Tech Pitch: incrediblue

Said to be the 'Uber for yachts', incrediblue wants to make luxury holidays accessible to everyone. We find out how the start-up plans to meet this goal

Company name: incrediblue.com
Founders: Antonios Fiorakis (31), Theo Orfanidis (32) and Georgios Gatos (33)
Background: Fiorakis – Branding and marketing in fast moving consumer goods. Orfanidis – Tech lead in marketplace start-ups. Gatos – Venture capital and management consulting.
Based in: London, UK

Very simply, what does your tech start-up do?

incrediblue.com is a curated marketplace for yacht holidays. We have a fleet of over 2,000 yachts and captains around the Mediterranean sea. We’re often called the ‘Uber for Yachts’. We make finding, arranging the logistics, booking and paying for a sailing holiday as simple as that experience.

Tell us why there’s a need – what do you disrupt?

incrediblue is creating a new market, opening up yacht holidays to everyone. Yachts and sailing holidays are seen as a luxury, they’re intrinsically linked to the super-rich or sailing set, but with incrediblue everyone can enjoy them.

Travellers in the UK take on average four holidays per year and we are competing for their available holiday time with other traditional holiday options like hotels, villas, vacation rentals, and even cruises. However, we’re making a completely different, luxury experience accessible to everyone.

Are you funded?

We have raised€2.2m in total. Our latest seed round was €1.5 million, led by Connect Ventures and participation from Howzat, Seedcamp and Firestartr.

What were you doing before starting?

Fiorakis: “In 2011, some friends from abroad organised a yacht holiday in Greece. As there was a spare cabin, they invited me to join. You can imagine my excitement of going on a fantastic holiday sailing on the Mediterranean but, in fact, it was a terrible experience.

“The yacht was entirely different to the one we had paid for, the captain was inexperienced, the yacht arrived late and when it did turn up it was dirty. The space was smaller than required and two people had to sleep on a sofa outside. In the end we had fun, but I couldn’t help but think that this was a messed up experience.

“After doing some research, and investigating the space in conversation with a pool of yacht owners, we spotted several ways we could offer a better service. The yacht rental market was operating mainly offline and there was no curation of options. And that’s when we started working on our new disruptive business model.”

What’s the best thing about where you’re based?

incrediblue is a UK company with operations also in Athens, Greece. It’s a great combination, as we get to combine the large available market of the UK with the tourism expertise and low operational costs of Greece.

incrediblue is working with payments provider Braintree.

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