Founder. Operator. Mentor. Lecturer.
I'm Vítor Soares: founder, operator, head of product & growth, mentor, and lecturer. I help founders and teams turn unclear ideas into products, marketing strategies and commercial conversations that move things forward.
I have built startups from zero, raised capital, launched marketplaces and SaaS products, and made many of the mistakes first-time founders make.
My first venture won awards, attracted investment and secured major partnerships, but never truly scaled. Years later, I was brought in to help turn around another SaaS company, return it to a growth trajectory, and eventually take it through an exit.
Those experiences shaped how I now approach product strategy, growth and founder decisions: clarify the real problem, challenge assumptions early and focus limited resources on what can genuinely create traction.
Work with me
Three focused ways I work with founders, teams and institutions.
Mentoring
1:1 mentoring for founders and operators navigating product, go-to-market, fundraising, pricing, positioning and difficult strategic decisions - including questions they may not be able to discuss openly with investors or their teams.
Explore mentoring →Speaking
Keynotes, panels and practical workshops on AI, product, growth, go-to-market, startup building, business models, pricing and sales.
Invite me to speak →Teaching
Guest lectures, academic modules, executive education and intensive programmes on AI, marketing, sales, product, growth and entrepreneurship.
Explore teaching →My full-time focus is at TIPS4Y, so I prioritise selective engagements rather than ongoing consulting retainers, fractional roles or hands-on execution.
Where I can help
Five connected areas shaped by building startups, leading products and working across product, growth and commercial strategy.
Product Strategy & Zero-to-One
Discovery, validation, product scope, prioritisation and roadmaps for new products and major product decisions.
Go-to-Market, Positioning & Pricing
ICP definition, value propositions, market entry, commercial narratives, pricing and early sales strategy.
B2B SaaS & AI Products
Product strategy, adoption, monetisation and practical AI integration for software products and digital platforms.
Growth, Go-to-Market & Conversion
Growth strategy across positioning, acquisition, activation, conversion and experimentation, connecting product decisions with sustainable commercial growth.
Negotiation & Founder Communication
Practical frameworks for high-stakes conversations across sales, fundraising, partnerships, hiring and difficult decisions.
Selected work
Products I led across startup building, B2B SaaS, AI, marketplaces, growth and go-to-market.
Additional growth project
Gracielle Cardoso
Website, local SEO and Google Ads for a healthcare professional.
What people say
"Having Vítor during the Founder Institute Portugal, I can say this resonates completely. He is one of the highest rated mentors in the program for a reason."
Carlos Resende
Expert Evaluator at the European Commission, Founder Institute Portugal
"Vítor was able to give me quick and direct advice on how to validate my product idea. Very helpful."
Kane
MentorCruise mentee
"Vítor is the best mentor I've had. I've been working with him for 6 months now and he has helped me with marketing strategy, positioning and growth."
Grace
MentorCruise mentee - 6 months
"Vítor has been incredibly supportive and knowledgeable. He helped me clarify my ambitious plans and gave me actionable steps."
Jade
MentorCruise mentee - 3 months
Want to talk?
Book a mentoring session, invite me to speak at your event, or reach out about an academic lecture.