Creating the Next Generation of US Employees. My Investment in Treehouse

by Mark Suster on October 19, 2011

[updates to post below] I’ve just completed an investment in Ryan Carson’s new company, TreeHouse. It meets everyone of my criteria so I thought I’d elaborate.

1. I’m investing heavily in Internet video.
Why? Americans watch 5.3 hours of television / day – many age groups are even more. We read less than an hour / day. I know readers of this post aren’t in that demo but that’s what the data says.

So I invested in Maker Studios, which is now the 3rd largest producer of Internet video on the web. Full stop.  If you want a sense of their content, an example is their “Epic Rap Battles of History” channel including Stephen Hawkins vs. Einstein, Napoleon Bonaparte vs. Napoleon Dynamite and my favorite Mr. T vs. Mr. Rogers [this last one NSFW]. I will talk much more about Internet TV in a future post.

TreeHouse is also a video company. But its objective is to teach the world web design or to program computers.

2. I’m investing in businesses that reinvent education.
And while Maker Studios is pure entertainment, TreeHouse is pure education. The goal for today’s business is to educate broad groups of people in the existing workforce to improve their skills, broaden their knowledge and get ahead. On this business alone Ryan became profitable on a pretty substantive run rate with no outside investment.

But Ryan’s vision is much

broader, which is what perked up my ears.

Ryan wants to reinvent education. He isn’t setting out to do it over night but with the ambition to make a difference in the world Ryan falls into the rare category of entrepreneur looking to tackle something truly monumental.

I’ve talked before about problems I see with the US education system in both my post about Peter Thiel’s 20-under-20 initiative and also my review of Waiting for Superman. I’ve also talked about my favorite social entrepreneur, Charles Best, making a difference with Donor’s Choose – a program to increase donations to US public schools specifically allocated to supplies or projects you want to fund. No less than Oprah Winfrey endorsed it and Stephen Colbert & Fred Wilson are both on the board.

One of the biggest problems I see with our university system is that we’re graduating too many people from 4-year universities who have the wrong skills and come out owning large sums of money. I call them “indentured servants” because they come out of college already having an anchor around their necks.

[Update: I wrote this post last night. I'm at a hotel in San Fran. In the morning I see at my door the US Today with the headlines story "Student loan debt surpasses $1 trillion. 1 trillion DOLLARS!! In fact, the amount of debt taken out last year was $100 billion (the largest even, even adjusted for inflation) and up 2x from just 10 years ago.

Key quote from the article,

"The credit risk falls on young people who will start adult life deeper in debt, a burden that could place a drag on the economy in the future"

Exactly. People who done have money and who don't have available credit don't spend money. Another quote,

"Students who borrow too much end up delaying life-cycle events such as buying a car, buying a home, getting married and having children." says Mark Kantrowitz of FinAid.org

Also, unsurprisingly, default rates from 2007-2009 went up from 6.7-8.8% with tax payers often taking on the major credit risks. The default rate in Arizona is at 16%]

I’m a huge proponent of a university education (in fact, I’m on the alumni board for my alma mater, UCSD), but I don’t think it’s for everybody, I don’t think every degree is practical and I don’t think we’re graduating enough software developers and designers.

We have nearly 10% unemployment in this country and nearly 18% structural unemployment. Yet nearly every major tech company or major company hiring tech people have open recs.

Programming should be the middle class job of the next 20 years. No, not all of these people will get jobs at hot starts like Facebook, Google or Twitter. But getting well paying job in technology and importantly distributed all across this country is important to the future competition of the US in the world and important to helping solve our economic problems.

Ryan’s long-term goal is to help large populations of people train themselves at young ages with world-class online teachers. Some of these people will excel and decide to go straight into the workforce at 18. They will save tens of thousands of dollars in fees and start earning at a younger age. Again, not for everybody. But it maps to the trade school paradigm that exists in Germany (which isn’t perfect either).

3. Ryan has a great track record
When I lived in the UK and was thinking about starting my second company we were weighing out which features should be in our new company. One feature we were debating was the ability to send really large files. One of the most graceful ones on the market was called DropSend and was built by … Ryan Carson. So I’ve tracked him from the sidelines for 7 years. He then of course launched the FOWA (future of web apps) conference, which was very successful. He sold both companies.

4. Ryan establishes a very strong sense of culture and purposes at the businesses he creates. 
I think anybody would be lucky to become part of Ryan’s new team. He has great vision, leadership and execution. He believes in working hard but has one of the best work/life priorities of any entrepreneur I’ve met. Certainly better than I ever had. And he makes it work. You’ll have to ask him about his work policies. They’re very innovative.

