The 7 benefits of launching a shared mobility business in a small town
July 31, 2023
min. read
Whether we're talking car sharing, mopeds, or scooters, shared mobility is usually associated with large, buzzing cities. More potential customers, longer distances to travel, and higher demand for transportation services – these often seem like key business factors for aspiring mobility entrepreneurs.
But large cities present hurdles, too. From intense competition to higher operating expenses, establishing yourself in a major urban center is a costly uphill battle that's becoming more difficult by the day.
In response, mobility entrepreneurs are increasingly eyeing small towns for their operations.
Launching a shared mobility business in a small town comes with a distinct set of advantages that may be particularly suited for those taking their first steps in the industry. While industry veterans are also exploring opportunities to expand their operations beyond the big cities, smaller towns might not meet their desired level of profitability and hence are typically overlooked.
In what follows, we'll detail seven important benefits of launching a shared mobility business in a small town and take a quick look at what such an operation could look like.
7 reasons to launch a shared mobility business in a small town
Unless you're working with massive capital and are willing to go to war with several other operators, a small town can be the perfect place to begin your shared mobility business journey. Especially if you yourself come from that or a nearby town.
1. Meet real needs
One of the most significant advantages of operating in a small town is the ability to meet genuine transportation needs. Local entrepreneurs, themselves part of the community, possess an intimate understanding of the unique requirements and behaviors of their fellow residents.
Accordingly, it can be very rewarding both financially and socially to provide a mobility solution that tackles specific issues, and no large competition can do it as quickly or efficiently as a local entrepreneur.
2. Better collaboration with authorities and residents
Working with local authorities in small towns is often a more streamlined and collaborative process. This makes obtaining permits and navigating regulations considerably easier compared to larger cities.
The smaller scale and close-knit nature of these communities allow entrepreneurs and city officials to establish closer working relationships, fostering open communication, and a joint vision in developing mobility solutions that are best suited for the town.
3. More effective marketing
Marketing and advertising efforts in small towns can be significantly simplified and more effective. Sometimes marketing might even be unnecessary. Local entrepreneurs have the advantage of leveraging community events, traditions, and personal connections to create impactful marketing campaigns that resonate deeply with the residents.
This localized approach not only enhances brand visibility but also establishes a sense of familiarity and trust among potential customers – elements that outside brands may find very difficult to replicate.
4. Little-to-no competition
One of the most enticing aspects of launching a shared mobility business in a small town is the lack of competition from major players. Major companies may overlook these areas due to perceived limited profitability potential, leaving the market wide open for local entrepreneurs to establish themselves as the primary mobility service provider.
With little or no competition to contend with, entrepreneurs can seize the opportunity to capture a significant market share and build a loyal customer base from the outset.
5. Faster service adoption
A major challenge when launching in a big city is slow adoption. Travelers have lots of options to choose from and they typically already have mobile apps for the most popular service providers. As a result, this can make them hesitant to download another app or to change their habits.
In smaller cities, this is a non-issue. Word of mouth travels fast and it's much easier to get noticed when you have little-to-no competition. Ultimately, this helps your mobility business start generating more revenue faster.
6. Easier B2B or B2G partnerships
The local nature of small towns enhances the potential for fruitful partnerships and collaborations. As a local business, shared mobility entrepreneurs are more likely to garner the interest and support of other organizations in the vicinity. Building partnerships becomes more accessible, as there is a shared understanding of the community's needs and a mutual interest in driving positive change.
For instance, establishing collaborations with local businesses to offer corporate fleet services or working in conjunction with the local government to provide special discounts for specific groups of citizens can create mutually beneficial arrangements. These partnerships not only expand the business' customer base but also strengthen its reputation.
7. Simpler and more effective ground operations
Small towns, by their very nature, offer a significant advantage in terms of simplified and efficient ground operations for shared mobility businesses. With smaller geographical areas and populations, the logistical challenges associated with tasks such as vehicle collection, relocation, and maintenance are greatly minimized.
The compact size of small towns often results in lower operational costs, enabling entrepreneurs to maintain a lean and cost-effective operation, while keeping customer satisfaction high.
A typical small town operation
The needs of a city with a population of 20-30k people can be effectively met with a reasonable fleet size of 80-150 scooters, which is an optimal starting size for scooter-sharing businesses. As mentioned, such a fleet is also easy to maintain and keeps ongoing operational costs low.
Small cities are often surrounded by other nearby smaller 5-10k people towns, which offer expansion opportunities without dramatically increasing servicing and maintenance costs and efforts. This allows the fleet to be managed by a single employee on the ground, while keeping the central ~20k population city as an operational hub.
