Boaz Rossano
Boaz Rossano founded 2CENTS with Gilad Hellerman during 2008, and this is the 5th startup initiative that he launched and manages, after founding and managing a variety of Internet startups in different fields, from a studio for Interactive Media Design, through an Interactive Ad Agency (in which he cooperated with the DDB Advertising Network), to an E-Commerce startup (all of these businesses were either sold or merged to the operations of different companies).
Netica, the company he launched over a decade ago, along with Gilad Hellerman, and where he served as a Co-CEO, Marketing and Creative Manager, was recently added to the Pionet Technologies Group, and Boaz and his partner did an exit, and moved to consult to Internet startups under the 2CENTS consultancy, where Boaz brings his rich experience in e-Branding, UX design, Internet marketing and strategy, concept development and product management for the high-tech, media and advertising, and to the mobile and IPTV Telco operators.
Since 1996, Boaz has been lecturing in different academies (Bezalel and Shenkar). In 2002 he founded and developed the curriculum of the Interactive Media Design Program in Shenkar College (Graphic Design dept.) along with a team of talented teachers, and managed it till 2007.
Boaz also co-founded the Israeli Community of Designers (the Israeli chapter of ICOGRADA and ICSID) and served as VP of the Graphic Design field till 2007.
Boaz has a B. Des. In Graphic Design from Bezalel Academy, and Exec. MBA (with specialization in Marketing) from the University of Bradford, UK.


Gilad Hellerman
After serving as a CTO and joint CEO in Netica for almost a decade, Gilad, along with Boaz formed 2CENTS, where Gilad brings to use all his knowledge and experience accumulated over the years of intense activity in the Israeli and global internet market. This experience is used mainly for the purpose of creating and focusing the business models of his clients, defining the product that serves the business model and consulting of the most cost-efficient way to implement products (technologically and otherwise).
This ability is the result of many years in which Gilad has been exposed to numerous startup companies, their business models and implementation (products and technology), as well as to their successes or failures (from which one might learn even more than successes) which gave him an even wider perspective of the industry.
As part of his activity in the companies he founded (Netica and NetMode), Gilad was responsible for the software development and the company’s operations, as well as serving as a technological advisor to the companies' clients. The clients that were using Gilad’s technology consulting were startup companies (like Babylon, Personeta, Orca, Ozvision, and ICQ TV) as well as large, international corporations (like Comverse, Amdocs, M-Systems, and RadVision). During the years Gilad has acquired a unique experience in Web 2.0, SaaS and IPTV systems.
Gilad has a B.sc. degree from the Hebrew University in the fields of Computer Science and Business Administration.
Gilad has an MA from Middlesex University in the field of Design Management.