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The Genesis of Backdrop: A Travel App Inspired by Social Needs

The concept for Backdrop originated in the summer of 2019, when Timilehin Ajiboye began exploring the possibility of developing a travel application. This idea was sparked through discussions with his social network.

A friend specifically inquired if Ajiboye was aware of any resources showcasing visually appealing dining and sightseeing locations suitable for photography.

Further reinforcing this need, a trip to Miami with friends involved a deliberate search for picturesque establishments – primarily for dining and capturing images.

Recognizing a Market Gap

While acknowledging the somewhat superficial nature of these desires, Ajiboye recognized parallels with existing social media platforms. These platforms facilitate the sharing of temporary photos, lifestyle displays, and personalized video content.

Social media’s growth over the last ten years has fundamentally altered communication and connection, and this extends to the realm of travel.

Statista reports that over 36% of social media users utilize these platforms for travel inspiration, with more than 60% subsequently sharing travel photos.

Although Instagram currently dominates this landscape, Ajiboye contends that discovering travel-related information on the platform can be excessively time-consuming.

He posits that the expansive nature of large platforms like Instagram, encompassing diverse content types, creates an opportunity for specialized platforms to emerge.

The Need for a Focused Travel Experience

“Instagram functions as a comprehensive operating system for images, hosting a wide range of content – travel, beauty, and e-commerce. Pinterest shares a similar characteristic,” Ajiboye explained in an interview with TechCrunch.

“A growing trend indicates that individuals are using these broad platforms for travel planning, highlighting the absence of a dedicated travel experience designed for the modern traveler.

This modern traveler prioritizes locations that are visually striking and conducive to sharing with their network.”

Building the Backdrop Team

Ajiboye settled on the name Backdrop and subsequently collaborated with Damilola Odufuwa and Odunayo Eweniyi to construct the platform and establish it as a formal company.

Social Media's Role in Modern Travel Planning

Currently, a dedicated platform for discovering visually appealing locations purely for exploration purposes is lacking. Backdrop was conceived to address this gap, functioning as a tool for both aesthetic discovery and comprehensive travel planning.

Travelers visiting destinations like Dubai, when seeking noteworthy spots, typically rely on consulting friends and family, conducting online searches, or utilizing Instagram hashtags.

Odufuwa explained that conventional search methods, such as Google or Instagram, often yield a broad range of results, many of which may be irrelevant to the user’s specific query. For example, locating pink-themed restaurants in Dubai can prove difficult on Instagram, a challenge Backdrop aims to resolve.

Backdrop empowers users to locate and share visually striking locations suitable for photography, tailored to their individual preferences and criteria. The platform’s creators posit that, in the evolving landscape of post-pandemic travel, Backdrop can serve as an invaluable resource for millennials and Gen Z, particularly those prioritizing aesthetically pleasing travel experiences.

Essential Location Details

Each location featured on Backdrop includes crucial details such as operating hours, address (with a link to Google Maps), cost and admission fees, Wi-Fi availability, pet policies, outdoor seating options, wheelchair accessibility, and dress code requirements.

Early feedback from Backdrop beta testers revealed two distinct user groups. Some particularly valued the 'Collection' feature, which allows saving locations, effectively merging the functionalities of Google Maps and Pinterest.

Others favored the 'Explore' feature, describing it as a hybrid of Google Maps and Instagram’s discovery capabilities.

Users can leverage hashtags to pinpoint specific places, and the “Backdrop Near Me” function facilitates the discovery of nearby locations relative to their current position within the app.

Global Coverage and Content Creation

The company employs a dedicated photo research team responsible for identifying and documenting locations across 26 global cities. This team captures imagery and inputs essential information for each featured location.

While specific beta user numbers remain undisclosed, the founders report that their research team has compiled thousands of photographs from the following cities: Amsterdam, Dubai, Istanbul, London, Los Angeles, New York, Seoul, Paris, Tokyo, Cape Town, New Orleans, San Francisco, Chicago, Las Vegas, Miami, Marrakech, Fez, Tangier, Rabat, Cancun, Cabo, Tulum, Lagos, Abuja, Madrid and Valencia. Each city typically features between 100 and 300 images.

Recognizing the limitations of relying solely on a dedicated team for content creation, Backdrop allows users to contribute locations and associated information. Submitted content undergoes review by other users through a voting system – upvotes or downvotes – and contributors can earn rewards for their participation in community building.

Ajiboye stated, “This approach allows us to shift away from entirely manual curation and empower the community to determine which locations are showcased on the platform.”

“Although instances may occur where the highest-ranked content isn’t always the most refined, crowdsourcing introduces a democratic element to content prioritization. We also implement automated checks to verify the accuracy of the provided information.”

Future Expansion and the Founding Team

Backdrop intends to expand its coverage to 20 additional cities this year, supported by a recent six-figure investment from family and friends. The founders acknowledge that scaling the platform brings increased responsibility.

The three founders initially connected over six years ago while working at Zikoko, an Africa-focused youth publication, and subsequently pursued diverse careers within the technology and digital media sectors.

Odufuwa, serving as Backdrop’s CEO, currently leads public relations for Binance in Africa. She also co-founded the Feminist Coalition, a Nigerian organization advocating for women’s rights and equality, alongside Eweniyi, who holds the position of Backdrop’s COO.

Eweniyi also serves as the COO at PiggyVest, a prominent fintech platform in Nigeria.

Ajiboye, the CTO, is the executive and technical lead at Sendcash, a crypto-powered remittance product, and Buycoins, a cryptocurrency platform backed by Y Combinator.

Expanding Backdrop to a Worldwide Audience

The founding team possesses experience with several entrepreneurial endeavors, but these have largely centered on Nigeria and the African continent. However, Backdrop represents a shift, targeting a global marketplace. This naturally led to the question of whether the founders felt adequately prepared and equipped to manage a company with such broad reach.

Odufuwa responded by asserting that operating a globally-focused product doesn’t fundamentally differ from their previous experiences. The founders’ history of rapidly launching and managing multiple ventures equips them to confidently integrate Backdrop into their portfolio.

“I believe that millennials and Gen Z are particularly adept at multitasking,” Odufuwa explained. “While it can be demanding and lead to burnout, we’ve learned to balance multiple commitments, and that’s a common reality of modern life. We are fully dedicated to this project.”

Ajiboye further emphasized that, while the founders are strong collaborators and leaders, long-term success will necessitate the development of a diverse, international team.

“Numerous individuals have successfully managed even more complex undertakings concurrently, so I don’t foresee this being a significant obstacle,” Ajiboye remarked.

Social media platforms typically prioritize user acquisition over immediate profitability. Backdrop, as a uniquely positioned African-built social platform with the potential for global adoption, intends to follow this established pattern.

Should the platform achieve substantial growth, the founders have outlined potential revenue streams. These include advertising, booking and reservation systems, tourism partnerships with both public and private entities, and income generated by content creators.

“The intersection of travel discovery and content creation presents numerous opportunities,” Ajiboye stated. “Crucially, a thriving community must first be established, and our initial users will play a key role in shaping the platform’s evolution. Therefore, our current focus is on growth, and we are confident that monetization opportunities will emerge.”