TheRoad

TheRoad is an IoT and smart product strategy consultancy based in Tel Aviv, Israel. It works with hardware companies — from early-stage startups to established manufacturers — to evolve physical products into connected, software-driven platforms. The firm positions itself as a fractional product leadership partner, offering product strategy, product task force teams, and end-to-end guidance from first concept to market traction. Its stated focus is on defining the digital layers that turn hardware into value-added platforms, helping clients retain customers and deter competition. The consultancy serves a range of industries including consumer electronics, professional equipment, medical devices, security systems, EdTech, and mobility. Its services span problem definition and opportunity mapping, value proposition and differentiation, connected product vision and roadmaps, business model and unit economics, and execution alignment. TheRoad also assembles dedicated product teams — product managers, designers, and developers — matched to a client's mission, scoping, building, and shipping products. TheRoad is led by founder Yoel Frischoff, a product strategy consultant and fractional CPO who has been shipping smart products since 1994 and has launched more than ten connected products. A former industrial and mechanical designer turned entrepreneur and strategic adviser, Frischoff brings experience across consumer electronics, professional equipment, medical devices, and security systems. He is also the author of "Tangibles: How Software Turns Hardware into Platforms." The firm is based in Tel Aviv and works with hardware companies worldwide.

TheRoad is an IoT and smart product strategy consultancy based in Tel Aviv, Israel. Its founder, Yoel Frischoff, has been shipping smart products since 1994, according to the firm's own account, and has launched more than ten connected products. Frischoff's background spans industrial and mechanical design, entrepreneurship, and strategic advisory work across consumer electronics, professional equipment, medical devices, and security systems. This end-to-end perspective — connecting the physical world's back end (logistics, operations, maintainability) with the customer-facing front end (perception, positioning, and value-driven business models) — is presented as the foundation of TheRoad's approach. The consultancy was established to help hardware companies evolve physical products into connected, software-driven businesses. It works alongside founders and product leaders as trusted strategists and fractional product managers, based in Tel Aviv but serving hardware companies worldwide. TheRoad's service model includes product strategy engagements, where it defines the digital layers that turn physical products into value-added platforms, and a "Product Task Force" offering in which it builds dedicated product teams — product managers, designers, and developers — matched to a client's mission to scope, assemble, build, and ship products. TheRoad has published case studies describing its work with clients such as EyeClick, EyeWiz, Homefree Systems, AudioDOTS, Cyclebe, and CashBAG. For EyeClick, the firm helped evolve a hardware projector into a smart learning platform with console, web, and mobile interfaces, building product roadmaps across three platforms and assembling a content development team that produced hundreds of educational games. For Homefree Systems' SeniorCare Locator, TheRoad led an architectural redesign separating the watch body from the interchangeable strap and battery assembly, cutting total cost of ownership by half. For AudioDOTS' tvDots, it helped automatically convert any news site into a TV broadcast stream with human-like narration. For Cyclebe, a social cycling platform, TheRoad defined physical product architecture and cost structure and assessed viability. For CashBAG, it worked on closing the incentive loop. Frischoff is also the author of "Tangibles: How Software Turns Hardware into Platforms," a book about how software transforms hardware into platforms. TheRoad maintains a blog where it discusses topics such as marketing software and building a "barebones CRM" using a fishbone diagram, three JSON files, and the marketing of the hardware book. The firm's website lists industries served including consumer electronics, professional equipment, medical devices, security systems, EdTech, and mobility, and states that it has 30+ years of shipping products, 10+ products launched, and 15 industries served.

• 2026

  Founder Yoel Frischoff authors the book "Tangibles: How Software Turns Hardware into Platforms."

• 1994

  Founder Yoel Frischoff begins shipping smart products, according to TheRoad's about page.

• TheRoad is founded in Tel Aviv as an IoT and smart product strategy consultancy.

• TheRoad publishes case studies with clients including EyeClick, EyeWiz, Homefree Systems, AudioDOTS, Cyclebe, and CashBAG.

Fractional product leadership and IoT strategy consultancy for hardware companies transitioning to connected, software-driven business models.

• Product Strategy

  Defines the digital layers that turn physical products into value-added platforms, including problem definition, value proposition, connected product vision and roadmaps, business model and unit economics, and execution alignment.

• Product Task Force

  Builds dedicated product teams — PMs, designers, developers — matched to a client's mission to scope, assemble, build, and ship.

• Strategy Assessment

  An engagement offering for startups in ideation, hardware companies transitioning to connected platforms, and product teams facing business model challenges.

1. 1IoT Consulting Services | Smart Product Strategy — TheRoad, Tel Avivtheroadtlv.com
2. 2About TheRoad — IoT & Smart Product Consultancy, Tel Avivtheroadtlv.com
3. 3Product Strategy Consulting for IoT & Hardware | TheRoadtheroadtlv.com
4. 4Barebones CRM — TheRoad Blogtheroadtlv.com
5. 5TheRoad — Wikidatawikidata.org