Project Case Study

Catalysing an innovative start-up and creating new and better jobs in the Taxi Industry in Nigeria
Catalysing an innovative start-up, creating new and better jobs in the Taxi Industry in Nigeria

Birthing Metro Taxi As Nigeria's First Metered Taxi Service

ClientMetro Taxi Limited
Duration2008 - 2011
RegionSub-Saharan Africa
SolutionStrategy, Finance

Transportation in Lagos is a catalyst for growth if it must become a global destination of choice.It is common knowledge that Lagos has witnessed a population explosion in the last two decades. The idea of a taxi service that will change the face of transportation in the State (and indeed Nigeria) is one built on transparency of fares as this offers unrivalled value for money spent by customers. This was the dream behind the establishment of Metro Taxi.

The Opportunity

Metro Taxi Limited set out to be an innovative customer oriented company, with the sole aim of providing unparallel transportation service for both individual and corporate bodies.

In 2008, Niyi Oguntoyinbo approached W-Holistic Business Solutions to support in the birthing of a new taxi service, Metro Taxi, to stand out from other market players in the wake of the Lagos State Government’s decision to start licensing taxi services in the state.

Our Solution

W-HBS launched a global review of the Taxi Industry with a focus on London and Dubai. We extracted best practices that could be adopted for our market. We then went further to identify the target audience for the service and conducted in-depth market survey to understand their unique needs.

Following the market analysis, we developing the winning business plan required to launch a truly innovative start-up. Incorporated on the 1st of September 2008, Metro Taxi obtained its licence to operate within the Lagos metropolis from Lagos State Ministry of Transportation on the 11th of March, 2009. By October 2010, Metro Taxi commenced full operations of its dedicated services within the Lagos metropolis and changed the face of public transportation in the state.

As at launch date, Metro Taxi stood out as the only metered Taxi operator in Nigeria that guarantees you pay for what is used. It set in motion a technologically driven operating system that offers dispatch technology service, 24hours call centre, metered vehicles, tracking device, free Wi-Fi and Insurance cover for both passengers and drivers. Metro Taxi was established with one goal in mind – service excellence combined with the most competitive rates in the market along with timely and reliable transfer service.

The Results

The project was not only successful for Metro Taxi, but also fun for W-Holistic Business Solutions. It’s great to work in our local community and everyone on our team feels a sense of pride seeing the Metro Taxi logo whizzing around town. 

  • Using our Business Plan and our expertise in Finance, Metro Taxi became a reality with debt financing from a local bank for the first fifty (50) luxury Taxis and subsequently the next one hundred (100).
  • The Governor of Lagos State, Raji Fashola officially unveiled the first metered taxi in Nigeria, through his Commissioner for Transportation, Professor Bamidele Badejo.
  • 110 jobs were created with the launch of the business and more jobs created as the business continued to increase its fleet.

Feedback From Client

W-HBS is responsive and reliable.

Niyi OguntoyinboChief Executive Officer, Philly & Mools Group

Latest Client Updates

Even after a project ends, W-HBS continues to follow up on its clients and the progress of the projects through our M&E unit. Below are the latest updates from Metro Taxi:

  • In 2014, the taxi landscape changed with the entry of Uber into Nigeria, starting with Lagos State. This led to a total change in the Metro Taxi strategy.
Pictures and videos to showcase the project activities and results. Click on images to see the full picture.