Common questions,
direct answers.
The questions US founders actually ask before working with us. If yours isn't here, ask it on the strategy call - we'll answer in detail.
What is Plan B Business
What does Plan B Business actually do?+
We're a fractional operating advisory for US service business founders doing $250K-$5M ARR. The two co-founders work directly in your business 8-15 hours/week for 12 months. We diagnose where the leverage is, design implementation-ready plans, deploy alongside your team, and defend the gains until they compound.
Why an 'Israeli playbook' for a US business?+
Israel built $500B+ in startup value from a country of 9M people. That happened because Israeli founders were forced to operate with discipline US founders rarely encounter - tight cash, no patient capital, mandatory military-trained pattern recognition, a culture of brutal honesty. We package those operating principles into a system any US service founder can run.
Are you consultants?+
No. Consultants write decks and leave. We're embedded operating partners. Same office hours, same Slack, same operational calls. Different lever - you stay the CEO, we provide the operating discipline.
How is this different from McKinsey/BCG/Bain?+
Big-3 consulting: $500K+ for a 90-day strategy deliverable, handed off to associates, no operational involvement. Us: $42K/year for 12 months of direct operating partnership with the founders. Different product entirely.
Who we work with
What size businesses do you take on?+
$250K-$5M ARR. Below $250K we direct you to the academy. Above $5M, you usually need a full-time COO, not fractional advisory - we'll refer you to a peer firm built for that stage.
What industries do you focus on?+
Service businesses primarily. We have deep playbooks for: medical spas, dental practices, law firms, accounting firms, MSPs/IT services, restaurants and hospitality, marketing agencies, professional consultancies. Adjacent industries welcome on the strategy call.
Do you work outside the US?+
Most of our US clients are in EST/CST/PST. We also serve Canada, UK, Australia. We're based in Israel but operate in the client's time zone.
Do you work with founders who aren't the decision-maker?+
No. We work directly with the CEO/founder. If you're a VP looking to bring us in, we'll need the founder on the strategy call.
How an engagement works
What does the 12-month engagement actually look like?+
Month 1: Diagnose - 13-month P&L analysis, customer cohort study, pipeline diagnostic, written 90-day operating plan. Months 1-2: Design - implementation-ready specifics (pricing tiers, comp structures, sales scripts, hiring scorecards). Months 2-9: Deploy - weekly 1:1, bi-weekly strategy session, Slack access, sales call participation. Months 9-12+: Defend - monthly cadence, quarterly QBRs, gracefully exit when you don't need us weekly.
How many hours per week with you?+
8-15 hours/week embedded with your team. Includes weekly KPI review (30 min), bi-weekly strategy session (90 min), Slack response within 4 business hours, sales call participation as needed.
Which co-founder am I working with?+
Both. Eitan owns Diagnose + Design. Ligal owns Deploy + Defend. Different phases need different lenses. You won't be passed to junior associates - we don't have any.
What if we don't fit?+
After the free 30-min strategy call, if either side thinks it's not a match, we say so. About 1 in 3 calls ends with us recommending you join the academy first, or referring you to a peer firm that fits better.
Pricing
How much does it cost?+
Diagnostic intensive: $2,500 (one-time, 3-week deep audit). Fractional Advisory: $3,500/month (12-month engagement, our main offer). Sales System Build: $6,500 (one-time + optional retainer). Cash & Profitability: $3,500/month. Team & Operations Scale: $5,000/month. See full pricing page for details.
Why is this less than McKinsey?+
We don't carry the partner overhead, the New York office, or the army of associates. The two founders work the business directly. Lower overhead = lower fee for the same outcome quality.
Do you offer payment plans?+
Monthly retainer is already a payment plan. Larger build engagements (Sales System, Team Scale) can be split into 3 monthly payments without surcharge.
Money-back guarantee?+
Yes - first 90 days. If the diagnostic + first 60 days of deployment don't produce a measurable change in your operating reality, we refund the engagement fee. We've never had to honor it, but the policy is real.
What we don't do
Do you run ad campaigns?+
No. We define strategy, positioning, funnel structure, offers. Execution is your in-house team or your agency. If you don't have one, we'll vet and intro 2-3 we trust.
Do you do bookkeeping or accounting?+
No. We read the P&L; we don't maintain it. That's your CPA or in-house controller. We can recommend US-based fractional CFOs we trust if you need that.
Do you provide legal or tax advice?+
No. We flag issues; we don't advise on them. Get a real lawyer and CPA. For multi-state expansion, we can intro firms we've worked with.
Do you implement CRM/ERP/tech?+
We design the stack. We don't integrate it. We work with the integrator of your choice (often the vendor's professional services arm) and review the deliverables.
Do you guarantee revenue outcomes?+
We guarantee process - the methodology, the operating cadence, the deliverables. We don't guarantee that your team will execute or that markets will cooperate. We do guarantee a 90-day money-back option (see above).