The Start:

Austin Reif and Alex Lieberman met while studying at the University of Michigan, where both were pursuing degrees in business. Austin, known for his entrepreneurial spirit and knack for marketing, had already demonstrated a keen interest in startups and digital media.

Alex, with a strong background in finance and a natural talent for storytelling, was deeply immersed in the world of business news and analysis.

During their time at university, they bonded over a shared frustration: traditional business news was often too dry and difficult to digest for their peers. This common ground laid the foundation for their future collaboration.

The Problem:

While still at the University of Michigan, Austin and Alex identified a significant gap in the market for business news.

They noticed that many students and young professionals found existing business news sources to be overly complex and unengaging.

Recognizing that their peers desired a more accessible and entertaining way to stay informed about business and financial news, they decided to create a solution.

This led to the inception of a daily newsletter that combined concise, informative business news with a conversational and witty tone, making it more relatable and enjoyable for a younger audience.

Getting their first customers:

Morning Brew was a side project for nearly two years. Alex and Austin contacted every business class and business club, persuading teachers and club presidents to give them three minutes to pitch their newsletter.

Alex then handed out a piece of paper for interested students to write down their names and emails. In the early days, everything was done manually.

They established a student ambassador program, conducted cross-promotions with other newsletters, and set up a referral marketing system.

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