I’m just getting to know Ryan better but I’d say he maps pretty closely to my personal checklist.

5. He’s surrounded himself with great people
In addition to having a great team he’s attracted world-class investors including Chamath Palihapitiya (The Social+Capital Partnership), Greylock & Kevin Rose.

I plan to use Treehouse myself. Right now they’re in transition from their previous video product (Think Vitamin) to their new offering. But you can get on the pre-release list here. Full product out shortly.

And I’ve offered to actually teach some classes in recruiting for tech professionals. We’ll see if Ryan takes me up on that. It’s one of our major objectives at TreeHouse. Video training without an increased job on the other end for those looking for a career change is a lost opportunity.

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  • http://www.alearningaday.com Rohan Rajiv

    I just read the yo-yo life of an entrepreneur, Mark. Thanks for sharing that. I hope you met your weight loss targets for 2010. :)

  • http://twitter.com/galica Matthias Galica

    Mark you know I’m already a fan of your writing, but I have to express my bewildered gratitude for a post that’s simultaneously instructive, inspiring, and potentially prescient, all while uncovering within myself a heretofore unknown desire to commit genocide upon those responsible for 25,987,859 views of that Einstein v Hawking video.

  • Michael Gnanakone

    Mark congratulations on your investment; is this an angel investment or is this through GRP?

    I agree, I think computer science skills is something that is recession proof, I am taking some HTML courses on Lynda to get a feel for how it works on a basic level. 

    You said you are interested in video, and I can see why. I agree with that notion, and that is why I am trying to reinvent the way we watch the most successful form of television programming in history – the NFL. 

    Do you think there is a chance for a sports startup to make an impact on the TV industry?

  • http://twitter.com/srhas Sam H

    Besides from a superbly valuable and selfless investment, thank you for sharing a hugely inspirational launch page!

  • http://teamtreehouse.com Ryan Carson

    Mark – it’s a real honor to be working with you and GRP. Thank you for joining the Team. I can’t wait to see where we’ll take this! :)

  • http://www.musingdenovo.com Daniel Hatkoff

    Congratulations on what looks to be an interesting investment. Signed up for the pre-release!

  • Annabelle

    Another computer science guy reinventing education? That’s great, but educators need to be at the center of education revolutions and the revolution might simply need to be tech-enabled.

    My partner and I are boots-on-the-ground educators (23 years teaching at Yale, Harvard degree, Managing Editor of My Weekly Reader, created a Scholastic magazine etc) and serial entrepreneurs. We currently have 10,000 students with paid subscriptions in an online system that teaches basics in math and reading. The system makes kids refer to their own performance data to play the next game. Students are ranked on a live scoreboard by how hard they are working. Data proves it raises test scores. We bootstrapped it. No investors. Patent pending.
    We are now bootstrapping our 3rd company (we sold our first company, Classic Theater for Children to Sundance Publishers, MA) and just entered it in the SIIA Innovation Incubator. We have a lean website already running and will launch it at the CECA Conference in Hartford, CT, next Monday. This product teaches academic and domain-specific vocabulary in a cross-curricular way, as specified by the Common Core State Standards. There are free games to see at http://www.my400words.com. We seek partners/funding to add innovative features such as “Achievement-based shopping” in the MakeItReal Mall. The importance of vocabulary acquisition cannot be overstated, says the CCSS. We agree. We believe this goes for English language learners the world over.

    We are also going to apply to the MacArthur Foundation/Mozilla Badge Contest with the revolutionary idea of allowing educators to collaborate on their own assessment system — eduKLOUT.com — an online badge system that measures the influence of teachers. This tool will also be instructive and show teachers how others are increasing their influence.

    If anyone is interested in helping us, please be in touch: Annabelle@my400words.com

    PS Like Ryan Carson, I am also British ;)

  • http://twitter.com/msleibel Matt Leibel

    Totally agree – tech can be the blue collar job for this century.  Great post Mark.

  • http://berislav.lopac.net Berislav Lopac

    Damn you Mark! How will I now explain to my clients that I spent an hour watching Epic Rap Battles of History instead on working on their app?? XD

  • kris

    I stopped watching TV many years ago. I couldn’t sit there waiting for something interesting to show up. Youtube was an alternative but it’s all very amateurish and most of it is crap. 
    It’s like most apps, it’s fun in the beginning but you get tired of it. After a while all you want is fun stuff, news and good quality. 

