22 INNOVATION CASES in Micro, Small, Medium and Large-sized Enterprises 22 INNOVATION CASES in Micro, Small, Medium and Large-sized Enterprises CNI – National Confederation of Industry Brazil Robson Braga de Andrade President SESI – Social Service of Industry Robson Braga de Andrade Director SENAI – National Service of Industrial Training Rafael Esmeraldo Lucchesi Ramacciotti General-Director SEBRAE – Brazilian Micro and Small Business Support Service Guilherme Afif Domingos President 22 INNOVATION CASES in Micro, Small, Medium and Large-sized Enterprises Brasília 2017 © 2017. CNI – National Confederation of Industry. © 2017. SESI – Social Service of Industry. © 2017. SENAI – National Service of Industrial Training. © 2017. SEBRAE – Brazilian Micro and Small Business Support Service. Any part of this publication may be reproduced, provided the source is cited. CNI Innovation Board – DI SEBRAE Technical Board – DITEC CATALOGING IN PUBLICATION DATA C748i National Confederation of Industry. Innovate to add value. 22 innovation cases in micro, small, medium and large-sized enterprises / National Confederation of Industry, Social Service for Industry, National Service of Industrial Learning, Brazilian Service of Support to Micro and Small-Sized Enterprises. Brasília: CNI, 2017. 272p. : il. 1.Innovation. 2. Micro, small, medium, and large-sized enterprises. I. Title. CDU: 347.77 CNI SEBRAE National Confederation of Industry Brazilian Micro and Small Business Support Service Headquarters Setor Bancário Norte Headquarters Quadra 1 – Bloco C SGAS – Quadra 605, Conjunto A Edifício Roberto Simonsen CEP – 70.200-904 – Brasília-DF 70040-903 – Brasília – DF Brasil Telephone: (61) 3317-9000 Telephone: 0800 570 0800 Fax: (61) 3317-9994 www.sebrae.com.br www.portaldaindustria.com.br/cni/ Customer Service – SAC Telephone: +55 (61) 3317-9989 / 3317-9992 [email protected] CONTENT INTRODUCTION 13 EXECUTIVE SUMMARY 15 CAPTIVE BALLONSTHAT AID PUBLIC SECURITY 28 Vision of opportunity and courage to fly high 28 External assistance and valuable advices 30 The idea begins to take shape 31 Obstinacy (and luck) towards Rio 2016 33 David vs. Goliath 33 Overcome challenges and success in the Olympics 34 Continuous learning and improvement 35 What are the next steps? 36 Technical competence + favorable ecosystem = recipe for success 37 POWDER ADHESIVE REVOLUTIONIZES THE FOOTWEAR MARKET 40 Why a powder adhesive? 40 Essential partnership for innovation 42 Direction set by customers 43 How does the process work with Artepowder? 44 Success on the other side of the world 45 New businesses 46 Innovation is not made alone 48 EFFECTIVE DECONTAMINATION THROUGH OZONE 52 What is the ozone? 52 Curiosity that became business 52 INNOVATE TO ADD VALUE 5 From the water to the air 55 The business model 56 The ozone success 57 Endless possibilities 58 Reliability seal 59 INSANA PINHÃO: BREWING INNOVATION COUPLED WITH SUSTAINABILITY 62 How did pine become beer? 62 The flavor challenge 64 A good turn deserves another 65 Hobby that became business 66 Learning from mistakes 68 The pine triumph 69 From Paraná to the world 70 Challenges to undertake 71 PIONEERING IN THE USE OF NANOTECHNOLOGY FOR THE FASTENER MARKET 74 How to innovate in a screw? 74 How is the nanotechnology coating applied? 76 Solution beyond the screw 76 Innovation from the inside out 77 The innovation triumph 78 Success beyond expectation 80 Innovation from the outside in 81 SMALL COMPANY FROM RIO GRANDE DO SUL IN THE VANGUARD OF THE 3D PRINTING TECHNOLOGY 84 Stereo... What? 84 Accurate Bet 85 Partnerships to face the challenge 86 Positioning that made the difference 88 The advantages of the 3D prototyping 89 Differentiation is necessary 90 Promising launch 91 Advancing step by step 91 In search of internationalization 92 INNOVATE TO DIVERSIFY: A NEW TRAJECTORY FOR A CENTURY-OLD CHEMICAL COMPANY 96 Eureka! 96 Potential markets 98 Innovation for reinvention 99 First results 100 Exciting prospects 101 Market expansion and business repositioning 101 WORLDWIDE INNOVATION IN COMPRESSORS FOR RESIDENTIAL REFRIGERATORS 104 Breaking paradigms 105 Technical Details 105 The mission of preserving food 107 Patents, patents and more patents 108 International Success 109 Everyone wins 110 It is possible 111 INTELLIGENT SOFTWARE FOR OIL DRILLING RIGS 114 The challenge of the information age 114 Watershed 117 How is the platform 118 The essence of business 119 Success in the new market 119 Recognition and future plans 120 Towards the dream of being a global company 122 INNOVATIVE KIT TURNS WHEELCHAIRS INTO MOTORIZED VEHICLES 126 Mobility = autonomy + freedom 126 Family Entrepreneurship 126 Persistence is the soul of the business 128 Marketing and customization as business strengths 129 Sales success 132 A noble purpose turning into a successful business 133 Announcing Industry 4.0 135 SUNSCREEN DEVELOPED FOR THE BRAZILIAN SKIN 138 Alliance between protection and comfort 138 Innovation with local look 138 But what is Airlicium after all? 140 Innovation in Brazil for Brazilians 140 Why Brazil? 