My fellow hustlers on the road! Carl Joshua Ncube here. I know what it’s like to build something from nothing, to go from having no home to starting Rural BnB. And I know what it’s like to rely on a vehicle as your office, studio, and dining room. The road is tough, fuel is expensive, and those commission fees hit hard.
But the biggest mistake you can make is treating your car like just a car, and your job like just a job. You’re not a driver; you’re the CEO of a Mobile Customer Service Experience.
Here’s my breakdown of the 10 critical mistakes I see drivers make and my 10 straight-talking solutions to help you increase your revenue and elevate your game.
10 Common Mistakes African E-Hailing Drivers Make (The Roadblocks)
These mistakes directly hit your ratings, reduce your tips, and increase your expenses. Stop doing them now!
- Ignoring the Vehicle’s Vibe: Driving a dirty car, inside and out, with bad smells or old, stained seats. This is the number one mistake. Your car is your shopfront.
- Poor Financial Hygiene: Not tracking fuel, maintenance, and daily earnings. You’re working hard, but you don’t actually know if you’re making a profit after the platform commission.
- App-titude Deficiency: Not mastering the app’s features like surge zones, destination filters, or peak-hour incentives. You leave money on the table because you don’t read the manual.
- The “Map-Only” Approach: Relying solely on the map without knowing your local streets, landmarks, or common shortcuts. This leads to slow routes, high fuel burn, and frustrated passengers.
- Reckless & Aggressive Driving: Poor road etiquette, sudden braking, speeding, or engaging in road rage. This directly compromises passenger safety, comfort, and, eventually, your rating.
- The Interrogation: Calling the passenger to ask for a destination or payment method that is already on the app. This signals a lack of professionalism and wastes everyone’s time.
- Emotional Spillover: Allowing frustration with the platform (high commission, low fares) to spill over into your interaction with the customer. The customer is not the company.
- Digital Insecurity: Using weak passwords, clicking on phishing links, or sharing OTPs, which puts your entire business account and mobile money at risk of fraud.
- The Missing Extras: Not carrying basic passenger amenities like a water bottle, phone charger, or simple tissues. Small things make a huge difference in perceived value.
- Working While Exhausted: Pushing yourself for 12–15 hours without adequate rest to chase targets. This leads to reduced focus, increased accident risk, and terrible customer service.
10 Things Drivers Must Do To Increase Revenue (The Accelerators)
Revenue isn’t just about more trips; it’s about more value per trip and lower costs.
| The Accelerator (Action) | The Revenue Impact (Why it Works) |
| Be the ‘Clean Car King/Queen’ 🧼 | Higher Tips & 5-Star Ratings. A clean, fresh car is a premium experience. Get five stars, get prioritised, get more trips. |
| Offer “The Power Kit” 🔋 | Customer Loyalty & Repeat Bookings. Offer universal phone chargers and Wi-Fi (if affordable). Customers will book you directly next time. |
| Become a Local Guru 🗺️ | Smarter Routing & Efficiency. Master local shortcuts and traffic patterns. You save fuel (lower cost) and the passenger saves time (higher satisfaction). |
| Target the Surge Zones 📈 | Maximize Fare Value. Use the passenger app to identify areas with high demand (and therefore, surge pricing) before you drive into them. Work smart, not just long. |
| Secure Corporate Contracts 🏢 | Guaranteed Daily Income. Partner with 2-3 local small businesses (offices, guesthouses) for employee or client transport. Negotiate a fixed weekly or monthly rate. |
| Launch a Courier Side Hustle 📦 | Monetize Downtime. Register on local delivery apps or start a WhatsApp service for documents/small packages during slow hours. Your empty seat is a lost opportunity. |
| Implement Digital Bookkeeping 💰 | Cost Control. Use a simple spreadsheet or mobile app to track every expense (fuel, wash, parts) and income. Knowing your net profit is key to increasing it. |
| Invest in Driver Safety Tech 🛡️ | Reduced Risk & Operating Costs. Install a dashcam. This protects you legally in case of an accident, reducing potential liability and time off the road. |
| Specialise in a Niche 🎓 | Premium Pricing Power. Focus on airport transfers, school runs, or premium-segment tourists. Niche services justify higher, fixed fares than the general market. |
| Master the Polite Upsell 🗣️ | Tip Conversion. Ask politely, “Will that be cash or card today? I also accept [Mobile Money Name].” and “I trust everything was comfortable?” Encourage that tip with professional courtesy. |
Remember: The best comedians, like the best drivers, are great at reading the room. Know when to talk, when to be quiet, and when to offer that bottle of water. Your customer service skills are your superpower!
You can find more of my thoughts on my comedy and my life as an entrepreneur in this video: Carl Joshua Ncube on Tribalism, Political Jokes, His ‘Divorce’ & More | The Denny J Show. This video shows the entrepreneur’s journey in the African context, which underpins these business strategies.
