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Sep 30, 2016 · 32m · 20vc

20VC: Why The Evolution of Digital Media Presents A Multi $Bn Opportunity with Brit Morin, Founder & CEO @ Brit + Co

Brit Morin · 23m spoken Harry Stebbings · 6m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

In this episode of The 20 Minute VC, host Harry Stebbings interviews Brit Morin, Founder and CEO of Brit & Co., about building a digital media company reaching 80 million monthly users. Brit discusses digital content strategy, business model diversification, audience growth analytics, and her venture fundraising journey.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Harry holds 22.1% of the talking time here. How this is scored →

Harry as informed peer 2.2 Guest teaching 2.6 Guest disagreement 1.4 Harry pushing back 2.0
05100:0010:0020:0030:002:23–6:25 · Harry as informed peer 0/10 The Founding Story of Brit & Co. Harry opens with a standard origin question about Brit & Co's founding. Brit delivers an extended monologue covering her background at Google/YouTube and the realization that millennial women lacked creative domestic tools. Harry remains entirely passive throughout.6:25–12:30 · Harry as informed peer 2/10 Managing Business Seasonality and Audience Growth Harry asks a helpful follow-up about linear growth versus inflection points, and interjects to ask if platform lock-in on social networks concerns Brit. Brit explains how media companies monetize native content on social platforms and diversify revenue streams across advertising, classes, and merchandise.12:31–15:52 · Harry as informed peer 4/10 Subscription Models and Mass Market Vision Harry demonstrates industry knowledge by citing Jessica Lessin's The Information to question subscription models, and directly challenges Brit on whether her mass-market vision to become the next Disney is compatible with targeting niche communities. Brit clarifies how utilitarian content allows Brit & Co to cut across multiple verticals while retaining mass appeal.15:52–22:55 · Harry as informed peer 4/10 Key Lessons in Content Strategy and Analytics Harry prompts Brit with a provocative Marc Andreessen quote claiming print journalism and blogs are converging in quality. Brit explicitly rejects this premise, arguing print journalism remains an art form while blogs are lower quality. Brit also details early VC pushback regarding media revenue caps.22:55–30:22 · Harry as informed peer 1/10 Quick Fire Round: Mentors, Emotional Balance, and Future Outlook The quick fire round features warm and collaborative exchanges covering book recommendations, female mentors in Silicon Valley, and managing emotional extremes as a founder. Harry mostly listens and asks light follow-up questions.2:23–6:25 · Guest teaching 1/10 The Founding Story of Brit & Co. Harry opens with a standard origin question about Brit & Co's founding. Brit delivers an extended monologue covering her background at Google/YouTube and the realization that millennial women lacked creative domestic tools. Harry remains entirely passive throughout.6:25–12:30 · Guest teaching 3/10 Managing Business Seasonality and Audience Growth Harry asks a helpful follow-up about linear growth versus inflection points, and interjects to ask if platform lock-in on social networks concerns Brit. Brit explains how media companies monetize native content on social platforms and diversify revenue streams across advertising, classes, and merchandise.12:31–15:52 · Guest teaching 3/10 Subscription Models and Mass Market Vision Harry demonstrates industry knowledge by citing Jessica Lessin's The Information to question subscription models, and directly challenges Brit on whether her mass-market vision to become the next Disney is compatible with targeting niche communities. Brit clarifies how utilitarian content allows Brit & Co to cut across multiple verticals while retaining mass appeal.15:52–22:55 · Guest teaching 4/10 Key Lessons in Content Strategy and Analytics Harry prompts Brit with a provocative Marc Andreessen quote claiming print journalism and blogs are converging in quality. Brit explicitly rejects this premise, arguing print journalism remains an art form while blogs are lower quality. Brit also details early VC pushback regarding media revenue caps.22:55–30:22 · Guest teaching 2/10 Quick Fire Round: Mentors, Emotional Balance, and Future Outlook The quick fire round features warm and collaborative exchanges covering book recommendations, female mentors in Silicon Valley, and managing emotional extremes as a founder. Harry mostly listens and asks light follow-up questions.2:23–6:25 · Guest disagreement 0/10 The Founding Story of Brit & Co. Harry opens with a standard origin question about Brit & Co's founding. Brit delivers an extended monologue covering her background at Google/YouTube and the realization that millennial women lacked creative domestic tools. Harry remains entirely passive throughout.6:25–12:30 · Guest disagreement 1/10 Managing Business Seasonality and Audience Growth Harry asks a helpful follow-up about linear growth versus inflection points, and interjects to ask if platform lock-in on social networks concerns Brit. Brit explains how media companies monetize native content on social platforms and diversify revenue streams across advertising, classes, and merchandise.12:31–15:52 · Guest disagreement 2/10 Subscription Models and Mass Market Vision Harry demonstrates industry knowledge by citing Jessica Lessin's The Information to question subscription models, and directly challenges Brit on whether her mass-market vision to become the next Disney is compatible with targeting niche communities. Brit clarifies how utilitarian content allows Brit & Co to cut across multiple verticals while retaining mass appeal.15:52–22:55 · Guest disagreement 3/10 Key Lessons in Content Strategy and Analytics Harry prompts Brit with a provocative Marc Andreessen quote claiming print journalism and blogs are converging in quality. Brit explicitly rejects this premise, arguing print journalism remains an art form while blogs are lower quality. Brit also details early VC pushback regarding media revenue caps.22:55–30:22 · Guest disagreement 1/10 Quick Fire Round: Mentors, Emotional Balance, and Future Outlook The quick fire round features warm and collaborative exchanges covering book recommendations, female mentors in Silicon Valley, and managing emotional extremes as a founder. Harry mostly listens and asks light follow-up questions.2:23–6:25 · Harry pushing back 0/10 The Founding Story of Brit & Co. Harry opens with a standard origin question about Brit & Co's founding. Brit delivers an extended monologue covering her background at Google/YouTube and the realization that millennial women lacked creative domestic tools. Harry remains entirely passive throughout.6:25–12:30 · Harry pushing back 2/10 Managing Business Seasonality and Audience Growth Harry asks a helpful follow-up about linear growth versus inflection points, and interjects to ask if platform lock-in on social networks concerns Brit. Brit explains how media companies monetize native content on social platforms and diversify revenue streams across advertising, classes, and merchandise.12:31–15:52 · Harry pushing back 4/10 Subscription Models and Mass Market Vision Harry demonstrates industry knowledge by citing Jessica Lessin's The Information to question subscription models, and directly challenges Brit on whether her mass-market vision to become the next Disney is compatible with targeting niche communities. Brit clarifies how utilitarian content allows Brit & Co to cut across multiple verticals while retaining mass appeal.15:52–22:55 · Harry pushing back 3/10 Key Lessons in Content Strategy and Analytics Harry prompts Brit with a provocative Marc Andreessen quote claiming print journalism and blogs are converging in quality. Brit explicitly rejects this premise, arguing print journalism remains an art form while blogs are lower quality. Brit also details early VC pushback regarding media revenue caps.22:55–30:22 · Harry pushing back 1/10 Quick Fire Round: Mentors, Emotional Balance, and Future Outlook The quick fire round features warm and collaborative exchanges covering book recommendations, female mentors in Silicon Valley, and managing emotional extremes as a founder. Harry mostly listens and asks light follow-up questions.

