Office Hours with Wil & Michele from Signal+Soul
Make Your Story Travel
Positioning a company built in one market for customers and investors in another
Many founders build in one country, sell in a second and raise in San Francisco. The pitch that works at home rarely lands the same way everywhere else. Traction that is obvious in your market can be invisible to an investor who doesn't know it, and a message that wins customers can fall flat with a new audience.
Join us for Office Hours with Wil Zehourou and Michele Ross, the co-founders and managing partners of Signal+Soul, a go-to-market studio that helps founders grow through marketing that is data-driven and human-led. Signal+Soul has worked with companies across EMEA on entering new markets, and Wil joined us as a judge at our October Founder Showcase.
💡 What We'll Cover:
Who to sell to first: How to pick the customer segment to start with when you enter a new market, using evidence rather than hunches.
Explaining traction across borders: How to present results from your home market so investors in San Francisco understand them.
One story, two audiences: Shaping your message so it lands with both customers and investors.
Focusing your effort: How to tell which channels are working before you spread yourself thin.
Live Q&A: Bring one concrete positioning or go-to-market problem and leave with a next step.
👤 About the Hosts:
Wil Zehourou is Co-Founder and Managing Partner of Signal+Soul. He previously led product marketing for Google Ads' small business segment and rebuilt the first 100 days of the customer experience at DISH.
Michele Ross is Co-Founder and Managing Partner of Signal+Soul. She previously led go-to-market for Google Ads' flagship education programs and built integrated marketing programs for advertisers at Forbes.
Together they bring more than 30 years of combined experience, and at Signal+Soul they work with founders on getting clear about their best customers, sharpening what they say to them, and building a repeatable way to reach them.
🎟️ Who this is for: Founders building in one market and selling or raising in another, and anyone working out how to position their company for a new audience.
Come with one problem you're stuck on. The more specific, the more useful the session.