Mellowcabs manufactures and operates three-wheeled, electric mini-cabs to provide low cost, eco-friendly and convenient taxi and transport services in built-up cities. A mobile app connects the commuters and cabs and payment can be made by cash or card via the app. The passenger section of the cab can be replaced with a cargo section.
Unlike meter cabs and large, privately owned cars, the solution is less expensive, aims to be more convenient and avoids mass pollution. Using shells made from recycled PET, the cars use regenerative braking which recovers and converts kinetic energy into electricity. An additional facet includes a flexible solar panel in the roof which can generate up to 35% of the cab’s power.
Implementation & Business Approach
The company aims to provide low cost transport in the region of a dollar per ride. The business plan involves deploying 500 vehicles in South Africa over the next 5 years. If these vehicles transport 40 people per day, Mellowcabs will reach 7300000 people annually providing good, efficient and clean transport to these people.
Mellowcabs has two distinctive income streams, with advertising on the cabs being the main revenue source and passenger fares being the secondary source. Although Mellowcabs are primarily transport devices, the company’s source of income is not only from carrying passengers, but selling branded advertising space on the vehicles, on-board tablet advertising, and events-based income. The various revenue streams will offer diversity of income.
The company has secured an advertising contract to the value of R2.5 million (250 000 USD) for three months of advertising for a multi-national fashion label on forty Mellowcabs. This advertising client owns over 5000 sunglass stores internationally.
Mellowcab in Motion