141 Strategic Research and Innovation 141 Being where the consumer is 143 Consumers satisfied: proven success 144 National pride 145 Innovate for Brazil and inspire the world 145 FUEL FILTER DEVELOPED IN BRAZIL IS A WORLDWIDE INNOVATION 148 Strategy, systemic vision and technology 148 Customer contributes to achieving innovation 149 Blindagua’s differential: water separation during the filter entire lifespan 151 Structure dedicated to innovation 152 First steps 154 Internal challenge, global success 154 Industrial Property and Partnerships 155 NANOTECHNOLOGY TO REVOLUTIONIZE CLOTHING 158 Synergies in the marriage of science to business 159 Why using nanotechnology in cosmetics? 161 How did cosmetics end up in fabrics 161 Business based on customer need 162 Rising market and strategy to overcome the crisis 165 Future prospects 165 Support that consolidates innovation 167 BIOTECHNOLOGY: PLATFORM FOR INNOVATIONS IN DIFFERENT SEGMENTS 170 A little history: the trajectory of a scientist with many interests 170 Cutting-edge scientific knowledge and a platform for multiple solutions 172 The larvicide 173 The corporate model of FK and Neovech 175 Neovech’s ecosystem and institutional environment for innovation 175 Successful debut 176 Other innovative products and next steps 177 Science and market 177 QUALITY, RELIABILITY, SAFETY: WELCOME TO THE WORLD OF INTERNET OF THINGS 180 Simplifying is necessary 180 How does this entire process work? 181 Method and discipline to go from dream to business 182 Speed record 185 A business with differential 186 Promising start 187 Well-defined goal 188 State innovation ecosystems 189 SOFTWARE OPTIMIZES SHIP OPERATIONS IN PORTS 192 Oceanography allied to computing 192 Read and interpret the sky and the sea 193 The marriage between oceanography and computing 195 Listening to the customer gave rise to innovation 197 What does the customer get? 198 The impact of oceanographic modeling 199 Proving efficiency 200 Promising horizons 200 Importance of STIs for startups such as Preamar 201 A BUILDING FACTORY – INNOVATION AND SUSTAINABILITY IN CONSTRUCTION 204 Assembly line of buildings 204 How does it work? 204 The challenge of industrialization in construction 207 The boldness of facing the risk of innovating 208 Change in internal culture 210 The business 211 Five times in five years 212 Reaping good results and building the future 213 Quality seals in technology and management 215 SOLUTION FOR THE REUSE OF THERMAL ENERGY IN INDUSTRIAL PROCESSES 218 Energy reuse 218 Practical knowledge combined with academic knowledge 219 From idea to business 220 Each customer, a project 223 Positive results 224 Expanding the look 224 The importance of the local ecosystem to PROSUMIR’s success 225 THE WORLD’S FIRST BIODEGRADABLE POLYAMIDE YARN IS BRAZILIAN 230 Why a biodegradable fabric? 230 Partnership: key to development 232 Serial innovations: a strategy to success 233 Rhodia Solvay: a Brazilian innovation core with global role 234 From Brazil to the world 235 Focus on expansion 236 Innovation to strengthen the chain 237 BRAZILIAN STARTUP REVOLUTIONIZES THE SOLAR ENERGY MARKET 240 Research that turns into business: the model of CSEM Brasil and Sunew 240 Energy that comes from the Sun 242 The challenge of scale 243 Energy-producing glass 244 World pioneering 245 What’s next 246 Yes, we can 247 TUBE INNOVATES ONSHORE OIL PROSPECTING 250 How onshore prospecting works 250 Three problems, one solution 251 Weld 252 Thread 252 Insulating material 252 Innovation as survival strategy 253 Entering to win 255 The path points abroad 256 Innovation that transforms business 257 BRAZILIAN COMPANY ENTERS THE HEARING AID MARKET, INNOVATING WITH SIMPLICITY 260 What Wavetech does differently 260 An intruder among giants 262 Technological challenges 264 Motivation to venture 265 Starting on the right foot 266 Goals and dreams 267 Investing is necessary 268 INTRODUCTION Industry drives the technological development available knowledge. In short, it provides use- of economic activities based on solutions de- ful and valuable information for companies of signed to consolidate advances in scientific all types and sizes, with either abundant or knowledge and foster new business models. limited funds available. However, challenges facing industry in Brazil, ranging from foreign competition to domestic Two key elements are common to all the cases problems, have a negative impact on industri- described in this publication. The first one is al productivity,