a new video platform offering classes about skilled trades begins to build momentum

A New Approach to Skilled Trades Education: Copeland

While trade schools have long existed, a new venture named Copeland is aiming to revolutionize access to skilled trades education. The company intends to deliver comprehensive training in areas like plumbing, drywall installation, and cabinetry through expertly produced, pre-recorded online classes.

Inspired by MasterClass and Addressing a Labor Gap

Copeland’s model draws parallels to MasterClass, a platform known for its high-quality instruction from prominent figures. The startup was conceived by Michael Dearing, an early investor in MasterClass, who recognized a significant opportunity. He observed a disconnect between a shortage of skilled workers in the construction industry and a pool of underemployed individuals seeking viable career paths.

Gabe Jewell, Copeland’s co-founder and CEO, brings relevant experience to the table, having previously served as a creative producer at MasterClass for nearly four years.

Competition and Funding

Copeland operates in a competitive landscape, facing not only traditional trade schools but also the vast and freely available resources on platforms like YouTube. Despite this, the company has garnered investor confidence.

Having already produced nine distinct educational modules, the six-person, Bay Area-based company recently secured $5 million in seed funding from Defy.vc and Collaborative Fund, bringing its total funding to $7 million.

Conversation with CEO Gabe Jewell

We recently spoke with Jewell to gain deeper insights into Copeland’s vision and target audience.

Credentialing and Licensing

TC: Given the current labor shortages in the trades, do you plan to offer credentials to validate your students’ training to potential employers?

GJ: We are considering options for demonstrating proficiency, such as aptitude assessments and certificates of completion. However, full licensing presents complexities, as requirements vary regionally and often involve extensive apprenticeships, like the typical four-year process for electrical contracting.

Our initial focus is on providing foundational education and skill development, rather than direct pathways to licensing.

Assessing Skills Online

TC: How will you effectively assess users’ skills on a one-to-many online platform?

GJ: Assessments could include tests of construction mathematics, evaluating a user’s ability to calculate angles and areas. We can also assess general industry knowledge. While an online test cannot fully replicate hands-on building experience, it can provide valuable insights into a student’s understanding.

Leveraging Industry Experts

TC: Could you attract more attention by featuring well-known homebuilders or tradespeople from DIY television shows as instructors, similar to MasterClass’s celebrity-driven approach?

GJ: We are exploring that possibility. The online community of professional builders has been very receptive to our platform. However, our priority remains ensuring the highest quality of instruction.

Targeting Homeowners and Professionals

TC: Do you anticipate attracting homeowners as students, in addition to aspiring tradespeople?

GJ: We expect to appeal to a DIY audience. For instance, our deck-building course will equip students with the skills to work professionally, but it will also be valuable for homeowners undertaking their own projects. Learning from experienced professionals offers a significant advantage.

We also envision connecting these audiences, allowing homeowners to find trusted remodelers through the Copeland platform.

Course Creation and Partnerships

TC: What is the typical timeframe for developing each course?

GJ: Currently, it takes approximately two months to produce each course, which generally ranges from one to two hours in length. We anticipate greater variability in course duration as our library expands.

TC: Are you collaborating with homebuilders or commercial real estate developers facing labor shortages?

GJ: We are actively building partnerships with real estate developers. Several collaborations are in progress, and we are excited to expand this aspect of our business as we create more content.

Subscription Model and Future Content

TC: What is your pricing structure, and will you introduce subscription options?

GJ: Currently, we offer individual courses for $75, providing lifetime access. Businesses can also purchase multiple seats. As our content library grows, we plan to introduce more flexible pricing options, including subscriptions.

TC: What new courses are in development?

GJ: We are currently focused on residential construction, covering both hands-on skills like carpentry and cabinet making, as well as essential knowledge such as blueprint reading. We will continue to expand our offerings to include plumbing, drywall, and general contractor skills, including contract review and risk management.

We are also developing a library focused on commercial construction management, taught by university professors, bridging the gap between field work and office administration. This will cater to experienced craftspeople seeking leadership skills and individuals transitioning from other industries into construction office roles.