Apple Tree, LLC

“Will is unique in that he comes into a brand-new business situation at the level of an executive who’s been there for a long time. He is lightning-fast at taking raw data and pulling it through a complex thought process so that it can be used for higher-level decisions.

He excels at on-the-spot decision making, which is crucial when you’re a new company and everything is changing every day.”

— Jeff Straubel, Board Chairman

Apple Tree, LLC, is a startup franchise that develops active-adult condominium complexes.

Chairman Jeff Straubel is a board member at Imago Scientific Instruments, where Will serves as CFO. Because Will was a respected member of the company's’ management team, Straubel contacted him again to serve as the acting CFO for Apple Tree, his newest venture.

Will has been instrumental in the creation of Apple Tree’s business model. Using the company’s raw financial data, he provides comprehensive project evaluation and development scenarios that influence day-to-day decisions. He analyzed the financial management software used by Apple Tree’s franchisor and has established an effective accounting system for the new company.

As Apple Tree continues to grow, Will maintains his role as CFO. He has been actively involved in interviewing for Apple Tree’s new president, and provides valued financial guidance as the company buys property and begins development.