Cash position mastery
13-week rolling cash forecast. Same operating cadence used by Israeli founders to survive 4 recessions and 2 wars.
Israeli principle: Rosh gadol - always look 90 days ahead
The Israeli Startup Playbook
Fractional Operating Advisory for US Founders | Plan B Business
Wix. Monday. Fiverr. Lemonade. Wiz. ironSource.
A country of 10M people exported the operating systems behind hundreds of $1B+ companies. We package that playbook into a fractional advisory for US founders doing $165K-$3.3M in annual revenue.
A decade of hands-on business consulting, 2015-2026, and 126 documented testimonials and success stories.
Startup Nation by the numbers
What a country of ten million taught the world about building companies
10M
People in Israel
100+
Israeli companies on Nasdaq
$15.5B
VC raised by Israeli startups in 2024
Among the highest venture capital per capita in the world. Published figures about Israel's tech ecosystem, not Plan B results - our own record is further down this page.
Companies this ecosystem produced
WixMonday.comFiverrLemonadeWizironSourceRiskifiedWalkMeJFrogSimilarWeb
Israeli companies, named to show where this operating culture comes from. They are not Plan B clients.
The problem most US founders face
You're busy. You're growing.
But you're not actually building a business.
Most US founders we meet are doing $500K-$3M in revenue and working 60-hour weeks. They have employees. They have customers. They have growth.
What they don't have: a system.
They're optimizing the same five spreadsheets they built three years ago. Pricing is a gut call. Pipeline is a CRM with stale data. Cash flow is checked weekly because the bank balance is the only forecast. Hiring is reactive. Marketing is whatever felt urgent on Tuesday.
In Israel - where the labor pool is 8x smaller, where you can't outspend a competitor, where every shekel matters - founders learned to build differently. Tighter. Tested. Systematic. Always with two backup plans.
That's the operating playbook we bring you.
The 4 pillars
The Israeli operating playbook,
in 4 pillars
Unit economics first
Every pricing decision starts with LTV/CAC and contribution margin. No vibes. No hope. Israeli VC due diligence applied to your business.
Israeli principle: If it doesn't math, it doesn't matter
Build → measure → kill
Ship pricing, marketing, hiring decisions as 30-day experiments. The Israeli habit is not moving faster for its own sake - it is killing what did not work on schedule, instead of defending it.
Israeli principle: Chutzpah - try it, see what breaks
Defensible moats
Specialization beats scale at your stage. Israeli companies win global markets by becoming undisputed #1 in a narrow vertical first.
Israeli principle: Own a niche, then expand from strength
Our method
The 4D engagement: a 12-month journey, billed monthly
01
Diagnose
13-month P&L by line. Cohort analysis. Pipeline conversion stage-by-stage. Time-use audit.
02
Design
Written 90-day operating plan. 5-8 prioritized interventions. KPI dashboard set up in Sheets or HubSpot.
03
Deploy
Weekly 1:1 with founder. Twice-monthly team working sessions. We run the experiments alongside you.
04
Defend
Quarterly business reviews. Compounding gains lock in. Defensible playbook documented before we leave.
For founders who...
You're a fit if
- You run a US-based service business doing $165K-$3.3M in annual revenue
- You have 3+ employees and want to stop being the bottleneck
- You've outgrown gut decisions but can't afford a $400K full-time COO
- You want measurable revenue + margin lift, not a deck of recommendations
- You're open to operating partnership, not just advice
Probably not a fit if...
We're not for everyone
- -You're pre-revenue or under $165K - we don't do early-stage
- -You want one workshop and out - we work month to month
- -You're not the decision-maker - we work directly with founders
- -You want offshore freelancers - we're a full advisory partnership
- -You want guarantees - we promise process, not outcomes
The founders
Built by two operators
who've done this for a decade, 2015-2026
Eitan Eshtemaker
Co-Founder, Business Development, Marketing & Sales
A decade advising Israeli SMBs hands-on through scale, downturn, exit, 2015-2026. 40 documented lectures and workshops delivered. The "iron operator" who turns hunches into 90-day plans.
Ligal Frish
Co-Founder, Finance, Operations & Organizational Development
Cash flow, profitability, role definitions and management systems that keep running without the owner in every decision. Trained as an organizational consultant; also the partner to the product, and built the tools US founders now learn from.
Free 30-min Strategy Call
No deck. No pitch. Just diagnosis + next steps.
FAQ
Common questions
What does 'fractional' actually mean?+
We're embedded operating partners, not consultants. You pick the cadence - from two sessions a month up to weekly two-hour sessions with the systems work in between - and you can stop any month. C-suite caliber thinking without a full-time hire.
Why Israeli playbook for a US business?+
Israel put 100+ companies on Nasdaq from a home market of 10M people, by mastering speed, capital discipline, and global thinking from day one. Those same constraints + frameworks compound brilliantly inside any service business.
Do we have to be in Israel time zone?+
No. We operate in EST/CST/PST. Weekly 1:1s scheduled in your time zone. Team workshops too.
What size businesses?+
$165K-$3.3M in annual revenue for the full monthly engagement - the same band our Hebrew site states in shekels. $165K-$3.3M is a guide, not a gate: below it the academy at $33/month, the $365 diagnostic, B-Start at $365/month and business-plan work are the way in. Above it, you usually need a full-time hire rather than an outside partner.
How is this different from McKinsey/BCG?+
We don't write reports. We don't hand off to interns. The engagement is designed as a 12-month operating journey, billed month to month, cancel anytime. And you get the two founders in the business rather than a partner who sells and associates who deliver.
Your business is one operating system away
from a real company.
30 minutes with one of the founders. Walk away with a diagnosis + the 2 actions that move the most. No sales pitch.
Book Free Strategy CallOr call directly: +972-53-777-0193