Entrepreneur’s Corner: Acustom

P7 Entrepreneurs Corner acustom logo


Interview with Jamal Motlagh, Founder and CEO of Acustom


Wharton Journal: What is Acustom, and how did you come up with the idea?


Jamal Motlagh: Acustom is a new, digitally-enabled way to create custom-fitted clothing. We allow our customers to design and co-create their own apparel items. Customers visit one of our physical locations to be “digitally tailored” using one of our 3D scanners. Once their information is in our system, they can order custom fitted clothing on our website.


The idea came to me while I was at HBS. We were conducting a study on male clothing purchasing habits, and one thing that we immediately identified as a major pain point was fit, particularly with respect to items like jeans. Later, when we extended the study to women, we heard the same thing—that finding well-fitting jeans was extremely difficult, time-consuming and frustrating. That led us to explore the theme of mass customization, and to think about ways in which we could enable large-scale clothing customization on behalf of consumers across the country.


In a world where 80% of people hesitate to buy online because of questions surrounding fit, finding a solution to the fit problem would create massive value.  Just look at the numbers: right now, out of $220 billion in annual apparel sales, only 6 – 9% of sales take place online, as compared to 50 – 60% of consumer electronics sales. So even a 1% change would be a very big deal.


WJ: For many startups, the ability to gather initial user feedback and make data-based adjustments to the business model is key to long-term success. What metrics and data points do you track to gauge your progress and improve your strategy?


JM: We really think we’re innovating and creating a disruptive product that doesn’t currently exist, so the use of metrics is a bit tougher for us. When you’re creating a new market, as opposed to gaining share in an existing one, it’s hard to gauge customer demand. Steve Jobs, for example, didn’t rely heavily on demand metrics because he was developing something that didn’t exist. In short, it’s difficult to gather metrics and data points given that we’re operating in uncharted terrain, but we genuinely believe that we are developing transformative technology that has the potential to disrupt the apparel industry.


I would also add that while some entrepreneurs rely heavily on data and numbers, my approach is a bit different. I’m not going to spend all my time poring through every available research report. I’ve done the research necessary to understand that fit is a real problem whose resolution would have dramatic impact, and at some point, you just have to know it feels right in your gut.


WJ: You recently made some significant modifications to your business model. What changed, and what was the motivation behind these changes?


JM: We changed from a B2B company focused on technology-enabled custom fitting, to a branded B2C company that enables consumers to co-create their own custom-fitted jeans and other clothing.


Initially, we were approaching established retailers, telling them about our technology, and engaging them in a dialogue regarding potential long-term partnerships. However, many of these companies questioned the demand for custom fitting, didn’t want to disrupt the status quo, and found it cheaper and easier to continue selling in the traditional fashion. So, we faced the classic innovators dilemma:  big companies don’t always want to disrupt established modes of doing business, and may not welcome new technologies.


WJ: How has Acustom approached customer acquisition? What has worked, and what hasn’t worked?


JM: We’re still in beta, and haven’t done a full launch, so right now we’re relying primarily on word of mouth and PR. We’re building a physical product, so unlike a pure consumer web startup, we want to make sure that our product is absolutely awesome before we go out. We can’t follow the typical tech startup approach where you go out with a minimally viable product and then iterate along the way. As such, we haven’t been as focused on customer acquisition at this stage; rather, we are focused on product, product, product, and once the product is airtight, we’ll begin building out our client base.


WJ: Your venture has both an online and offline component. Can you walk us through how both of these pieces fit into your long-term vision for revolutionizing fit?


JM: We view ourselves as a real bridge between the offline and online worlds, and in our business model, one can’t exist without the other. To use the online component, you have to visit one of our physical locations and go through the digital tailoring process. Our physical locations are really the first step in a process which culminates in a new online shopping experience centered around custom fit and co-creation.


An example of a company that’s done an excellent job of bridging offline and online is Warby Parker:  you have to go to the eye doctor to get a prescription, but once you’ve done this, you have the capability to order all the eyeglasses you want online. Acustom will operate in a similar fashion, with a stop at one of our physical locations preceding the online component of the experience.


WJ: What will Acustom look like five years from now?


JM: I think in a number of years, we will be considered the pioneers of digital fit and co-creation at a reasonable price. I think we’ll come to be seen as a brand which delivers personalized fit in a fun, exciting, and convenient way. Our brand is about empowering you to design your own clothing and purchase it online in an easy way.


WJ: Thanks for speaking with us, Jamal. Any final words of advice for aspiring entrepreneurs at Wharton?


