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WholeTrees Structures

Enabling the forest products industry to bring waste timber to the construction industry, making buildings stronger and forests profitable.

  • Stage $1M in TTM Revenue
  • Industry Clean Technology
  • Location Madison, WI, USA
  • Currency USD
  • Founded March 2007
  • Employees 12
  • Website

Company Summary

Using IP developed with the USDA Forests Products Lab, we are launching a manufacturing system that sources round timber-- the waste product of a managed forest-- then digitally engineers it to replace steel and concrete in commercial construction. Our company ($1.1M in 2013 revenues) is well poised for fast, strategic growth, and positioned to court its acquirers. Investors in this round can expect 8x-18x returns with a triple bottom line.


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    Amelia Swan Baxter
    Co-Founder, President

    Chief shareholder and well-established entrepreneurial leader. B.A. Env. Studies, University of Chicago; worked internationally in marketing and business dev.; raised all WholeTrees grant dollars and capital funds to date. Woman-Owned Business leader.

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    Roald Gundersen
    Co-Founder, CTO & Principal Architect

    Wellspring of forest-related IP. BS in Architecture and BS Env.Design, University of MN; successful entrepreneur since 1991; internationally recognized innovator in forestry and architecture; national speaker, author, industry pioneer.

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    Martin Whitehead
    VP of Marketing and Business Development

    National player in the building products arena. Doubled James Hardie Building Products Multifamily and Commercial segment sales in 18 months in a 6% growth market; Generated 97% ROI in New Product
    launch markets; Worked with General Mills and Cascadian Farms in the years during its acquisition by
    General Mills.

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    Tom Mack
    VP of Finance and Operations

    Gifted High Tech executive focusing on IP and access to capital. Diverse experience in pro actively leading and managing technology start-ups, private IT and engineering firms, and large corporations through periods of transformational change to increased growth and profitability. Previously COO of companies in tangential fields with WholeTrees.

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    William Lee
    Board Member

    IP Attorney and Partner at Barnes &Thornburg LLP, Chicago. Licensing Executives Society past VP of Trustees; industry experience includes construction & manufacturing, as well as patents and trademarks in software.

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    Suzanne & Paul Hanifl
    Lead Investors, Board Member

    Biult Sage Medical Products from $1M to $300M and sold to Madison Dearborn. Grew medical device company from $1M in 1975 to a $1.6 Billion sale in 2012. Extensive and highly successful background in product development, intellectual property, operations, finance, M&A, and board development. Have served on many philanthropic and business boards.


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    Maslon Edelman Borman & Brand, LLP, Minneapolis, MN
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    Franke & Turnbull, La Crosse, WI

Previous Investors

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    Owners' Equity $250,000
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    USDA federal grants $700,000, including 3 SBIR grants
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    Suzanne Hanifl $500,000 for 20% of the company