CASE STUDY of Feetz, one of San Diego’s Cool Companies

June 8, 2016 @ 5:00 pm – 8:30 pm
Sanford Consortium/Roth Auditorium
University of California San Diego
2880 Torrey Pines Scenic Drive, La Jolla, CA 92037
Anita Rusch
858-771-MIT1 (858-771-6481)
It’s time to reinvent what we expect from our shoes.

The Feetz Story

“Our founder, Lucy, went shoe shopping but couldn’t find a pair that fit. We’ve all been there, looking for that perfect pair of shoes for our new outfit and 5 pairs in a row don’t fit, uuurgggh…why don’t they fit?? You try on the next pair, success! They fit! But, the color just isn’t right for the outfit you wanted to wear. Frustration is growing inside of you, you just want to go home and wear your new shoes with your new outfit!”

“Lucy, took a much needed break from this shopping ordeal and ordered a “grande mocha light with 2 pumps” from Starbucks. It dawned on her, why could she choose from over 87,000 customized combinations for that perfect comforting sip of coffee but couldn’t easily find a pair of shoes that FIT and have STYLE.  It was time to reinvent what we expect from our shoes.”

Feetz Was Born

“Feetz was born and went on a 2 year journey to build the technology to make custom fit shoes for every person a reality. We’ve brought in experts across the globe from New York fashion designers to Italian shoe cobblers. And we built amazing new technology from 3D printers to make shoes in hours, software to resize shoes designs in minutes to only you, and materials that are good for you and the planet.”

Now it’s time to step into the future with us and get what you deserve….shoes that fit!

Founder/CEO Lucy Beard will present her fascinating story and the well worn path to growing this business.  From her executive overview, she’ll present her two key challenges. Then our assembled “mock” board will take over and offer solutions.  You’ll find the whole process rewarding and learn new solutions for your everyday business challenges.


Join us and our panel to discuss the unique challenges and opportunities that await this mashup of technology and fashion.

Moderator:  Felena Hanson, Founder, Hera Hub.  Felena is a long-time entrepreneur, marketing maven and fashion leader. Her latest venture, Hera Hub, is a spa-inspired shared workspace and community for female entrepreneurs who need a productive, professional place to work on a flexible basis.

Felena Hanson head shot             Merle Marting           Vivian Sayward photo            John Vance headshot

Merle Marting, Founder / Partner, GO Intellectual Capital. Merle started in the shoe business at age 12 and went on to achieve 25 years of success at premier consumer brands — NIKE, TaylorMade, adidas, Callaway —  specializing in achieving high-growth & profitability thru world-class Go-to-Market practices. He’s held numerous Senior Executive positions – Divisional President for a $300M business, GM with global P&L accountability for a $600M business, and serving as CMO for a global billion dollar company.

Vivian Sayward, Founder and President at Vivacity Sportswear.  Vivian has held positions in finance, marketing and business development at Fortune 500 high tech and healthcare companies.   She has also consulted for start-ups in the healthcare and fashion/beauty industries. Now at Vivacity Sportswear, Vivian is drawing on her business development and entrepreneurial experiences to introduce a classic and sophisticated women’s clothing line for the golf/tennis/resort market. Vivian is committed to supporting local businesses by maintaining all Vivacity-related design, development and manufacturing activities in Southern California.

John Vance, CEO, Surftech, has had a long and very successful career as an executive in the action sports industry.  In May 2016, he became CEO of Surftech, a global leader in the surf hardgoods business.  Prior to joining Surftech, Vance was President and CEO of Freewaters Footwear; he spent eight years at Sanuk where he served as President and Chief Operating Officer and was part of the executive team who successfully sold Sanuk to Decker’s Outdoor. Prior to Sanuk, Vance served as a Vice President at Quiksilver as well as holding executive positions at OP and Airwalk earlier in his career.  He is also an equity holder and board member at Native Shoes, located in Vancouver Canada, Melin Headwear, located in Oceanside California, and Freewaters Footwear located in Laguna Hills, California.


Qualcomm (sponsor loop)       Community partners

5:00: Registration, Drinks and Appetizers, Networking
6:00: Welcome
6:10: Presentation
7:15: Audience Q & A
7:30: Program Concludes, Networking, Coffee & Dessert until 8:30

MITEF Members and MITEF Sponsors: Free
Non-members: $65
MIT Alums:  $50
​​On-Site: $75

NOTE:  Online Registration ends at midnight, the day prior to the event.  If you register online the day of the event, you will be charged $75, the on-site price.

PAYPAL is our payment processor and accepts ALL MAJOR Credit Cards.

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