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Siena Idea - Think Disruptive



Our story starts from a problem that bothered us for more than a decade. Why the new knowledge generated in universities did not become relevant products and services to market? After much study and hundreds of interactions with universities, research institutes and the market itself we notice that the failure was present on a few factors. We prioritize these factors and Siena Idea concept was born. Initially we try to implement this project as a service from another company (SST | www.sstnet.com.br). But the project did not achieve the expected result. It was a very intense experience and it showed how difficult it is to create an innovative culture in an environment where efficiency and repeatability are the main values. After two years it became clear that we needed to create a new company that had the freedom and responsibility to define its own ways. For us it was clear that we needed to be close to top-ranked universities. We analyzed four regions and the choice was the city of São Carlos, due to the presence of high-level universities in a medium-sized city in the center of São Paulo. The density of PhD’s, researchers, professors, and students turns São Carlos in a unique place, and highly suitable for Siena Idea’s ambition. To complement this decision the proximity to developed business clusters in medtech, health services, agribusiness, education and manufacturing left no doubt. So in 2011 Siena Idea was formally founded. With a multidisciplinary team that strives for collaboration, simplicity and sense of urgency, Siena Idea presents in 2016 as an "innovation hotspot" with a broad scope of world class projects between the academia and the market. We still have a long way to go, but the feeling of gratitude to those who have been with us from the beginning is already immense. And the desire to involve new contributors to this project is huge. Welcome to our home. Welcome to Siena Idea.


Simplicity as a

Extreme collaboration

An odd sense of


Our value proposition is to generate disruptive innovation through world class products and services. For this reason we created an accurate and conducive environment that we call "innovation hotspot". We also created formal and effective partnerships with Brazilian universities such as USP, UFSCar, FGV and IFSP.

Nowadays, we have professionals dedicated to constant readings of academic papers of these entities. After those readings our multidisciplinary team transforms the identified knowledge into VPM’s (Value Perceived by the Markets).

Every VPM answer the following questions:

  • What major problem this knowledge can solve?
  • What are the ideas derived from this new knowledge?
  • What is the business model that allows monetizing this new knowledge?

Soon after we develop a prototype that shows our ability to execute. Then we present our VPM's to the market – a key step in our process. At this stage we seek companies that have in their DNA a proven, innovative profile. If there is an association between VPM and client, we begin to effectively develop the project. For us the market development occurs simultaneously with the development of the project. This brings us closer to the market and enables the engagement of "early adopters".

After a few years, we identified the opportunity to develop our strategy in reverse, that is, seek innovative companies that have unmet needs by the market. Nowadays, we transform these demands into VPA’s (Value Perceived by the Academy) and then take them to our academic partners. Our expectation is to generate a new product or service with high disruptive innovation content.

Briefly, we work as an interface between academia, research institutes and the corporate market. We seek to contribute significantly with each of these players in this long-standing need.



What is Siena Idea?

Siena Idea is an innovation hotspot located in São Carlos, SP. Its tasks are:

  • To transform new knowledge generated at the Universities of São Carlos into VPM's (Value Perceived by the Market) and then take them to their respective markets. After that, turn them into innovative products for those markets.
  • To analyze the markets and identify relevant problems that are still not addressed by already established products or services. After that, turn these problems into VPA’s (Value Perceived by the Academy) that can be studied and addressed on the lens of new knowledge.

Is Siena Idea ideal to me? Why?

Siena Idea is for every company that believes that continuous disruptive innovation is crucial for its perpetuation and growth. Our innovation can be materialize into products, services, processes or business model.

Where do I find Siena Idea?

Siena Idea has established digital channels on linkedin, twitter, facebook, whatsapp, as well as our own homepage. It is located in São Carlos, SP.

How do I associate Siena Idea to my innovation strategy?

i. Co-development of products or services

In this model Siena Idea and the contractor are engaged in developing a product or service that will meet the needs of a segment or niche market. Usually this segment or niche market is the one that the contractor operates. The achieved results of the developed product or service belongs to both parties. If the product/service shows a real possibility of consolidation in the market a spin-off should be considered.

ii. Prototyping packages
In this model Siena Idea and the contractor define a set of relevant problems that can be studied and prototyped. The main goal of this model is to evaluate the feasibility of developing a product or service.

iii. Competence Center Sponsorship
New technologies take time to be consolidated into products or services. Therefore, the engagement of innovative players and "early adopters" is crucial throughout the process. The Competence Center provides knowledge, training and research capacity to deal with any company interested in innovation.

