Plan B Business is a boutique operating advisory founded in 2026 by two Israeli operators who scaled 1,200+ service businesses across Israel. We bring that operating discipline - forged in a 9M-person market with no margin for error - to US founders doing $250K-$5M ARR.
Mission
Israel built $500B+ in startup value from a country smaller than New Jersey. Not because Israelis are smarter - because they were forced to operate with discipline US founders rarely encounter.
9M-person home market. 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 12-month fractional advisory for US service business founders. Not consulting. Operating partnership.
The founders
Co-founder · Strategy & Sales
25+ years operating Israeli SMBs across services, e-commerce, and B2B. Trained 1,200+ business owners. Built and exited two companies before turning to advisory full-time.
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 · Brand & Growth
Brand strategist + product builder. Designed the academy + toolkit that powers Plan B engagements. Translates Israeli operating principles into systems any founder can run.
Ligal owns the deployment + defense phases - making sure changes stick after we leave. Built the Plan B Academy that 1,200+ 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.
8-15 hours per week in your business for 12 months. Not a deck and a handshake.
We measure what changed in revenue, margin, time-to-close. Not how many slides we produced.
30 minutes with one of the founders. We'll diagnose where the leverage is and walk away with the 2 actions that move the most.
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