Michael Cindric – founder of Sentia and Doccy

Michael Cindric played soccer at the highest level as a junior and senior, going on to play for Sydney United in the NSL before it became defunct and  is still playing Semi-Professional football for Sydney Olympic. Having worked as an IT consultant in the finance and media sectors, he started Sentia over 7 years ago when he we saw that software development clients in Australia were getting a raw deal and decided he wanted to offer a local development service where clients are empowered on their projects. During this time Sentia has worked with some notable clients including Airtasker, OurDeal and Onebigswitch.

Generally we look at any reoccurring manual task and look how we can automate it and make it easier and simpler with technology.

Michael recently launched a new online app called Doccy to take the pain out of creating personalised documents.

Tell us a little bit about your idea and what made you decide to take the plunge and make it happen?

I have been running Sentia for over 7 years now, and an issue for me has been that creating and sending personalised documents to customers was taking too much time and because of this l ended up doing a lot over email which is not a good idea. It was a problem l was having daily, and l thought l need this so others must as well. So what Doccy does is allow me to create, send and share a document in minutes where before to do it manually it would take me 30-60mins depending on the document. Now I can spend that time I would have spent working on documents on more productive things for my business. I did a test recently and l was able to generate and send 8 documents in the time it used to take me to do 1 manually.

Please explain your business model?

Doccy is a monthly subscription model but we do offer a free account as well. Accounts can have as many users as they want the plans just vary in number of templates.

What are you working on right now and what are you most excited about in the next three months?

We are working on the next few features of Doccy including mobile apps which we know will make it a lot easier.

How do you make ideas happen?

Generally we look at any reoccurring manual task and look how we can automate it and make it easier and simpler with technology as the answer for it.

What does your typical day look like?

My day is mixed up between working on Doccy and running Sentia which involves dealing with clients and working with our team on our client projects

What challenges have you faced when starting or growing a business/organisation in Australia?

Marketing is a big one but initially the hardest one was age. I started Sentia when l was 23 so getting people to look past that was a challenge.

What companies do you think are doing really cool stuff in your industry, in Australia at the moment?


What about internationally?

Thought Bot

What role do you think business can play in affecting social change?

I think we play a huge role. We have worked with the community for hosting events and the work we have done has and will have a social impact. Some of those works include SEK and Airtasker which are changing the way people engage services in their lives

Name 3 websites you would recommend to our readers?

Hacker News

Sentia’s Blog (shameless promotion)


Name an Australian we should follow on Twitter?


Are there opportunities for people to get involved with your idea (e.g. are you looking for funding, interns, marketing help)?

We are looking for marketing interns to help promote our first product Doccy.

Our readers are smart, creative, talented and good looking. Here’s your chance to ask them anything.

Can you name 1 thing in your life that you do often that is time consuming that could be automated with technology?

We thought it would be cool to crowdsource an annual prize to award to the interviewee’s choice (each person interviewed gets one vote) winner for the year’s best interview. Are you willing to kick in a prize?

Happy to offer our office space as well as free consulting on a project

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