A device that for your dog is a different and stimulating game and for you it is a precious ally to safeguard his/her health.

Photo of Francesca Triolo
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I confirm that I am fully aware of the eligibility criteria and terms of the Purina BetterwithPets Prize and, based on its description, I am eligible to apply:

  • Yes, I’m eligible
  • Yes, I’m 18 years old or older

Should you be successful, please confirm your availability to attend:

  • Additional Skype interview(s) during the week of March 16-20th 2020
  • The Purina BetterwithPets Forum in Paris, on 3-4th of June 2020

Initiative's representative name

Domenico Rositano

Initiative's representative date of birth


Initiative's representative gender

  • Man

Headquarters location: country

  • Italy

Headquarters location: city

Reggio Calabria

Where are you making a difference?


Website or social media url(s)

Date Started


Focus Areas

  • Fostering emotional intelligence and behavioural competences
  • Enhance physical activity and wellness
  • Revolutionizing veterinary care for pets

What is your current yearly budget for the initiative? If you are an idea stage, what early budget you would need to kick-off and run operations in your first year?

  • €100k - €250k

Organisation Type

  • for profit: an organisations whose main goal is to make income through business gains

1. Founding story: Share a story about the "Aha!" moment that led the founder(s) to get started or the story of how you saw the potential for this project to succeed.

Some time ago Francesca's dog, one of the partners, was not well: she wasn't barking and yelping complaining about the pain. Then she went to a veterinarian friend Antonella, another partner, who explained that Nica, the dog, had a strong periodontitis that could lead to systemic health problems. A very common situation, but one that is often underestimated because few people check the health of their dogs' teeth. So they started looking for some tools that could help them understand clinical symptoms first and there was no such thing on the market. Thanks to social networks, they contacted others and then developed the business plan.

2. The problem: What problem are you helping to solve?

The care and well-being of our four-legged friends are our priorities. We are aiming to prevent chronic diseases that in the long run risk compromising both the health of our friend and the owner-pet combination. Obesity, poor oral hygiene, behavioral disorders are just some examples of alterations that, if neglected, can also degenerate into pathologies.

3. Your solution: How are you planning to solve this problem? Share your specific approach.

A super-tech, ergonomic, useful device with an attractive design which encourages him/her to play . It measures the salivary pH to warn you when it is time for oral hygiene, checks the temperature to hold it off, monitors his/her movement as indication of any behavioral alterations and quantifies any daily physical activity and examines heart rate and saturation.

4. Innovation: How are you innovating or using unique approaches to solve the problem?

Currently there is no single product that combines the characteristics of SmartOsso. Unlike traditional salivary pH analysis tools, it offers a quick and no-need reading of samples of biological substrates to be taken with specialist and / or painful methods at veterinary studies. The same applies to body temperature, which in animals is measured only through a rectal thermometer, which is annoying for many animals, and impractical for the owner.

5. How does your project harness the pet-human bond to help people develop important social competencies (For example: emotional intelligence, collaboration, empathy, resilience, inclusivity) and overcome serious societal issues (for example: violence, abuse, trauma, isolation, abandonment)?

Smartosso is a device that manages to identify some changes in the animal's physiological parameters, providing the owner with a simple and immediate key to reading and at the same time offering a game and fun tool. It does not replace your trusted vet. It simply helps you understand when it is time to intervene and take your friend for a medical check-up! Measure the salivary pH to warn you when it is time for oral hygiene, check the temperature to keep temperature rises at bay. The data is sent to the owner on an app installed on the mobile phone or on an electronic device.

6. Impact: how has your project made a difference so far in terms of both business outputs and social impact? How do you plan on measuring progress?

The integrated offer will consist of the physical device combined with a free or premium app. In addition, covers or spare parts can be purchased. The device will have three formats, based on the size of the dog. The customer decides whether to use the premium paid app that will allow, in addition to the basic features, to have additional medical information, a pre-clinical evaluation of the dog's health and contact with affiliated veterinarians.

7. Growth strategies: what are your main strategies for scaling your impact?

In order to reduce the risk of the development phase associated with the start-up, the production of SmartOsso will be outsourced for the first 36 months. It is believed that experience and contacts in the sector will allow the company to manage the flow to the production site of the material produced externally in a "cost-effective" way. Product quality verification activities will reduce the company's labor costs, which may use less specialized staff. Nonetheless, the company will maintain full quality control through a rigorous testing process.

