Plan B Business
From Israel, for US founders

We learned to operate in Tel Aviv.
We export that playbook to the US.

Plan B Business is a boutique operating advisory built by two Israeli operators with a decade of hands-on business consulting behind them, 2015-2026 - 126 documented testimonials and success 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

Export Israeli operating discipline to founders who deserve a real business.

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

Two operators.
A decade of hands-on consulting, 2015-2026.

Eitan Eshtemaker

Co-Founder, Business Development, Marketing & Sales

A decade advising Israeli SMBs, 2015-2026, across services, e-commerce, and B2B. He came to advisory through execution rather than theory - his first years were in field sales, learning how deals actually close and why customers hesitate. He moved into strategy after seeing the pattern from the inside: heavy ad spend with no measured ROI, sales teams working without a script, reports nobody read.

Eitan runs the diagnostic + design phases of every engagement. The person who turns founder hunches into operating plans with numbers, dates, and owners.

Ligal Frish

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

What hands-on operating partnership looks like

126
Documented testimonials and success stories
Monthly
No minimum term
Dozens
Industries served
Weekly
Cadence at the top tiers

How we think

Four values that anchor every engagement

Numbers over narratives

Every recommendation tied to a P&L line. No 'I feel' decisions.

Israeli operating discipline

Cash discipline, build-measure-kill, niche-then-expand. Same principles every Israeli unicorn ran.

Embedded, not advisory

In your business every week at the top tiers, twice a month at the entry tier. Not a deck and a handshake.

Outcomes, not deliverables

We measure what changed in revenue, margin, time-to-close. Not how many slides we produced.

Want to work together?

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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