Brewing Innovation: An NUS MBA Exchange Student’s Startup Story with Prefer Coffee

When Jake, co-founder and CEO of Prefer Coffee, joined the NUS MBA as an exchange student from Tel Aviv University, he set out to explore Southeast Asia’s food-tech scene. What he didn’t expect was that Singapore — and the connections he made during his time at NUS — would become the foundation for launching his climate-focused startup. From gaining confidence in investor negotiations to joining Entrepreneur First and meeting his co-founder, Jake’s journey shows how the NUS MBA opens doors to Singapore’s dynamic startup ecosystem. His story is proof of how international partnerships with NUS give exchange students a platform to transform bold ideas into real businesses, making NUS a premier choice for global collaboration.

Find out more about his story in our exclusive Q&A below:

Background & Journey

Can you share a bit about yourself and what brought you to the NUS MBA as an exchange student?
I’m Jake, co-founder and CEO of Prefer. I came to NUS as an exchange student from Tel Aviv University because I wanted to understand Southeast Asia’s startup scene, especially in food tech. Singapore felt like the perfect place to see how ideas grow into businesses in this region.

What inspired you to start Prefer Coffee? Was this idea something you had before joining NUS, or did it come to life here?

I learned that many of our favorite foods, like coffee and cocoa, are under threat from climate change. That felt like an incredibly important problem to solve. I had the idea for Prefer before NUS, but while I was here, I joined Entrepreneur First, met my co-founder, secured funding, and started the company.

How did your background and previous experiences prepare you for launching this business?

I’d been an early hire at a biotech startup and worked in venture capital. Those roles taught me a lot about building and funding companies, and they gave me strong work habits. But being a founder is a completely different skillset; you learn a lot on the job.

The Role of the NUS MBA

How did the NUS MBA curriculum influence your approach to building and scaling Prefer Coffee?

The MBA gave me a window into how business is done in Singapore compared to Israel and the U.S., where I’m from. One surprise was how quiet people were in class compared to what I was used to. It made me realize I have a big personality here, which changes how I show up in conversations.

Were there any specific modules, professors, or case studies that sparked ideas or directly shaped your business model?

Julian Pan’s class stood out the most. He’s an incredible entrepreneur, and I loved asking him questions. Sometimes it felt like I was hogging the Q&A, but I couldn’t pass up the chance to learn from someone I admire that much.

Can you share an example where you applied something you learned in class directly to your business?

In Julian’s class, we ran a mock negotiation between a founder and a VC. It felt real enough that when I was fundraising for Prefer, it didn’t feel like my first time in that kind of conversation.

Did you collaborate with classmates or alumni on Prefer Coffee? How did that network help you?

Not yet. I haven’t worked with classmates or alumni on Prefer so far, but I’m open to it! I have stayed in touch with Stephen George who works at RBI.

The NUS Ecosystem’s Impact

What resources within the NUS ecosystem were most valuable to you—such as incubators, mentorship, competitions, or events?

I didn’t use any of those. I remember visiting the career office and being told they couldn’t help me because I was just an exchange student. That was a moment I realized I had to make my way here.

How did being in Singapore, with its vibrant startup environment, shape your entrepreneurial journey?

Singapore has been everything. It’s structured, full of smart people, and has access to funding. It’s a great launchpad for scaling to other markets.

Were there any key mentors or advisors you met through NUS who had a big influence on your business decisions?

Not directly in business decisions, but I look up to Julian Pan.

Building Prefer

What was the most challenging part of setting up Prefer Coffee, and how did the NUS community help you overcome it?

Fundraising has been the hardest part, but NUS wasn’t directly involved in that process.

How did you validate your product or service, and what role did feedback from the NUS network play?

We spoke to hundreds of coffee companies to validate our product. NUS didn’t play a role in that, but it was a huge step in building confidence in our approach.

Have you leveraged the NUS MBA network for partnerships, suppliers, or customers?

Not yet, but I’d love to. If anyone has connections in coffee, cocoa, or big food companies, I’m all ears.

Reflections & Advice

Looking back, how different would Prefer Coffee be if you hadn’t been part of the NUS MBA ecosystem?

If I hadn’t come to NUS, I wouldn’t have had a reason to be in Singapore. And if I hadn’t been in Singapore, Prefer wouldn’t exist.

What’s one piece of advice you’d give other MBA students who want to start their own venture?

Don’t wait until after graduation. Use your MBA to work on your startup during nights and weekends so you can hit the ground running once you finish.

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Jake’s story shows how the NUS MBA exchange goes beyond the classroom—connecting students to Singapore’s startup ecosystem and opening doors to bold ventures like Prefer Coffee. For partner schools and future entrepreneurs, NUS offers a launchpad into Asia’s opportunities. Discover more in The NUS MBA Experience.