Demand Media has recently acquired Creativebug. Together we're leading the growing create-it-yourself movement with high-quality video workshops delivered by a-list instructors - whenever and wherever people want to express their creativity.

2. Do-it-Yourself
It starts with a NEED.
That leads to EDUCATION.
A SKILL is mastered.
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3. Create-it-Yourself
It starts with a DESIRE.
That leads to EDUCATION.
A SKILL is mastered.
A CREATIVE EXPRESSION is made.
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4. There’s a Movement from DIY to CIY
From To
Fixing Creating
Utilitarian Meaningful
Doer Artisan
Get the job done Unique expression
Checking a box on a list Moving away from the box
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5. There’s a March away from the Mall…
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6. To a Unique Expression of Yourself
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7. Movement Creates Opportunity
Global eLearning U.S. Crafts
Market Market
$91B1 $30B2
Total Addressable Market = ~ $3 billion.(3)
1) IBIS Capital, Global e-Learning Investment Review, January 2013
2) Craft & Hobby Association, CHA Attitude & Usage Study Update, June 2011. Includes workshops, commerce, etc.
3) Based on “The State of Specialty NeedleArts 2010” report by Hart Business Research 7

8. People want to Learn. Create. Express.
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9. Why?
Do-it-yourself has become a way of life.
-More than 100 million people access Content for Real Life every month through
Demand Media
There’s a movement to go a step further to create-it-yourself.
~20% of Demand Media page views are craft related
-Interest in our craft content has been growing 20+% every year
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10. People now have FREEDOM to EXPRESS themselves.
They have the POWER to make themselves seen and heard.
They have CONFIDENCE in their ability to CREATE.
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11. We See a Cultural Shift
From To
Copying celebrity looks… Creating a unique personal style
Focusing on out-of-home Doing more things at home as a family
(expensive) entertainment
activities…
Sharing a celebration in more
Hosting a party… meaningful ways
Interest in miscellaneous parties (e.g., picnics, Interest in meaningful events (e.g., anniversary
pool parties) was down 11% from 2010-2012 parties, baby showers) was up 14% from 2010-
2012
Source: Demand Media internal data
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12. The Path to CIY
Mass Consumption Do-it-yourself Create-it-yourself
• Economics of scale called for mass • The Internet opened access to new • Broadband access made it possible
production & consumption storefronts that provide materials to access materials and see video
instruction anytime
• Limited options and availability • Global shipping meant delivery to/from
anywhere • Mobile access made it possible to
• “Any color you like as long as it’s
access materials and see video
black” • Digital content that is practical,
instruction anywhere
instructional emerged
• Social media enabled expression and
validation
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13. The Path to eLearning
Libraries Classrooms Video eLearning
Limited topics, inventory, availability, Endless choice of topics
Limited courses, capacity, instructors
accessibility Access anytime
Access anywhere
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14. We Sit at a Convergence Point
Paid Content +
Video Monetization +
Contemporary Crafting Enthusiasm
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15. It All Starts With Inspiration…
Contemporary
Crafting
Ecosystem

16. …and That Comes from
Content for Real Life…
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17. …From the Best in their Fields
46 A-list Instructors Across 5 Categories
Anna Maria Horner Liesl Gibson Kaffe Fassett Melanie Falick
Nashville, TN NY, New York Beacon, NY
London
Designer & Author Sewing Pattern & Fabric Maker & Publishing Director
Quilt Designer
Designer
“Making something “There’s something “This is how we tell
"Life is hard.
with your hands wonderful about the our stories.”
becomes a record of Sewing is easy.“
beginning of an idea.”
that period of time.” Click for more.
Click for more.
Click for more.
Click for more.
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18. We’re Adding Creativebug’s
Proven Paid Content Platform
5 main
categories
~150 video
workshops from
46 experts
Subscriptions & a la Carte
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19. With Modular Video Courses
Self-paced
viewing &
learning
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20. +
Leading the CIY Movement
People are demanding We are giving them
Convenience Content that can be owned
and accessed on their
schedule
Instruction World-renowned experts
Expression Broad variety of courses
Inspiration Rich, detailed video
Self-discovery Content for Real Life
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