You c an have a coin of your own but developing it with the number of people trading it will be the hard part. Its the community to build is the hardest since you got to make it worth for them and if you can't provide it, they will soon dump your coins so its just you that will hold it. Adding it to exchange is also expensive.

There is much cheaper than $10 actually. You can do it with less than $5 in WAVES platform.