Plantjotter needed a video tool to help new users of the gardening journal learn their way around quickly and easily. These tutorials also help in marketing the product by demonstrating it's many features.
Translating the language of the internet.
Lurkers - People who read but don't contribute or add comments to forums. The one per cent rule-of-thumb suggests about one percent of people contribute new content to an online community, another nine percent comment, and the rest lurk.