This paper examines the significance of enhancing managerial capacity in the support activities for small and medium-sized enterprises (SMEs) in the veterinary services sector. This is relevant in the early stages of SME formation. Additionally, the competitive environment of veterinary services SMEs in Guadalajara, Mexico, is contextualized. To illustrate the scope of management theory in improving competitiveness, the case of a veterinary services SME that commenced operations during the COVID-19 sanitary crisis, a period that has historically posed challenges for SMEs, is presented. Alaak Veterinary Clinic is analyzed through the resource-based view theory, examining how it managed to operate during the crisis, consolidate its position, and remain open. The primary conclusion is that the manager can be a key factor in the survival of newly established SMEs, by strengthening support processes through management capacity through knowledge absorption capacity. Further relevant conclusions are that the management capacity of veterinary services SMEs is directly affected by their managers’ knowledge absorption capacity and that improving support processes in veterinary services SMEs starting operations can help cushion the negative effects of market crises, such as COVID-19.