Case Study: Driving U.S. Go-To-Market Strategy as Fractional CMO for MyShop Technologies

At Efficacy Goals, our mission is to help fast-growing startups navigate high-stakes inflection points with clear, actionable marketing and go-to-market strategies. During 2025, I had the privilege of partnering closely with Itsik Zizov (Co-Founder and CEO) and the team at MyShop Technologies as their Fractional CMO. Our core objective? Help this innovative Israeli startup land, position, and scale its footprint in Miami and across the broader U.S. market.

When an international B2B SaaS or tech startup enters the competitive U.S. ecosystem, the challenge goes far beyond simple localization—it requires a complete market transformation. Over the course of the year, we worked hand-in-hand to build a robust foundation for scalable growth, managing everything from high-level positioning to technical execution.

Building a Scalable U.S. Sales Infrastructure

To prepare the company for aggressive market expansion, we focused on aligning our marketing narrative with operational execution. As the fractional marketing leader, my role involved:

• Defining Product Positioning: Tailoring the core messaging to resonate deeply with the specific, everyday pain points of U.S. restaurant owners.

• Creating Sales Playbooks: Designing comprehensive sales playbooks and defining the sales strategy and operations from the ground up to empower a high-performing U.S. sales team.

• Implementing HubSpot CRM: Setting up a centralized, automation-driven CRM system to ensure every inbound lead, commercial contract, and customer touchpoint was tracked seamlessly as we scaled.

• Launching a Republic Crowdfunding Campaign: Crafting the narrative, marketing momentum, and investor relations messaging required to drive high visibility on Republic.com.

  
  

The culmination of this strategic groundwork resulted in a massive corporate milestone: MyShop Technologies announced the early closure of its Series A crowdfunding campaign on Republic.com on December 19, 2025—well ahead of its original timeline.

The Catalyst: 300% Revenue Outperformance with MaYa AI

The decision to close the fundraising round early came on the heels of exceptionally strong traction for MaYa, the company’s AI-powered restaurant ordering platform. MaYa solves three of the most critical challenges plaguing the restaurant industry today: missed calls during peak rush hours, multi-language barriers, and rising labor costs.

By answering restaurant phone calls and processing orders in six languages simultaneously, MaYa entered its pre-sale phase across multiple U.S. states and immediately exceeded internal revenue projections by 300% in initial U.S. deployments.

The data from our first signed commercial contracts revealed an incredible trend: the average annual revenue per U.S. MaYa customer is running 13 to 15 times higher than comparable customers in Israel, where MyShop already boasts a mature footprint serving over 1,000 restaurant locations. This exceptional unit economic performance shattered our internal financial models, performing roughly three times higher than projected.

Shifting Focus from Fundraising to B2B SaaS Scaling

As a fractional executive, there is no greater validation than seeing a strategy take flight so rapidly that it shifts a company's immediate corporate roadmap.

As Co-Founder and CEO Itsik Zizov noted:

“The revenue numbers from our first U.S. contracts showed us we need to move faster. Closing this round early allows us to deploy capital directly into sales execution rather than fundraising activities.”

With the Republic round successfully closed, the company is currently reviewing its financial forecasts and expects to release updated Annual Recurring Revenue (ARR) projections following internal analysis.

The strategic focus now turns entirely toward rapid scale-up. As Co-Founder and Co-CEO Roey Gesser put it: "every week spent fundraising is a week not spent signing new restaurant partners. Our laser focus is now exactly where it needs to be: on U.S. customer acquisition, seamless software implementation, and proving out these incredible unit economics at scale".

The ROI of Fractional CMO Leadership for Startups

My time with MyShop Technologies perfectly encapsulates why I founded Efficacy Goals. High-growth startups don't always need a permanent, full-time executive suite from day one. Instead, they need immediate, heavy-hitting strategic execution—someone who can align product, sales, marketing, and operations to capture a market window before it closes.

It was an absolute privilege to work alongside Itsik, Roey, and the entire team during this pivotal international expansion. I can't wait to watch MaYa transform the U.S. restaurant tech landscape.