Fulham-based app company Must have taken the smartphone world by storm, elected as the best new app by The App Store for the last two weeks.

The travel app provides a picture-sharing service where users can recommend places and discoveries to each other.

The company has entered Virgin Business' Pitch to Rich scheme, which aims to help start-ups and small businesses, by giving them the chance to pitch to Richard Branson.

Paul Jones, the founder of Must app, said: "On holiday last year I was incredibly disappointed with the poor recommendations provided by travel websites and blogs.

"I wanted to simplify the entire process of discovery by creating a simple mobile app where you can search, save, and share your must-recommendations with the people you trust.

"Think of us as the love child between Instagram and TripAdvisor - cool, easy to use, knowledgeable, and trustworthy."

The Pitch to Rich scheme is a valuable opportunity for local businesses, and if successful, could allow Must to expand their ideas and vision.

Jones said: "If successful in this competition, our dream is to go on to start Must Give, a charity to run alongside our app in helping those less fortunate by providing experiences and the things we can all sometimes take for granted in life."

On the company's Fulham base, Jones said: "The tech scene in the UK is booming, and East London tends to be at the heart of it all. There are some incredibly successful businesses popping up across the capital and we plan to be one of those flying the flag for south-west London.

"We love to participate in local events and can occasionally be seen on Parsons Green selling home-baked goods to raise money for good causes. We love all of London, but this is where we call home."

Like the app? Support the local business by voting for them in the Pitch to Rich scheme and giving them the chance to make their travel app dream a reality.

The app is free to download on iOS; Android and online versions will be launched at the end of the year.