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Deal team comms

Executing M&A comms that shape deals: from initial interest to integration. Serving EMEA founders & global deal teams. 

  • Pre-deal: company & CEO positioning

  • In-process: information flow management, leak mitigation

  • Signing to closing: messaging to employees, customers, shareholders

  • Post-merger integration: for brands, products, & teams

Early-stage
What really matters

🛠️ Why Tupolev & Co

Since 2015, I've executed comms for financial milestones for tech startups — including during confidential, complex, and high-stakes transactions.
I specialize in founder-first comms, built to serve the deal and the team behind it.

↗️ Deal stages & comms considerations:

01. Pre-deal: position the company and leadership to potential acquirers

+ Pre-deal comms considerations:

Whisper campaigns

Brand & product messaging audits

Messaging clean-ups

CEO profile & comms
PR strategies

02. In the deal-making process

+ Deal comms considerations:

Deal team alignment for diligence 
Leak mitigation
Internal info management
What you don't say

03.  Signing & deal announcements

+ Signing comms considerations:

Lining up internal announcements 

Leadership alignment

Customer & product communications
Deal PR strategy (quiet or loud)
Founder legacy & future-positioning

04.  Closing & integration (PMI)

+ Closing & integration comms considerations:

Announcement strategy

Stakeholder briefing materials
Internal & external messaging hierarchy
Collaboration with buyer’s comms team
Consistent internal information flow 

Customer & product communications
Press and PR planning

Need more? Nerd out on mergers and acquisitions:

For Merger Nerds
Target Acquired. Secrets of Corporate Development. Michael Calev | 006

Target Acquired. Secrets of Corporate Development. Michael Calev | 006

(Hebrew w/English-only subtitles) This is the role founders know the least about - but has the most influence on your deal. Learn how these elusive executives at acquirers find your company, evaluate you, and make or break your deal. So: what makes a company rise to the top of an acquirer’s list? Michael Calev, a corp dev exec & former investment banker, takes us through strategic fit —how well you align with an acquirer’s growth objectives, tech roadmap, and long-term market positioning. That means appearing on their radar early, knowing what they look for, and avoiding common missteps that turn deals cold. In this episode, Sophia Tupolev-Luz and Zeevi Michel dive into the world of corporate development, breaking down the mechanics of M&A, the unspoken rules of the game, and how founders can play it to their advantage. In this episode, we cover: The art of getting on an acquirer’s radar—and staying there The KPIs that drive M&A decisions and the role of post-merger integration How corporate development teams think about technology, talent, and customers The red flags and the magic words that kill deals How earlier-stage startups can become acquirers themselves The real answer to: "How much more could the founder have taken home?" About: Israel’s tech M&A show delivers unfiltered conversations with key players from the startup lifecycle. This is a podcast for startups about the path to mergers and acquisitions—and their aftermath. We’re here to go behind the scenes to look at how transactions go terribly wrong or terrifically right. Our goal: To give founders new perspectives from the buy-side, sell-side, and investors—so they can better plan for their own endgame. To comment on our work, ⁠⁠follow our page⁠⁠. Need more? Subscribe for free to our⁠executive summaries⁠ for founders and startup leadership teams. ⁠Transcript file⁠: Produced by: Sophia Tupolev-Luz Video and sound editing by: Yair Walden Location: Google for Startups Campus Studio, Tel Aviv
The Heart of the Deal. Founders & Truth Dynamics. (Hebrew w/English-only subtitles) | 004

The Heart of the Deal. Founders & Truth Dynamics. (Hebrew w/English-only subtitles) | 004

The deal dynamics founders rarely talk about—how internal motivations, external messaging, and decision-making shape their startup’s endgame. In this episode, ⁠Sophia Tupolev-Luz⁠ and ⁠Zeevi Michel⁠ tackle taboo topics, from the unspoken truths founders face to the challenges of aligning employees and investors during a transaction. We explore what founders often overlook when building a company and preparing for the endgame. In this episode, we cover: - Why M&A is a taboo subject in accelerators and entrepreneurship programs. - The three types of founders and how their motivations influence success or failure. - Why early decisions, like fundraising and choosing investors, narrow or expand exit opportunities. - The importance of transparency and alignment with your team—and the consequences of misalignment. - How employee dynamics during an M&A create challenges, from early employees to leadership teams. - Why founders should always consider their endgame when making financial or strategic decisions. About: Israel’s tech M&A show delivers unfiltered conversations with key players from the startup lifecycle. This is a podcast for startups about the path to mergers and acquisitions—and their aftermath. We’re here to go behind the scenes to look at how transactions go terribly wrong or terrifically right. Our goal: To give founders new perspectives from the buy-side, sell-side, and investors—so they can better plan for their own endgame. To comment on our work, ⁠follow our page⁠. https://www.linkedin.com/company/the-endgame-podcast/ Transcript: https://docs.google.com/document/d/1hZxnk_51zx-ZjAXYmPx51gE8-q-mXkNipwLCQrJlH3s/edit?usp=sharing Produced by: Sophia Tupolev-Luz Video and sound editing by: Yair Walden Location: Google for Startups Campus Studio, Tel Aviv
Claims & Consequences. Mistakes & Misconduct. Josh Begner (WTW) | 003

