We focus on the challenges of startups and technology vendors, helping them with their strategic goals. Our advisory services relate to the product, the market, and the company, where we help fix Product Market Fit, Go To Market strategy, and the resulting organization alignment.


Our passion is Startup Acceleration, and our vehicle is Business Development as a Service. Take a ride with us on the road to greatness!

People and values

We accelerate startups creating digital and technology products, helping them form their vision about the value they bring to their users.

By improving Product Market Fit, creating Business Models, and formulating Go-To-market Strategies - we assist entrepreneurs  build their company's structure, articulate their message to prospective investors, customers, partners.

Our unique value lies in the ability to consolidate insights across the business and its competitive landscape, to form a coherent overall vision - a Company roadmap.


FInally, we then help managements execute on that promise.

Yoel Frischoff

Founder and principal, I bring a wealth of experience from creative, technical, and management consulting.


Consulting since 1995, I went on to lead R&D teams,  co-founded an eHealth company, and several other digital products.

Since 2010 I am leading TheRoad (formerly known as iCConsulting), accelerating technology startups.

My expertise spans over business development, product management, and financial modeling in the software and technology domains.

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