was having difficulty doing so. Mark was having difficulty trying to imagine any man dressing as a little girl and then his eyes landed on a couple of the toddler images and those ruffled panties. Not panties he knew because they were actually diaper covers. Mark couldn't imagine those being worn by an adult at all, male or female. Then another thought struck him. Actually, it only took a second for Mark to realize where Ms. Pennyworth was really going with this. It took only slightly longer for Mark to begin to imagine himself in those things and his mouth went dry. Mark took a sip of his coffee. He was hoping this wasn't what Ms. Pennyworth had in mind and worried suddenly that it was. All three of them were looking at him. He was positive that was what they intended. He was also sure he'd somehow trapped himself with his damn 'yes ma'am' answers. "Well, if you can understand that Mark, then you can understand why I've brought you here today. Obviously it's not an easy topic to discuss, and of course there is that next obvious question. Given those difficulties you yourself have outlined, makes it paramount it's someone like you doing this. "Mark, your own gender is the real key to this going to the next level. As you can imagine, it's the real reason I've been so long winded! Mark, what I'm trying to say... ask actually, and not doing a very good job at it, is would you be willing to be that someone. Would you be willing to take this task on," Ms. Pennyworth asked point blank. Mark had an image of a fish jumping out of the water struggling mightily against the hook it had in it's mouth. A fish with his face on it. Him a fish and Ms. Pennyworth the fisherman. Ms. Pennyworth looking very much like a fisherman now reeling him in. He imagined Carol and Susan on either side of Ms. Pennyworth with Susan holding a net. Carol, he envisioned, was the one holding the frying pan. "I sort of walked right into that one didn't I," Mark said after a long pause. He was smiling but fighting a little twitch on the left side of his mouth. Behind Ms. Pennyworth, and much of Mark's attention at the moment, was a large portrait, in oil. A portrait of a little girl dressed in the very best of the Little Miss Muffin Product line and as he looked at that little girl's face, the face changed. It was his face suddenly. He felt dizzy suddenly. "OK, in a way yes. Yes you did, but only because you're astute enough to understand the issues and what we face as a company. However, understand this Mark, it is not my intent to put you into a situation that you can't handle. In fact, if... If after I've explained this and you still find it too difficult to consider, just say no. Say no and the worse that has happened is you've lost a part of your Saturday. OK," Ms. Pennyworth said. "Fair enough," Mark said with a deep sense of apprehension. He was sure it was a 'no' that he wanted so give her, but not sure a 'no' answer would be in his best interest. He wasn't sure he even wanted to be there suddenly. It was, up to now, a wonderful job. "Mark, first of all you are a very bright young man and I mean it. That much is obvious from your comments and on your performance with our company so far. As it happens, and as fortunate as this now is, you are our only young man working here. You are also becoming familiar with our products and our company. Both are essential to this succeeding if we take it on... "Given that, it's not too difficult that you are also the only candidate we have for this. Being male is clearly a plus, the fact that you've been learning about our products another and, as I've said, even better," Ms. Pennyworth said pausing to allow Mark another moment to mull that over. Mark nodded not sure he could actually say anything at the moment. He was glancing at that little girl in the painting. A bell shaped dress made very full by several layers of slips and too short to hide that bit of lace on her bloomers that matched. A toddler actually, wearing a dress that came with a matching diaper cover. Mark joined his hands together to hide his nervousness and a slight trimmer that was getting worse. He was now ignoring his Danish. "Mark, as you can also imagine, the companies connection to this life style could be very detrimental to our current reputation. Frankly I also believe that the potential for a negative impact on our reputation makes it imperative that we cannot go outside for someone new. Therefore, it has to be done in-house and I can't stress this enough. Moreover, this has to be done with a great deal of discretion and most likely as you yourself have said, very covertly," Ms. Pennyworth noted. Mark nodded again his agreement but didn't dare say anything. Ms. Pennyworth smiled but she too was fighting a slight frown "At present, and most likely for some time to come, we are the only people who are going to know about this. I can only add, given the difficulty of you doing this, I mean if I can convince you to do this, that I'm more than willing to compensate you - substantially. I am also willing to go to some extraordinary lengths to make sure your participation in this is kept just between us," Ms. Pennyworth noted. There it was. There it was now on the table. They wanted him to do this as one of those guys. There was no doubt of that now. Mark was growing more nervous as he took quick, furtive glances of other images around the room. All little girls and all of them in frills. All of them with his