Who is the woman behind TLC Rental Marketplace?
My name is Natanyah. I recently founded and launched the Marketplace. I am a pivotal player in the New York City Taxi & Limousine Commission (TLC) rental industry. As a fleet owner, I lease my cars weekly to licensed TLC drivers for all their rideshare needs.
I built my family-owned and operated fleet based upon personal experiences. My mother was a single parent raising five children who worked in the transportation industry. She made a good living, and she enjoyed the fast-paced New York City hustle. I saw my mother drive everything – limos, town cars, and taxis – until she started her own private company. When Uber hit the city, she jumped on board and began driving for them in 2014. She kept me updated on Uber’s rapid growth as it began to reshape the industry. This piqued my interest, as I was actively seeking a new business opportunity. I had raised my daughter for several years and wanted to start working full time again. I then learned that my cousin was renting a car from one of the largest TLC rental fleets in the city. That’s when I knew I wanted to become a vital part of this growing enterprise. So I started building my own fleet. The rest, my friends, is history. I have been through it all, but I run a successful operation. My drivers have been with me for years and many have become my friends.
I launched the Marketplace because, as a fleet owner, I had encountered roadblocks and that hindered our company’s growth. I knew that a well-managed platform where I could advertise our available TLC cars would be great for business. I soon learned that several other fleet owners agreed.
My instincts told me that for the Marketplace to be successful, I must seriously consider the drivers’ needs. NY City TLC drivers are the hardest-working drivers around. Since NY City TLC is highly regulated, rideshare drivers experience several obstacles unlike anywhere else. They work long hours and get hit with costly DMV and TLC violations. New York City is the only place in the world that requires rideshare drivers to have a TLC license and TLC insurance. Most NY City drivers rent vehicles weekly because of these exorbitant costs. However, as a fleet owner, I have had an advantage. I own and rent out only Hybrid cars and keep my weekly rental fees down.
I’m not going to pretend it’s been all bells and whistles. This is a very tough business. Even one mistake can be costly. But I have been blessed with some terrific people who have taught me a great deal. I have built and maintained solid relationships – an invaluable commodity in the industry – with my TLC insurance brokers and auto body shops.
I am working extremely hard to make the Marketplace a successful platform for drivers and fleet owners to achieve success. I am usually at the TLC building in Long Island City, at Uber loading a driver into my Uber Fleet account. So, if you happen to see me, please stop and say hi. I love shaking hands with fellow entrepreneurs. We welcome your feedback on how the Marketplace might better serve you. So please send us an email!
All the best!