MTailor GTM brain

category

market profile

• text: Consumers can buy custom apparel remotely rather than visiting a tailor, but fit confidence remains central to conversion.
• text: The assortment spans men's tailored and casual apparel and women's jeans.

personas

• title: Professional shopping for dress shirts or suits
  pains:

  • Standard sizes fit one body dimension but not another
  • In-person fittings take time
• title: Hard-to-fit shopper buying jeans or casual clothes
  pains:

  • Off-the-rack waist, seat and length combinations do not fit consistently
  • Repeated returns make online shopping frustrating
• title: Gift buyer for someone who values tailored clothing
  pains:

  • Does not know the recipient's precise measurements
  • Wants a flexible gift rather than guessing fit

icp

• text: Consumers comfortable ordering online and using an iOS or Android phone for measurement.
• text: Shoppers whose proportions are poorly served by standard apparel sizing, including big and tall customers.

message pillars

• text: Measure at home without a tape.
• text: Make clothing to the customer's individual pattern.
• text: Make custom clothing accessible at retail-like prices.

objections

• objection: Can a phone measure me accurately?
  response: Explain the company's comparison against multiple tailors and invite the shopper to try the measurement process.
• objection: What if my first garment does not fit?
  response: The company offers a remake or a prepaid return for a refund; review the current terms before purchase.

competitors

• name: Indochino
  why: Made-to-measure suits and shirts through retail and online channels.
• name: Proper Cloth
  why: Online custom apparel and shirt fitting.
• name: Sene
  website: https://www.sec.gov/Archives/edgar/data/1788590/000178859021000004/formcsene.pdf
  why: Custom clothing competitor using digital sizing.

influencers

• name: Miles Penn
  url: https://www.mtailor.com/about-us
  why: Founder and CEO explaining the brand's fit and convenience proposition.

keywords

• custom shirts online
• phone measurement tailor
• made to measure shirts
• custom jeans for hard to fit
• tailored suit online
• big and tall custom clothing

voice

• approachable
• fit-focused
• reassuring

signals

• text: A shopper repeatedly struggles with standard shirt or trouser proportions.
• text: A buyer is preparing for an event requiring a fitted shirt or suit.

stack

• iOS
• Android

pricing

motion

channels

• app stores
• SEO
• press
• social media

confidence

Founders

• name: Miles Penn
  title: Founder/CEO
  role: CEO
  bio: Stanford 2012