face. Those dainty poses and it was him posing. Mark felt ill. Mark had noticed the dresses before, lots of times. He couldn't help noticing since the Little Miss Muffin Product line was, to put it mildly, the extremes in dresses. He'd seen those pictures more than a few times, but not in his context. Mark had also seen the product line up close and in detail. Those details were now swimming in his head as he sat there looking at that oil painting again. It was still his face above that dress. "Mark, let me make this very clear! You are never going to be at risk while doing this. Never! Is that understood?" Ms. Pennyworth asked and added before Mark could answer, "And, for what it's worth, whatever it takes for you to say yes, is already a given." Mark nodded weakly. "I mean that Mark," Ms. Pennyworth said. "So how would this work," Mark asked feeling his face flush at the hint he was even considering this. He really wasn't at the moment, but he wasn't sure of that. It didn't hurt at the moment to at least play along as if he was considering this. He also reasoned to himself that it was the marketing challenge still driving his curiosity. He also discovered, for a second or two, that he might be lying. "Carol can answer that question better than I," Ms. Pennyworth said turning her attention to Carol. "OK Mark, as Ms. Pennyworth has already noted, we're pretty much it as far as who knows. That's going to be it with one exception. Maybe one more person at most besides Hazel and I'll cover that in a moment. What I've proposed to Helen and now to you is that we take this study literally off- site. There are advantages to that for obvious reasons. I've got a couple of places already scouted out that are comfortable, very private and very secure. "Susan and I have discussed this at length and we belive that it will take roughly three months working directly on the Internet to gather enough information to be useful. Most of it are those basics we're going to need. Some of it not so ordinary and ultimately will be based on your input covering those issues that are not so basic. There are, as you might imagine, a lot of holes in our marketing plan still... "Our most difficult challenge is defining even the questions and then asking them without jeopardizing the integrity of the study itself. However, that is secondary for the moment. Our first and biggest challenge is in defining a credible persona for you so you can, in fact, go out and ask those questions. More importantly these people need to trust you so you're really getting some honest answers.... "Mark, we think the best way to do this is to establish a web presence on the Internet. We think that's how we're going to get into this market anyway, which, simply put, means defining you as one of them. That, obviously, will mean a persona that fits or comes close to fitting the ones that are already out there. The thing is we're actually not clear on what is really out there yet.... "Since none of us have the necessary background to do that, we are considering bringing in on more person with that expertise. Hence that other person I mentioned besides Hazel. Obviously that's contingent on you first agreeing to do this and then, of course, you agreeing to work with this person. To be a little less vague, she's a professional 'life stylist' who often comes in contact with these people and, to make that sound just a little less harsh or scary, she is also a practicing nurse... "As to how we actually gather this information, we are going to spend much of our time on the Internet and with this other persons help. We've identified a dozen or so on-line forums where these people meet and communicate. There are also a substantial number of paid sites based on this life style, and quite a few vendors that already cater and sell directly to these people. Even a few dress makers as it happens.... "We will break those task down between us as a team. I am going to be doing the research and competitive analysis on those vendors. Susan will focus her attention on the paid sites and what their attraction is; and you, if you do take this on, will flesh out the marketing profiles based from those you interact with through those forums. It's going to be touch and go for a bit, low profile even. At least till we are sure you are what they would expect.... "We will use our life stylist, as she calls herself, for substantiation and verification on what we present, then glean more as we go. Our goal, over the span of those few months, is really to establish the market, it's size, a reasonable profile if there is one, cost, price points, plans on promotional and advertising issues, as well as those distribution methods. We're not sure that our manufacturing has to change much but as you can see, it's really about rolling out a new business if there is one.... "Mark, with your help, and in a few months, we hope to present Ms. Pennyworth with a viable business plan for her to consider, or not. Obviously, when the study ends your Internet persona ends, as well any connection you've had to this study," Carol took a breath, smiled and then paused as she turned her attention back to Ms. Pennyworth. "Thank you Carol," Ms. Pennyworth said as she turned back to Mark and added, "Mark, in consideration of you doing this, and thanks to Helen's suggestion, the company and I are prepared to pay you as a consultant during this time. If you agree, and when this begins, you will be