TheRoad
Product Strategy. Product Management. Hands-on Consulting.
About Us - Who We Are
TheRoad – Smart Product & IoT Strategy Consultancy
From concept to smart platform – transforming physical products into connected business models.
Headquartered in Tel Aviv, Israel, we operate in Product Strategy, IoT Consulting , as consultants and Fractional CPO
Description
TheRoad is a product strategy consultancy helping startups and established companies build winning smart hardware and IoT products.
Founded by Yoel Frischoff, a product strategist, we blend business insights, technical architecture, and user experience to augment hardware with software, leading to market success.
We offer product strategy and hands-on product management, either through team augmentation or as fractional CPO services.
Our focus is on IoT products and the ecosystems built on top of them to create service-driven platforms – building user experiences and business models designed for prolonged customer relationships generating higher value.
Our approach combines lean validation methods with strategic foresight, ensuring measurable impact across the entire product lifecycle – from idea to recurring revenue.
Core Services
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Smart Product & IoT Strategy: Architecture across device, cloud, and app layers.
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Product Strategy & Market Fit: Vision shaping, opportunity definition, pricing, and positioning.
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Fractional CPO / Product Management-as-a-Service: On-demand leadership for scaling teams.
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Business Model Design: Turning connected products into subscription-based ecosystems.
Ideal For
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Startups validating early smart hardware or IoT concepts.
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Established manufacturers transitioning toward connected product lines.
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Investors evaluating product readiness or market viability in the connected device space.
Leadership
At TheRoad, leadership means bridging strategy, design, and execution – helping teams turn vision into tangible results.
We work closely with founders and product leaders to translate bold ideas into clear product strategies, grounded in user value, market reality, and competitive insight.
Our strength lies in connecting the dots across the business, technology, and customer landscape, building a coherent product roadmap that drives both differentiation and delivery.
With hands-on experience across IoT, hardware, and software ecosystems, we don’t just define strategy – we help teams execute it with clarity, alignment, and measurable progress.
Yoel Frischoff
Product Strategy Consultant
I am a product strategist and hands-on product manager, leading software augmentation initiatives in the physical world.
A former industrial and mechanical designer come entrepreneur and strategic adviser, I bring industry perspectives ranging from consumer electronics, professional equipment, medical devices, security, and more.
A holistic scope defines my approach – integrating logistics, operations, maintainability, and usability from the physical world’s back end with consumer perception, positioning, and value-driven business models.
My forthcoming book, Smart Tangibles (2026), explores how connected products – from smart home devices to industrial systems – can blend design, technology, and services to create durable business models.
