Slow Ventures Invests in Woodworking Creator | $60M Fund

Slow Ventures Invests $2 Million in Woodworking Creator Jonathan Katz-Moses

Slow Ventures’ Creator Fund has provided $2 million in funding to Jonathan Katz-Moses, a well-known woodworking content creator. He boasts a substantial following of approximately 600,000 individuals, and his videos have garnered close to 75 million views. Katz-Moses also operates his own line of woodworking tools.

First Investment from $60 Million Fund

This investment represents the inaugural deployment of capital from Slow’s $60 million Creator Fund, which was launched in February. The fund’s objective is to facilitate the establishment of businesses by creators, operating on the premise that the qualities driving their success as influencers are transferable to entrepreneurial ventures.

Shifting Role of Creators

Billy Parks, a partner at Slow Ventures and the lead investor in this deal, explained to TechCrunch that the function of creators has undergone a significant transformation over the last decade. Initially focused on media and brand partnerships, creators are now increasingly concentrating on constructing genuine, “off-platform” businesses.

“The pandemic undeniably spurred direct-to-consumer expansion for many,” Parks stated. “However, the crucial indicator lies with those who have sustained and expanded beyond that initial surge, demonstrating their capacity to build something enduring and viable.”

Creator-Founders as Entrepreneurs

Parks emphasized that a successful creator-founder adopts an entrepreneurial mindset, prioritizing the development of authentic businesses they own and control, rather than simply pursuing notoriety.

Katz-Moses’ Journey and Business Expansion

Jonathan Katz-Moses exemplifies this model. His video content is dedicated to teaching woodworking techniques, and he has successfully extended his reach by offering his own tools and accessories to his audience. He leads a team focused on business development, operations, and ongoing YouTube content creation. The investment from Slow will bolster these efforts.

A Life-Changing Event

Katz-Moses’ entry into woodworking was prompted by a violent assault in 2010. He recently shared his story in a video, recounting waking up injured and surrounded by emergency personnel. He sustained a broken eye socket and wounds requiring 80 stitches, yet described the experience as the most joyful moment of his life simply because he had survived.

From Trauma to Creation

Following the assault, he embraced woodworking as a means of pursuing his passions and leaving behind unfulfilling endeavors. He began documenting his creations on YouTube, quickly building a dedicated community. As his business and personal brand evolved, he encountered typical challenges faced by founders, including inventory management and personal compensation.

Selection from a Competitive Pool

Katz-Moses was among 700 applicants for Slow’s Creator Fund. He shared with TechCrunch his excitement when Billy Parks contacted him to discuss his business further.

“Billy Parks from Slow contacted me in March expressing his interest in a meeting,” Katz-Moses revealed to TechCrunch.

Impressions of Katz-Moses’ Operation

“During our visit to his 30,000-square-foot workshop in Santa Barbara, we were deeply impressed by his serious dedication to the brand and his commitment to building a scalable business,” Parks explained to TechCrunch, outlining the rationale behind Slow’s decision.

Early-Stage Support for Creators

Parks articulated Slow’s strategy of partnering with creators at an early stage, providing support when it can have the greatest impact on their growth. The firm has already established relationships with several creators outside of this specific fund.

Investing in the Creator Economy

Slow’s Creator fund demonstrates a broader trend of firms increasing investment in the Creator economy and exploring collaborations with influencers, as these creators increasingly function as innovative business leaders.

Focus on Niche Expertise

Parks stated that Slow prioritizes creators operating within clearly defined niches, rather than broad entertainment categories. They seek individuals with an engaged community and recognized authority in their respective fields. “This combination fosters businesses with robust foundations and sustainable growth,” Parks added, mirroring traditional investor vetting processes.

Future Plans and Content Strategy

Since receiving the investment, Katz-Moses has expanded his team to include product developers, initiated patent applications, and is exploring new product opportunities. He also intends to increase the volume of educational content related to woodworking. “Our aim is to distribute content across all major platforms,” he said, “but YouTube will remain our primary focus.”

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