smaboo GmbH

What smaboo GmbH does

smaboo GmbH (legal operating entity: MTE-Vertriebs- und Verwaltungs GmbH, registered in Hamburg) is a German SaaS startup founded in 2021 by Konstantin Brockmann and Christoph Paulus, operating a cross-industry appointment booking platform branded as a "Social Scheduling" service. The product consists of a two-sided marketplace: a free consumer mobile app on iOS and Android that lets end users discover and book appointments, and a business web application (buchung.smaboo.com) used by service providers to manage schedules, staff, ratings, and customer relationships. The company targets SMB service businesses in three primary verticals — gastronomy/restaurants, hairdressing/barbershops, and beauty/cosmetics — and added a Lifestyle category in 2022. The platform's distinguishing mechanism is one-click push-notification broadcasting of newly available slots to the entire smaboo community, paired with a "Stammkunden" feature that permanently waives booking fees for customers acquired within the first two months after a business joins.

The technical stack spans iOS, Android, and Harmony consumer apps with a web-based business dashboard; higher-tier packages (M, L) include PowerBI-powered analytics, and businesses can integrate embeddable booking widgets on their own sites. Revenue is generated entirely on the business side via monthly subscription tiers (S/M/L) plus a transaction fee of EUR 0.99 per new-customer first appointment; repeat bookings from existing customers are free, and the consumer app is fully free with no consumer-side revenue. The go-to-market is sales-led, combining a website contact form, personalized demo appointments (video or on-site), hands-on onboarding, and event-driven visibility at startup competitions and conferences such as the DIGITAL FUTUREcongress (4th place, Start-Up Award 2023). Geographic scope is limited to the German-speaking market, and the company is GDPR-compliant with data hosted on German servers.

Distribution is augmented by ecosystem partnerships: gut Gruppe (Germany's largest hospitality SMB network), celerise (social-media marketing for restaurants/hotels), Tech.Hub.K67 (Düsseldorf accelerator), and K2MATCH (startup matching). The company has reported early traction of 100+ partner stores, ~10,000 users, and 20,000+ bookings within roughly eight months of launch, but operates with 1–10 employees, has not disclosed revenue, and qualified for the BMWi INVEST Wagniskapital program as its disclosed capital-formation signal rather than a priced funding round.

Name

smaboo GmbH

Legal name

MTE-Vertriebs- und Verwaltungs GmbH

Website

https://smaboo.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

smaboo GmbH is a German SaaS startup founded in 2021 that operates a cross-industry Social Scheduling platform, offering a free consumer mobile app and a subscription-based business dashboard to SMB service providers in gastronomy, hairdressing, beauty, and lifestyle verticals.

Ownership category

akta.pro rank

Headquarters

HQ city

Wachtendonk

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription Packages: smaboo offers various subscription packages (S, M, L tiers) for business customers with different feature sets. Pricing varies by package, and businesses can scale by adding features based on their needs and size.
2. Transaction Fee - New Customers: For new customers acquired through smaboo, businesses pay a fee per first appointment (e.g., 99 cents per new customer first appointment). Repeat bookings from existing customers are free of charge.
3. Free for End Users: Consumer app and booking are completely free for end customers. No revenue is generated from the consumer side of the platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

smaboo is a cross-industry Social Scheduling platform operating a dual-sided system: a consumer iOS/Android mobile app for end users to discover and book appointments at partner businesses, and a business web application (buchung.smaboo.com) for SMB service providers in gastronomy, hairdressing, and beauty to manage schedules, staff planning, and customer relationships. The platform enables businesses to fill last-minute cancellations by broadcasting available slots via one-click push notifications to the entire smaboo community, creating network effects across restaurants, salons, and beauty studios in the German-speaking market.

Product overview

smaboo is a Social Scheduling platform that offers a dual-product ecosystem consisting of a consumer mobile app (iOS & Android) and a business management web application (buchung.smaboo.com). The core offering is an Online-Terminbuchungssystem (Online Appointment Booking System) that enables cross-industry booking for restaurants, hairdressers, and beauty studios. The platform's key differentiator is its social networking feature allowing users to share bookings with friends and family, while businesses can broadcast available slots via push notifications to the smaboo community. Businesses use the web app to manage schedules, staff planning, and customer relationships, while consumers use the mobile app for discovering venues and booking appointments.

