Soo Ling Lim is developing an online marketplace called Kazoova to connect people in London interested in unique, non-mainstream activities with independent activity providers. Research found many people want to find quirky activities but struggle to do so. Two trials listing activities on Kazoova gained positive responses from providers. There is a sizable market opportunity in London's affluent population interested in experiential activities. Kazoova aims to become the largest activity marketplace through a creative marketing approach and easy listing process for providers. The next step is determining if enough guests will book activities through the site.

1. Soo Ling Lim
The marketplace for unique quirky activities

6. “I am wary of smaller businesses’
own websites. The payment system
looks dodgy or insecure.”

7. Target guests
• Live/work in London
• Age: 25-35
• Income: >£50,000
• Bored of generic activities like going to
Fitness First for yoga, eating at a restaurant
• Want something different
Soo Ling Lim

8. Guest Interview
89%
85%
want to join activities that are
non-mainstream/ unique/
quirky/ cool but can’t find them
happy to book and pay online
Soo Ling Lim

9. “I need a website that
puts everything, especially
less well known activities,
in one place!”
“There are so many
websites advertising
individual activities....a
website that puts them in
one place would be very
useful...the website
should advertise more
independent businesses.”
“It is very difficult to find more
independent things to do/visit
amongst all of the chain, mainstream
things. I just walk around in hope of
stumbling across things, or I just get
recommendations from friends.”
“I mostly find out activities
via word of mouth because
this is the only way to find
more unique things”
“I would like a website with a
reliable and trustworthy
booking and payment system
that advertised more up and
coming/independent activities.”
“I want to find
out about
smaller, more
trendy things
in London.”
“I mostly go by word of mouth
but I also search online, I like to
find more independent studios”
“I’m happy to pay more
for something quirky,
trendy or cool”

10. Host Interview
• Interviewed 50 hosts: bookings, guest
interaction, payment, cancellation, online
presence, current tools, needs, wants,
problems.
• Developed online marketplace
Soo Ling Lim

11. Host Trial 1 (5 days)
30%
10%
2%
response rate
yes, will list activity on Kazoova
listed activity on Kazoova
Results: 2 listings
Soo Ling Lim

12. Host Trial 2 (5 days)
30%
20%
10%
response rate
looks great, can I have the login
to add more details
I want to do it myself, I have
better pictures
Results: 80 listings
Soo Ling Lim

13. Sizeable Opportunity
•
•
•
•
•
8 million people in London
25% 25-35 (2 million)
10% of those are affluent (200,000)
Average spending on recreation and culture (£3000pp/yr)
Year 1:
•
•
•
Target 1% of affluent (2000)
5% of activities booked from Kazoova (£150pp/yr)
I.e., 2000 users £150pp/yr (turnover £300,000)
Soo Ling Lim

14. • Why now?
• More self-employed providers of activities,
more people looking for good value and
unique activities
• London is multi-cultural, full of interesting
people offering quirky activities
• Why hasn’t anyone done it yet?
• People are trying or have tried but failed.
Problem with execution (e.g., Edible
Experiences, Social Republic), poor quality
listings + high burn rate (e.g., Gidsy)
Soo Ling Lim

15. •
Kazoova:
Low burn rate (build everything ourselves, creative
marketing), very easy to list (3 minutes), competitive
price (free for hosts), high cost for switching once
hosts are with us (reviews, customer base)
•
•
•
The goal is to become the largest activity
marketplace
Business model:
•
•
Initially: Commission per transaction
Future: Subscription for hosts who want
advanced features (e.g., analytics); portal for
related services (e.g., insurance)
Soo Ling Lim

16. Team
Soo Ling Lim
Peter J Bentley
•
•
PhD in Software Engineering
•
•
PhD in Computer Science
•
Software engineer at software
security start-up in Australia
•
Popular Science author (books
translated into > 10 languages)
•
•
Consultant at CSC Australia
•
•
•
•
iOS app entrepreneur
•
Researcher at UCL Interaction
Centre (social networks, HCI)
Do things very fast (2 years PhD, 5
months Kazoova)
UCL PoC
Researcher at UCL Department of
Computer Science
Public engagement entrepreneur
Contributing editor for WIRED
UCL PoC, CS PoC
4 years working together (e.g., AppEco in New Scientist)
Soo Ling Lim

19. • Can we develop a state-of-the-art online
marketplace?
Yes
• Can we get enough good quality listings?
Yes
• Next step: Will enough guests book activities
using Kazoova?
Soo Ling Lim

20. Join a quirky activity today at
www.kazoova.com