Fezah is a mobile entertainment booking platform. It helps artists (musicians, bands, DJs) accept and process bookings quicker, from bookers across the world. Potential bookers include event planners, venues, corporates & brands, festival & concert promoters, and the long tail of individual consumers.

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DiasporaVC, Startup Review
June 2017
FEZAH
Kampala, Uganda
The simplest way to book musicians, bands, DJs and
MCs for your next event
Startup Review
A solution that solves real market inefficiencies in booking entertainment for events
Music industry revenues are all shifting towards live
entertainment. It is now the growth engine of the music
industry. The majority of entertainers globally get 80%
of their earnings from performances and appearances.
Surprisingly, the infrastructure to support these
transactions at scale, a de facto entertainment booking
platform, is not yet built. Fezah is that booking platform.
Artists are increasingly becoming frustrated by content
distribution platforms whose economics are unclear,
unpredictable, and unrealistic (require ridiculous number
of views to make any meaningful earnings). To generate
$1,000, an independent artist requires upwards of
600,000 views on YouTube, 200,000 plays on Spotify, or
1,500 downloads on iTunes. To generate the equivalent
on Fezah, an artist would need 1 booking.
Fezah’s bottoms-up market sizing shows that consumers
in their first 5 focus countries (Uganda, Kenya, Tanzania, South Africa, and Nigeria) are spending up to
$66M a year on booking live entertainment. On average 20-30% of this goes to booking intermediaries.
Fezah will capture this market by making the intermediary role more efficient, ubiquitous, and 10-20%
cheaper. Efficiency and ubiquity should also further expand the target market to a larger part of the
current $3.2B addressable market.
Category Rating Scale
1-10
Solution Value 9
Market Opportunity 8
Competitive Landscape 7
Partnerships 8
Intellectual Property Position 3
Regulatory Environment 5
Management Team 9
49
DiasporaVC Score, max 70

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DiasporaVC, Startup Review
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Solution Value
Fezah is a classic two-sided marketplace 1
solution that brings together buyers and sellers of
entertainment. It allows buyers and sellers of entertainment to discover each other and exchange
value.
Fezah is particularly valuable to buyers of entertainment because it provides a convenient way for
buyers to discover entertainment options that meet their need and budget. Fezah also provides
peace of mind to buyers because it can act as a payment intermediary that ensures services are
performed before payments are made to the provider.
Fezah is of even greater value to entertainers because it solves a myriad of problems that the
average independent entertainer has to grapple with. It provides an end-to-end booking
management platform for entertainers to promote, manage, and accept payments for their
services. Less than 10% of entertainment options are known to event planners and customers,
you cannot be booked if customers do not know you exist.
The platform also provides a simply way for entertainers to track their bookings, receive
payments, and build their brand and public profiles though a publically available track record of
performances and reviews.
Market Opportunity
Fezah currently operates in the entertainment subset of the $6 billion2
private event services market in
Africa, its 5 initial target markets representing $3.2 billion of this amount. While the company is
initially focused on entertainment, it has a longer term opportunity to become a destination for other
event services like caterers, photographers, decorators, event spaces etc.
The potential market opportunity for Fezah is enormous. If it can successfully execute in its initial focus
on entertainment it would have a business model it can scale into other provider categories.
1
Two-sided markets, also called two-sided networks, are economic platforms having two distinct user groups that provide
each other with network benefits. Wikipedia
2
Fezah internal estimates

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DiasporaVC, Startup Review
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Competitive Landscape
Fezah faces competition from a myriad of similar products, independent entertainment brokers, and
other generalist event service providers that are jacks of all trades and masters of none.
On one hand, the prevalence of completion highlights the fact the Fezah operates in a market with very
few barriers to entry. On the other hand it also speaks to a highly fragmented market that has no clear
leaders, and affirms the opportunity that Fezah has to become a leader in the space.
Partnerships
Fezah has been able to secure partnership agreements with a growing number of brands and channel
partners. The have established relationships with:
 Bayimba and DaoDao, two well-known music festivals
 Jazz FM, a popular radio station,
 Johnny Walker
Fezah also has 6 ongoing discussions with other potential partners. Partnerships are a key way for
early stage companies to reach customers, and leverage the reach of established organizations to gain
traction and revenue.
Intellectual Property Position
Fezah has no unique intellectual property that gives it a substantial technical or operational advantage
over its competitors. The company’s business model could easily be replicated by competitors or new
entrants. The lack of an intellectual property advantage may negatively impact Fezah’s ability to
sustain pricing power over time as competition is sure to increase.

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DiasporaVC, Startup Review
June 2017 United States
Regulatory Environment
There are no significant regulatory requirements that impact Fezah. This is positive in that there
are no significant foreseeable risks to the company’s ability to operate and execute its business
plans. On the other hand the lack of regulatory barriers makes it easy for anyone to offer similar
services to compete with Fezah.
Management Team
Fezah has a leadership team with deep management and industry experience led by Ham Namakajjo,
CEO and Elijah Kitaka, CTO.
Ham has a B.Sc. in Electronic Science and Communications from University of Dar es Salaam, an M.Sc.
in Operational Communications from Coventry University, and an MBA from the Wharton School of
Business. His work experience includes 6 years working for the Uganda Communications Commission,
2 years at Google and 2 years at Bain and Co.
Elijah has a B.Sc. in Computer Science from Makerere University. His work experience includes 11
years as a radio show host, 4 years at Google and 2 years at Barclays Bank.

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Appendix
Author
Written by Akin Sawyerr, email | twitter
Definitions
1. Solution Value: The merits of the solution relative to the problem it is solving.
2. Market Opportunity: The potential size of the market the company is going after.
3. Competitive Landscape: Competitive dynamics that exist in the market the company is going after.
4. Partnerships: Partnership relationships the company has established.
5. Intellectual Property Position: The uniqueness of ideas and concepts used by the company to execute its strategy.
6. Regulatory Factors: The regulatory environment the company operates in.
7. Management Team: Brief bio of the two most senior members of the company management team.
DiasporaVC Score
This a proprietary rating system that adds a quantitative dimension to assessing reviewed companies. It is a simple scoring
system with a 1-10 rating scale for each of the 7 categories with a maximum composite score of 70. The higher the score the
higher our conviction of the potential and merits of the reviewed company. We consider scores at or above 49 to be very good.
Disclosures
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represent it is infallible or complete, and it should not be relied on as such.
This review is not an offer to invest in or the solicitation of an offer to invest in any company discussed. It does not constitute a
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