SheTaxi is hoping to replicate the convenience of app based shuttle services–Uber Et al.–but differentiate by having exclusively female drivers, for a female clientele. Its value proposition is that the status quo offers a subpar experience for women, with unappealing interiors, and overwhelmingly male drivers. Company founder, Stella Mateo points to women exclusive gyms and choice in gender for a gynaecologist, as proofs of concept. Her assumption that something that was successful in an industry, is directly transferrable to another indicates a poor foundation for her value proposition.

Photo from SheRidesNYC

The principal difficulty for the company; however, may not be differentiation, but points of parity. Taxi services must meet a certain vehicle concentration to be convenient. The company currently has 100 drivers compared to YellowCab’s 13 000 cars in New York. Other start-ups may have faced similar struggles, but successfully poached experienced drivers by eliminating fees to licence vehicles. The problem for SheTaxi is that 95% of existing drivers in New York are male, and consequently, its drivers will be as inexperienced as they are difficult to find.

Congruently, the company’s challenges to find and train drivers, and the questionable core proposition make it likely to struggle, and fall into obscurity, after initial press about its novel thesis dissipates.