speaking balance: gold is Harry, purple is the guest (3 minute bins)

0:00 · Harry 82.2% · guest 17.8%0:00 · Harry 82.2% · guest 17.8%3:00 · Harry 0% · guest 100%3:00 · Harry 0% · guest 100%6:00 · Harry 22.2% · guest 77.8%6:00 · Harry 22.2% · guest 77.8%9:00 · Harry 0.6% · guest 99.4%9:00 · Harry 0.6% · guest 99.4%12:00 · Harry 20.7% · guest 79.3%12:00 · Harry 20.7% · guest 79.3%15:00 · Harry 15.7% · guest 84.3%15:00 · Harry 15.7% · guest 84.3%18:00 · Harry 18.2% · guest 81.8%18:00 · Harry 18.2% · guest 81.8%21:00 · Harry 7.4% · guest 92.6%21:00 · Harry 7.4% · guest 92.6%24:00 · Harry 10.5% · guest 89.5%24:00 · Harry 10.5% · guest 89.5%27:00 · Harry 6% · guest 94%27:00 · Harry 6% · guest 94%30:00 · Harry 87.8% · guest 12.2%30:00 · Harry 87.8% · guest 12.2%
Sharpest disagreement ▶ 18:05 Dismissing Marc Andreessen's media thesis

Brit directly refutes Marc Andreessen's quote provided by Harry, asserting that print journalism is a refined art while blogs are inherently lower quality.

 Hardest push from Harry ▶ 14:12 Challenging mass vision compatibility

Harry confronts Brit on her stated goal of building the next Disney, asking whether aiming for mass appeal is fundamentally incompatible with catering to niche communities.

 Biggest teaching moment ▶ 21:00 Debunking VC misconceptions on media revenue

Brit highlights how early venture capitalists mistakenly claimed digital media companies could never surpass $100M in revenue, pointing to multi-billion dollar outcomes like Vice and BuzzFeed.