    Think Vitamin is interesting, but they need more training courses. They haven’t got what I want.So I do hope Treehouse starts out with more courses.Any idea when that will be? Their progress bar isn’t helpful because I have no clue when that started. They might as well delete that thing. I know I bookmarked the site, but you know what happens to a bookmark. I’m on Lynda right now, and it’s not bad at all. But I ain’t gonna stay there. They haven’t got what I want and asking for it ain’t helping. I’m not gonna wait forever.I looked at Sitepoint, and they haven’t got what I want.I’m gonna switch to Oreilly. It’s not really a subscription service and it’s expensive, but their reputation is very good, and more importantly, they add some discipline to it. 

    About Treehouse. I understand how game mechanics work and everyone’s jumping on that train, and they probably should, but just like Check-ins didn’t work for me in 2009, badges won’t work for me when it comes down to education.
    Maybe that’s just me. When I was a kid it never worked longer than 2 weeks. I haven’t changed that much :-)

  • http://screencasts.org chalkers

    Think Vitamin Membership are still taking memberships and will be migrated over to Treehouse.

    What courses are you looking for?

  • http://screencasts.org chalkers

    Also game mechanics/badges AFAIK aren’t the centrepiece but the videos are.

  • http://www.rentsavvy.com Mike

    How’re the videos on Lynda? I taught myself html / css over the summer, and it’s already paid dividends on my own startup. You should definitely check out css-tricks.com, but I found the best way to learn is just to dive into a live site.

    As far as your startup, hopefully you’ve already checked into licensing issues. A personal friend is the founder of hoop it up sports, and I’ve heard many horror stories about how ruthless the NFL, MLB, etc… are in protecting their brands. Best of luck though.

  • http://teamtreehouse.com Ryan Carson

    Thanks Daniel :)

  • http://teamtreehouse.com Ryan Carson

    Hi Annabelle,

    I’m actually American :) Grew up in Colorado and then moved to the UK in 2000.

  • http://teamtreehouse.com Ryan Carson

    Hi Kris – we’ll be releasing a ton of new courses soon :)

  • Deirdre

    Great story!  I love the focus on values and culture.  And of course I love the relentless customer focus.  I have spoken to A LOT of people (young and old) who would love to understand web design and programming– even though they may not end up being developers and programmers.  

    Good luck to all!  

  • kris

    Offline or online, what makes a good course is the course materials and the teachers.I didn’t like math, I didn’t do my homework, my grades weren’t good, … The average was low. But all that changed when we got a new teacher. And he cared. It made all the difference in the world.Some teachers don’t care and students still graduate. There needs to be support, there needs to be encouragement. A FAQ section and a forum for support are a plus, there also needs to be an active community with knowledgeable people, (think stackoverflow).I hear what you say, badges aren’t going to be the centrepiece. And that’s good. Because for some it might even be a dealbreaker. Just like GoDaddy’s marketing is.The courses: Python, i.a.

  • kris

    I’m looking forward to it. 

  • http://www.ipatient.com Dan Munro

    Awesome post, awesome investment – and hats off to Mark, GRP and Ryan!  Always thrilled to see an investment outside of the top 5 major trends (social, discount, gaming, advertising – and storage).  I don’t know where education fits in terms of GDP – but healthcare spending represents about 18% of GDP – and only 3% of early stage investing.  Another category that’s only 3% of early stage investing?  Education.  These two categories – Healthcare and Education – are for many (if not most) the bookends to a culture.  Congrats again – and sign me up!  Oh wait – I just did ;-)           

  • Anonymous

    Mark,
    When you teach the class in recruiting, please let me know and I will teach the class in VC. :)
    Seriously, with two decades of recruiting experience I would be happy to provide some pointers.

    Mark J. Landay
    Dynamic Synergy – Executive Recruitment
    mark at DynamicSynergy.com 

  • http://resumecvservice.com/ resume help

    what a great post! very good job! keep it up!!

  • Anonymous

    Mark, This will be a very timely investment at a very critical point in the startup world. The scarcity of developers is more evident to me every day. Almost all of them have full-time jobs, and in this state of the economy, a majority of them are opting to keep their jobs (for good reason) rather than to take a stab at starting their own company. 

    I believe products like this will become mainstream within high schools, community colleges and universities soon, especially at the right price points for licensing. At my alma mater, because of bureaucracy and budget issues, there was a delay of 1+ years before lynda.com was licensed for use for staff. Lynda.com is among the best out there, along with Think Vitamin and others. A speedy adoption of their courses into their training/curriculum would have definitely been in the best interest of the university, staff and students.

