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.