We are excited to announce the first investment out of our new Slow Ventures Creator Fund: Jonathan Katz-Moses, a creator-entrepreneur with a loyal community of woodworking enthusiasts. His original content centers around practical woodworking skills which supports his line of tools and supplies sold directly to his audience.
Back in late February, Jonathan saw the press around our fund launch and decided to apply. A few weeks and 700+ reviewed applications later, we came across Jonathan’s and were immediately intrigued. After getting to know him and his business, we decided to invest $2M into his holding company to help grow his community, content, and ventures into a massive enterprise. Since our investment, he has moved quickly and decisively — greenlighting 30 new products, hiring additional team members, filing patents, and co-creating projects with other creators.
Known for his approachability and authenticity, Jonathan teaches foundational woodworking skills and tests and reviews tools and supplies. He also designs, manufactures, and sells his own through KM Tools. Trust with his audience is paramount, operating under the principle “If it’s in our store, it’s in our shop.” This simple formula has enabled Jonathan to grow both his content and product business without any marketing spend. In fact, he technically makes money when educating his audience on his products through his YouTube channel.
Most importantly, Jonathan’s path to YouTube and, eventually, entrepreneurship is remarkable. A near-death experience inspired him to pursue his two passions of woodworking and business, and he is just getting started. I promise you his most recent video sharing his story is well worth your time.
You can read more about Jonathan and our investment in Forbes or The Publish Press with more coverage on the way.
Finally, below is our (very) abridged investment memo outlining why we decided to back Jonathan. We couldn’t be more grateful and excited to be alongside him on this ride.
— Megan
Creator
Jonathan Katz-Moses is an expert woodworker who has cultivated a loyal community of 600k subscribers through practical, educational woodworking videos. Since 2015, he has published 300 videos, accumulating nearly 75 million views.
Jonathan founded KM Tools, selling woodworking tools and accessories directly to his audience which began in his 120 sq-ft shed outside his home. His original content serves as a critical marketing engine, building trust, educating viewers, and generating product demand. At KM Tools, he identifies market gaps, designs and patents innovative woodworking tools, and directly sells these products to his engaged community.
He recently relocated operations to a new, 33,000 sq-ft facility to support increased output, and continues investing in specialized machinery, advanced tooling, and inventory management systems for greater efficiency and scale. Jonathan remains deeply involved in all aspects of the business, continually iterating processes and optimizing operations for sustainable long-term growth. He currently leads a team of 15 across content creation, tool production, fulfillment, and operations, having bootstrapped the company from inception.
Community
Jonathan’s core audience consists primarily of beginner and intermediate woodworkers actively seeking knowledge and tools. This demographic is highly receptive to educational content and product recommendations, making them ideal customers. He is a regular speaker and platinum sponsor of the Texas Woodworking Festival, attracting thousands of attendees, including international visitors.
Category / Market
The global woodworking tools market is projected to surpass $10 billion by 2030, driven by increased interest in DIY projects, maker culture, and home improvement. The U.S. represents a multi-billion-dollar segment, characterized by robust hobbyist and prosumer activity, especially in the beginner and intermediate woodworking segments where Jonathan’s content resonates most.
Business Diligence
Jonathan’s content flywheel has enabled him to profitably scale his business to mid-seven-figures in annual revenue, with approximately 70% coming from proprietary and patented products. Increased in-house manufacturing and full control over fulfillment have contributed significantly to revenue growth and margin expansion by ensuring superior product quality and operational efficiency.