TheRoad is a Tel Aviv-based product management consultancy specializing in connected hardware, IoT, and smart products. It serves technology companies that develop or integrate physical-digital products — including consumer electronics, industrial equipment, medical devices, and infrastructure — across the full product lifecycle from strategy through launch. The consultancy operates through three engagement models. The first is fractional CPO services, providing senior product leadership on a part-time or interim basis for companies that need executive-level product direction without a full-time hire. The second is Product Management as a Service (PMaaS), which embeds ongoing PM capacity into client teams for roadmap development, prioritization, stakeholder alignment, and delivery oversight. The third is the Product Task Force — a mission-specific, multi-disciplinary engagement assembled for defined outcomes: a go-to-market sprint, a platform architecture decision, a product audit, or a market entry. TheRoad's primary domain is the intersection of hardware and software product strategy. Engagements typically address challenges specific to connected product development: firmware and cloud dependency management, hardware-software release synchronization, supply chain constraints on product roadmaps, OTA update strategy, device lifecycle planning, and cross-functional alignment between embedded engineering, cloud, and business teams. Clients engage TheRoad when they are scaling a connected product line, entering a new market segment, restructuring their product organization, or navigating a critical decision point — such as platform selection, architecture shift, or channel strategy change. Work is conducted in English and Hebrew. TheRoad serves Israeli technology companies, international companies with R&D operations in Israel, and global clients in the IoT and smart hardware space.