Tailored marketing strategies

for bold founders

with standout products

Growth doesn’t have to be messy.

Strategic branding, positioning, and go-to-market moves.

Let builders build.

We’re here to solve your problems.

Align your brand, market, and team around one clear vision. Set the strategic foundation that scales—so your teams move faster, messaging stays sharp, and no effort gets lost in translation.

Take a clear look at where you stand. Reveal strengths, spot inefficiencies, and unlock growth levers. Know where money leaks—and where to double down.

Execute with structure and speed. Turn strategy into action with clear goals, defined processes, and the right team setup to move efficiently and hit milestones.

Our Services

Marketing Diagnosis

Learn where your brand and product stand externally and internally.

Customer & Market Insights

Brand Audits
Research: Focus Groups, online surveys, interviews
Category Benchmarks

Internal Performance Review

Media Spent audit
CAC and performance metrics audit

Brand & Product Positioning

Align your brand and product story to drive better execution.

Branding Workshops: Define your Why, How and What
Positioning Strategy: Activate your brand guidelines across channels
Go to market Strategy: Activate your brand guidelines across channels
LatAm Market Entry & Localization
Product Launches
Fundraising Narrative & Positioning

Operationalize & Scale

Equip your team to run marketing with clarity and speed.

Foundations to Execute

Marketing Goals & Forecasts
Org Structure Support
Budget Allocation
Process Design
Execution Playbooks
Channel Strategy
Messaging & Channel Alignment
Pricing Strategy
Product & Brand Alignment
Strategic Comms for Change Moments

Strategic branding pays off

Investors fund clarity.

A sharp narrative and differentiated brand make it easier for investors to get what you do and why you’ll win. Strong positioning builds confidence before the numbers even start.

2. Branding builds trust.

Credibility matters, especially in fintech. A consistent, well-executed brand accelerates traction with users, partners, and investors.

3. Better messaging, better CAC.

Clear messaging across every touchpoint improves CAC, shortens sales cycles, and keeps funnels flowing.

4. Execution only works with alignment.

A shared strategy gives your team focus: fewer pivots, faster launches, and decisions that compound.

5. Brand compounds

Strategic brand work isn’t just for today. It drives pricing power, loyalty, and long-term business value.

Why

We believe founders aren’t just building companies, they’re shaping the future of our region. Surplus exists to support that mission by providing the strategic clarity and tools they need to focus on what matters most: building great products and leading their teams through the chaos of early growth. As the name suggests, Surplus is here to help them capture more value: from customers, from markets, and from every move they make.

Hi, I’m Giannina Correa, the founder

I believe technology has the power to reshape society by improving people’s lives, and founders are the ones making it happen.

My vision is to help builders unlock sustainable growth, because when they thrive, innovation moves forward.

With 14+ years of marketing experience and as a Wharton MBA candidate, I bring a rare blend of creativity and business rigor. I help teams clarify their value, scale with purpose, and lead through the chaos of early growth, through storytelling, data, and sharp execution. My role is to provide structure and clarity, so founders can focus on what matters most: building great products that move the world forward.

I’ve worked with companies like Uber, Conekta (fintech), and ViX, the world’s largest Spanish-language streaming service.

Let’s connect

Send us an email to explore how we can support your growth and help you create Surplus.