put on a temporary leave of absence with personnel so you'll be out of the picture over these next three months or so. Carol and Susan, while they will still have duties here, are going to spend some of their time away also working on this. "I am also prepared pay the rent of your apartment over the next three months while you live off site. I believe if you can separate yourself from your current life you'll be a bit more secure. Obviously you'll be taking meals for free as well. If you accept, we are going to work this on a normal work day basis so you'll still have your weekends off. However, your rate, as a consultant, will be based on fifty hours a week at twenty five dollars an hour.... "Given the hours, this will give you a gross weekly income of twelve hundred and fifty dollars or five thousand monthly for at least the next three months. That should also help compensate for the school quarter you'll miss. Of course, you'll be reinstated to your current position immediately when this study ends," Ms. Pennyworth said and added, "or something more substantial if this actually works out given your participation." Ms. Pennyworth got Mark's attention immediately when she mentioned the amount of money but also because of school. He hadn't thought about school until then and asked, "I would be worried a little about missing any school." It was Susan who came into the conversation then as she said, "If this helps Mark, and I should have mentioned this earlier, but I've talked with your advisor saying only that we were considering bringing you into your job full time just for this semester. Given what she said, this would actually net you about twelve full units for the semester and complete your requirement as an intern. While you'll miss one or two classes, you'll actually gain a couple of credits and have no need for those classes. In effect, this could help complete your freshman requirements before moving on." "Really," Mark said slightly thrilled over gaining that many units without actually going to any classes. "Nice thing is Mark, it would pretty much satisfy your freshman electives which means you satisfy your entire freshman year. Obviously you will lose your current two classes by withdrawing but, then again, you'll gain four more in a figurative way," Susan said. "That would be pretty nice," Mark said ignoring what that really meant still. "Mark, I know this is a lot of information being tossed at you, and the circumstances are bizarre to say the least. I also realize that it's also got to rank right at the top as far as weird proposals go, but I truly belive, if this is to work, that it's necessary. Like I've already noted, I can't imagine anyone else doing this but if you do say no I'll understand completely. There will be no repercussions either," Ms. Pennyworth said and then as suddenly as it began, it ended. "Wow," Mark said. "That's pretty much what I said a couple of days ago if it makes any difference," Susan noted with a laugh. "Can't add much to that myself," Ms. Pennyworth said but added, "other than to ask if that 'wow' was closer to a yes or a no?" "I'm not sure," Mark said with more than a little apprehension. He was positive that little girl's smile had changed into a kind of sneer in the picture. If he ignored the ramifications of this he could say yes on a number of levels. The money, the challenge of the project itself and the opportunity to do real marketing, but that damn little girl eye's were looking right at him, and somehow he knew exactly what she was thinking. "Mark, I hate to push, but I want this to start as soon as possible. Obviously it's not an easy decision to make so I'll simply say again that if we are going to have any hope of succeeding you really are the key," Ms. Pennyworth said and added, "and if it's a no, I'd like that as soon as possible as well." It was funny in a way as Mark sat there fighting two forces. Two forces split with his ego in the middle. On the one hand it was that ego screaming to say yes for all of the reasons a young man climbing a corporate ladder might have. On the other it was that same ego screaming run, run and don't look back. He looked up at that oil painting and, after a moment more, smiled. "Mark," Ms. Pennyworth asked slightly curious over that smile. "Yes? Oh, sorry. I was thinking about... I mean I was trying to figure out... Ms. Pennyworth, would you mind if I took a little bit more time to think this over. I mean I know how urgent it is for my answer, but could I have maybe an hour or so," Mark said trying to voice the one big concern he had, the most obvious, the most difficult to imagine at the moment and the biggest reasons for saying no. He wasn't sure he could even frame the question at the moment. He needed more time. "Of course. It's urgent, but not that urgent and I understand. Tell you what, we were going to get lunch but why don't we instead simply separate. We'll have lunch here and you can have that hour away from us. We can meet back here in say an hour and a half," Ms. Pennyworth said. "Thank you," Mark said as he stood. He smiled at all three in turn as he walked towards the door. His legs felt stiff and he was sure his walk was different. He was happy to be out of there for a little while. He needed a breath. The women smiled back as all of them waited for the door to close. Chapter 3 Susan cleared her throat, Carol stretched and Ms. Pennyworth took a breath. All three relaxed noticeably. "Well, at