Cheryl Sew Hoy, CEO of Tiny Health, built a gut microbiome testing platform from her living room with a newborn, a toddler, and a co-founding spouse. In this episode, she shares the real mechanics of scaling a science-driven health company while designing a support system that actually works.

- Validated market demand by testing search keywords around baby eczema and allergies, then used those insights to shape paid and organic channel strategy across Google and Meta

- Built scientific credibility by recruiting advisors from Mayo Clinic, Johns Hopkins, and UCSF to fill expertise gaps and establish trust in a category where consumers and doctors alike lacked awareness

- Negotiated explicit division of labor at home and hired family members into operational roles, creating a sustainable structure that protected founder bandwidth t ...