Do-it-Yourself

3/22/2013 2

It starts with a NEED.

That leads to EDUCATION.

A SKILL is mastered.

Create-it-Yourself

3/22/2013 3

It starts with a DESIRE.

That leads to EDUCATION.

A SKILL is mastered.

A CREATIVE EXPRESSION is made.

3/22/2013 4

There’s a Movement from DIY to CIY

From

Fixing

Utilitarian

Doer

Get the job done

Checking a box on a list

To

Creating

Meaningful

Artisan

Unique expression

Moving away from the box

3/22/2013 5

There’s a March away from the Mall…

3/22/2013 6

To a Unique Expression of Yourself

7

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

Global eLearning

Market

$91B1

U.S. Crafts

Market

$30B2

Total Addressable Market = ~ $3 billion.(3)

Movement Creates Opportunity

3/22/2013 8

People want to Learn. Create. Express.

Why?

3/22/2013 9

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

3/22/2013 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.

3/22/2013 11

We See a Cultural Shift

From

Copying celebrity looks…

Focusing on out-of-home

(expensive) entertainment

activities…

Hosting a party… Interest in miscellaneous parties (e.g., picnics,

pool parties) was down 11% from 2010-2012

To

Creating a unique personal style

Doing more things at home as a family

Sharing a celebration in more

meaningful ways Interest in meaningful events (e.g., anniversary

parties, baby showers) was up 14% from 2010-

2012

Source: Demand Media internal data

The Path to CIY

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Mass Consumption Do-it-yourself Create-it-yourself

• Economics of scale called for mass

production & consumption

• Limited options and availability

• “Any color you like as long as it’s

black”

• The Internet opened access to new

storefronts that provide materials

• Global shipping meant delivery to/from

anywhere

• Digital content that is practical,

instructional emerged

• Broadband access made it possible

to access materials and see video

instruction anytime

• Mobile access made it possible to

access materials and see video

instruction anywhere

• Social media enabled expression and

validation

The Path to eLearning

3/22/2013 13

Libraries

Limited topics, inventory, availability,

accessibility

Classrooms

Limited courses, capacity, instructors

Video eLearning

Endless choice of topics

Access anytime

Access anywhere

We Sit at a Convergence Point

3/22/2013 14

Paid Content +

Video Monetization +

Contemporary Crafting Enthusiasm

It All Starts With Inspiration…

Contemporary

Crafting

Ecosystem

…and That Comes from

Content for Real Life…

3/22/2013 16

…From the Best in their Fields 46 A-list Instructors Across 5 Categories

3/22/2013 17

Anna Maria Horner Nashville, TN

Designer & Author

“Making something

with your hands

becomes a record of

that period of time.”

Click for more.

Liesl Gibson NY, New York

Sewing Pattern & Fabric

Designer

"Life is hard.

Sewing is easy.“

Click for more.

Kaffe Fassett London

Quilt Designer

“There’s something

wonderful about the

beginning of an idea.”

Click for more.

Melanie Falick Beacon, NY

Maker & Publishing Director

“This is how we tell

our stories.”

Click for more.

We’re Adding Creativebug’s

Proven Paid Content Platform

3/22/2013 18

5 main

categories

Subscriptions & a la Carte

~150 video

workshops from

46 experts

With Modular Video Courses

3/22/2013 19

Self-paced

viewing &

learning

3/22/2013 20

+

Leading the CIY Movement

People are demanding

Convenience

Instruction

Expression

Inspiration

Self-discovery

We are giving them

Content that can be owned

and accessed on their

schedule

World-renowned experts

Broad variety of courses

Rich, detailed video

Content for Real Life