8. Creating shared value: How does your initiative create value for different stakeholders?

Smartosso is the best way to combine play/game and health for your four-legged friend. Just by playing and without even realizing it, you will be able to monitor his/her health. It helps the owner interact with his/her friend, creating a fundamental moment of playing together and causing no damage. A device that for your dog is a different and stimulating game and for you it is a precious ally to safeguard his/her health.

10. Team: what is the current composition of your team (types of roles, qualifications, full-time vs. part-time, board members, etc.), and how do you plan to evolve the team’s composition as the project grows?

Francesca Triolo – CEO - Advertising e communication Antonella Ieracitano - Scientific manager, Veterinary surgeon Giuseppe Melia - Marketing Director, Visual designer Domenico Rositano - Financial Director - Serial innovator Filippo Ruffa - Production Manager - Phd Engineering Francesco Tropepe - Production Manager

11. How do you plan to influence your field of work if you are a winner of this edition of the Purina BetterwithPets Prize?

By acquiring new partnerships and further improving the device

12. How did you hear about this challenge?

  • Recommended by others
  • Purina page or contact

Evaluation results

2 evaluations so far

1. OVERALL Evaluation

Yes, absolutely! - 0%

Yes/maybe - 100%

Maybe - 0%

Maybe/no - 0%

No - 0%

2. Is this entry INNOVATIVE?

Yes, absolutely! - 50%

Yes/maybe - 50%

Maybe - 0%

Maybe/no - 0%

No - 0%

3. Does this entry have SOCIAL IMPACT?

Yes, absolutely! - 0%

Yes/maybe - 0%

Maybe - 100%

Maybe/no - 0%

No - 0%

4. Does this entry have potential to GROW & demonstrate LEADERSHIP?

Yes, absolutely! - 0%

Yes/maybe - 50%

Maybe - 50%

Maybe/no - 0%

No - 0%

5. Is this entry VIABLE?

Yes, absolutely! - 0%

Yes/maybe - 50%

Maybe - 50%

Maybe/no - 0%

No - 0%


Yes, absolutely! - 0%

Yes/maybe - 100%

Maybe - 0%

Maybe/no - 0%

No - 0%

7. FEEDBACK – Highlights

INNOVATION: You have a great understanding of the problem, have researched existing solutions, and have developed unique, thoughtful new solutions or used an old model in a new way - 100%

IMPACT: You use specific numbers and evidence to describe what your project has achieved so far (or plan to achieve in the future) and you have a plan for measuring impact - 0%

GROWTH & LEADERSHIP POTENTIAL: You have a thoughtful plan for growth and your founding team has a strong combination of leadership and knowledge-based skills - 0%

VIABIBLITY: You have given a great deal of thought to not just the idea itself but how to make it work from a financial perspective in the present and future - 0%

CHANGEMAKING ACTIVATION: You value thinking around how to activate changemakers and empower them to innovate through your product or programming - 0%

POTENTIAL TO CREATE SHARED VALUE: You have a clearly defined plan on how to maximize shared value across multiple sectors and stakeholders - 100%

WRITING STYLE: Your writing style is concise, descriptive, clear, and specific - 100%

Other option - 0%

8. FEEDBACK - Areas for Improvement

INNOVATION: Be more specific in your description of the research you have done into the past solutions to this problem and focus on how your solution is unique and innovative - 0%

IMPACT: Provide specific instances of your social impact and how you plan to measure impact – it may be helpful to describe the beneficiaries, products and programming, and provide evidence of (or plan for) how to measure impact - 0%

GROWTH & LEADERSHIP POTENTIAL: Your plan for growing the organization can benefit from more specifics. How can you round out the various skills of your current leadership team to make the project a long-term success? - 100%

VIABILITY: Make sure you have provided descriptive information about your financial sustainability plan. Where do the funds come from now and do you have a concrete plan for future sustainability? - 100%

POTENTIAL TO CREATE SHARED VALUE: Your plan can benefit from more thought on how to create value for all stakeholders, not just immediate beneficiaries - 0%

WRITING STYLE: Try to be more concise, descriptive, clear, and specific. Avoid jargon - 0%

Nothing – I thought everything was great! - 100%

Other option - 0%


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