JM: Do it. All of my friends who took corporate jobs have not been satisfied. And there hasn’t been a day where I thought I made the wrong decision in pursuing an entrepreneurial venture. Whether I succeed or fail, it will have been the right decision. Remember that at the end of the day, you have the Wharton MBA behind you. If things don’t work out, you can always get job. And in the process of building something from the ground up, you will learn a lot about yourself, be stretched and challenged in new and unique ways, and develop a powerful entrepreneurial skill set that you can use regardless of what you ultimately end up pursuing.



  1. Pingback: office space

  2. Pingback: real estate commercial listings

  3. Pingback: hotel property for sale

  4. Pingback: tree removal melbourne

  5. Pingback: office rental rates

  6. Pingback: WealthyWheatTrader

  7. Pingback: look at this website

  8. Pingback: singing waiters

  9. Pingback: Big Tits

  10. Pingback: modern furniture

  11. Pingback: life insurance lawyer

  12. Pingback: manufacturing seo

  13. Pingback: buy backlinks

  14. Pingback: cokolwiek

  15. Pingback: budowa

  16. Pingback: tier2 junk

  17. Pingback: The best Vienna Airport Taxi

  18. Pingback: Provimed

  19. Pingback: reserver hotel pas cher

  20. Pingback: online matka

  21. Pingback: antalya orospu

  22. Pingback: ankara orospusu

  23. Pingback: ccn2785xdnwdc5bwedsj4wsndb

  24. Pingback: legal steroids that work

  25. Pingback: orospunun dogurdugu

  26. Pingback: lizaescorts

  27. Pingback: bu linkler senin ananin amina girsin

  28. Pingback: 3nvb54wnxd5cbvbecnv5ev75bc

  29. Pingback: anti kasma oc

  30. Pingback: porno

  31. Pingback: 2xncq3tbooowtfb57wwc5m4tnt

  32. Pingback: seks izle

  33. Pingback: cn7v5wocmtxwn5tvbtwxdfsddv

  34. Pingback: xwcn85tvcmwv4yysxfgdgsd

  35. Pingback: mxa4nctaxmznzdt5rtacwfsdffa

  36. Pingback: orospu cocuguyum

  37. Pingback: xt5m8ct4ykwk7rdywx8t54w5ctxsdf

  38. Pingback: xfwmrt5gzngfw5wtrjfgxe85mrwfqd

  39. Pingback: need cheap car insurance

  40. Pingback: mandolin picks

  41. Pingback: dui attorney berkeley

  42. Pingback: commercial cleaning Auckland

  43. Pingback: silk eye mask

  44. Pingback: cat kennel

  45. Pingback: banheiras

  46. Pingback: melbourne

  47. Pingback: get papa johns coupons

  48. Pingback: click here now

  49. Pingback: webcammen

  50. Pingback: second hand clothes wholesale

  51. Pingback: aile hekimligi malzemeleri

  52. Pingback: guitar picks

  53. Pingback: navigate here

  54. Pingback: Watch NBA Live Streaming

  55. Pingback: Diabetes Destroyer Review

  56. Pingback: Angol Nyelvvizsga

  57. Pingback: buy proxies

  58. Pingback: Lawyer Robert Zaparniuk

  59. Pingback: how to cook quinoa

  60. Pingback: f.noronha@resolutionrigging.com.au

  61. Pingback: miami commercial property

  62. Pingback: insurance quote usaa

  63. Pingback: Diabetes Destroyer Review

  64. Pingback: exotic car rental miami

  65. Pingback: dave@redsglobal.com

  66. Pingback: Best buy iPhone Samsung accessories

  67. Pingback: Personal Trainer Websites

  68. Pingback: Sportswear

  69. Pingback: Johnson Aspacio

  70. Pingback: get fast followers for free

  71. Pingback: http://cocacolafanta.bloggplatsen.se/gilla/?url=http://www.lukewhitteker.com

  72. Pingback: Manifestation Miracle Review

  73. Pingback: guitar picks

  74. Pingback: yspro.ne.jp

  75. Pingback: Leo Kanell

  76. Pingback: low carb dieting

  77. Pingback: Echo

  78. Pingback: click to read

  79. Pingback: check this link right here now

  80. Pingback: Rashad Mizutani

  81. Pingback: go to website

  82. Pingback: zubin medora

  83. Pingback: movie2k

  84. Pingback: paintless dent repair training

  85. Pingback: league of legends sweatshirt

  86. Pingback: Jacinta Laprete

  87. Pingback: Delorse

  88. Pingback: 100% CASINO WELCOME BONUS

  89. Pingback: ebay cyber deals 2013

  90. Pingback: itunes porn store customer service number

  91. Pingback: Belva

  92. Pingback: hotpussy development

