Bluprint CEO John Levisay sent out a survey to instructors yesterday with questions intended to learn more about their impressions of the company and goals for working together in the future. The survey was accompanied by a letter from Levisay that acknowledged the company’s shortcomings in instructor communication over the past year, as well as the drop in revenue many instructors have experienced since the move to a subscription model and the NBCUniversal buyout.
“One of our core tenants (sic) since we started Craftsy has been that instructors are the lifeblood of the company,” Levisay wrote. “We provide a conduit through our production resources, technology platform, and marketing acumen and investment to help our instructors reach new customers, but fully recognize that it is ultimately the domain knowledge that our instructors have that drives the business. We know that the exposure and income are meaningful to our instructor family and I do not take this lightly.”
Last week Craftsy became Blueprint.
The survey
The instructor survey asks questions such as, “How likely are you to recommend Bluprint as a place to work to other instructors?” and “How do we compare to other brands/businesses you partner with?” The survey questions also hint at programs and products Bluprint is considering implementing in the future. One question asks instructors how interested they might be in hosting offline events with Bluprint members. Another asks if they might be interested in attending an Instructor Summit, an event Craftsy held in January 2016 that was well-received by instructors but hasn’t been held since. Another question gauges interest in hosting online events with Bluprint.
Award-winning quilter Jacquie Gering, who has three classes on Bluprint, reacted this way when the survey arrived in her inbox: “The survey seemed to be hinting that they want teachers to work with them, but trust is so low that many of us, me included, are wary or done with Bluprint. I keep getting asked to support and promote a company that doesn’t support me.”
Revenue drop
The erosion of trust Gehring is referring to stems partly from a steep drop in revenue many instructors have experienced over the past year. When we reported on this in August NBCUniversal gave us the following statement, “We knew that moving from an a la carte model to a membership model would necessitate a transition period in the short term, but remain confident that it is what is best for our customers, and eventually will be a great situation for our instructors. We ask for patience during this transition.”
Now, five months later, the company is asking for patience again. In yesterday’s instructor email Levisay said of the subscription mode, “…this decision will ultimately create a better, more sustainable, and more profitable model for both the company and our instructors.” Ann Steeves, whose Bluprint class is Sewing Knits Without a Serger, is dubious of this claim. “I attended a meeting late last year where another Craftsy/Bluprint instructor was the speaker, and she came right out in the meeting and said, ‘I can’t recommend Craftsy classes any more since they cut instructors’ earnings drastically.’ I nearly stood up and cheered,” Steeves recalled. “She, along with many other instructors (myself included), has created classes using other platforms like Teachable.”
Communication breakdown
There’s also been a breakdown in communication between Bluprint and instructors since the NBCUniversal buyout. In January of last year, for example, Craftsy ceased having a moderator for the instructor Facebook group, a place where many instructors turned to get answers to their questions. “We’re happy to provide you a space with this Facebook page to communicate with one and other. Please note, since this space is intended for you to interact with other instructors, our support team is not actively monitoring this page,” the notice at that time said.
In yesterday’s email Levisay said he’s now taking steps to improve communication. “We know we can do better with regard to our instructor communication. We are investing in our teams in 2019 to support this, providing better and clearer information on affiliate programs and tools, and re-focusing on making sure our instructors, both new and old, feel appreciated and heard,” he wrote.
Instructor Kate Colleran says while she’s grateful that Levisay is reaching out, it may not be enough and he may have waited too long. “I appreciate that they sent the survey out to ask us how things are going,” she says. “I think for many instructors, it was a little too late. They went from making the instructors feel like an integral part of the company with lots of interaction to nothing. And now, not a conversation with instructors, but a survey. Impersonal.”
Colleran says she struggled with the survey. “I found it hard to answer some of the questions. Especially the questions about do I want to do more with them in 2019. I want to do more with the old Craftsy but am not sure about the new Bluprint,” she says. “I would need to hear more before saying yes as I don’t understand what they want, or what direction they are heading in and how I might fit in.
“hosting offline events with Bluprint members. Another asks if they might be interested in attending an Instructor Summit”
I’m noticing an increasing trend that makes Bluprint more parochial with some offers (free postage etc.) yet international members pay the same subscription amount.
I can’t get past “core tenants.” lol
I’m with you, Ellen!
Yes. Tenants–does that mean everyone should pay rent for using their service? It sounds like a Freudian slip.
As a consumer, I love Bluprint. I have been with Craftsy since the beginning, but have not bought classes with them for some time because the last couple were not great (for me) so I did not want to invest in something else that was disappointing. With Bluprint, I can try out all sorts of new classes and crafts. Which is exactly what I’ve been doing. And is nice to be able to stream the classes on my phone while I’m exercising at the gym. I can watch an hour long embroidery lesson while I’m on the elliptical and then try it out after dinner. I like feeling like I’m learning something new while spending that time exercising and not just watching cable tv (which is the worst). However, I don’t like to think that the instructors have been given the shaft. That isn’t right. The Craftsy classes are the best in terms of being thorough. And I do love that I can have the phone next to me at the sewing machine to help me learn a new technique. They are nothing without the instructors, and I do hope that gets worked out. I will also add that the instructors I like the best, I have sought them out online and follow them on social and would take a Teachable style class from them if something was offered.
