Booko

Booko

Dynamic pricing for businesses that sell time slots

Winter 2026ActiveB2BMachine LearningSaaSB2BAnalyticsSan Francisco, CA, USA
Company
https://bookoapp.com
Booko helps businesses that sell bookable time slots make more money by dynamically pricing their time. Unlike physical inventory, unsold time slots disappear forever, yet most time-slot-based businesses still rely on static pricing. We integrate with existing booking systems to adjust prices and incentives based on historical utilization, availability, and demand. Early customers see ~20% revenue uplift by selling time that would have otherwise gone unsold.

Verdict

Medium Signal
Market Opportunity
Time-slot-based services (fitness studios, medspas, tutors, salons, consultants) represent a real and fragmented market. The unsold inventory problem is genuine and well-articulated. However, the ICP is broad and scattered across many verticals with different buying behaviors, and TAM depends on aggregating many small SMB customers — a notoriously difficult GTM.
Low Signal
Founder Signal
Both founders are current Dartmouth undergrads (class of 2028), making them approximately 19-20 years old with no full-time professional experience. Will's strongest signal is running a digital marketing agency with ~$300K secured revenue, which is real but not deeply relevant. Arjun did a 4-month internship at Joby Aviation building dynamic pricing systems — the most directly relevant experience on the team — but still just an internship. Neither has shipped a B2B SaaS product at scale or held a full-time engineering/product role.
Low Signal
Competition
No competitor data was found in research, but the space has obvious incumbents and adjacent players: Mindbody itself could add dynamic pricing, as could platforms like Acuity/Calendly. Yield management software exists for hospitality (IDeaS, Duetto). The concept is not novel — airlines and hotels have done this for decades — and the moat here is thin as it's primarily an AI wrapper on top of existing booking APIs with no proprietary data advantage at early stage.
Medium Signal
Product
Live demo UI showing dynamic pricing with slot discounts, SOC 2 and HIPAA compliance claims, and integrations with MindBody/Mariana Tek suggest real product development. Claims ~20% revenue uplift for early customers but no named logos, specific customer counts, or hard revenue numbers are cited. Website shows polished mockups but it's unclear how many paying customers actually exist.
OverallC Tier

Booko has a well-articulated problem and a clean product vision, but the team is the core concern: two Dartmouth sophomores with no full-time work experience building B2B SaaS for enterprise/SMB clients. Arjun's Joby Aviation internship on dynamic pricing is the strongest relevant signal but it's still just 4 months. The product claims 20% revenue uplift for early customers but no named customers or hard metrics are publicly visible. The market is real but fragmented and SMB-heavy, which is a brutal GTM grind, and the competitive moat is thin — this is fundamentally an ML layer on top of existing booking systems that incumbents could replicate. Needs to show real paying customer traction urgently to de-risk the team inexperience concern.

Active Founders

Will Hall
Will Hall
Founder

Econ + CS @ Dartmouth. Building dynamic pricing for service providers with Booko. Background as CEO/Founder of Hall & Partners Digital Marketing ($200K secured revenue, $500K proj. TTM)

Arjun Saluja
Arjun Saluja
Founder

Engineering & CS @ Dartmouth. Built dynamic pricing systems with the Uber Elevate team at Joby Aviation. Now building dynamic pricing @ Booko.

Booko
Booko
TierC Tier
BatchWinter 2026
Team Size2
StatusActive
LocationSan Francisco, CA, USA