 Harry holds his own ▶ 12:31 Citing niche subscription models

Harry brings up Jessica Lessin and The Information to probe Brit on whether paywalls and subscription models represent the true future of digital content monetization.
the scores for every segment, with the reasoning behind each
ChapterTopicHarry as informed peerGuest teachingGuest disagreementHarry pushing backWhy
The Founding Story of Brit & Co. 0100 Harry opens with a standard origin question about Brit & Co's founding. Brit delivers an extended monologue covering her background at Google/YouTube and the realization that millennial women lacked creative domestic tools. Harry remains entirely passive throughout.
Managing Business Seasonality and Audience Growth 2312 Harry asks a helpful follow-up about linear growth versus inflection points, and interjects to ask if platform lock-in on social networks concerns Brit. Brit explains how media companies monetize native content on social platforms and diversify revenue streams across advertising, classes, and merchandise.
Subscription Models and Mass Market Vision 4324 Harry demonstrates industry knowledge by citing Jessica Lessin's The Information to question subscription models, and directly challenges Brit on whether her mass-market vision to become the next Disney is compatible with targeting niche communities. Brit clarifies how utilitarian content allows Brit & Co to cut across multiple verticals while retaining mass appeal.
Key Lessons in Content Strategy and Analytics 4433 Harry prompts Brit with a provocative Marc Andreessen quote claiming print journalism and blogs are converging in quality. Brit explicitly rejects this premise, arguing print journalism remains an art form while blogs are lower quality. Brit also details early VC pushback regarding media revenue caps.
Quick Fire Round: Mentors, Emotional Balance, and Future Outlook 1211 The quick fire round features warm and collaborative exchanges covering book recommendations, female mentors in Silicon Valley, and managing emotional extremes as a founder. Harry mostly listens and asks light follow-up questions.

Statements from this episode (12)

Insight
Millennial women lack domestic skills due to digital upbringing and working mothers
“This is the first generation of women who have grown up largely with digital tools at their disposal, but not with a lot of education around domestic skills. We didn't take home at classes for the most part. Our moms were the first generation of working moms. …”
Brit Morin Sep 30, 2016 ▶ 5:33
Assertion Supported
Brit + Co reaches over 80 million people per month
“We now reach over eighty million people a month across our site and our key social platforms.”
Brit Morin Sep 30, 2016 ▶ 6:07
Assertion Not checkable as stated
Brit & Co. achieved nearly 3x year-over-year audience growth
“The past two or three years has been very steady. Almost, almost three X growth. Year over year, which is still tremendous growth.”
Brit Morin Sep 30, 2016 ▶ 6:53
Prediction Not checkable as stated
Digital media companies have the opportunity to build the next NBC
“Essentially, we are the ones who have all the opportunity in the world to build the next NBC, to build the next Scripts. And, you know, those are multi-billion dollar businesses.”
Brit Morin Sep 30, 2016 ▶ 10:26
Disclosure
Brit & Co. generates revenue through media, online education, and e-commerce
“We have three major revenue streams, the media side of the business, which is funded by advertising and The online education side of the business, which users actually pay us for content in the form of online classes, and then the merchandising or e-commerce s…”
Brit Morin Sep 30, 2016 ▶ 11:55
Prediction Not checkable as stated
Brit Morin aims to build Brit & Co into the next Disney
“For Brit & Co., you know, my vision is to, you know, be the next Disney. I want to build a global brand that is around for, you know, over a hundred years, that has experiences combined into it, that has products and merchandising, and that has content.”
Brit Morin Sep 30, 2016 ▶ 13:48
Insight
New media startups should launch with a niche community before expanding
“I think if you are starting a media company today, you should absolutely consider starting with a niche community and then, you know, maybe consider building on top from there if you want.”
Brit Morin Sep 30, 2016 ▶ 14:54
Assertion Partly supported
Online search interest for Halloween content begins trending in July
“Halloween content starts Trending in July. Like that's when people start searching for it.”
Brit Morin Sep 30, 2016 ▶ 16:41
Insight
Evergreen content allows digital publishers to produce less total content at scale
“If you think about it at scale, you actually have to produce less content in your libraries. Since you have so much evergreen that will retrend and recycle year over year.”
Brit Morin Sep 30, 2016 ▶ 17:15
Prediction Not checkable as stated
Digital media quality will always lag behind print journalism
“I think there's always going to be some disparity between the quality you'll find in print versus the quality you'll find digital.”
Brit Morin Sep 30, 2016 ▶ 19:09
Opinion
Vox is one of few media brands producing high-quality video at scale
“And then I'm a big fan of Vox. I specifically love their video content. I feel like it's really informative and really short and to the point. And they are one of few media brands right now who are continuing to create high quality content at scale. They aren'…”
Brit Morin Sep 30, 2016 ▶ 25:46
Prediction Didn’t hold up
Brit + Co plans to expand into OTT or linear television content
“I think television is definitely in the future at some point, and that could mean OTT or real television, linear television.”
Brit Morin Sep 30, 2016 ▶ 29:00
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