Mass customisation is a post-modernism business strategy that promises delivery of customised products with near mass production efficiency. Many big companies have adopted this strategy as a response to the market demand for personalised goods and services. It has transformed different aspects of businesses such as customer data management, logistics and marketing in recent years. However, with the advances of manufacturing technologies, the agenda is being pushed to the production and design of products in an individual scale. In this new era, "market of one" replaces the "one fits all" notion. Dr Pourmohamadi will discuss the implications of this change for industries and present the example of an Australian road case factory transforming its business model to accomodate this change.