Jeegisha Dinnall, 35, Nottingham. “I set up Mums Cars, a women-only cab company.I employ seven other women and we all work around our families, juggling driving with school hours. I was working for a voluntary organisation before this, helping vulnerable women who were victims of crime and domestic violence, so I knew there must be a lot of women out there who could benefit from a business like mine. We also get lots of parents on account who feel safer knowing their children are being picked up by women. I was able to comfort one women recently about her PMT – how many male cabbies could do that?”
Photograph: Steve Schofield

Business growth depends on flexibility and the ability to identify and realise opportunities. That’s exactly what happened following requests from female and elderly customers wanting to see more women taxi drivers – the resulting launch of a female driver service branded as Mum’s Cars by East Midlands businesswoman Jeegisha Dinnall.

Jeegisha says that after talking to existing customers, she soon realised there was a gap in the market. Jeegisha contacted Business Link to access help and advice on how to set up her new enterprise and the subsequent successful launch of the business. “I wanted to make sure all the correct procedures were followed,” explains Jeegisha. “Our Adviser discussed the importance of setting up the correct legal structure from the outset. This meant it was clear on what needed to be done and that adequate funding was in place.” The resulting initiative not only increases the service to customers, it provides a chance for women with children to return to employment, in a flexible working environment, where drivers can choose their hours to fit around their families. The company’s Business Adviser also discussed marketing activities, helping how to identify and best target those considered most likely to use the service.

MUM’S CARS IN NOTTINGHAM
Cab drivers with a difference When Jeegisha Dinnall, 35, was
stranded one evening in October 2008 and every cab firm told her there were no taxis available, she stumbled upon the idea of Mum’s Cars. She
explains, “That night, I got home thanks to a kind taxi-firm owner, who sent his
wife to pick me up. I felt safer with a female driver so, wanting to help other young women, I set up a female-only taxi service called Mum’s Car. I now employ seven female drivers.” And the women of Nottingham couldn’t be more grateful, as Victoria, 22, a marketing assistant from the city,explains: “A friend of mine recently had a lucky escape after being threatened with a knife by a male taxi driver demanding oral sex. Now I prefer using a female cabbie.” Proof that one number you should always have in your phone is a registered local taxi firm.
In Nottingham, mums cars clearly is the word.

Jeegisha Dinnall age 35 the ower of Mum’s Cars in Nottingham
DO plan ahead
“Ring for a taxi before you go out. make a note of the model of the cab, plus the name of the driver and even an agreed password. Don’t just pick up a cab card on the night as you won’t know if it’s licensed. makesure your phone is charged - I often get to pick-ups and can’t contact the person.” 

DON’T volunteer your details
“Once you’ve booked ahead, wait for the driver to give your name and booking details instead of offering it.
That way you’ll know it’s your car. If you feel at all uncomfortable don’t get in