- Scale Yourself and Your Business
1:1 CEO Coaching for Scaling Founders
20+ Years
Building, scaling, and exiting businesses
2 Exits
Both profitable, both on my terms
40+ Founders
Coached across industries and growth stages
$135M+
Total revenue
clients coached
Trusted by founder across
SaaS · Fintech · IT Services · Agencies · Retail · Professional Services
Self-funded founders. Real teams. Real revenue. Real constraints.
About Me
I've been exactly where you are.
I’m Surabhi Shenoy.
I’ve spent 20+ years building businesses.
Tejora Technologies was my flagship. I built it to over 200 employees with clients across the US, UAE, and India. I profitably exited in 2022.
In 2007, while scaling Tejora, I launched Elixir Fitness, a retail business that taught me an entirely different set of lessons. I exited Elixir in 2012 to focus fully on Tejora. Both businesses were bootstrapped. Both were profitable. Both exits were on my terms.
Today, I coach founders one-on-one on founder strategy, growth, and decision-making. Result of our work together is systematic growth, and increased valuation.
I bring my experience of building, scaling, and exiting, plus everything I’ve learned working closely with 40+ founders across industries and growth stages.
I’m not a consultant who studies businesses from the outside. I’m a founder who’s been in the seat you’re in.
Who This Is For
This is for you if
You're the right fit if…
You're running a business with revenue and a growing team
You're great at your craft but know the business side needs to get stronger — numbers, pricing, margins, team structure
You're making high-stakes growth decisions and want to stress-test them with someone who's built businesses
You want to grow but aren't sure which way — more clients, new services, new markets — and capital is limited
You want a coach who gets into the details, not one who just asks how you feel
This is not for you if…
Idea-stage or pre-revenue founders
Founders who want templated frameworks instead of deep thinking
Anyone looking for cheerleading or motivational coaching
Founders who want advice but won't be coached on themselves
If you care about developing your CEO capability that next growth stage demands it will.
our focus
What We Work On Together
Your Numbers
We go through your financials together: revenue, margins, cash flow, profitability by client and service. We build the MIS that shows you what's really happening. You can't grow what you can't see.
Your Offer
What you sell, who you sell it to, how you price it. We productize and standardize your delivery, fix your pricing, and align your business model to the growth strategy and create a flywheel.
Your Team
We work on what to delegate, who to hire next, and how to structure roles so your team owns outcomes, not just tasks. The goal isn't a bigger team, but a team that runs the business while you focus on growing it.
Your Growth Direction
Where should you invest your limited capital — more clients, new services, new markets, a product? We evaluate options together and commit to the path with the best return.
THE METHODOLOGY
How I Coach: The CEO Mastery Method
Most coaching gives you answers. I help you build the thinking that finds the right answers.
The CEO Mastery Method is built on three capabilities:
Systems Thinking
Your business is a system where revenue, people, product, operations, and cash are all connected.
I help you see how the pieces connect, so your decisions don't create new problems later on.
Domain Expertise
Good decisions require knowing your business deeply to evaluate risks and trade-offs, not just guess.
I help you build and pressure-test the knowledge that turns gut feeling into sound judgment.
Mental Models
Founders rarely have complete information.
Mental models are thinking tools to help you decide well under uncertainty. We use them to examine your hardest decisions from multiple angles before you commit.
Speed Calibration
Not every decision deserves the same process.
Some decisions are reversible (move fast, learn quickly) and some are irreversible (slow down, think deeply).
Getting the speed right is a skill.
The Journey
How the Engagement works
You Apply
Fill out a short form so I understand your business and goals.
I review every application personally.
We Talk
A 20-minute call to see if we're a good fit.
Not a coaching session or a sales pitch. Just an honest conversation to check if we are working together makes sense.
We Begin
Bi-weekly 75-minute sessions, plus async access between them.
We work on what matters most to your business right now.
Engagement terms
Monthly Payments.
No long-term contracts.
You stay because it's working, not because you're locked in.
The Outcome
What changes after this
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You see your business clearly
The numbers, the margins, what's working, what's leaking, it's all visible. Decisions get easier when you're not guessing.
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Your offer starts working harder than you do.
Standardized, well-priced, aligned to a model that compounds. The flywheel starts turning.
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Your team carries the business, not just tasks.
You stop being the bottleneck. They own outcomes. You focus on where the business goes next.
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You stop second-guessing your growth bets.
You've run the numbers, evaluated the options, and committed to a direction. You move with confidence, not hope.
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You become a sharper CEO every quarter.
This is the biggest shift. You build the habit of thinking clearly about your own business, and that compounds long after coaching ends.
It makes you the kind of CEO who makes them well.
TESTIMONIALS
What Founders Say
Common Questions
Frequently Asked Questions
Most business coaches haven't run a business. Most consultants give you a deck. I do neither. I'm an operator who'll think alongside you, ask the questions you're avoiding, and share what actually worked (and didn't) when I sat where you're sitting now.
The work between us will be highly numbers driven, no wishy-washy leadership advice.
Two 75-minute sessions a month, plus async access. Most clients spend an additional 1–2 hours a month between sessions on assignments or thinking work. Less time than most CEOs spend on calls they shouldn't be on.
Most founders start three months commitment. That's enough time to start getting your investment back. Many continue to work over 6, even 12 months. The result of our working together is business starts to grow, and needs better strategic decisions (and fewer guess-work and mistakes). Brainstorming with me before making decisions boosts their confidence to lead powerfully.
Pricing is shared on the discovery call once we both know it's a fit. I work with a small number of founders at a time, so I qualify carefully on both sides. Payments are monthly advance on a retainership.
If after the first month, you don’t see value, we can stop I'd rather have an aligned client than a paying one. Your risk is one month of investment.
Sometimes. Most engagements are 1:1 with the CEO. Co-founder work happens when there's a specific clarity-on-roles or operating-rhythm issue between two people running the company together.
Yes. My video course, the Founder's Freedom Blueprint, is a good starting point. It will help you strengthen your core leadership team and focus more on strategic growth. You will also get to experience my practical approach before committing to one-on-one work. Check out Founder’s Freedom Blueprint here.
Both. The decision-making challenges are similar, they just show up differently. Bootstrapped founders often face resource allocation and growth-pace decisions. Funded founders face board dynamics, burn rate, and scaling-speed pressure. The thinking method applies to both.
Ready?
I work with a small number of founders at a time. No long-term contracts. If the first month doesn't move you forward, we stop.
It starts with a 20-minute conversation — no pitch, no pressure.