Hotmilk is the Catholic University of Paraná innovation hub, connecting the university to industry, startups, and the broader innovation ecosystem. In 2017, the hub—then known as PUC Agency—underwent a major transformation through a participatory strategic planning process. Frederick facilitated this process, engaging 66 stakeholders in redefining the hub’s mission, vision, values, and operational model.
PUC Agency had experimented with various models but struggled to fully connect academic research, industry needs, and entrepreneurial initiatives. The challenge was to redefine its role and develop a clear, shared vision for the future—without imposing a top-down strategy.
Through a structured participatory process, we identified key barriers limiting the hub’s growth, mapped stakeholder relationships, and developed a new operational model. Participants built metaphorical representations of the ideal innovation ecosystem using Lego Serious Play, outlined new business models, and collaboratively wrote Hotmilk’s new mission and vision statements.
The participatory planning process led to a complete restructuring of the agency, including:
- A full rebranding from PUC Agency to Hotmilk
- The relocation of the innovation hub to the main campus, enhancing visibility and accessibility
- The establishment of new programs and industry partnerships
- The restructuring of the internal team and technological management processes
- The revision of PUCPR’s Technopark strategy
- The development of business incubation opportunities within PUCPR, leveraging Hotmilk
- A research project on Open Innovation in collaboration with Copel and FIEP
- The initiation of an Innovation Hub for Smart Cities at the Technopark
The participatory approach not only provided strategic clarity but also fostered a strong sense of ownership and alignment among stakeholders, ensuring that the transformation was both meaningful and sustainable. The plan resulted in a total renovation of the innovation hub.
Since its transformation in 2017, Hotmilk has become a leading innovation hub in Brazil, accelerating over 350 startups and facilitating more than 230 business deals. By 2023, it had hosted over 200 innovation events annually, attracting around 9,000 participants each month. These events, including networking sessions, workshops, and conferences, have fostered collaboration between startups, corporations, and academia. Hotmilk also established the Innovation Academy, offering corporate education in innovation while supporting research and development through its network of over 200 specialized laboratories. Recognized for its impact, Hotmilk ranked first in Paraná’s Top Ecosystems Ranking (2023) for supporting startup growth and strengthening the regional innovation ecosystem.