least he's thinking about it," Susan said. "Actually he's definitely thinking about it, but not over if he's going to do this or not. He's thinking about how to say yes without sounding too enthusiastic. He doesn't want to appear as one of them," Carol noted. "That's the impression I got as well," Ms. Pennyworth said. "Did I miss something?" Susan asked. "That picture! The one behind Helen. He kept looking at it," Carol said. "I saw that to. Some of the others as well, but I'm not sure I saw any enthusiasm in his face," Susan noted. "Curiosity?" Helen noted as a question. "Definitely curious," Carol added. "But is he curious enough," Susan asked. "I'd say definitely," Carol and Helen said at the same time. "And Susan, just for the record, it's time to say that was a real stroke of genius hiring him," Helen said. "Thank you," Susan said. Three months ago they had sat in this same room trying to figure out how to do this study and do so with a young man involved. It was Susan who suggested an intern from the school. It was also Susan who contacted Tracy Manchester, the school's coordinator. Susan and Tracy had gone to collage together and over lunch Susan explained what they were looking for. Tracy was quiet for a bit, smiled suddenly and a moment later said, "I've got a young man that would be perfect for this. Not sure if he'd be willing to do this, but he's exactly what you are looking for." That following day Susan, sitting on the steps of the library, was looking at her candidate eating a sandwich from the schools cafeteria. Tracy had pointed him out for Susan so Susan could study him. He was nearly perfect given his long hair and slight of build. More than that though he had a pretty face for a boy. Tracy Manchester had a keen eye. Susan used her cell phone to send several images of Mark to her Boss Carol. Both Carol and, a short time later, Helen were looking at Mark on Carol's computer. There was no doubt, as the two women looked at the images, that Mark would be perfect as their future marketing representative for the Little Miss Muffin adult line. All they needed now was a way to bring Mark in. It would be great if he came in under his school's intern program and that took only a phone call to Tracy with Susan's go ahead. Marketing 101 "Do you think he realizes that this involves the baby stuff as well?" Susan asked. "On a conscious level, possibly not, at least not yet perhaps. On a subconscious level I'd say yes. If not I'm sure he will soon enough," Carol said and added, "besides, as Julie noted, the real key is getting that subconscious mind to take hold of the conscious mind. "Going to be interesting watching this unfold," Susan said. "Definitely," Carol noted. "Well, if those others boys I was introduced to are an example of what Mark will become, then it's going to be delightful watching this unfold," Helen noted as lunch came in. Carol and Susan both nodded. It had been almost impossible believing the two boys Julie introduced to them that day were boys. Perfect little girls was how they appeared and acted right down to their curtsies. They were Julie's examples of this life style and, above all, her skills. Susan had laughed when she realized how easy it had been to get in touch with a dominate when that dominate was related. Even better since this woman specializes in age play with adult little girls and babies. It was Julie, looking at Mark's picture that convinced her that Mark would be perfect. When the question came up on if he'd do it or not Julie said, with a lot of conviction, that he would. Mark meanwhile was sitting on a table looking out at the playground attached to the McDonalds he'd chosen. He wasn't focused on the children as he went through the motions of eating. It was still a bit early for lunch and he wasn't really that hungry but the small burger and fries gave him a reason to sit and think. Mark looked at his watch. It was time as he stood up to walk back to work. All three women were having coffee and talking casually as he entered. Salads had been ordered and sat half finished as Mark came in. There were cordial nods and hellos with smiles as he took his chair again. Mark declined Ms. Pennyworth's offer of coffee. Somewhere along the line, as he was thinking about this, he'd realized that going on-line meant he most likely didn't have to be dressed. There was a slight glimmer of hope that it wasn't as complicated as it seemed. There was also the question of what an adult baby girl wore. He knew the answer to that but avoided thinking about it. That was the question he'd had so much trouble with. "I don't mind saying that I'm as nervous as a cat in a dog kennel," Mark said smiling and his smile eased some of the tension. "Mark, if it's any help at all, so are we. We are all treading on very new ground here," Helen said. "Yes, but you don't have to dress like little girls or as a baby," Mark said and added, "I'm assuming that there would be some baby stuff as well? I mean clothes that is." "Yes, but so would Susan at some point," Helen noted. "Susan," Mark asked surprised. "As I'd noted earlier, adult women, some at least, also like dressing as little girls and there seems to be a fairly high percentage of those as adult babies as well," Carol noted and added, "so Susan would be pretty much be doing the same as you once we've gotten your side of this study done." "As a girl though," Mark said. "Pardon," Ms. Pennyworth said. "A girl as a