In late February, Rubin Venture Consulting rolled out a new online software product, Above the Treeline, a tool meant to help bookstores improve finances by controlling inventory costs and increasing staffing efficiency. At the time, four booksellers were using the software; today, that number has grown to 12. The company's founder, John Rubin, told BTW that he has improved his product and is seeking to add as many new booksellers as he can. "[Above the Treeline] is going to improve your financial performance," he said.