We’re live in Austin this week, and every day, we’ll introduce you to one of the most outside-the-box finalists in the SXSW Accelerator Competition – the premier start-up showcase at the annual South by Southwest festival.

Who: Lucy Beard, founder and chief executive of Feetz

Where: Chatanooga, Tennessee

When: Started working in early 2014, plans to start selling later this year

Capital raised: Raised $1.25 million from Khosla Ventures

What’s the pitch?

“We’re making custom shoes for people who can’t find shoes that fit. The interesting thing, though, is that we’re using your phone along with 3D printing technology to deliver your custom fit. So, you can download our Feetz app, take three photos of your foot against a white sheet of paper, and those three photos allow us to quickly generate a 3D model of your foot. You press a few more buttons to give us your height and weight, which gives us your biomechanics, and then you select a color and a type of shoe I want. Press buy, and we 3D print the shoes and can ship them to you within seven days.”

How did you come up with the idea?

“I’m a qualified actuary and a statistician, so I spent years predicting who was going to live or die – boring, right? Point is, my background is in data and customization. One day, I went to a shoe store and tried on all these pairs of shoes and could not find anything that fit. Not one pair. I then walked to a coffee shop next door, ordered a double mocha, soy milk, extra hot, hold the whip, and I was like “Hold on, my coffee is more customizable than my shoes.” So that was the aha moment.”

What are you hoping to accomplish at SXSW?

“It’s really just an amazing opportunity to learn what’s going on in technology across all sorts of different areas, and have all these unique collisions and meet new interesting people. It really gets us out of the narrow bubble that we normally live in.”

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