Dive Brief:

•  Two Ohio contracting partners, David Skomorowski and Mark Leatherwood, have launched a website called Buildipedia that they want to make the go-to site for anything involving construction.
• The two began the site more than three years ago and are working to make it profitable, drawing advertising and having how-to videos appear through AOL Video. They want to make it a platform on which companies can announce new products.
• Skomorowski and Leatherwood see the audience divided between "Joes," who are looking for do-it-yourself help, and "pros," who need information they can provide, and they offer information in 22 areas or "divisions."

Dive Insight:

The website posts how-to videos created in a studio rather than a garage, and one of their actors is a former HGTV host. They have worked with web design professionals and optimized the site to place emphasis on the video content.