girl. I'd be a boy as a girl," Mark said making it clear it wasn't the same risk. "As a girl, yes," Carol noted catching what Mark meant. "I guess it could be worse although I'm not sure how," Mark said. "Is that a yes Mark?" Helen asked. "I'm not sure yet, a couple more questions first. I guess the question is how often I'd have to dress and then how much of that stuff I'd have to dress in," Mark asked nodding at the pictures. "According to Julie, and she can explain this better when we bring her into this, the more often the better at first. There are notions and concepts that goes with this as a life style and you'll be learning about those most of all.... "Julie was pretty clear that it's something better learned doing than by reading about doing it. We're also not sure what most do on-line but Julie can help with that as well," Helen noted and added, "getting into their heads means you understanding yours is how she put it." "There is the promotional side of this as well," Carol noted. "We'd be involved in that at some point, although Julie would be our outside coordinator for now," Susan noted. "Julie again. I suppose I should ask who this Julie is?" Mark asked. "Mark, Julie Pennyworth is my sister. Julie is also a practical nurse and, in her words, a professional Life Stylist. Never really paid too much attention to her work till now. For obvious reasons I am very interested now.... "I thought, given that she and I are related and that she is also a nurse, it would make it easier on you. Much easier than bringing in a total stranger. Julie is familiar with Adult Little Girls and Adult Babies and can provide that technical expertise." "Life Stylist? What is that exactly?" Mark asked. "Exactly? I'm not sure," Helen said and added, "I do know that she helps develop those concepts for men who are exploring such concepts." "Like a dominatrix or something," Mark asked a little nervously. "Actually no. I mean I know from what she's told me that, as a life stylist, what she does is quite different for those into some of the other things a dominatrix does. In some ways it's more of a professional nurturer in a nurturing role but she can explain it much better than I," Helen noted. Mark nodded his understanding deciding he didn't want to know too much more. "As for your question on dressing and for how long, Julie can answer that better than any of us, but she has already recommended, at least for the first couple of weeks, a rather intense amount of time.... "Full time actually, but only for a short period. Most of it would be simply so you can get used to the clothes, then the concepts and even the notions of such a thing. Again she can explain this better and will if you're OK with this," Helen said. "I am and I'm not," Mark said but smiling at Ms. Pennyworth to show he was at least thinking about it. "I'll accept that for the moment. Any more questions?" Ms. Pennyworth asked. "Lots, but honestly I'm not sure what to ask. So are we going to be using just our product line," Mark asked looking at the pictures on the wall. "Actually yes and no. I'm not being vague here, it's just I'm not completely sure yet. I'm guessing you'll be part of that answer. Obviously we've got some number of competitors out there and part of the studies we should do is finding them. Finding them and learning what makes some more popular than others.... "We also need that credibility as it were so buying things from those already known would be helpful. We might just as well get the basic baby stuff on-line since we don't manufacture diapers and plastic pants. That will allow you to become familiar with these vendors and, again, lend some amount of credibility in this market and these people," Helen noted. Mark cringed at the mention of the diapers and plastic pants as he asked, "Do these people actually share that level of exposure with each other?" "According to Julie, yes to some degree, but not always and not all of them. We would have to make that call when the time came," Carol noted and added, "However, there are going to be pictures for your web presence so the answer is you'd be wearing them for at least those people who are also 'out' as it were," Susan said. "Out?" Mark asked. "Out in this life style," Susan noted. "Thought so," Mark said with a touch of apprehension. "Not that much though," Carol noted trying to ease Mark's mind a little as she added, "I'm thinking that most do this in a minimal sort of way anyway so I don't see any reason why you wouldn't or couldn't as well. "Once might be too often," Mark said smiling. "No doubt," Susan said and added, "and understandable." "Well, I think I'm getting the picture. So it would be mostly our stuff, but later and a few things ordered from these Internet vendors for now," Mark said. "Pretty much Mark. Actually, Hazel Worthington, our dress designer, is going to develop our line in your sizes and while she knows what we're doing she's very discrete," Helen said and added, "although, for now, I think you should wear only what we can get on the Internet at first simply because those venders are known. We can use our dresses, to push our line later and once you've established a presence as it were. "How is that going to work? That establishing a presence," Mark asked slightly concerned about someone else knowing and of course getting into dresses like the ones Hazel made. "Logistically and with your agreement, you'd get measured here, privately and then we can