Our story · Fallou FALL, founder
A Senegalese entrepreneur based in France for twelve years, Fallou FALL chose Morocco to develop an entrepreneurial project combining technology, financing, training and access to customers. Behind SOOBA Group lies one ambition: to make entrepreneurship accessible, help formalise the informal economy and foster young people’s economic empowerment.
Fallou FALL
Founder of SOOBA Group and ZERO’EAU
After a two-year university degree in mathematics, physics and computer science in Senegal, Fallou FALL went on to study statistics and business intelligence in France, where he founded two companies.
In July 2025, a stay in Morocco revealed a market and two challenges: a real need for local car services, and young people looking for work. He created ZERO’EAU there, a waterless at-home car wash service.
ZERO’EAU started with its own employees. The goal: master every step of the trade in the field before digitising booking and service scheduling.
This first activity became a laboratory to test service standards, tools and customer needs.
Demand grew and the network opened up to independent partner agents. But many motivated young people did not have the means to buy a scooter and the necessary equipment.
Fallou FALL then stood as guarantor for some of them. A useful solution, but one that quickly reached its limit: it cannot be replicated at scale.
The model evolved: it was no longer just about selling a service, but about bringing together the means that allow a young person to launch their business.
Access to financing
Removing the barrier of start-up equipment.
Training
Trade skills, management and digital tools.
Access to customers
Demand organised by the network.
Digitisation
Booking, scheduling and tracking.
Economic empowerment
Eventually owning one’s work tool.
SOOBA Group brings these means together in an ecosystem: ZERO’EAU for waterless washing, SOOBA Wash for mobile washing with and without water, and SOOBA, a vertical platform dedicated to automotive services.
The programme brings together private investors, financial institutions, guarantee funds, companies, NGOs, foundations and public institutions around one goal: supporting 1,000 entrepreneurs in Morocco.
Morocco is the model’s first testing ground. Once proven, it is meant to be rolled out to other African markets, then internationally.
The talent and the desire to start a business are there. What is missing are the means. SOOBA Group was born to bring them together.
Our vision
Help digitise and formalise informal activities, make entrepreneurship accessible and give young people the means to build lasting economic independence.
Be part of this ambition
