Launching a startup in a niche market as an insider can provide unique opportunities and challenges that can determine whether or not the company is successful. Santhosh will discuss the benefits of launching a new product as an insider and several challenges he faced building a business as a resident physician and later as a faculty physician. The discussion will include topics related to product design, such as using UX research, and business-related topics, such as recruiting talented team members to help make the vision a reality.