A Kind of Advertisement
I am writing this as a public service for the good people living in this part of Southwest New Mexico who need and want alternative forms of transportation. Perhaps there is ample TNC (Uber/Lyft) coverage in Las Cruces, a city of over 113,000 residents but not in Deming, population 15,000, and Silver City, just under 10,000 folks.
Las Cruces no longer has a cab company, which makes it a logical choice to base a company serving all three cities. El Paso, Texas, population over 677,000, and its major airport, is only 46 miles away on I-10. With proper promotion and advertising, I could envision a lucrative business running folks to the airport from Las Cruces and the other towns.
How many cabs would one want to begin with? I suggest a minimum of 10, initially basing 6 cabs in Las Cruces, and 2 each in Deming and Silver City. For such a small company, radio-based dispatch would be adequate but making sure you have 24-dispatch coverage, if nothing else to take early morning time calls.
As to rates, they must be competitive with Uber while covering insurance costs. What do I think the initial cost of investment would be for 10 new cars (don't be cheap), insurance and setting up dispatch? A minimum of $500.000. How would the drivers get paid? I would suggest starting off with an hourly salary plus 25% of fares in additional to any tips that the drivers would keep in total for themselves.
Again, with proper promotion, I think anyone would recoup their initial investment within one year. A General Manager would be necessary, someone also serving as Cab Superintendent and Day-Time dispatcher. I think the possibilities for success are unlimited. My only warning is that this kind of venture is not for rookies unfamiliar with the taxicab industry. Savvy cab veterans need only dip their toes in this kind of market. If I won the lottery I would finance it but not run it. Anyone but me.
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