Plan B Business is a boutique operating advisory, official since 2026, built by two Israeli operators who have been advising businesses since the COVID period - 126 documented client stories across Israel. We bring that operating discipline - forged in a market of 10M people with no margin for error - to US founders doing $165K-$3.3M in annual revenue.
Mission
Israel put 100+ companies on Nasdaq from a country smaller than New Jersey. Not because Israelis are smarter - because they were forced to operate with discipline US founders rarely encounter.
A home market of 10M. No oil, no coal, no patient capital. Mandatory military service that taught every founder to act on data, not feelings. A culture that says tachles - cut to the bottom line - before "interesting."
We package that operating system into a monthly advisory for US service business founders, with no minimum term. Not consulting. Operating partnership.
The founders
Co-Founder, Business Development, Marketing & Sales
Advising Israeli SMBs since the COVID period, across services, e-commerce, and B2B. He came to advisory through execution rather than theory.
Eitan runs the diagnostic + design phases of every engagement. The person who turns founder hunches into operating plans with numbers, dates, and owners.
Co-Founder, Finance, Operations & Organizational Development
Trained as an organizational consultant and HR specialist, MSc in Management from Recanati at Tel Aviv University. Her ground is cash flow, profitability, role definitions, hiring, and management systems that keep running without the owner in every decision.
Ligal owns the deployment + defense phases - making sure changes stick after we leave. She is also the partner to the product and the methodology, and built the tools and frameworks founders now learn from.
The numbers
How we think
Every recommendation tied to a P&L line. No 'I feel' decisions.
Cash discipline, build-measure-kill, niche-then-expand. Same principles every Israeli unicorn ran.
In your business every week at the top tiers, twice a month at the entry tier. Not a deck and a handshake.
We measure what changed in revenue, margin, time-to-close. Not how many slides we produced.
20 minutes with one of the founders. We'll diagnose where the leverage is.
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