Differentiator

Problem solved

Functional benefit

Products and services

• smaboo App (iOS & Android) Consumer-facing mobile application for booking appointments and reservations at restaurants, hairdressers, and beauty service providers. Enables users to discover nearby partner businesses, receive push notifications about suddenly available appointment slots, share bookings with friends and family, and access the smaboo community across multiple service categories through one unified app. Free for end users.
• smaboo Business Web App (buchung.smaboo.com) Business management portal for service providers to manage appointments, schedules, staff planning, and customer relationships. Includes online calendar management, customer booking management, broadcast push notifications of available slots to the smaboo community, the Stammkunden (loyal customer) function, customer ratings, and PowerBI-powered statistics. Sold via tiered monthly subscription packages (S, M, L).

Quantifiable outcome

• Over 50% cheaper than competitors
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• K2MATCHminorStrategic or Co-development Partner · 15 November 2022K2MATCH is a technology matching and startup ecosystem platform. smaboo joined the K2MATCH team as part of their mission to renew digital reservation management for all industries. The partnership provides visibility and networking opportunities within the tech/startup ecosystem.
• celerise GmbHminorGTM or Marketing Partner · 8 August 2022celerise is a Berlin-based Social Media Marketing Agency specializing in Instagram, TikTok, LinkedIn, and Facebook marketing for restaurants and hotels. The partnership enables smaboo to offer their store partners exclusive access to social media professionals and helps stores become more visible through integrated social media support packages.
• Tech.Hub.K67coreStrategic or Co-development Partner · 27 July 2022Tech.Hub.K67 is a technology and digital startup hub in Düsseldorf offering CoWorking, coaching, and networking programs for young founding teams. They connect startups with investors and companies. smaboo participated in the first batch of the program, gaining access to mentorship, networking, and support for their growth phase.
• gut GruppeminorGTM or Marketing Partner · 18 July 2022gut Gruppe is Germany's largest network for mid-sized hospitality and hotels, supporting privately-run businesses with operational management and a curated portfolio of industry-specific services. The partnership extends smaboo's reach to gut Gruppe members and expands the group's digital offering for hospitality businesses.
• CORNEXION Conventure ClubminorGTM or Marketing Partner · 23 February 2022CORNEXION Conventure Club is a startup networking organization that connects startups with Business Angels and investors through pitch events. smaboo presented at their event and was recognized as Pitch of the Month February 2022.
• Küchenherde PodcastminorGTM or Marketing Partner · 8 December 2021Küchenherde is a podcast focused on innovation and hacks in gastronomy. smaboo founders Konstantin Brockmann and Christoph Paulus appeared as guests to discuss the future of restaurant reservations and smaboo's smart booking solution.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Vagaro: Cloud-based salon, spa, and fitness booking and management platform targeting SMB service businesses. Closely comparable to smaboo's hairdressing and beauty segments in business model and customer type.
• Booksy: Mobile-first appointment booking app for barbers, stylists, and beauty professionals. Highly comparable to smaboo in core functionality, target SMB customer base, and consumer-facing booking experience.
• Quandoo: Berlin-based restaurant reservation platform serving European markets. Closely comparable to smaboo's gastronomy reservation functionality and shares the German/European SMB restaurant customer base.
• Fresha: Global SaaS booking platform for beauty and wellness businesses with a free consumer marketplace. Comparable to smaboo's beauty vertical and offers similar subscription + marketplace monetization, but at significantly larger scale.
• Resy: Restaurant reservation platform (acquired by American Express) with strong SMB and chain restaurant presence. Comparable to smaboo's gastronomy offering in core booking and table-management functionality.
• Treatwell: Leading European online booking marketplace for hair, beauty, and wellness appointments. Directly comparable to smaboo's hairdressing and beauty vertical, with a much larger installed base across multiple European countries.

Emerging players

• Salonized: European (Netherlands-based) salon and spa management software with online booking, CRM, and POS. Comparable to smaboo's hairdressing and beauty verticals with a similar SMB-focused value proposition but limited consumer marketplace layer.

Broad incumbents

• Acuity Scheduling: Established SMB-focused appointment scheduling SaaS with broad applicability across service verticals. Comparable to smaboo's online booking and calendar functionality but lacks the social/community and cross-industry discovery layer.
• OpenTable: Global leader in restaurant reservation and table management software, serving both SMBs and enterprise restaurant operators. Directly comparable to smaboo's gastronomy vertical but operates at a vastly larger scale with much deeper inventory of restaurants.
• Calendly: Widely adopted scheduling and calendar automation tool used across SMB and enterprise. Comparable in online booking/category but positioned for professional services rather than local consumer-facing bookings like smaboo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/smaboo
• LinkedInlinkedin.com/company/smaboo-gmbh
• Instagraminstagram.com/smaboo_
• Facebookfacebook.com/smabooGmbH

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about smaboo GmbH