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 $165K-$3.3M in annual revenue. The two co-founders work directly in your business on a monthly retainer, with no minimum term. 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 put 100+ companies on Nasdaq from a country of 10M 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 operational calls. Different lever - you stay the CEO, we provide the operating discipline.
How is this different from McKinsey/BCG/Bain?+
Big-3 consulting sells a strategy deliverable: a large fixed-scope project, priced accordingly, handed to associates, and finished when the document is. Us: $365 to $3,630 a month, the two founders working in the business, designed as a 12-month journey, billed month to month, cancel anytime. Different product entirely - we have not quoted their fee here because we do not have their scope.
Who we work with
What size businesses do you take on?+
$165K-$3.3M in annual revenue for the full monthly engagement. $165K-$3.3M is the band the full monthly engagement is built for, not an entry test. Below it - and before a business opens - the entry points are the academy at $33/month, B-Start at $365/month, and business-plan work. The founders have opened dozens of businesses and written dozens of business plans; ask and we will tell you straight. Above the band you usually need a full-time COO rather than an outside partner. That range is a guide, not a gate.
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 a retainer month 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 - meetings at your tier's rhythm (monthly on B-Start, weekly from B-Boost up), WhatsApp and the phone between meetings. Months 9-12+: Defend - monthly cadence, quarterly QBRs, gracefully exit when you don't need us weekly.
How often do we meet, and what happens between meetings?+
It depends on the tier. B-Start is a fixed meeting once a month with Eitan or Ligal. B-Boost is a fixed meeting every week, and between meetings we reach out on our own initiative and work for you: we prepare materials, check numbers and write the next steps. B-Grow is a weekly meeting longer than B-Boost's, with the quarter's goals tracked and all of B-Boost's work between meetings. B-Bold is a weekly meeting with Eitan or Ligal, each in their own field, at least one meeting a month with both, and a check of your ad account every working morning, on top of managed campaigns, the full business system and content. B-Beyond is a closer, more intensive meeting rhythm than B-Bold, with everything in B-Bold. On every tier WhatsApp and the phone are open between meetings, with a reply within one business day.
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 20-min strategy call, if either side thinks it's not a match, we say so. Some calls end with us recommending the academy first, or pointing you somewhere else entirely.
Pricing
How much does it cost?+
Monthly retainers run from $365 for a fixed monthly meeting (B-Start) up to $3,630 for B-Beyond: a closer meeting rhythm than B-Bold plus managed Google Ads and Meta, the full business system and content, with three tiers in between. Every tier is month to month, cancel any time with no penalty. On B-Bold ($2,750) and B-Beyond the setup is included when you stay 3 months; whoever ends earlier pays for the setup separately. The ad budget is paid directly to Google and Meta and is not included. See the pricing page for what each one includes.
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?+
No. We don't offer money-back guarantees beyond your statutory rights. Cancellation and refunds follow your engagement letter and applicable consumer protection law - see our refund policy. What we do commit to in writing: the diagnostic deliverables, the operating cadence, and clear exit terms you can hold us to.
What we don't do
Do you run ad campaigns?+
Yes, in three ways. B-Bold and B-Beyond include Google Ads and Meta managed by us. Beside B-Start, B-Boost or B-Grow, paid marketing is a separate service, and you can also buy it on its own, without a consulting tier: $550/month for one platform or $920/month for two. In every case the media budget is paid separately, in your own ad accounts, and we take no percentage of it.
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?+
On B-Bold and B-Beyond we set up our own business system for you: a lead list with a card for every lead, an email on every enquiry, a record of every WhatsApp and phone click, and a daily or weekly summary. You can also buy it on its own, for 1,900 ₪ a month before VAT (2,242 ₪ including VAT), with no setup fee. For your existing CRM, ERP or wider stack, we design it and don't integrate it: we work with the integrator of your choice and review the deliverables.
Do you guarantee revenue outcomes?+
We commit to process - the methodology, the operating cadence, the deliverables. We don't guarantee revenue outcomes, and we don't offer money-back guarantees beyond your statutory rights. Cancellation terms are stated in the engagement letter before you sign.