bake - March 2013 - 48

equipment. I may have to go out and
buy something, and I have to clean up. I
do all of that for only one day — I can’t
reach many people that way. Craftsy is a
great way to reach a global audience.”
Strauss was equally impressed with
Craftsy’s preparedness. “The more
I learned, the more it became clear
that they had everything together and
knew what they wanted,” Strauss says.
Craftsy flew Strauss to Denver, as they
do for nearly all other video instructors, for filming last November. Strauss,
who’s been a guest on Food Network
Challenge, Martha, Rachael Ray, The
View and The Today Show (she also had a cake featured on

that not just anybody can be a video instructor for Craftsy. The

Sex and the City), says everything about the video shoot was

whole idea is that the site offers top-notch lessons from mas-

“pro.” She had recently been asked by numerous websites to

ters in their respective fields, at a reasonable price.

do similar tutorial-style videos, but chose Craftsy because of
its professionalism.

Craftsy has turned out to be a convenient and complication-free
source of supplemental income for Strauss. The video classes sell

“They use cake designers that are established,” Strauss says. “It

themselves, without having to consider the schedules of both the

takes more than just owning a cake shop. With Food Network,

students and the instructor. “That’s the beauty of Craftsy,” Strauss

now everyone thinks they can do it.” Strauss reinforces the fact

says. “I can be teaching to an audience of 1,000 people. I record
it once, but people can watch it whenever
and wherever. I’m a mom — sometimes
the most free time I have is after the work
day ends and the kids go to sleep. Most
cake decorating classes are on weekends,
and that’s really hard for people with families and jobs. This way they get to watch it
on their time.”
Strauss receives a percentage of the net
revenue from her handbag class, and a
bigger chunk from purchases made via
her website — driving potential students
to her site has the added benefits of
increasing traffic and exposing more
customers to her products and services.
Strauss plans to film more videos for
Craftsy in the near future.
A LEX TR ETB A R

48 < MAR 2013 | bakemag.com


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