Claims & Consequences. Mistakes & Misconduct. Josh Begner (WTW) | 003

From mistakes to misconduct, we get the data on where M&A transactions go south after closing - and why it hurts so bad for both buyers and sellers. Taking us into the world of breaches and risk is THE guy who brought M&A insurance to Israel 5 years ago, ⁠Josh Begner⁠ of WTW, (NASDAQ: WTW). In our latest episode, we came for the tea on the horror stories…but we were taken aback at how the most devastating risks can come in seemingly bland packages.  Josh decodes the data on M&As that spiral into lawsuits or insurance claims. Insurance, of course, is there to help clean up the mess. But as a founder, how do you prevent those terrible mistakes in the first place? Hosts ⁠Sophia Tupolev-Luz⁠ and⁠ Zeevi Michel⁠ chart the tension between the operational reality for founders and their responsibilities to create processes that will protect their companies - and them - come transaction time. In this episode, we cover: - The data on the most common breaches in M&A deals that lead to legal action by acquirers. - How foreign investors view Israeli companies in today’s geopolitical landscape. - M&A insurance: what it covers, the costs, and who pays. - Mistakes vs. misconduct in high-stakes transactions. - Key roles within a startup team thinking about their endgame on Day 1. - The influence of the risk-taking profile of Israeli founders on their companies’ vulnerability in transactions. - M&A’s continued dominance in Israel - and the market conditions affecting IPOs, with data from ⁠https://www.ivc-online.com/Insights⁠ ** This episode is in English, with English subtitles. This episode was recorded at⁠ Google for Startups Israel⁠ Video and sound editing by 👑⁠ Yair Walden⁠ About The Endgame: Israel’s tech M&A show delivers unfiltered conversations with key players from the startup lifecycle. This is a podcast for startups about the path to mergers and acquisitions - and their aftermath. We’re here to go behind the scenes to look at how transactions go terribly wrong or, terrifically right.  Our goal: To give founders new perspectives from the buy-side, sell-side, and investors–  so they can better plan for their own endgame.
002: Skeletons. The Razor’s Edge. Deal Breakers. Sim Koevary, Meitar (HE, with EN subs)

002: Skeletons. The Razor’s Edge. Deal Breakers. Sim Koevary, Meitar (HE, with EN subs)

👇 This episode is in English+Hebrew, with English-only subtitles. M&A attorney Sim Koevary (Meitar | Law Offices) takes us into the ring on tech M&A deals that have gone spectacularly right—and disastrously wrong.  From the hidden skeletons that implode transactions to the razor-thin boundaries of the playing field, Sim breaks down the unwritten rules founders need to play by.  Hosts Sophie and Zeevi chart the fragile balance of power in M&A, and how founders can leverage their legal partners to maximize shareholder value - and minimize fallout. Some of the topics this episode covers: - What really makes acquirers walk away - Legit founder deal breakers: what's worth going to war for - The silent power struggles between VCs and founders - Instincts, gut feelings, and team dynamics - Skeletons in the closet, navigating dangerous disclosures - Who deserves retention and acceleration in the deal - Misaligned expectations: where deals break down - Common, costly mistakes with IP and equity - Your lawyer’s influence on commercial terms, beyond legal technicalities Connect with Sim on LinkedIn: https://www.linkedin.com/in/simkoevary/ Access the transcript here: https://docs.google.com/document/d/1Au0fQ5yyRitRe1nxCfZ4AD9-5h_ELpP7eSClktG25Q8/edit?usp=sharing  About The Endgame: Israel’s tech M&A show delivers unfiltered conversations with key players from the startup lifecycle. This is a podcast for startups about the path to mergers and acquisitions - and their aftermath. We’re here to go behind the scenes to look at how transactions go terribly wrong or, terrifically right. Our goal: To give founders new perspectives from the buy-side, sell-side, and investors–  so they can better plan for their own endgame.  To comment on our work, follow our page: ⁠https://www.linkedin.com/company/the-endgame-podcast⁠ To pitch a guest or suggest a question for the show: Sophia Tupolev-Luz: ⁠https://www.linkedin.com/in/sophia-tupolev-luz⁠ Zeevi Michel: ⁠https://www.linkedin.com/in/zeevimichel/ Credits: Produced by: Sophia Tupolev-Luz Video and sound editing by: Yair Walden Location: Google for Startups Campus Studio, Tel Aviv
The Endgame: Pilot Episode #001 | Murders & Acquisitions. Shadow Players. Competing Interests.

The Endgame: Pilot Episode #001 | Murders & Acquisitions. Shadow Players. Competing Interests.

