Startups are honing in on more and more specific domains these days. Untapped markets are being identified by founders, and even quirky ideas sometimes become profitable ventures. One key to success in highly specialized apps might be prior experience in a non-tech field like medicine. We spoke with one CEO who dropped out of healthcare when she had kids only to reinvest her training in a startup for parents of young children.

Jin Lee, CEO and founder of Qidza Inc., spoke with Jeff Frick (@JeffFrick), host of theCUBE*, from the SiliconANGLE Media team, during the Girls in Tech Amplify Women’s Pitch Night 2016. They discussed the winding career path that led her to co-found the startup.

“I used to teach developmental psychology at Oxford and came out of a healthcare venture myself, because I started having kids and realized what’s needed,” she said.

Foolproofing pediatrics

The Qidza BabyNoggin app helps parents track development of their young children. “Ninety-five percent of brain development happens before age three, so we really want parents to be more mindful, especially during those early sensitive years,” Lee said.

The BabyNoggin app includes content for parents, activities, and tracking of motor and other types of development. “We do have one feature specifically targeting autism, because that one is in the forefront of everyone’s minds,” she said.

The expertise factor

Lee said that the one of the company’s co-founders is a former NASA bioengineer. She said their pooled expertise allows them to design, build and sell all in house.

Lee said that interested parents can download the BabyNoggin app for free on an iPhone, with an Android version of the app coming soon.

*Disclosure: Girls in Tech and other companies sponsor some Girls in Tech – Amplify segments on SiliconANGLE Media’s theCUBE. Neither Girls in Tech nor other sponsors have editorial control over content on theCUBE or SiliconANGLE.

Watch the complete video interview below, and be sure to check out more of SiliconANGLE and theCUBE’s coverage of Girls in Tech – Amplify Women’s Pitch Night 2016.

Photo by SiliconANGLE