The study investigates the impact of build orientation policies on the production time in additive manufacturing (AM) for mass customisation business models. Two main orientation policies are considered: (1) Laying Policy (LP) that focuses on reducing the height of parts; and (2) Standing Policy (SP) that aims to minimise the projection base plane of parts to reduce the number of jobs. While LP minimises the build time per job since parts have low height, it could increase the total completion time as the number of parts increases. On the other hand, SP takes longer build time per job due to the high height of parts, where it could lead to a fewer number of jobs. Several numerical experiments have been conducted based on Stereolithography (SLA). The results show that, when the number of parts is experimentally about 40, SP could be more preferred than LP for minimising the completion time where the shape tendency of parts is likely to affect the extent of preference for the policies. When 40 parts with long and flat shape are considered, SP reduces the completion time by 15.7% over the default policy, the initial orientation of a part, while LP reduces by only 6.6%.