I agree 100% and those are my exact thoughts!
From a consumer perspective, I have cancelled and resubscribed to Bluprint for one reason; I want to watch the old Craftsy content in quilting, sewing, embroidery, crochet and now painting and drawing. I’m wondering though, if I actually buy the Craftsy class that I just watch on Bluprint, does the instructor get a better share?
The new Bluprint content is really weak in comparison to Craftsy. The classes are shorter and a lot of the information and details are left out to shorten them, which defeats the purpose Bluprint! It is disconcerting to watch an instructor on Bluprint whose work looks sloppy or amateurish.
It is really sad, but like Patty, we find and follow our Craftsy instructors directly. I have bought classes from you on other platforms, have bought your books and patterns and have taken classes from you because I fell in love on Craftsy. You deserve to compensated for what you bring to the table.
Interesting article, I recently joined Blueprint because it was cheaper…69.99 a year. I watched a lot of contet over the few days that the classes were open to Craftsy members for free. I’m truly dissipointed that the tea hers are peing treated poorly, they are the reason I joined. There have been so many classes that I truly enjoyed and I will see how this year’s classes compare to all the classes I have taken from Craftsy over the last 4 years. To the I structors: I’m sorry that things have gotten so bad for you but know that you have all taught me a lot of different techniques and I .love your for it.
I received a year subscription to BluPrint and previously used the Craftsy platform. I found the quality measures quite random with instructors and no support from Craftsy to give these technically killed individuals experience in demonstrating their craft. I’d like to see BluPrint invest $$$ into media performance skills, at not cost to instructors who have been peer reviewed. Doing so would: improve the teacher learning process, give instructors confidence in front of a camera so as to not bore and annoy customer with the uh, yeh, uh speaking mistakes as an example. Plus some people spend way to much time on teaching a simple skill and called it a course on Craftsy. Very annoying when you’ve paid good money. At least on the BluPrint platform right now there appears to be improved presentation skills however, and the big however, is that many important artists have been dropped or are unable to meet whatever BluPrint contracts are. I don’t think NBS realized they are working with many cottage industry businesses who lead the movement. BluPrint needs to feed the industry not drain it.
I joined Bluprint because it was a great deal! Unlimited classes, free shipping, 50% off supplies. Plus I got a huge box of supplies & an entire quilt kit! I do not pay for classes online, when there is plenty of free ones on line. But after watching several classes in Blu, I’m impressed!
Instructors, I’m sorry if you’re disgruntled. But I’m happy with the program.
I loved the Craftsy platform and have over 80 classes. I found Craftsy easy to navigate and extremely helpful. Bluprint on the other hand is difficult to navigate and I have tried to purchase a class from Bluprint but cannot find out how. I tried the help and search sections to no avail. I’ve got tell you it is very frustrating to many individuals (of whom we have discussed this issue) that loved Craftsy and expected so much more from Bluprint. Other than going to view my current classes and patterns I don’t know if I will try Bluprint again. So that you know I did try the free access the couple of times it was offered.
I agree, it is hard to navigate. They need to have a “new class” section that is actually focused on new classes. I don’t believe you can purchase an individual class on Bluprint. It is a monthly subscription for unlimited content.
Yes, you can purchase an individual class on Bluprint. You go to the ‘shop’.
However, you have to be careful if you already own classes as Bluprint will allow you put a class you already own into the cart and purchase it again.
thank you!]
I was a frequent user of Craftsy and now my purchased patterns and classes are being gobbled up. I would often refer back to a class for reminders of techniques. I have no interest in Bluprint and being part of another annual “membership.” I feel horrible that instructors were basically dumped upon and left in the dark. It does seem that a survey is way late and this ship has sailed. Like so many other aspects of this business, people learn to adapt but they find alternatives and close doors as well.
Elena,
I, too purchased many classes on Craftsy platform and pattern as well. I was concerned when reading your comment “my purchased patterns and classes are being gobbled up.”; thus concerned if my purchased patterns and classes were no longer available to me. After checking in my Library menu, they were still available. Do we need to be concerned that sometime in the future we may no longer own those classes and patterns we previously purchased on Craftsy?
I think that would be illegal as this is something you paid for and probably the only way this could happened is if they shut down the website. But I am not an attorney so I guess there could be other factors where this could happen. I hope not as I have 88 classes and a ton of patterns also.
IMO, the change to a subscription model is not a positive change. That alone has encouraged me to scrap my wishlist of classes I had formerly considered purchasing from Craftsy. I dislike paying monthly or annual fees, and have no intention of purchasing anything from Blueprint on that basis.
I am so fed up with subscription models – they are basically coercion and in most cases a way to suck money out of you without you thinking about it. Just like those gym memberships that you pay for and don’t use.
