From Vision to VISION: What I’ve Learned Building a Successful AI-Driven Startup

Entrepreneurship is about more than just creating a profitable business; it is about addressing societal challenges and making a positive impact. As the CEO and founder of SoftSmile, my entrepreneurial journey has been fueled by a passion to bridge the access to care gap in the orthodontic market and to make perfect smiles more affordable for as many people as possible.

The founding story of SoftSmile centers around a doctor who started experimenting with the in-house production of aligners. That doctor is my friend and co-founder. Thanks to his talents and tenacity, he managed to facilitate aligners production for his dental practice. Now, through SoftSmile, we can help thousands of doctors and their patients to get more options for treatment than existing well-known and high-cost brands.

Enter SoftSmile’s flagship product, VISION, an AI-driven software that is democratizing the orthodontic industry.

The Path to Revolutionizing Orthodontics 

The emergence of artificial intelligence (AI) is exerting a profound impact on virtually every sector worldwide, and the field of orthodontics is no exception. And with VISION, we are using AI to deliver top-tier software that automates many of the tedious processes associated with orthodontic care, specifically in how clear aligners are designed and fabricated. SoftSmile’s mission is to revolutionize the orthodontic landscape as we know it, and VISION stands as a testament to SoftSmile’s commitment to innovation.

VISION’s pioneering, proprietary algorithms are blazing a trail toward state-of-the-art, economical, clear aligners. Its cutting-edge AI-driven capabilities are fundamentally transforming the planning and fabrication of aligners by drastically reducing the time required for development. Simultaneously, it empowers orthodontists with greater control over the process, resulting in substantial cost reductions. In an industry that has been slow to change, SoftSmile is disrupting the orthodontic domain with its ingenuity.

With my background in law and a deep fascination for emerging technology, I am leading a technology company that is shaking up orthodontic aligner treatment through the power of AI. And as a result of learning how to build a startup, I’ve developed three guiding principles and actionable pieces of advice to inspire others who are considering starting a new venture.

Three Ways to Up Your Startup Game  

1. Go to Market Fast and Quickly to Improve
   Successful entrepreneurs recognize that the most promising business ideas stem from identifying solutions to pressing problems. It is crucial to focus on offering a solution that cannot be found elsewhere and deploy it in a timely manner, even if it is in the form of a prototype. My biggest piece of advice is to not get caught up in the details – get to market as quickly as possible so you can start gathering feedback from your target audience. That way you can adjust as you go instead of investing so much time and money up front only to realize that you need to go back to square one.

   This approach allows entrepreneurs to receive valuable feedback, gauge market demand, and refine their offerings quickly. By thoroughly understanding the market, getting to know customers and competitors, and embracing technology, entrepreneurs can position themselves for success.

2. Differentiate Yourself from the Competition
   When starting a business, the strength of your ideas becomes a vital asset. At SoftSmile, we understood the importance of differentiating ourselves from the competition at the start. This is especially important when there are already well-established competitors in your market. What you must do is differentiate yourself from them by quickly identifying what you can do better and more efficiently.

   For instance, when we started SoftSmile, there was another company that had been around for 20+ years that created a monopoly on the orthodontic market. They controlled the market with a litigation strategy – they were involved in 68 cases, 23 as a patent challenger and 45 as a patentee.

   This strategy sent a message to the marketplace making it clear to any challenger that the company would vigorously fight any perceived or plausible patent infringement, no matter how long the battle or how brutal the cost. This showed that they were willing to fight for domination by taking down even the smallest competitors.

   That’s why our immediate objective was to figure out how we could shatter their stronghold and to spur new ways of doing things to make orthodontics more inclusive. By harnessing the power of AI early on, we knew we could develop a product that was completely different from the industry giant and truly create something that uniquely improves the way clear aligners are made and how patients are treated.

   And as a former practicing lawyer, I’ve witnessed the power of patents in safeguarding intellectual property. That’s why we jumped on securing the 64 patents we have to date, with more than 20 pending. This gives us the upper hand by proving our software is one of a kind. Patents protect our technology and enable us to maintain a leading position in the industry.

   

3. Create Opportunities Through Strategic Partnerships
   Many entrepreneurs are so focused on the success of their own company that they forget to unearth opportunities with other complementary companies in their industry. One of the most valuable lessons I’ve learned is that everyone is more successful when you partner with leaders in your market, creating a cross-flow of opportunities that lead to more revenue.

   Strategic partnerships serve as catalysts for growth, enabling entrepreneurs to quickly scale their operations and boost revenue. At SoftSmile, we have strategically partnered with renowned orthodontic labs, leveraging their established presence in the industry.

   This approach creates a halo effect around our brand, propelling us towards recognition and establishing credibility. But partnerships are not just about the initial agreement, they require nurturing and long-term care. By building strong relationships with partners aligned with our mission and values, we ensure trusted colleagues will continue to support us in scaling up our business.

A Journey to Success  

In the quest to build a successful AI-driven startup, I’ve learned how to be a better entrepreneur. My goal is to not only empower the orthodontic industry to deliver better patient care, I also hope to empower other CEOs to embark on their next venture. With determination and a commitment to innovation, every entrepreneur can find their path forward.

Written by Khamzat Asabaev.

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