LEAP, The Garage and SDM: How the Saudi tech ecosystem is helping to change the world

LEAP, The Garage and SDM: How the Saudi tech ecosystem is helping to change the world

Continuing our series of chats with leaders in the tech startup space, we caught up with Dr Selwa Al-Hazzaa (Founder and CEO) and Naif Al Obaidallah (Managing Director and Co-Founder) from SDM. SDM was founded in 2019 by Dr. Selwa and has grown into one of Saudi's most innovative tech-focused healthcare startups. They had insightful things to say about SDM’s relationship with LEAP and The Garage, and how they have helped the startup scale to its current success.

SDM first exhibited at LEAP24 with a simple pod and has now expanded to a full booth. Dr. Selwa, who spoke at LEAP23 as a panelist, will continue her sessions this year. She built SDM from the ground up, leveraging AI to transform diabetic retinopathy diagnosis. Naif joined her a while later from an investment banker background to facilitate SDM’s continued growth. He is also Dr Selwa’s son, making them the first mother/son CEO team in the Saudi startup ecosystem.

Dr. Selwa, can you introduce yourself and tell us about SDM’s beginnings?

As a physician and surgeon for over 30 years, Dr Selwa was in a unique position to highlight certain failings in the healthcare system. Patients would spend months trying to get referrals from the Ministry of Health or other centers. By the time they’d get a referral, they’d have to find a flight, a companion because many are elderly and diabetic, and finally, an appointment with her. By that time many were blind or going blind. By then it was too late to help them. 

She wanted to find a workaround for this frustrating system, a way to get to them at the beginning of their disease. Why do they have to come to a tertiary care center or even a hospital? Dr Selwa devised a way to leverage AI for diagnosing diabetic retinopathy early and from here SDM was born.

Naif, what inspired you to join SDM, and what is your role in the company?

“SDM started as a passion project for my mother, and I joined to help scale her vision and make the company sustainable,” he explained. Coming from an investment banking background he was the perfect person to help SDM reach its vision. The fact that he is also Dr Selwa’s son was a bonus. Naif focuses on everything “non-medical” as he says. 

How did LEAP and The Garage play a part in SDM’s growth?

At first Naif and Dr Selwa attended LEAP as visitors. They explored the tech ecosystem and how LEAP worked. From there SDM’s partnership with LEAP began to grow. Their first solution was displayed at a pod in the startup zone at LEAP24. 

SDM worked closely with developers at The Garage to create their MVP to showcase at LEAP. That project led to a massive 30x ROI thanks to the first exhibition at the little pod in LEAP24, just by being there and exhibiting. 

“LEAP is a place where people approach you. It creates opportunities,” she explained.

For instance, three people who saw Naif and Dr Selwa at LEAP approached them afterward, and now they’re in communication with them. LEAP helped to shift perceptions. People no longer saw her solely as a physician but as an entrepreneur in AI.

SDM now has an office in The Garage. From there they network with other startups, make use of the collective experience, benefit from the entire tech ecosystem and have a place to house the entire team all in one physical space.

“Don’t underestimate the power of visibility. LEAP helped us become part of the conversation, and that’s invaluable for any startup.” - Naif

How has LEAP helped your team grow?

SDM began as a young company with only Dr Selwa and Naif. It now employs 16 people, 85% of which are young women. They range from software engineers to developers and AI engineers. LEAP encouraged personal growth and helped the graduates that SDM employed to find their voices and become powerful communicators. They learned how to handle clients, investors and other people they may never have come in contact with otherwise. 

What’s next for SDM, and how does LEAP play into your plans?

SDM started with 11 solutions, but thanks to the exposure at LEAP, they are now focusing on many new projects. While most are related to healthcare and the retina, some are branching into entirely new areas. This evolution highlights SDM’s expertise in technology, proving it is no longer just a health tech startup. “It's a tech startup that's focusing on AI and leveraging AI, not just for healthcare, but for multiple business sectors,” said Naif.

Last year SDM pitched for Rocket Fuel and plans to do the same next year. It’s a tough competition to get into, but the visibility it gives a startup is unparalleled.

Is there anything else you'd like to see at LEAP that could help support your growth in the future?

Both Dr Selwa and Naif believe that having more access to VCs, especially those who are interested in health tech, would be helpful. Very few investors are interested in that area, and many shy away from AI in healthcare. Once SDM gets approval from the Saudi FDA they will hit the global market and look for investors. LEAP will play a big role in connecting them with the right opportunities on their journey.

“LEAP is more than an event for us; it’s a launchpad for the future. We plan to leverage it as we work towards getting Saudi FDA approval and expanding globally.”

What advice do you have for other startups and women in tech attending LEAP?

The importance of getting up and stepping out of your comfort zone. Success won’t come to you if you sit behind your computer. Don’t be afraid to make mistakes, they are a part of the journey. Use events like LEAP to showcase your skills and network. You never know who you may meet. Share knowledge, and learn.

As for women in tech, Dr Selwa had this to say: “Things aren’t handed to you—you have to take them. Whether a small event or a global stage, show up, speak up, and embrace challenges.”

When asked for five words to describe the partnership between LEAP and SDM, Naif and DR Selwa were unanimous: visibility, accessibility, networking, exposure, and scalability.

We look forward to continuing our partnership and watching SDM blossom further in the coming years.

 

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