Booko
Product & Competitive Intelligence
Brings airline-style dynamic pricing to service businesses to fill more slots and boost revenue.
Company Overview
Builds a dynamic pricing engine for businesses that sell time slots, using real-time supply/demand signals, booking velocity, and utilization trends to fill more appointments during slow periods. Think Uber/airline pricing for salons, fitness studios, med-spas, and service businesses.
Competitive Advantage & Moat
Product Roadmap & Public Announcements
Launched March 2026 with integrations for booking platforms. Pricing engine uses live supply/demand signals, booking velocity, time-of-day trends, and operator-defined min/max thresholds. Businesses maintain full control over pricing boundaries. Targeting salons, fitness studios, med-spas, tutoring, consultants, movie theaters, and event venues.
Signals & Private Analysis
The service economy has digitized marketing, payments, and booking but not pricing intelligence. Clear analogy to airline yield management applied to massive fragmented market. 19-year-old founders from Dartmouth with relevant pricing experience.
Product Roadmap Priorities
Real-time ML-driven dynamic pricing that automatically adjusts appointment costs based on live supply, demand, and booking velocity to maximize revenue and utilization.
It's like surge pricing for your haircut — except smarter, fairer, and designed to fill every empty chair.
It's like how airlines price seats — except instead of flying to Denver, you're getting a facial, and instead of a billion-dollar revenue management team, it's two 19-year-olds and a very clever algorithm.
ML-powered demand forecasting that predicts future booking patterns to proactively optimize scheduling, staffing, and promotional strategies.
It predicts when your business will be slow before it happens, so you can fill those gaps instead of staring at an empty appointment book.
It's like having a weather forecast for your appointment book — except instead of telling you to bring an umbrella, it tells you to send a 15%-off text to your regulars before the storm hits.
ML system that continuously learns individual customer and segment-level price sensitivity to auto-generate and target personalized incentives like promo codes, credits, and discounts.
It figures out exactly how much of a discount each customer actually needs to book — no more giving away money to people who would have paid full price anyway.
It's like a bartender who knows exactly which regular needs a free drink to stay loyal and which one would order anyway — except it does this for thousands of customers simultaneously without the small talk.
Company Overview
Key Team Members
- Will Hall, Co-Founder
- Arjun Saluja, Co-Founder
Founder Force Multiplier
Arjun Saluja built dynamic pricing systems at Joby Aviation (Uber Elevate team), providing direct experience with the exact pricing algorithms being applied to a new market. Will Hall scaled marketing campaigns for service businesses, providing GTM and customer understanding. Both 19-year-old Dartmouth entrepreneurs. First movers in applying airline/rideshare-style dynamic pricing to the fragmented service economy.
Funding History
- 2025 | Will Hall and Arjun Saluja co-found Booko at Dartmouth.
- 2026 | Accepted into Y Combinator W26 batch.
- 2026 | Official product launch with booking platform integrations.
Competitors
- Booking/Scheduling: Mindbody, Vagaro, Acuity, Calendly.
- Revenue Management: Duetto, IDeaS (hospitality-focused).
- Pricing Optimization: Pricefx, PROS (enterprise).