  93. Pingback: alexis texas threesome app

  94. Pingback: at here

  95. Pingback: poker

  96. Pingback: this link

  97. Pingback: sacred 3 trainer

  98. Pingback: diabetes caused by

  99. Pingback: greek baby names

  100. Pingback: dr oz face serum

  101. Pingback: this post

  102. Pingback: tenerife blog

  103. Pingback: visit this website

  104. Pingback: expert search engine optimization

  105. Pingback: Marcela

  106. Pingback: Descargar Mp3

  107. Pingback: hungry shark hack apk

  108. Pingback: boom beach apk mod

  109. Pingback: boom beach mod apk

  110. Pingback: antispam e.v.

  111. Pingback: juice cleanse singapore

  112. Pingback: rental of sound system singapore

  113. Pingback: sales training course singapore

  114. Pingback: british used clothing

  115. Pingback: 5 gallon glass water bottle dispenser

  116. Pingback: mejor agencia de publicidada malaga

  117. Pingback: Eliz

  118. Pingback: SEO

  119. Pingback: overnight dog sitter naples fl

  120. Pingback: wordpress developers

  121. Pingback: free paycheck calculator

  122. Pingback: GPS Tracker

  123. Pingback: seller definition

  124. Pingback: children's clothes tokyo

  125. Pingback: garcinia cambogia plus

  126. Pingback: How to Make a Blog

  127. Pingback: Travel guide blog

  128. Pingback: clickbank

  129. Pingback: recruiting

  130. Pingback: email traffic

  131. Pingback: ollas rena ware

  132. Pingback: tv antennas and signal stacking systems

  133. Pingback: Houston SEO

  134. Pingback: bathroom scale how it works

  135. Pingback: xnxx

  136. Pingback: hcg injections

  137. Pingback: Cash 4 Clothes

  138. Pingback: punta cana grand palladium

  139. Pingback: Pet Transport Boxes in Sri Lanka

  140. Pingback: tenerife estate agents

  141. Pingback: Canberra landscaping

  142. Pingback: http://addiction7.com

  143. Pingback: Joi

  144. Pingback: Love it

  145. Pingback: tenerife forum

  146. Pingback: australias worst bank

  147. Pingback: http://rosengard.tv

  148. Pingback: Thai Porn

  149. Pingback: Sheena

  150. Pingback: Thai Porn

  151. Pingback: best roasting pan uk

  152. Pingback: packing and unpacking

  153. Pingback: free xbox live codes fetcher

  154. Pingback: best mattresses 2016

  155. Pingback: listen to this podcast

  156. Pingback: condiment caddy countertop organizer

  157. Pingback: Bad Lawyer Robert Creely

  158. Pingback: mobile strike hack apk

  159. Pingback: overnight cat care

  160. Pingback: free messenger

  161. Pingback: gap insurance car loan

  162. Pingback: java training in aundh pune

  163. Pingback: howrse hack

  164. Pingback: https://www.facebook.com/sexiercom/

  165. Pingback: s�lo hoy

  166. Pingback: one year bullshit fraud investigations

  167. Pingback: unisom sleep aid

  168. Pingback: Best Seller Bodybuilding muscle fit T-shirt

  169. Pingback: Indian Wedding Photography

  170. Pingback: porno

  171. Pingback: chwil�wki

  172. Pingback: Best Way To Share Videos

  173. Pingback: Lavone

  174. Pingback: personal trainer

  175. Pingback: http://keepyourhair.cba.pl/

  176. Pingback: tech startups

  177. Pingback: InstallShield 2016

  178. Pingback: porno

  179. Pingback: text your ex back by michael fiore free pdf

  180. Pingback: porno

  181. Pingback: porno

  182. Pingback: cat sitter

  183. Pingback: Cerchio nel grano

  184. Pingback: overnight cat sitter naples fl

  185. Pingback: probioslim telephone number

  186. Pingback: clash royale android

  187. Pingback: cat sitter naples fl

  188. Pingback: http://www.ketonesraspberry.net/

  189. Pingback: pijpen

  190. Pingback: free online casino bonus�

  191. Pingback: at here

  192. Pingback: weblink

  193. Pingback: official website

  194. Pingback: dig this

  195. Pingback: This Site

  196. Pingback: funny jokes

  197. Pingback: affordable moving services north vancouver BC

  198. Pingback: supplement to lose fat

  199. Pingback: hack clash royale gems

  200. Pingback: jet porn

  201. Pingback: Obsession Phrases