  • Martin Cody

    Another impressive blog entry Mark, thank you.  The learning process is always evolving (take blogs for example) and anything we can do as a country to both decrease education’s cost and leverage technology advancements should be aggressively pursued.  I learn something EVERY time I read your blog and I’m from well outside your industry, however, techonlogy enables access.    I don’t know Ryan, but trust your judgment and will read all the links.  Truly appreciate the content and opinions.  Cheers.

  • http://byJess.net Jess Bachman

    “Programming should be the middle class job of the next 20 years.”  Great line.  I never thought about it that way,  but you are exactly right.

  • http://byJess.net Jess Bachman

    So.. care to spill the beans on your work policies and work/life balance.  Im interested.

  • http://teamtreehouse.com Ryan Carson

    Hi Jess. Please check out our Core Values and our Benefits pages. They’re all listed there.

  • http://twitter.com/nickterzo nicholas terzo

    Great post and investment Mark. Congrats to you all. I like point#3 especially. I occasionally guest-lecture at universities in the US on the entertainment/media segment and I am always blown away how many students when asked about career path…choose an obsolete profession! It happens in the majority most times, and it turns out to be their generations own disruptive practices that make the very jobs they want obsolete. Truly a waste of $25K a year. 

  • http://geekanddad.wordpress.com/ Dad

    The one problem I have with video training is that it’s very _slow_.  I can read MUCH faster than anyone can talk (and be understood).  I find video to be inefficient for much knowledge acquisition.  If it’s not something you need to *show* me, don’t do it via video.

  • http://geekanddad.wordpress.com/ Dad

    Also note this interesting approach to economic stimulus for the economy.  Instead of bailing out banks and mortgages, bail out students and recent grads to give them a boost that should/may/will boost the economy:  http://signon.org/sign/want%2Da%2Dreal%2Deconomic

  • Ben

    The U.S. is certainly falling behind in the STEM categories of majors and yes, we need to start graduating more engineers and mathematicians and scientists. There is a huge need for programmers and other tech-oriented people, and there are well-paying jobs waiting for them after college.

    But I think there’s a bigger problem. Our student loan system is a mess because universities charge exorbitant tuition knowing that it will be paid with federally-backed loans. For someone interested in engineering, $40,000 in student loan debt isn’t insurmountable if they are able to secure a well-paying tech job after college. But what about liberal arts? The system has completely disincentivized those are interested in non-STEM topics like art, history, literature, anthropology, sociology, psychology, philosophy, etc. We don’t “need” more psychology majors because they aren’t good workers for a tech-oriented economy. There’s no place for them — they get relegated to low-paying jobs in the service sector and stay buried under their loan debt. 

    But is this what we want our society to become? Universities will no longer be about “higher education”. There’s simply no financial incentive now for young college students to take up topics, or “wrong skills” as you refer to them – topics that give us historical and artistic perspective on what being human is all about. By cutting funding to non science and math programs, we send the message that art, music, literature, and history are not valued and that there’s no place for such a person in the new tech economy, unless you want to be in debt for your entire natural life. Because of this attitude, America and humanity are poorer as a result.

     

  • http://michaelbyrne.com Michael Byrne

    As a reader of Both Sides and a member of Think Vitamin, congratulations Mark and Ryan. Ryan and team are something special.

  • http://petegrif.tumblr.com/ Pete Griffiths

    “One of the biggest problems I see with our university system is that we’re graduating too many people from 4-year universities who have the wrong skills and come out owning large sums of money. I call them “indentured servants” because they come out of college already having an anchor around their necks.”
    Never a truer word!

    With your experience in the UK Mark you will doubtless know that a huge number of what were technical colleges became ‘universities.’  What is less well known is that at the time that these college were petitioning to become universities the then Minister for Education – Kenneth Clark – would agree only subject to two conditions (a) the new universities would not be research institutions, and (b) they would remain vocational / pre-professional.  What happened was that having fooled Clark the Vice Chancellors of these new ‘universities’ promptly moved into liberal arts and research to become ‘real universities.’  So now the UK has the problem you are describing in spades.  They already had a weaker trade school system than Germany but what they had was eviscerated and the new universities are turning out hordes of kids with qualifications that are anything but vocational.  They don’t have the same crushing debt as the US but their job prospects are identical.  

    It is indeed a huge problem – hat off to Ryan for taking it on and to you for supporting him.

  • http://twitter.com/NathanGilmore Nathan Gilmore

    This is fantastic!  Looking forward to great things from Ryan and the entire Treehouse team!

  • http://teamtreehouse.com Ryan Carson

    Thanks Nathan!

  • http://teamtreehouse.com Ryan Carson

    Cheers Michael! 

