On today’s episode of the Craft Industry Alliance podcast we’re talking about online learning with my guests Ursula Morgan and Julie Roehm.

Ursula Morgan

Ursula is the CEO of Creativebug, the award-winning DIY art and craft instruction site with 1,000+ videos for all skill levels. For $9.95/month, consumers have an all-access, no boundaries pass to all their creative interests. In her role as CEO Ursula grew subscriptions by 533% in her first year, a further 75% in year two, and 60% in year three. Creativebug under Ursula’s stewardship was acquired by JOANN stores in April 2017.

Julie Roehm

Julie Roehm is the Founder and now Vice President of Partnerships and Operations at Creativebug. Before founding Creativebug she spent 15 years in the financial services industry where she managed a team of user experience designers to create exceptional customer experiences.

creativebug logo

We begin this conversation by talking about what Creativebug offers today and how Julie and her co-founders came up with the idea for the company originally. Creativebug has been bought and sold several times and last year was acquired by JOANN. Ursula and Julie explain the synergy they feel with JOANN and how the new arrangement is working for Creativebug.

creativebug team

We also discuss who the competitors are and how Creativebug differentiates itself in the online learning market. Ursula and Julie give examples of things that have worked well over the years and experiments that haven’t panned out quite as well. I ask them to explain what they’re looking for in a Creativebug instructor, whether they accept pitches, and what you can do to make yourself a more attractive candidate to teach on the platform.


We reference:

And, of course, I ask Ursula and Julie to recommend great stuff they’re loving right now.

Ursula recommends:

Julie recommends:

Keep up with Creativebug at Creativebug.com and follow along on Instagram and Facebook.


Culler Creations Snow Skirt

This episode is sponsored by Culler Creations. You may still be enjoying fall colors where you live but, eventually, the leaves will fall and the temperatures will drop.  Winter will come!  You could be ready to stay warmer and enjoy winter more if you make your own insulated Snow Skirt with a pattern from Culler Creations.

With a Snow Skirt over your regular clothing, you will be warmer walking your dog, waiting at the bus or subway, watching your kids play or maybe even getting out and making a snowman with grandchildren.  Get a complete kit with everything included from fabrics and pattern to zippers and matching thread.  There are many colors of ripstop fabrics and trims to choose from, so your Snow Skirt can be warm and as unique as you are! Check it out at CullerCreations.com.


You can listen to this episode by clicking on the green arrow below, or subscribe to the Craft Industry Alliance podcast on iTunes or on Stitcher so you never miss an episode. If you enjoy the show, tell a friend about it! Thank you so much.

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