Eitan Eshtemaker

Eitan came into business advisory through execution, not theory. The first years of his career were spent in field sales - learning how to motivate people, how to close a deal, and how to read a customer who is not signing. It is the background most advisors never had: most of them arrived from academia or a Big 4 firm, wrote elegant strategies, and then wondered why nothing ever got implemented.

The turn towards strategy and marketing came when he realized the system he was working inside was simply broken. Enormous advertising budgets with no measured ROI. Sales teams working without a script. Reports nobody ever read. Instead of complaining about it, he started building systems - and that is the foundation of everything he does today.

Over the last decade he has advised dozens of businesses across very different sectors: restaurateurs putting in 14-hour days and still not seeing profit, fashion stores watching sales slide month after month, owners of professional practices who feel they are running in place. His conclusion: no two businesses are identical, but the patterns repeat - and recognizing the pattern is the whole job. In 2022 he joined Ligal to build Plan B. The market offered two options: expensive consulting at ILS 5,000-15,000 a month that a small business simply cannot reach, or cheap self-study modules with no personal implementation. They wanted a third way - hands-on guidance from two partners, AI as an assistant, at a price a real business can afford.