Empowering small businesses with strategy to succeed.
SUR partners with your company to enable a business design approach increasing by 30% your revenue growth and decreasing your time to market by 50% with a tested strategic research approach.
In the bustling marketplace, small businesses often face the challenge of defining their business strategy and understanding their audience without breaking the bank. That's where SUR comes in, a beacon of hope for your small business. With a firm belief in the power of strategy and knowledge, SUR is not just a service; it's a partner in the truest sense.
Shary Almaguer Leal
CEO
I partner with small and medium-sized businesses to transform complexity into clarity. With over a decade of experience leading research at big tech companies, like Microsoft, and shaping products used by millions, I bring enterprise-level strategic thinking to organizations ready to scale thoughtfully.
My approach combines business design with rigorous research methodologies—from generative research and user interviews to Jobs-to-be-Done frameworks—to uncover the insights that drive meaningful business decisions. I help SMBs understand their customers deeply, validate their assumptions, and build strategies grounded in real user needs rather than guesswork.
Whether you're refining your product-market fit, designing new services, or navigating growth challenges, I bring a growth mindset and collaborative approach that elevates your team's capabilities while delivering actionable insights. Together, we'll make decisions with confidence, backed by research that matters.
What makes us different
SUR empowers small digital businesses to overcome budget constraints, providing accessible methods to generate insights that help them thrive alongside larger competitors. With extensive experience conducting business design and strategic research for large-scale and globally impactful digital products, we bring proven frameworks and insights to small businesses.
SUR's philosophy
Equip small businesses with the tools and knowledge to thrive. This isn't just about handing over data or running workshops; it's about crafting a business design strategy that's as unique as the business itself.
In-person and remote options
We are located in the Seattle Metropolitan Area. Not from the PNW? No worries – we’ve got you covered with online meetings.