The main reason I subscribed to Bluprint is because I can watch it so easily on my Roku and Firestick. I never bought a class on Craftsy because I found what I needed from YouTube and blogs I follow. I have bought patterns though and LOVE those people that I have followed for years. I will still buy patterns from the people I follow. I also LOVE Skillshare and it’s also subscription based. I just won’t buy a class when I don’t know if it’s even what I want to learn for sure. I don’t watch TV at all. I’m always on Bluprint, Skillshare (way less now since they don’t have a Roku app.), or YouTube. I think in the long run (and it might be a tough long run,) I think instructors will see many more people like me will find these services. It’s bringing a whole new audience in my opinion. Even my kids are on Bluprint a LOT (cake decorating). It’s totally awesome for kids!! No nastiness for my kids as they learn to sew and bake. If your kids haven’t seen Jump into Cake Decorating…they will LOVE him. People are cutting the cord to cable every day and Bluprint is a really great option for people like me. I’m loving the new model as a customer.
The change of name to bluprint from craftsy bothered me. It is obvious that they wanted to appeal to men as well as women (many men won’t go to a site that sounds “feminine” – like my husband, for example). It seems that they are producing fewer classes in the original “craftsy” mode and making more classes to appeal to their new audience. I really am not interested in the new type of classes (tried watching them, not my cup of tea).
I subscribe due to being able to watch on the roku app, but they make it harder to watch there as they only show about 30 classes on the app, and it’s always the same ones. you have to go online, look up the classes, go into search mode on the TV, type in the actual name and search to find the class. While that is not difficult, it is a pain to use the keyboard on the app, especially for arthritic fingers.
I do own about 40 craftsy classes, and those do not show up on the app. They really need a “show more” button on the app. I should be able to watch all the classes for $15 a month, even the ones I paid for.
And they need to produce more classes in the original craftsy mode. I have nothing against the classes I do not care for, and am glad for the people who do like them. But how many times can you watch the same machine embroidery classes over, and over, and over, etc.
I find myself watching the app perhaps once a week, mostly because I don’t want to waste money . I have thought about cancelling my subscription, but as an optimist, I keep hoping that new classes are on the horizon.
I have purchased many Craftsy classes – many were great and a few were duds. The production value was high. I rarely bought at full price, though – mostly waited for the $20 sales. When you’ve got great instructors like Annie Unrein and Susan Khalje, I should be willing to pay more.
I, too, am not interested in a subscription model because that seems to include a bunch of drek along with the gems – and I just don’t have enough time to feel like I’m getting my money’s worth.
I also bought many patterns through Craftsy and now I see that many of them have disappeared off the new platform. I could still download mine but the images no longer appear. I’ve also bought patterns from Etsy. Is there another “indie pattern” source out there?
I’m not happy that instructors aren’t getting value from the new platform. Unfortunately it appears that Bluprint’s efforts are going to be “too little, too late” as in today’s world when you don’t treat people right word gets out very, very quickly.
There’s been many changes over the last year from Craftsy -Craftsy unlimited, Craftsy &Bluprint , To now just Bluprint. It’s been most upsetting for those of us who used Craftsy for many years – worrisome what would happen to our classes … Then the initial offerings from Bluprint weren’t meeting the needs of the original Craftsy consumer. I have to give credit where it’s due to Bluprint for going to it’s existing customers and asking all the right questions. A pretty impressive response to the key problems came with a speed I admit surprised me . I don’t feel worried about losing my “forever classes “ . The quality of what Bluprint is offering has improved quite a bit . They’ve admitted the instructors have taken a hit initially and addressed the issue – recognizing it wasn’t a fair situation. At the prices Craftsy was charging for its classes , they weren’t able to profit . For instance, those of us who’ve taken part in Knitstars1, 2, or 3 know how $$$ The classes can be . I haven’t tried some of the platforms mentioned , but definitely will be taking a look 🙂 Personally , I feel an earnest effort is being made by Bluprint to make things right . It’s in their best interests for the obvious ..For those of us who love creating and want high quality content &instructors , we each have to decide what works for us . Hopefully, it can work fairly for everyone. I’d like to see a thriving new arena for students and teachers . Perhaps too optimistic? I hope not 🙂
I am very disappointed in Blueprint/Craftsy. I want to be able to purchase the class I want and ONLY the class I want. I am NOT going to pay a membership. I have turned to purchasing classes from the individuals and I hope more of the sewing, quilting instructors go that route. Some of the instructors are even doing FREE webinars that I really appreciate. So, as long as I am able to get those Craftsy classes that I have purchased in the past those will be the only Craftsy/Blueprint classes I will have.
It’s really disappointing that this survey was only open for less than a week – I just went to fill it in now, and it’s closed to any new responses. There was nothing in either email to indicate a closing date, so I guess they only care about responses from people who don’t have day jobs and other commitments. :/
I’ll also note that it wasn’t password protected in any way.