bᵻfˌoːɹ lˈɑːntʃɪŋ ðə kˈʌmpəni, hiː spˈɛnt mˈʌnθs ˌɔn ɹᵻsˈɜːtʃ ænd fˈaʊnd ðæt ðɛɹ wʊd biː ɐ stɹˈɔŋ dɪzˈaɪɚ fɚɹə pɹˈɑːdʌkt ðæt hˈɛlpt stˈuːdənts wɪð kɹˈɪɾɪkəl ɹˈaɪɾɪŋ ænd mˈiːdiːə lˈɪɾɚɹəsi.
Before launching the company, he spent months on research and found that there would be a strong desire for a product that helped students with critical writing and media literacy.