  • http://twitter.com/DannyDee Digipendent

    Suster has so much Swag! #SusterSwag

  • http://twitter.com/kennystone Kenny

    ThinkVitamin membership was an excellent product, but I’m surprised Mark thinks TreeHouse can scale to VC size (and that Ryan wants to try).  I’m looking forward to all the upgrades and bonuses that will flow my way from this, certainly.  Good luck!

  • http://www.desmo.org Stefan Portay

    Congrats guys! I’ll definitely be looking out for Treehouse! Good luck Ryan, I think this is an amazing space to operate in with lots of potential!

  • Waynn Lue

    Student loans are definitely a problem, though the numbers in that specific article seem to have been exaggerated: http://blogs.reuters.com/felix-salmon/2011/10/19/fact-and-fiction-about-student-loans/

    Here’s the relevant snippet:
    “This chart shows the total stock of credit-card and student-loan debt, up to the second quarter of 2011. The most recent figures show total credit-card debt at $690 billion, and total student-loan debt at $550 billion. It is not true that Americans now owe more on student loans than on credit cards, and total student-loan debt isn’t even close to $1 trillion.”

  • http://twitter.com/Shenaniganator Megan Zumpano

    Thanks for such an insightful read. I appreciate entrepreneurs with fervor for reformation! Excited to see what Treehouse brings to our online community.

  • curiousanonymous

    Does anyone have a good link on what is driving the cost of education so high?  I’ve seen a lot of articles and recent movements have complained about the debt levels, but have not read enough on what creates the increase in the price of education.  Is it something more complex than shortages in supply (teachers & professors) and increasing demand (population growth and students)?  Tuition costs in the US have outpaced population growth, so is it a supply side issue?

  • http://twitter.com/cmicon Craig Micon

    Very informative post Mark, as always.  I have a question about the overall thought process behind the investment decision, regarding points 1 and 2 (internet video and reinventing education).

    These are two big, high level trends you’re betting on.  If either doesn’t pan out, you’re probably out of luck.  As an early stage VC, I understand you’re probably going to have to bet on a big, high level trend working out with any investment.  However, do you view it as a positive that you’re betting on two of these trends in one startup?  Seems like attacking just one would be enough to make a disruptive startup successful and would mitigate the macro risk.  In general, would it be ideal to make an internet video bet and a reinventing education bet separately (i.e., two bets on two different startups)?

    In any case, mazl tov on finding an investment you’re happy about!

  • Kathryn Hough

    I graduated with a BA and $80,000 in student loan debt. I work in digital content and I will be starting my own company in the future. Everything I learned tech/business/finance was from reading vc blogs, lynda.com, OpenCourseWare, listening to talks from the industry giants, and self-experimentation. I first became interested in digital content when I would skip classes to blog and “pimp out” my myspace page. Now, I’m teaching myself Ruby on Rails after work. My self-directed education has been way more valuable in my career than my college education. All of my self-directed learning has been piecemeal, and new online learning systems will be very important in the coming years as education continues to evolve. Not everyone is as driven or as patient as I have been when it comes to assembling a business/tech education for myself. Good luck to Treehouse! 

  • http://twitter.com/JustinasL Justinas Lasevicius

    Check out  MIT open course ware, some modules got Video Lectures. They use Python in Introduction to Computer Science and Programming classes, don’t know about the advanced level modules. 

    http://ocw.mit.edu/courses/#electrical-engineering-and-computer-science

    Also  http://academicearth.org/ might help you to find something you want. Probably not so interactive and catching as Treehouse will be, but hope you will find some useful content until the launch. 

  • http://twitter.com/#!/web_promo webpromo

    Every time i come here i see something very new.Thanks for sharing the information.

  • http://www.john-dugan.com John Dugan

    1) Ryan is the man. I have also been following him for years – his podcast is awesome.
    2) I cannot wait to dump my Lynda subscription for Treehouse.
    3) I really, REALLY think they need to get “treehouse.com”. …”teamtreehouse.com” kinda sucks.

  • http://teamtreehouse.com Ryan Carson

    Thanks John! They want $1m for treehouse.com which is a little out of our price range ;)

  • http://www.john-dugan.com John Dugan

    pfff $1m?? …as in 1,000,000? No wonder. What about a .co or .net? Taken too? …maybe even .edu (pretty applicable if you think abt it – not sure what the rules are on edu’s).

  • http://www.hypedsound.com jonathanjaeger

    Informative and entertaining interview with Ryan on This Week in Startups (this week) http://thisweekin.com/thisweekin-startups/ryan-carson-of-treehouse-on-this-week-in-startups-198/

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