Behind the headlines of the high-stakes mergers and acquisitions game in Israel's tech sector, triangulating the competing interests of the buy-side, sell-side, and shareholders (including investors). In this pilot, meet co-hosts Sophie and Zeevi while they're plotting the show and its guests: the key players who make or break deals, often working in the shadows. Israel’s tech M&A show delivers founders unfiltered conversations w/ stakeholders from the entire ecosystem & startup lifecycle. ** This episode is in English+Hebrew, with English-only subtitles.  Access the transcript here: https://docs.google.com/document/d/1-xSiNUzHOmRzUUGwzZy6zAHmaie6ZM_7Ils40TjwBOk/edit Editor's note: this is the first cut of the pilot episode! We're pretty sure some rough or heavy-handed edits slipped through. We're releasing it as is, and promise to keep improving our technical skills with each show.  About The Endgame: A podcast for startups about the path to mergers and acquisitions - and their aftermath. We’re here to go behind the scenes to look at how transactions go terribly wrong or, terrifically right. We aim to give founders new perspectives from the buy-side, sell-side, and investors–  so they can better plan for their own endgame.  To comment on our work, follow our page: ⁠https://www.linkedin.com/company/the-endgame-podcast⁠ To pitch a guest or suggest a question for the show: Sophia Tupolev-Luz: ⁠https://www.linkedin.com/in/sophia-tupolev-luz⁠ Zeevi Michel: ⁠https://www.linkedin.com/in/zeevimichel/⁠ To go to Spotify: https://podcasters.spotify.com/pod/show/sophiatupolev/episodes/001---Murders--Acquisitions--Shadow-Players--Competing-Interests-e2o477i
Your Company Is The Product. Cyber, AI, M&A with Shay Michel, Merlin Ventures | 005

Your Company Is The Product. Cyber, AI, M&A with Shay Michel, Merlin Ventures | 005

Change is a constant, but in M&A, the target company is always going to be the product. AI is already influencing the pace, valuation, and strategies in mergers and acquisitions, and we keep looking at the core of deal dynamics. So: why do cybersecurity companies command seemingly illogical valuations at such low revenues? The answer lies in implied value - what an acquirer believes they will be able to do with you - and what your contribution margin is going to be. That means how you impact their sales, R&D efforts, and ability to go in and quickly dominate a space.  In this episode, Sophia Tupolev-Luz and Zeevi Michel speak with cybersecurity investor Shay Michel of Merlin Ventures, who shares his experience as a founder, investor, and advisor on all sides of the M&A table. Shay’s uncommon product perspective shows us how large tech players approach acquisitions, and how founders should think about their company's "endgame" from day one. In this episode, we cover: - The counterintuitive valuations in cybersecurity  - Strategic motives behind acquisitions by large tech firms - Understanding implied value and contribution margins - AI influence on M&A's pace, valuation, and strategies - The importance of deep technological moats and expertise - Impact of U.S. regulatory standards on market entry, risk, and M&A - Strategies for founders to align with potential acquirers from day one. About: Israel’s tech M&A show delivers unfiltered conversations with key players from the startup lifecycle. This is a podcast for startups about the path to mergers and acquisitions—and their aftermath. We’re here to go behind the scenes to look at how transactions go terribly wrong or terrifically right. Our goal:  To give founders new perspectives from the buy-side, sell-side, and investors—so they can better plan for their own endgame. To comment on our work, ⁠follow our page⁠. ⁠Official transcript file⁠: https://docs.google.com/document/d/1BaS6Lv0Yb_H_Zz_55FlaUtFEdk7MHNSAT7R8ulIfKSY/edit?usp=sharing Produced by: Sophia Tupolev-Luz Video and sound editing by: Yair Walden Location: Google for Startups Campus Studio, Tel Aviv Write to the hosts: Sophia: https://www.linkedin.com/in/sophia-tupolev-luz/ Zeevi: https://www.linkedin.com/in/zeevimichel/ Follow us on LinkedIn: https://www.linkedin.com/company/the-endgame-podcast/?viewAsMember=true Need more? Executive summaries for founders - free to subscribe. https://theendgamepodcast.substack.com/
Partners

Sophia Tupolev-Luz is a deal communications executive in tech, a non-profit leader, and a passionate advocate for immigrant economic advancement. ​​

In her corporate roles, she serves on technology leadership teams communicating in North America and Europe. Most recently, she was the Vice President of Communications for UserWay, a Level Access Company, the world's leading digital accessibility provider, overseeing areas like corporate, M&A comms, and retail investor relations for the company's 2024 take-private.

Sophia was an early employee at climate security startup Tomorrow.io (formerly ClimaCell), serving as communications director. She has advised dozens of tech leadership teams and their investors on communications and executed world-class programs on their behalf. She is currently co-host of The Endgame, Israel's Tech M&A podcast.​

A tri-lingual, three-time immigrant, Sophia is a social entrepreneur, leading two non-profit initiatives to promote the economic inclusion of immigrants in Israel: The Economic Integration Org, focused on policy advocacy, and The Reboot Startup Nation, Israel’s grassroots community for immigrants in tech, connecting displaced professionals to jobs since 2022.

Sophia Tupolev-Luz, Director

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