Pink Ladies is a unique business. After hearing about a woman called Rachel Thacker who had been sexually attacked by an illegal taxi driver, Tina Dutton (co-founder of Pink Ladies) thought about her daughter Leanna, who was at the age where she was going out in the city with friends. Leanna had told her mother that she felt rather anxious being the last person in a taxi after a night out. This comment made Tina aware of a niche market opportunity.
Having carried out extensive market research to understand the risks faced by women in the UK, Tina Dutton and business partner Andrea Winders established Pink Ladies in June 2005. Pink Ladies is a members-only club providing a range of services, including pre-booked car services, with the most distinctive selling point being a guaranteed female driver. Other selling points are shown in Box 1. The business only transports females, boys under the age of 12 and males with special needs.
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