TheRoad Verified Company

TheRoad is an IoT and smart-product consultancy based in Tel Aviv, working with hardware companies worldwide. We help founders and product leaders turn physical products into connected, software-driven businesses, acting as trusted strategists and, when needed, as an embedded product team.

Led by Yoel Frischoff, a product strategist and fractional CPO who has been shipping smart products since 1994 and has launched more than ten connected products, the practice draws on a background in industrial design, mechanical engineering, and technology management. That mix gives TheRoad a holistic view that ties the physical back end of a product (logistics, operations, maintainability) to the front end that customers actually notice: positioning, perception, and the business model built around it.

Two engagement models cover most of what we do. Product Strategy work defines the digital layers that turn a device into a value-added platform: problem framing, competitive positioning, connected-product vision and roadmaps, business-model and unit-economics design, and the milestones needed to keep execution aligned. It runs as anything from a short strategy sprint to an ongoing monthly advisory relationship.

Product Task Force work is the hands-on counterpart. We assemble a mission-specific team (product manager, designer, developer, and domain specialists as needed) and take a connected product from concept toward market. Deliverables include strategic analysis, business-case requirements, data-flow and architecture planning, user stories and UX/UI concepts, tech-stack definition, and sprint planning, with missions ranging from a one-to-two-week research sprint to a multi-month zero-to-one build.

TheRoad has worked across consumer electronics, professional equipment, medical devices, security systems, EdTech, and mobility, with clients including EyeClick, AudioDots, Commugen, and eLinkAir.

Yoel Frischoff is also the author of Tangibles, a book on how software turns hardware into durable, service-connected platforms, and the frameworks behind it inform every TheRoad engagement.