From our own 100+ operators, we see that small town operators with no other competition are earning more money per vehicle than their counterparts in bigger cities – a very important metric, particularly in the early stages of building a shared mobility business.
Best =/= biggest
When you hear “burgers” you think “McDonalds”. But when you hear “best burgers in town” you probably think of some local burger joint that you would choose over McDonalds every day of the week.
It's a similar story with shared mobility businesses – most entrepreneurs aspire to be Uber or Bolt, to take over the big cities, and to become a dominant name in the industry. But the reality is that you can find great business success by shining locally.
If you're interested in starting your own shared mobility venture, join our ATOM Academy to learn more and see if it's the right car sharing or scooter sharing software for you.
Interested in launching your own mobility platform?
Click below to learn more or request a demo.
Blog
How to retain drivers on your ride-hailing platform long term
🚗💬 Why do ride-hail drivers quit – and what makes them stay? We break down insights from the 2025 Gig Driver Report and show how ATOM Mobility helps platforms keep drivers happy with instant payouts, dynamic pricing, and smarter tools.
September 23, 2025
min. read
How to retain drivers on your ride-hailing platform long term
In the ride-hailing business, getting enough drivers online is critical. But keeping them there is what really drives long-term success. Unlike traditional taxi services, ride-hailing drivers are independent contractors. They don’t have fixed shifts, guaranteed income, or long-term contracts. They log on when it suits them, and just as quickly, they can log off – or switch to another app.
That flexibility means you're not only competing for riders. You're also competing for drivers, every single day.
What makes ride-hailing different for drivers
Compared to traditional taxis, the ride-hailing model offers drivers more independence but less security. Taxi drivers usually worked under a dispatcher, used company-owned vehicles, and followed a set schedule. Ride-hailing drivers use their own car, their own time, and often multiple apps.
The benefits are clear: flexibility, lower entry barriers, and instant access to earnings. But the downsides are just as real: unpredictable income, lack of support, and platform instability. For platforms, that means driver loyalty is fragile. Small changes – like delayed payments or fewer rides – can cause drivers to leave.
Why driver retention matters
Most ride-hailing operators focus heavily on passenger growth. But without enough reliable drivers, demand turns into frustration. When wait times grow or no vehicles are available, users abandon the app. This makes driver retention a key metric – not just for operations but also for brand trust and profitability.
It’s more expensive to onboard a new driver than to keep an experienced one. A stable driver base delivers smoother rides, higher ratings, and better service coverage. If your drivers are churning every few weeks, your entire operation becomes reactive.
Inside the 2025 Gig Driver Report
A recent survey by Everee sheds light on what drivers want - and what makes them quit. In May 2025, 419 gig drivers in the U.S. were surveyed. Most of them worked across multiple apps, including Uber, Lyft and Shipt. The full findings are available in the 2025 Gig Driver Report by Everee.
Key findings:
- 68% of drivers work with two or more gig apps every month. Only 32% stick to one.
- 84% say fast access to earnings is important or very important when deciding where to work.
- 70% of drivers want their money within 24 hours.
- 44% would consider quitting if instant payouts became slower or more expensive.
- 21% would leave if onboarding took too long.
These numbers show how sensitive drivers are to delays, unclear policies, and inefficiencies. A small friction point in your system could be enough to push them to a competitor.
Why drivers leave
The survey also highlighted the most common reasons drivers stop working with a platform:
- 59% left after a sudden drop in pay rates or bonuses
- 48% due to fewer available jobs
- 44% when fees or restrictions were added to instant payouts
- 41% because of safety concerns during pickups or drop-offs
- 39% due to rigid scheduling or lack of flexibility
In short, if drivers feel their earnings or control are at risk, they move on. The ride-hailing industry is too competitive for platforms to assume drivers will stay loyal without constant support and improvement.
What platforms can do to retain drivers
To retain drivers long term, platforms need to act on what drivers value most. According to the same report, the top three areas that would increase loyalty are:
- Guaranteed minimum earnings or predictable income
- Better access to instant payouts
- A smoother, faster onboarding process
Additionally, drivers want to feel that their time is respected, their safety is prioritized, and that they are not left guessing about payments or platform changes.
How ATOM Mobility helps you build driver loyalty
With ATOM Mobility’s platform, ride-hailing operators have access to several features designed specifically with drivers in mind.
The “Offer Your Price” feature allows riders to bid slightly more during high demand or bad traffic conditions, giving drivers the chance to earn extra when it matters most.
