About TheRoad
Smart Product Strategy — from Vision to Market
TheRoad helps hardware companies evolve physical products into connected, software-driven businesses. We work alongside founders and product leaders as trusted strategists and fractional product managers.
Based in Tel Aviv, working with hardware companies worldwide.
Since 1994
Shipping smart products
10+
Connected products launched
2026
Author, Tangibles
Founder
Yoel Frischoff
Principal & Smart Product Strategist
A former industrial and mechanical designer turned entrepreneur and strategic adviser, Yoel Frischoff brings perspectives spanning consumer electronics, professional equipment, medical devices, and security systems.
His approach is holistic by design — connecting the physical world's back end (logistics, operations, maintainability) with the front end that matters to customers (perception, positioning, and value-driven business models). This end-to-end perspective is what makes TheRoad's product strategies stick.
Yoel's forthcoming book, Tangibles (2026), examines how connected products — from smart home devices to industrial systems — can combine design, technology, and services into durable business models.
Industries
Industries We Serve
Consumer Electronics
Smart home devices, connected products
Professional Equipment
Industrial systems, field tools
Medical Devices
Wearable health monitors, care systems
Security Systems
Access control, monitoring platforms
EdTech
Interactive learning hardware
Mobility
Connected vehicles, cycling platforms
Services
What We Do
Process
How We Work
Understand
We start with your product, your market, and your constraints. No frameworks imposed — just a clear picture of where you are and where the opportunity lies.
Define
Strategy, roadmap, and team structure — tailored to your stage. Whether that's a 2-week sprint or a 6-month engagement, the scope matches the problem.
Execute
Advisory or hands-on. We either guide your team or build one alongside you. Either way, we stay close enough to influence real decisions.
Clients
Companies We've Worked With
"We were impressed with their dedication and willingness to adapt and find solutions to issues and challenges."
Ariel Almos
CEO, EyeClick
"TheRoad brought structure to what was previously chaos. The task force model gave us exactly the team we needed, when we needed it."
Itay
CEO, AudioDots
"Yoel's holistic view of both the technical and business side of our product was exactly what we needed. He didn't just advise — he rolled up his sleeves."
Eyal
CEO, Commugen
"Yoel brought both the strategic vision and the tactical knowledge to move our product forward. He understood our constraints and worked within them."
Gadi
CEO, eLinkAir
Let's talk