Be the best in the world, for a few real people

There’s a local car service that specializes at taking customers to and from the airport. They serve customers based in a couple of local suburbs that don’t speak English. As far as I know, you can only call them by phone. They charge a consistent, flat rate and only accept cash when you get to the airport. They give you a precise estimate of time, and show up 10 minutes early. (In other words, they’re reliable. No surge pricing, no cancellations, no delays.) My family found out about them through friends. They’ve been in business since before mobile carshare services like Uber and Lyft, and will probably be around after. It’s similar to GoGoGrandparent, a business that helps seniors use rideshare services. There’s good business advice to focus on a very small group of people, and making the best service for them. Whenever I hear that, my mind goes to this car service business. It’s too small a market for the carshare services to tackle, and big enough for at least a handful of local…