Dynamic pricing lets operators automatically raise fares during weekends, holidays, or peak hours so that drivers earn more when demand spikes.
One of the most impactful tools is the instant revenue split system, where a driver’s commission is transferred directly to their Stripe Connect account after every successful ride. This eliminates waiting times and builds trust through real-time, transparent payouts.
To make things even smoother, ATOM Mobility offers a dedicated driver app where drivers can track performance, see earnings, and review ride history.
All of this adds up to a professional, transparent experience for drivers - and a stronger incentive to stay on your platform long term.
A dedicated driver app helps drivers track performance, earnings, and ride history. This kind of visibility increases engagement and reduces confusion. Instead of contacting support for payment questions, drivers can see everything directly in the app. The experience feels more professional and structured – which increases the chance they’ll stay longer.
You can explore the dedicated driver app in more detail on driver app overview.
Faster onboarding leads to faster activation
Another key piece of retention is how quickly drivers can get started. Platforms that make onboarding long or confusing lose drivers before the first ride. ATOM Mobility supports streamlined onboarding flows with pre-filled fields, automatic document validation, and built-in guides. In some cases, drivers can be onboarded, verified, and ready to drive within hours – not days.
A better experience creates loyalty
Drivers are not just users of your app – they are ambassadors of your brand. Every interaction they have, from the first sign-up to the latest payout, shapes how they feel about your platform. If it’s smooth, fair, and rewarding, they’re likely to stay. If not, they’ll be gone before the next weekend rush.
By investing in the right tools and understanding what really matters to drivers, platforms can reduce churn, increase satisfaction, and build a loyal driver base. And in a market where supply is everything, that loyalty pays off.
If you're building a ride-hailing operation and want to give your drivers a reason to stay, ATOM Mobility gives you the technology to make it happen. From instant payments to dynamic pricing and a dedicated driver app, everything is designed to keep your fleet active and engaged – for the long haul.
Blog
ATOM Connect 2025: Where Europe’s shared mobility leaders meet
👉 ATOM Connect 2025 is an exclusive shared mobility networking event hosted by ATOM Mobility in collaboration with INVERS. This focused gathering will bring together industry leaders, innovators, and decision-makers from Europe's car-sharing and car-rental sectors to explore the future of shared mobility.
September 16, 2025
min. read
What happens when professionals from Europe’s car sharing and car rental industries gather under one roof? You get a day filled with fresh ideas, insightful discussions, and valuable connections that help shape the future of mobility. That’s what awaits at ATOM Connect 2025 - a dedicated industry event hosted by ATOM Mobility in partnership with INVERS.
This year’s gathering takes place on October 30, 2025, in Riga, Latvia, at the panoramic top floor of the AC Hotel by Marriott. With views stretching across Riga’s historic Art Nouveau district, the setting offers an inspiring backdrop for meaningful conversations about the next steps in shared mobility.
Date & Time: October 30, 2025, from 15:00 onwards
Location: AC Hotel by Marriott, Riga (top floor with panoramic views)
Hosts: ATOM Mobility & INVERS
Format: Expert talks, interactive Q&A, networking sessions, and evening drinks
Topics covered:
- Market insights from INVERS
- Scaling car sharing businesses
- Digital transformation in rentals
- Corporate mobility opportunities
- Eastern Europe’s shared mobility landscape
Why Attend ATOM Connect 2025?
Learn from industry experts
The agenda is designed to address today’s most relevant mobility challenges. Expect data-driven insights from INVERS, practical strategies for scaling car sharing operations, discussions on digital rental solutions and corporate mobility, plus a closer look at the unique opportunities and challenges in Eastern Europe.
The event will also be joined by BYD, one of the world’s fastest-growing electric vehicle makers, who will showcase their innovative, affordable EVs at our event.
Build valuable connections
ATOM Connect 2025 is a focused gathering that brings together operators, rental businesses, and mobility experts from across Europe. With a mix of talks, networking breaks, and an evening reception, the event offers the perfect setting to exchange experiences, discuss challenges, and explore future partnerships.
Join the Conversation
If you’re active in car sharing or rental industry and want to stay ahead in a rapidly evolving market, ATOM Connect 2025 is a must-attend event. Together with INVERS, we’re creating a space where the European shared mobility community can connect, learn, and look toward the future.
👉 Save the date and request your spot today*: https://www.atommobility.com/atom-connect-2025
*Please note: ATOM Connect 2025 is intended for shared car mobility and car rental industry professionals. Registration requests will be reviewed before confirmation.
Driver App demo credentials - Email: test@atom.com, Password: driver
