Appointa

In Founder Focus we introduce entrepreneurs and change-makers working on innovative startups, social enterprises and SME’s around Aotearoa New Zealand.

At a glance

Founders: Suraaj Singh & Moses Ullagi

Business: Appointa

Founded: 2019

HQ: Auckland

Can you tell us a bit about your business?

Appointa is an innovative SaaS platform dedicated to transforming the operational capabilities of small businesses in the Beauty, Health, and Well-being sectors. Our all-in-one business management solution helps these businesses streamline their operations through integrated tools for appointment scheduling, invoicing, client management, reminders, feedback collection, and performance tracking. By addressing the common industry challenges of high fees, fragmented services, and marketing difficulties, Appointa provides a unified, cost-effective solution that enhances efficiency and customer satisfaction.

Headquartered in New Zealand, Appointa boasts a team with deep expertise in product development, technology, and business management. Our mission is to empower small businesses to thrive in the digital era, combining local innovation with a global vision. We strongly focus on creating personalized user experiences, and automated solutions that build client loyalty and growth.

With a future roadmap poised for AI-driven enhancements and global expansion, we’re committed to helping small businesses unlock their full potential and build a stronger community.

What’s the backstory for your business idea?

As the co-founders of Appointa, Moses and I have deep roots in the Health and Well-being industry. Through our firsthand experience, we saw the significant challenges faced by small businesses in New Zealand—fragmented tools, high costs, and limited resources for client management and marketing.

Drawing on our combined expertise in software and product development, we envisioned a solution to simplify operations and empower local businesses to thrive. That’s how we created Appointa—a platform designed to address these pain points, streamline processes, and enhance customer engagement, helping small enterprises succeed in a competitive landscape.

What programmes, learning or mentoring, or resources have been of assistance so far?

We were lucky to connect with potential customers early on to understand their challenges and develop a proof of concept in close collaboration. This helped us build incrementally and fine-tune our solution.
For other founders, we suggest reading up on Lean Startup and Value Proposition Design for product development insights.
For sales, the book SPIN Selling was a great recommendation from a successful NZ founder—it’s worth checking out.