Unfortunately if it continues its current path it will fail. If you'd like a business like this to succeed you need to make it an "art" as Seth Godin says. (highly recommend his books) Find ways to make this business unique. Just like in all good marketing tell a story that people will pay for. Do something like offer tours with the taxi, Try to get businesses to partner with you to shuttle people from airports, restaurants, or malls. Sell it as the authentic city taxi. Put ads up that say There's only one true way to travel in this city and that's with the Yellow Taxi. On top of it all, provide a good service that will get people talking. It's free marketing. Try to find problems that a taxi service will solve. If you're unwilling to try new things, especially in today's business world you will fail.