A good product should not lose because nobody can see it.

I started Appel Studios for owners who make something worth buying and still lose to the louder business down the street.

I grew up in Calabasas, California, in a family that runs its own businesses. My parents run a company. My uncle runs a coffee shop.

Trading futures taught me where to put my attention. I can’t control the market. I can control my size, my stop and whether I follow my plan. Staring at the rest never made a trade better.

I run the studio the same way. I take on work I care about and spend my hours on the parts I can move. I can’t control the algorithm or what the shop next door spends on ads. I can control whether your site loads fast on a phone and says the true thing about what you sell.

Your customers already know why they come back. I find that reason, then build the website and cut the hype video around it. I’m on your first call, your draft review and your launch day. Josh is with you from onboarding on.

Before I hand anything over, I test it on a phone and on a slow connection. I check it against a real number before I call it finished.

I run Appel Studios while I study management at the University of Florida.

The studio

Eli Appelbaum

Founder. Runs your first call and builds your site.

Joshua Wiener

Partnerships and brand. Your contact from onboarding on, and long after launch.

Connor Shamp

Sales for home services. Often the first person you hear from.

Noam Rafaeli

Sales for everyone else. Often the first person you hear from.