do one of a couple of things once your dresses are made: "We can, according to Hazel, go to her place for the final fittings or she can come to where you'll be staying," Helen noted and added, "for now, she's going to make your clothes in her home and away from here so no one is the wiser." "And how would this work for the Internet side," Mark asked. "Mark, again we believe the sources for what you wear are going to be from two different areas: "First source, because we need the information, is via the Internet and those potential competitors. It would be very beneficial for us to get most of your things on-line for obvious reasons. Your second source would follow that and be directly from here based on what we've learned and what Hazel makes," Carol said. Mark looked up at the oil painting of the little girl on the wall this time causing Ms. Pennyworth to turn around as Mark said with a smile and small touch of sarcasm, "Why do the eyes always seem to be following you?" Chapter 4 Ms. Pennyworth held her laughter for a good few seconds as she finally got it! Carol and Susan joined in when Ms. Pennyworth lost it and began laughing with her. Mark joined in but was shaking his head as he did so. "This is nuts," Mark said. "Clearly," Ms. Pennyworth noted. Julie and Carol nodded their agreement. "I'm nuts," Mark said. "And frankly, if that's the case, I'm very glad you are," Ms. Pennyworth noted as she added, "and I hope that is a yes?" "Yes, it's a yes," Mark said. That part of the meeting had ended. The rest of the day was spent on the logistics of the program. The logistics of the project began when Hazel was paged. She was in the building within the hour and spent a short amount of time taking Mark's and Susan's sizes. Susan's things would follow Mark's and begin after Mark had some data to present. Carol, after a phone call, noted that Mark would meet Julie on Wednesday when he moved some of his stuff into the house. Carol would be taking care of the facilities. The house was twelve miles North from the Little Miss Muffin building. Carol had secured it from an executive rental agency that managed rentals across the U.S. for companies that moved executives around. It was a modest three bedroom home fully furnished and stocked from an inventory of items. It was intended to provide a more comfortable place to stay for executives visiting for longer periods of time. All the agency knew was that it would be a well to do executive and her spouse. A computer company did the Internet system setup as Mark was telling his land lady that he'd be gone for the next three months or so paying his rent three months in advance. Mark spent Wednesday moving what perishables he had to the new house. He got to meet Julie and see his room then. It was a girl's room. Thanks in part to Julie, a very pretty little girl's room. "Mark, I'm going to leave this in Julie's capable hands," Carol said after introducing Julie. Mark watched Carol drive off. Mark stood there, on the stoop at the top of the steps not sure what to say as Carol's car disappeared past the large privacy hedge that hid the front of the house. "Nervous?" Julie asked smiling politely. "Very," Mark said. "Then let's take care of that first," Julie said turning back into the house. Mark followed. They made their way to the kitchen with Julie inviting Mark to sit while she made tea. Mark took a chair watching Julie go about the task of making that tea waiting for her to begin. Julie didn't speak till the water was heating in a tea pot. "What do you know about this life style?" Julie asked. "Basically nothing outside of what I've been told by Helen and Carol," Mark said. "Adult little girls and adult babies are two different categories of life styles but can be merged into one single life style so I'll treat them separately for now beginning first with infantilism only because that's often the least understood," Julie noted. "Good enough," Mark said. "Then let's start there with infantilism and I'll start by saying it stems from a whole list of events going back to our earliest memories of our regressive dependencies. Usually, these dependencies occur during early childhood and then carried into adult. For many it's some sort of trauma that triggers these regressive desires. In others simply a desire to ward off growing up as it were... "In all most all cases it involves some form of associative clothing such as diapers plastic panties and or other objects specific to infants and or toddlers such as baby bottles, pacifiers and cuddly items. As you can imagine, this life style can then be object orientated or those objects can be aids to role identification. In short, some people dress up for the objects themselves, others for the role," Julie noted. "So dressing as a baby makes them feel like a baby," Mark noted. "In a word, yes," Julie noted getting up to fix the tea as the tea pot began to whistle as she added, "ironically, you, me and most everyone practice infantilism in one form or another." "What? How so," Mark asked. "Ever come home after an extremely tough or stressful day and curl up in bed or in front of the television?" Julie asked. "Definitely," Mark noted. "That is a form of regressive behavior we've taken from childhood into adult. Ignoring or the desire to ignore whatever the causes of our stress is easily achieved by turning within or stepping back as it were," Julie said. "Really," Mark noted as Julie returned with his cup, a tea