About us · Alex + Lee
We’re Alex Schinasi and Lee Rotenberg. We’ve built companies together, sold companies together, and spent plenty of time figuring things out together.
Unfinished Business started with the conversations we were already having: what’s actually happening inside our businesses, what’s working, what isn’t, and the things founders usually only tell each other privately.
We’re not interviewing from the sidelines. We’re building alongside our guests.
Why we started Unfinished Business
There’s no shortage of entrepreneurship content. A lot of it arrives after the win, when the story has been cleaned up and the bad decisions have become “valuable lessons.”
We wanted the conversation before that edit. The messy middle: growth, margins, marketing, inventory, hiring, retail, partnerships and cash flow. Big wins. Expensive mistakes. Decisions we’re still not sure about.
No victory laps. No pretending we have it all figured out.
Who we are
Two SaaS exits, and now a very physical product. Alex is a repeat founder and co-founder of Hulken, a bootstrapped consumer company that’s grown to nine figures in cumulative sales.
Her perspective comes from building across software and consumer. Brand, growth, marketing, DTC, retail: the work of making something people want, then making it sell.
She knows the neat version of a founder story rarely includes the whole story. That’s the part we want on the show.
Lee and Alex built Ivy together, then Clay. Both were acquired. Today, Lee is Chief Revenue Officer at Hulken, with another set of very real decisions on her desk.
From software for interior designers to early-childhood education technology to consumer, she brings the perspective of someone who has built and operated across very different businesses.
Revenue isn’t an abstract topic for her. It’s the day job. That keeps our conversations close to what operators actually need to get done.
From SaaS to schlepping
Speed is our unfair advantage.
Move with urgency · Decide · Take the risk · Learn by doing
$100M+
Lifetime Hulken sales
Before Hulken, we co-founded and sold two SMB software companies together. Alex also co-founded Hulken, which started as a side hustle while we were building software businesses.
When we went all-in on consumer, we didn't have a traditional retail playbook. But we had something else: speed, urgency, and a willingness to take risks.
In tech startups, you learn quickly that speed is survival. We brought that mentality to Hulken: moving fast, testing constantly, staying lean, and learning as we go. That approach has helped Hulken surpass $100M in lifetime sales.
We started Unfinished Business because we're still learning. We sit down with founders and operators we admire to talk real numbers, hard lessons, and what it actually takes to build a profitable brand.
Because there's always unfinished business.
From side hustle to Vogue.
Read the Vogue featureWhy the two of us
We have a lot of shared history. We don’t always have the same take.
That’s what makes hosting together work. We agree, we disagree, and we bring different lessons to the same problem. We’ve been in enough rooms together to skip the polite version and get to the useful part.
The friendship is real. So are the opinions. And the businesses we’re talking about are still very much in progress.
What this is really about
We’re not here to present ourselves as people who have figured everything out. We haven’t.
We’re talking to founders and operators who are in it, and sharing the conversations, lessons, mistakes and opinions that normally stay private. If you’re building too, you deserve more than the polished recap.