How do I evaluate if I done a great business hiring Siena Idea?

Siena Idea understands that innovation is measured with results. These results can and must be measured. Here are some indicators that Siena Idea considers in its projects:

  • Percentage of revenue or profit of international markets compared to the local market
  • Revenues from newly introduced products or services in the last X years
  • Product or services revenues sold to new customer segments
  • Percentage of customers of already established products and services that began to consume our innovative products or services
  • Percentage of services revenue compared to products revenue (or vice versa)
  • Royalty or licensing of intellectual property revenue



When we first started Siena Idea we believed it would be possible to approach all areas of expertise of São Carlos’ Universities (USP, UFSCar and IFSP). This approach covered a myriad of institutes and departments. It soon became clear that we would not be able to cope with such complexity. Therefore we decided to focus on some market segments. This led us to institutes and departments that could deliver value to the markets. Today we operate in the following segments: Health, Education, Agribusiness, Manufacturing, Retail and Finance. On the back of each segment we present the problems that we are dedicated to solve.

  • Patient Data Diagnostics in Real Time
  • Alerts
  • Diseases Identification
  • Risk Stratification
  • Patient Triage Optimization
  • Proactive Health Management
  • Feelings Analysis of Health Service Providers
  • Hospital Resource Optimization
  • Interaction improvement between professors and students
  • Professors quality evaluation
  • Student quality evaluation
  • Whole class quality evaluation
  • History of class dynamic learning
  • Knowledge Management of Disciplines
  • Land Use Analysis
  • Irrigation Optimization
  • Emission and trading of carbon
  • Dynamic pricing
  • Optimization of Supply Chain
  • Loss reduction of "in natura" products
  • Predictive maintenance
  • Condition Monitoring
  • Shortage Forecast
  • Estimative of Guarantee Reserve
  • Shopping Trends
  • Demand Forecast
  • Process Optimization
  • Telematics
  • Inventory Planning
  • Recommendation engines
  • Cross Selling Marketing and Sales marketing
  • Market Segmentation and Targeting
  • Customer ROI
  • Customer Consumption Life Value
  • Analysis of Risk and Regulation
  • Customer segmentation
  • Sales and Cross Selling
  • Marketing & Sales Campaign Management
  • Assessment of Solvency


Siena Idea constantly develops projects in partnership with the Universities of São Carlos bringing innovative customers to closely monitor our processes. These customers become our "early adopters" and benefit from our products and services in advance which bring them competitive advantages.

Explore our Research Groups, as well as projects & products linked to them.






Promote the generation of ideas in a structured manner, through techniques of "design thinking". Based on the ideas, create business models with consistent value propositions and correct dimensioning of the requirements for the idea implementation. We intensively use the techniques of "business model generation" in this ideation stage.

  • Clarifying the prioritization of problems to the group
  • Stimulate the generation of ideas in a collaborative and spontaneous environment
  • Lead the group to understand the relevance of clear and consensual value propositions

Lean Prototyping

Create lean prototypes in an informal setting in order to offer a trial and validation phase of the project to those involved.

  • Decrease the risk of taking action before a trial phase
  • Placate the common initial enthusiasm at the design stage of the original idea
  • Evaluate better the challenges to be faced in implementing the actual project


Help the company to search the best forms of project financing, whether public or private.

  • Execution of projects without compromising the CAPEX or OPEX of a company
  • Creation and execution of a portfolio of innovation projects
  • Creation of a culture of innovation

Project Development

Develop software and hardware designs through the use of agile methodologies and techniques of project management based on PMI (Project Management Institute).

  • Use of best available technologies in mobility, cloud, social networking and data science
  • Multidisciplinary team committed to the value proposition of the project's business model
  • Use of agile methodologies that allow high interaction between customer and development team

Market Development

  • To develop appropriate digital marketing strategy to the product or service offered to the customer;
  • To develop digital artifacts that allow the correct positioning of the product in its
  • market focus (homepage, hot site, blogs, social network posts, ...);
  • Create sales strategy and distribution channels;
  • Find “early adopters”.

  • Expose the product in order to be evaluated by the market
  • Enable the product to exceed the first customers and get to the main markets
  • Evaluate whether the product has world-class to reach foreign markets