Pros
The biggest pro hands down is the people. The people there are a combination of brilliant and nice. Great culture. Another huge pro is the visibility from CEO to the smallest of employees including numerous of direct communication with him in multiple types of forums. This company will for sure be one that everyone in Israel will know.
Cons
Salaries. Low with respect to the norm and also don't have a planned salary increase (forget your usual annual salary discussion, that doesn't happen). In the interview process they said that instead of looking at salaries once a year, they do it like 3 times a year, but in essence that usually doesn't lead to a raised salary. Another big con is clear expectations, also tied with salary, you don't know what's requested of you to get to the next 'level.' There are some junior managers that have too much freedom and make mistakes with their workers. Overall, I would work there for a senior role or for a 2-3 year junior role, not so much in between.