At Cricut, their mission is to help people lead creative lives. They have designed and built a creativity platform that enables their engaged and loyal community of 3.7 million users to turn ideas into professional-looking handmade goods. With their highly versatile connected machines, design apps and accessories and materials, their users create everything from personalized birthday cards, mugs and T-shirts to large-scale interior decorations and more. Their cloud-based software enables them to update the functionality and features of existing physical and digital products and to release new products that seamlessly integrate with their platform. This makes their platform broadly extensible and empowers their users to unlock ever-expanding creative potential. Their users' journeys typically begin with the purchase of a connected machine and expand across their family of products as users harness the power of their platform. Their users have demonstrated continued engagement with their connected machines over time, which results in purchases of subscriptions and accessories and materials long after they first purchase a connected machine. As of September 30, 2020, 63% of their users created on their connected machines in the last 90 days and 84% created on their connected machines in the last 365 days.
Ashish Arora has served as our Chief Executive Officer since __ and as the Chief Executive Officer of Cricut Holdings since February 2012. Mr. Arora has also served as a member of our board of directors since __ and as a member of the board of managers of Cricut Holdings since February 2012. From July 2009 to February 2012, he served as the General Manager, Digital Home – Software Platforms and Products for Logitech International S.A., a global manufacturer of computer peripherals and other devices. Mr. Arora holds a B.S. in Electronics Engineering from Thapar Institute of Engineering and Technology and an M.B.A. from the University of Kansas Graduate School of Business.
Martin F. Petersen has served as our Chief Financial Officer since __ and as the Chief Financial Officer of Cricut Holdings since April 2018 and from May 2012 to January 2017. Mr. Petersen previously served as the Chief Operating Officer of Cricut Holdings from February 2015 to May 2019. From January 2010 to May 2012, he served as the Chief Financial Officer of certain of the Morell Companies, a U.S. government contractor. Earlier, Mr. Petersen was Vice President and Treasurer of Huntsman Corporation and a Vice President in the Investment Banking Division of Merrill Lynch & Co. Mr. Petersen holds a B.A. in International Relations from Brigham Young University and an M.B.A. from the University of Chicago Booth School of Business.
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