  202. Pingback: The Lost Ways

  203. Pingback: youtube.com

  204. Pingback: vip printing

  205. Pingback: naples dog walking

  206. Pingback: https://www.youtube.com/user/tijuanthedon1

  207. Pingback: chlamydia info

  208. Pingback: Obsession Phrases

  209. Pingback: facebook

  210. Pingback: Dental Implants

  211. Pingback: california psychics review

  212. Pingback: hotwettube.downloadmovie.win

  213. Pingback: Medix College Reviews

  214. Pingback: foro escorts

  215. Pingback: appstore sms app

  216. Pingback: Medix College Reviews

  217. Pingback: Medix College Reviews

  218. Pingback: Medix College Reviews

  219. Pingback: Kamagra

  220. Pingback: poker online

  221. Pingback: Kamagra

  222. Pingback: riparazione iphone

  223. Pingback: bountiful divorce lawyer

  224. Pingback: www.boatplans.space

  225. Pingback: edarling

  226. Pingback: piante online

  227. Pingback: seo discount services

  228. Pingback: seo

  229. Pingback: seo

  230. Pingback: christiantshirts.co/

  231. Pingback: http://cutt.us/tHiDM

  232. Pingback: fuck you google

  233. Pingback: instagram hack

  234. Pingback: NBA Online Stream

  235. Pingback: boligadvokater

  236. Pingback: schedule maker

  237. Pingback: boligadvokater

  238. Pingback: edarling

  239. Pingback: massage

  240. Pingback: ways to make money online

  241. Pingback: la viagra

  242. Pingback: murphy

  243. Pingback: service resume

  244. Pingback: san antonio bail bonds

  245. Pingback: top resume writing service

  246. Pingback: san antonio bail bonds

  247. Pingback: hackear clash of clans

  248. Pingback: Data Recovery Services

  249. Pingback: I was reading this

  250. Pingback: indoor bounce house for sale

  251. Pingback: Data Recovery Services

  252. Pingback: hack para clash of clans

  253. Pingback: Rafferty Pendery

  254. Pingback: Rafferty Pendery Scientology

  255. Pingback: Rafferty Pendery Scientology

  256. Pingback: Rafferty Pendery Scientology

  257. Pingback: follar

  258. Pingback: tapas westfield

  259. Pingback: garden design london

  260. Pingback: garden designers

  261. Pingback: Girls

  262. Pingback: romano's jewelers

  263. Pingback: cam girl werden

  264. Pingback: san antonio bail bonds

  265. Pingback: ???????

  266. Pingback: Storage Gloucestershire

  267. Pingback: ???????

  268. Pingback: escortbayan

  269. Pingback: printingvip

  270. Pingback: Milford painting company

  271. Pingback: garden designer

  272. Pingback: vip

  273. Pingback: restaurants westfield london

  274. Pingback: Live Stream Rugby

  275. Pingback: iv therapy center

  276. Pingback: tapas bar

  277. Pingback: Kurma

  278. Pingback: dietista barcelona

  279. Pingback: Scotty

  280. Pingback: instagram porn

  281. Pingback: fuck google

  282. Pingback: jajajajajajaja

  283. Pingback: iv therapy deerfield

  284. Pingback: jajajajajajaja

  285. Pingback: jajajajajajaja

  286. Pingback: liquid iv ft lauderdale

  287. Pingback: tapas in london

  288. Pingback: fornir

  289. Pingback: samsung unlocking

  290. Pingback: fuck google

  291. Pingback: fuck google

  292. Pingback: fuck google

  293. Pingback: fake taxi

  294. Pingback: 他妈的谷歌

  295. Pingback: 他妈的谷歌

  296. Pingback: http://barnehageporten.info/story.php?id=67079

  297. Pingback: medical billing schools

  298. Pingback: porno

  299. Pingback: blackhat seo monitor guide

  300. Pingback: blat drewniany

  301. Pingback: Email advertising

  302. Pingback: badoo espa�a

  303. Pingback: american heritage inc

  304. Pingback: american heritage inc

  305. Pingback: 他妈的谷歌

  306. Pingback: this hyperlink

  307. Pingback: iv therapy day

  308. Pingback: Removals Company Cheltenham

  309. Pingback: 他妈的谷歌

  310. Pingback: Removals Cheltenham

  311. Pingback: Storage Gloucester,

  312. Pingback: 他妈的谷歌

  313. Pingback: Removals Gloucester

  314. Pingback: cedr dlh

  315. Pingback: podlogi drewniane

  316. Pingback: 手錶手機色情

  317. Pingback: viagra

  318. Pingback: 我他媽的谷歌

  319. Pingback: Piece Of Heaven