I’m Yoel Frischoff, founder of TheRoad TLV, a product strategy consultancy based in Tel Aviv, specializing in smart hardware, connected devices, IoT systems, and physical‑digital platforms. Over the years, I’ve helped startups and established companies alike navigate the complex journey from early validation to fully‑realized smart products—applying systems thinking, design intelligence, and real-world strategy to create sustainable advantage.

My mission is to unlock the power of “Smart Tangibles”—the emerging frontier where adaptive, software-defined physical products reshape user flows, skyrocket customer expectations, and disrupt traditional markets. I’m currently writing a book titled Smart Tangibles, slated for release in 2026. It explores how connected, learning, and adaptive products can be “grown, adapted, and sustained,” rather than just “built”.

I Teach:
- Hardware Validation: Avoid common prototype pitfalls and validate demand before tooling up.
- Product-Market Strategy: Define service-led business models, planned feature roadmap, and product–market fit for smart hardware.
- Systems-Level Thinking: Navigate complexity through strategy that account for finance of ramping up, unit economics, and long term creation of recurring customer value.

What You’ll Get
- Feedback on your product vision connect with your differentiation.
- Early-stage review of your prototypes, validation plans, and go-to-market strategies.

I Mentor
- PMs, founders, and leaders at smart hardware or IoT startups
- Innovators integrating software into physical products
- Product professionals struggling with hardware validation, service design, or lifecycle planning