BookFresh

BookFresh operated as a software-as-a-service (SaaS) provider, specializing in online appointment and scheduling solutions for small and local service-based businesses. The company was founded by Ryan Donahue, and its leadership team included CEO Evan Ginsburg and CTO Willem Avé. Donahue's background in product design and entrepreneurship was central to the company's development. In 2009, BookFresh secured $500,000 in funding from investors including Ron Conway, Baseline Ventures, and SV Angel.

The platform targeted professionals such as massage therapists, photographers, and personal trainers who traditionally relied on phone calls to manage their schedules. It allowed these businesses to embed a scheduling calendar directly onto their websites, enabling clients to view availability and book appointments online at their convenience. This self-service model was designed to reduce administrative workload for business owners. The company generated revenue through a tiered subscription model, offering free, business, and enterprise plans, with the business plan costing approximately $20 per month for unlimited appointments. BookFresh also facilitated online payments at the time of booking by integrating with PayPal and WePay, charging a standard transaction fee.

Key features of the BookFresh platform included customizable service listings with variable durations and costs, individual calendars for different staff members, and automated email and text message reminders for clients. The system also offered tools for businesses to collect and share customer testimonials to aid in marketing. Despite its utility, the company acknowledged initial user feedback about the complexity of the product, which led to a significant redesign of the user interface and customer portal to simplify the experience. This strategic simplification proved successful, as BookFresh was acquired by Square in February 2014 for an undisclosed amount. The acquisition was a strategic move for Square to expand its offerings beyond payment processing and provide a more comprehensive suite of business management tools to its sellers.

Keywords: online appointment scheduling, small business software, SaaS, appointment booking system, calendar management, online payments, Square acquisition, client management tool, service business scheduling, Evan Ginsburg, Ryan Donahue, Willem Avé, Baseline Ventures, self-service booking, appointment reminders, local business tools, payment integration, schedule automation, client booking platform