01 / Company overview
The firm, the work and the people responsible for it. Follow each link for the full context.
General Value is a consulting firm registered in Portugal since 2013. It works in two sectors, each with a lead partner: longevity (destinations, clinics and health-led real estate, led by Stephen Watson) and sustainability and forestry (forest land assessment, management models, business cases and funding routes, led by José Miguel Medeiros). Across both, the team provides feasibility studies, operating and financial models, institutional and public-affairs work, and brand and launch work, usually commissioned one piece at a time. The figures and case studies on the site come from the partners’ earlier roles at other organizations, except Cicoria, which is current concept work.
For developers, investors and clinic operators planning longevity destinations, clinics and health-led real estate.
We define the care program, the operating model and the financial case before a project opens, so it can be funded, staffed and run.
Led by Stephen Watson.
For landholders, owners’ associations, municipalities and investors deciding what to do with forest land.
We assess the land, set out how it can be managed, and build the business case and funding route for a pilot, with the institutional work scoped around it.
Led by José Miguel Medeiros.
Define the clinical, hospitality and commercial model of a longevity destination, from its concept to operator selection.
Stephen Watson
ServicesDefine the program behind the property, then examine commercial viability, development phases and the operating case.
Stephen Watson, with Amândio Costa on financial modeling
ServicesDefine the clinic’s operating model, prepare opening and review how the service mix, staffing and patient journey work in practice.
Stephen Watson
ServicesCompare jurisdictions and incentive regimes, assess eligibility and set out the structure and evidence the project requires.
José Miguel Medeiros and Stephen Watson
ServicesMap the decision process, prepare the project evidence and coordinate municipal, national and funding work.
José Miguel Medeiros
ServicesPrepare the business plan and investment materials, define market entry and examine the financial and market assumptions.
Luis Da Silva, with Amândio Costa on financial modeling
ServicesDefine the positioning and name, with voice guidelines. Build the logo and visual identity, documented in brand guidelines.
Luis Da Silva
ServicesPhotograph and film products and places for a launch, including people where agreed. Define the subjects and formats, with production roles agreed in scope.
Luis Da Silva
ServicesBuild the website and content system, and prepare the marketing plan, social media content and launch campaigns.
Luis Da Silva
ServicesDevelop product and service concepts, prototype an agreed direction, and build scoped AI, agent or automation workflows.
Luis Da Silva
ServicesAssess forest land, set out how it can be managed, and build the business case and funding route for a pilot.
José Miguel Medeiros
ServicesPartner & Chairman. Government Relations and Institutional Strategy.
Institutional strategy, public affairs and forestry project structuring.
Partner & Chief Executive Officer. Longevity, Wellness Real Estate and Special Economic Zones.
Longevity destinations, clinical operating models, health real estate and zone planning.
Partner & Chief Marketing Officer. Go-to-Market, Brand and Marketing Engineering.
Commercial planning and brand. Content and product. Marketing automation.
Chief Financial Officer
Financial planning, accounting, tax and financial modeling.
This page uses the same approved information as the rest of the website. Research is credited to its publisher. Project pages identify the partner, role and stage of the work.
Stephen Watson led development of the planned Blue Zones Center at Miami Worldcenter, connecting its proposed clinical program with hospitality and residences.
Partner experience. Stephen Watson, development leadership, Blue Zones Center at Miami Worldcenter.
Stage: Planned development
Read the case: Blue Zones CenterStephen Watson led the flagship launch at Tempus Belgravia and the clinical operating model. Luis Da Silva wrote the brand guidelines and built the patient portal and marketing systems.
Partner experience. Stephen Watson, Interim CEO, Founders Health, through December 2025. Partner experience. Luis Da Silva, medical technology and marketing, Founders Health, January to December 2025.
Stage: Flagship launched at Tempus Belgravia
Read the case: Founders HealthConcept and planning work for the revival of a castle hamlet in southern Umbria, Italy, as a longevity and hospitality destination.
Concept work. Stephen Watson leads the concept. Cicoria, southern Umbria, Italy.
Stage: Concept and planning
Read the case: CicoriaStephen Watson co-founded an integrated age-management clinic inside the Four Seasons Miami, bringing medical specialties into one clinical operation.
Partner experience. Stephen Watson, co-founder, Miami Institute for Age Management, 2001 to 2014.
Stage: Operated, expanded and sold
Read the case: Miami Institute for Age ManagementAt Chord Group, Stephen Watson led special economic zone design and strategic planning across Afghanistan, Malta and the Cayman Islands.
Partner experience. Stephen Watson, Managing Partner, Chord Group, 2014 to 2018.
Stage: Strategic plans developed
Read the case: Special economic zone planningJosé Miguel Medeiros was the first President and CEO of FlorestGal, Portugal’s first public forestry company, and turned a scattered state estate into a managed forest business with a long-term plan.
Partner experience. José Miguel Medeiros, President and CEO, FlorestGal, 2018 to 2021.
Stage: Public forestry company led
Read the case: FlorestGalOver two decades José Miguel Medeiros held office in Portuguese government and Parliament, from his district’s civil government to the national civil protection system.
Partner experience. José Miguel Medeiros, Secretary of State for Internal Affairs and Civil Protection, 2008 to 2009; Civil Governor of Leiria, 2005 to 2008; Member of Parliament for Leiria.
Stage: Public office held
Read the case: Public office in PortugalJosé Miguel Medeiros advised AICEP Global Parques on Global Find and Global Force, in foreign investment and industrial parks.
Partner experience. José Miguel Medeiros, adviser, AICEP Global Parques, 2011 to 2012.
Stage: Investment-promotion advisory work
Read the case: AICEP Global ParquesLuis Da Silva repositioned fermentation technology for commercial buyers, launched the B2B site and product lines, and built the supporting content and business-development program.
Partner experience. Luis Da Silva, Product Marketing Manager, PLAATO, July 2023 to August 2025.
Stage: B2B positioning and launches delivered
Read the case: PLAATOLuis Da Silva built the application and commercial engine for an AI-services platform, combining brand architecture, content, acquisition and marketing automation.
Partner experience. Luis Da Silva, Senior Marketing Engineer, SocAIty.ai, 2026.
Stage: Application and commercial systems delivered
Read the case: SocAIty.aiLuis Da Silva rebuilt the digital operation and online store of a Portuguese craft brewery, with performance campaigns, conversion work and a product launch.
Partner experience. Luis Da Silva, marketing and e-commerce, Praxis Beer, March 2021 to August 2023.
Stage: Commerce operation and campaigns delivered
Read the case: Praxis BeerTalks, LinkedIn posts, articles and press coverage from the General Value team, newest first, each linked to the author's profile.
InsightsGeneral Value, Unipessoal Lda.
Registered address: Praça Costa Rego 140, 1.º, 3240-315 Avelar, Portugal
Operating base: Lisbon, Portugal
geral@general-value.pt+351 961 810 000+351 927 473 146Praça Costa Rego 140, 1.º
3240-315 Avelar, Portugal
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