Untangling: Creativebug

The Creativebug team. Left to right: Chelsea Sena, Devlin Mannle, Fernando Santacruz, Jeanne Lewis, Kelly Wilkinson, Matt Novak, Erik Wilson, Ken Bousquet, Ursula Morgan, Stephanie Blake, Courtney Cerruti, Brian Emerick, Julie Roehm, Su Li, Liana Allday.

The Creativebug team. Left to right: Chelsea Sena, Devlin Mannle, Fernando Santacruz, Jeanne Lewis, Kelly Wilkinson, Matt Novak, Erik Wilson, Ken Bousquet, Ursula Morgan, Stephanie Blake, Courtney Cerruti, Brian Emerick, Julie Roehm, Su Li, Liana Allday.

This is the third in a series of blog posts with the generous sponsors of the 2016 Rhinebeck Trunk Show.

These days, there is certainly no shortage of resources for receiving knitting instruction online, whether you do a Google search for a certain technique or need to re-learn the basics. But, sometimes you just want to really sink your teeth into a new technique or project, but don’t have the time, or the budget, to take a class with a well-known teacher.

There are a few sites that offer a way to take classes online, but I particularly like Creativebug. Run by CEO Ursula Morgan, Creativebug offers knitting classes from the likes of Marly Bird, Gundrun Johnston, Norah Gaughan and Jill Draper, as well as video instruction on sewing, quilting, jewelry making and paper crafts. The model is particularly unique, as it gives you the opportunity to pay a small monthly fee for access to as many classes as you’d like — which is especially nice if you want to explore crafts that go beyond knitting and crochet.

As I am a Creativebug affiliate (clicking the link above will allow me to receive credit if you decide to become a member), they were one of the first companies I considered as a new sponsor of this year’s Rhinebeck Trunk Show. I recently chatted with Ursula about the business:

Tell me about how Creativebug got started.

In short, Creativebug was started with an idea and two cousins. Jeanne Lewis was chatting with an artist friend in New Orleans about an online art class that she had spent $160 to take and it was only available for three weeks. This triggered some thoughts for Jeanne. She thought about how she wouldn’t have three weeks straight to work on a class, so what if she could access a class that was affordable and available to fit within her schedule (even at 3 a.m.) as well as be available for as long as she needed. There were a lot of twists and turns with the initial idea. She eventually brought in her cousin Julie Roehm to help develop the business model, and after many, many long nights and days, www.creativebug.com was born.

How do you feel Creativebug sets itself apart from similar websites?

Creativebug is different for many reasons: we are subscription based versus a pay by class platform. For $4.95 a month you have unlimited access to over 700 classes, and each month you get to add a class of your choice to your Library to keep forever. Our videos are crafted in a documentary style, which we believe creates a more personable way of teaching/learning. We have also created an environment where we are able to offer classes on a plethora of crafts taught by instructors that support each other, and who like promoting and supporting each other’s craft. We are really proud of how unique our site is.

How do you choose your instructors?

We select our instructors very carefully. We think that it’s important to have instructors that are able to articulate the different ways one might approach the craft. While not exclusive, we usually have instructors who have established a name for themselves as an expert in their craft or have had a book published, which is also helpful in determining their teaching style.

Left: Jeanne and the dev team discuss changes to the site. Right: During the meeting, Urusula and Julie check in through a window that opens into Jeanne and Ursula’s office.

Left: Jeanne and the dev team discuss changes to the site. Right: During the meeting, Urusula and Julie check in through a window that opens into Jeanne and Ursula’s office.

What’s the average day like at the Creativebug HQ?

As you can imagine, there isn’t really an “average” day here in Creativebug HQ! Some days you’ll find us shooting in the studio, meeting with our great partners or having a crafternoon. We have Live Shoots every Tuesday and Thursday and we have our Numbers meeting every Monday with our entire team where we all contribute ideas on how to keep our business sustainable. One thing that we have every day is excitement, all while shop dogs Pup Charlie and Ollie run around playing with each other!

What are some of the biggest challenges for a site such as yours?

One of the biggest challenges for our site is consumer recognition. When people come across Creativebug, we want them to know who we are and feel confident subscribing to us. We are a new frontier, being “Netflix” for crafters and DIYers. There’s not really another service out there on a subscription basis that lets you swim in all lanes. So it’s important to us to explain to customers that they have access to hundreds of classes, getting that value proposition across. The other challenges are turning this digital business into a sustainable business, keeping people loyal and growing our subscription numbers.

creativebug-knitting

Have there been employees who have learned a new craft from a Creativebug class?

Tons!! I think that every single one of us has learned a new craft from Creativebug! I have learned how to make a beaded leather tassel necklace with Elke Bergeron that I am obsessed with,
Julie is painting now thanks to Yao Cheng’s watercolor class, Zenaida has picked up drawing, starting with Lisa Congdon’s Basic Line Drawing class, Li learned how to bake a pie with a delicious crust, Devlin learned how to knit twisted rib socks with Edie Eckman.

Is there a particularly unusual craft project that someone at Creativebug has done?

There are a few, but perhaps the most peculiar would be Faith’s Facebook “Bubble Print” live shoot. Who would have imagined that food coloring and dish soap could create such beautiful images to create cards and gift tags!

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