bag and the tea pot. Mark opened the tea bag, sat it in his cup and watched as Julie poured the steaming hot water into his cup. "You are, in a way, revisiting a period that is remembered in some form or fashion. Infantilist do the same thing but, in their case, they use aids to isolate and focus on that behavior to assist them in their transition. A few even fold in a maternal figure who can and often does represent those memories of nurturing," Julie noted. "So you, if I understand this correctly, are representative of that maternal figure for these people," Mark asked. "Exactly. You, or rather the infantilist, have developed specific understandings of a nurturer which, by definition can be a mother, aunt or even a baby sitter. In most cases this nurturer is some sort of authoritative figure and most often adult to your or their... or your child relationship.... "Again, it goes back to our core development and the structures we begin defining from those days forward. Mark, we all hate to give up being mothered and some worse than others. The extremes, in those cases, become infantilist," Julie noted. " what about the guys, and girls I guess, that like dressing as baby girls? OK, so I can sort of understand the baby stuff but for a guy why the baby girl stuff?" "While that seems to complicate things and admittedly for some it does, it's really pretty simple and mostly because baby girl clothes are cuter... they feel better on. Obviously there is a transgendered view of this as well or those desires by some men to be more female, but the fact is girl's clothes, baby girl or toddler girl clothes especially, are just cuter," Julie noted as she fixed her tea. "So they ignore the fact that they are guys and simply dress as girls," Mark asked. "Pretty much," Julie noted as she shared the sugar bowl and creamer already on the table as she added, "obviously it's far more complicated than what I've given you but then again, so is most of life. Truth is, if you ignore those basic feelings that identify our taboos, it's fairly understandable or easy to relate to." "It is," Mark said as he did try and ignore those taboos that had been popping into his head since this began. Difficult given that he was about to embark on this marketing quest and to do so would require him to do those very same things as he added, "easy to look at and study but difficult imagining doing that sort of thing." "Mark, you're going to be in a remarkably unique position and some of it because you'll be approaching this from a kind of academic or clinical perspective while deep down it's going to be impacting you. Impacting you and not too unlike those you'll be studying and we should discuss that aspect as well," Julie noted as she blew over the rim of her tea. Mark picked up his cup, pausing at that moment to sip and contemplate. Julie already knew what was going through Mark's mind. "Of course there is the eroticism of this as well and unavoidable just so you know," Julie noted and added, "are you familiar with the term onanism?" "Onanism? No, what's that?" Mark asked. "Onanism for adults is manual stimulation of the genital organs of yourself or by another for sexual pleasure. Masturbation if you will. However, in babies it's part of the bonding process," Julie noted. "What," Mark said a little shocked. "It's not exactly what you are thinking. Mark, as babies we are only aware of our own emotions with nothing but those emotions to carry us from day to day. We are either happy or not depending on a whole host of things including hunger, comfort and our dependency on nurturing. Believe it or not, the very act of diapering a baby is autoerotic and a strong part of the bonding process," Julie noted allowing a moment for that to sink in. "Autoerotic? How," Mark asked. "We are stimulated sexually since all of our nerve endings are fully developed at birth by almost everything that touches our genitals. Baby wipes, baby oil, powdering and the diaper itself act as stimulation of our genital organs. It's not for sexual pleasure, obviously, but it's sexually pleasant nonetheless. Pleasant for the mother as well as the baby.... "However, we are adults in this context so as adults our concepts have gone beyond a simple pleasurable experience and becomes sexual pleasure. Onanism as defined is the manual stimulation of the genital organs for that sexual pleasure and is one of the reasons, besides a simple desire to nurture, why some, in context to role playing, like being parents and others like being parented.... "A baby is erotically stimulated but doesn't know that. All it knows is that the act of diapering is pleasant," Julie noted and added, "on the other hand, an adult is sexually turned on by the act of diapering because he or she knows what is happening." "Because it's already a turn-on," Mark noted. "Yes and no! Yes because we have evolved past being babies so the act of touching genitals is now considered a sexual act, and no because some adult babies are capable of ignoring that sexual stimulation," Julie noted. "I see. I think," Mark said trying to keep himself on a clinical level. "The thing is Mark, you'll react to your diapering and that reaction will bother you to some degree," Julie noted and added, "on the one hand it's going to be very pleasant, very erotic as well, while on the other side of this double sided coin it will also be unnerving because it is so pleasant. Pleasant and consciously you shouldn't like it."