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High Stakes

Entrepreneurial teenager takes
his product to market on TV’s Hatched.

BARBARA LEWIS CONTRIBUTING WRITER

appearance on Hatched will change
e started his first business
that. The award-winning program
venture in sixth grade, bring-
connects inventors and product
ing a photo booth to Hillel
developers with retail and corporate
Day School’s Israel Independence Day
celebration and donating the proceeds partners, digital marketing experts
to the school. A few years later, he was and investors. Although Max’s seg-
ment taped in November, he is sworn
selling photo montages of friends’ bar
to secrecy about what happened until
and bat mitzvah celebrations.
the program is broadcast.
Now Max Feber, 17, hopes
ABOVE:
Whatever the results, his
to hit the big time with a
Max Feber discusses
parents
and teachers are
home system for making
his cold-brew coffee
kvelling.
cold-brew coffee. At 9:30 a.m.
system, as others
“Max is a really sweet kid
Feb. 25, Feber will present his pitch their products
with
a strong passion and
BRUW system on Hatched, a
for other episodes
conviction
for his business,”
syndicated television show
of the syndicated TV
said
Melanie
Sesi, a social
that airs in the Detroit area
show Hatched.
studies teacher at Frankel,
on WMYD-TV.
who also co-taught the
Feber of West Bloomfield
entrepreneurship class at LTU.
developed BRUW during his sopho-
“I’ve had the pleasure of watching
more year at Frankel Jewish Academy.
his company develop from the begin-
He presented it as his class project in
ning, and it has been fascinating to see
a course at Lawrence Technological
such amazing entrepreneurial skills in
University called New Business
a young person.”
Ventures.
The Feber family is deeply involved
Max says he’s always loved coffee,
in Detroit’s Jewish community as
and found cold-brewed coffee to be
members of Congregation B’nai Israel
less bitter and acidic. The trick with
and Congregation Beth Ahm, both
cold brew isn’t the actual brewing but
in West Bloomfield, and as com-
the filtering of the liquid from the cof-
munity volunteers. Father David, a
fee grounds. Max wanted to create a
management consultant, is president
cold-brew method people could use
of Hillel Day School where Max’s sib-
at home.
lings, Harrison, 13, and Julia, 10, are
“My first attempts were a mess,”
students. The children all attended
said Max, recalling his efforts to filter
Tamarack Camps.
coffee using paper towels and cheese-
Mom Susan is a retired attorney and
cloth. He started making progress
professional community volunteer;
when he cut up an old screen door.
she serves on the Jewish Federation’s
In April 2015, he filed a patent for his
Women’s Philanthropy Board.
system, which is still pending.
Max finds time to serve as treasurer
In December 2015, Max, then a high
of Shapiro AZA and to volunteer
school junior, started a Kickstarter
with Friendship Circle. He interns
campaign and raised more than
with PeerCorps Detroit, which does
$10,000 from more than 180 backers,
service-based work to bridge the gap
which he used to develop a manu-
between the city and suburbs.
facturing system. He doesn’t like to
“We’re so proud of him,” Susan
share sales figures, but notes he has
sold the BRUW in Israel, Australia and Feber said. “He’s always been entre-
preneurial. He has no boundaries. He’s
Singapore as well as the U.S.
the kind of person who doesn’t see
So far, he sells only on his website,
limits.” •
www.bruw.net, but he hopes his

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