Our story
Starting with the journey people already make.
In Northern Ghana, the tricycle is already part of everyday movement. The opportunity
is not to replace that local reality with a foreign model. It is to make the experience
easier to arrange, more accountable and respectful of privacy while giving drivers
useful demand information and control over the offers they accept.
Yellow Yellow was founded in Tamale by Justice Mantey Abedi and is being developed as a
locally adapted platform for passengers, drivers and vehicle owners. Tamale is the controlled
production-validation base. After the hard gates pass, the intended first public tricycle
launch covers the Northern, Savannah, North East, Upper East and Upper West regions.
Our brand promise
Trusted local rides
Direction
Mission, vision and purpose.
Mission
To make everyday local transport safer, more reliable, affordable and predictable by connecting
passengers with trusted motorbike, tricycle and car operators through transparent technology.
Vision
To become Africa's most trusted locally adapted mobility platform, providing the right kind
of ride for every community.
Purpose
To improve everyday movement while protecting passenger dignity, increasing operator
certainty, reducing wasted fuel and helping vehicle owners keep visible and responsibly managed fleets.
Principles
The standards behind every product decision.
Safety first
No growth or revenue objective may override a material safety rule.
Privacy by default
Collect and display only what is necessary for the ride and authorised oversight.
Comfort and dignity
A private ride should feel meaningfully different from ordinary public loading.
Fair affordability
Prices should make local sense while preserving driver willingness to serve.
Transparency
Fares, access periods, limits and material automated decisions should be explainable.
Local trust
Language, support and operations must respect the community where the service runs.
Driver control
Show requests clearly and support informed acceptance. Earnings and bookings are never guaranteed.
Accountability
Keep auditable records, accept feedback and correct failures openly.
Our difference
World-class ambition, measured by everyday usefulness.
Our innovation is the combination: local vehicle choice, two ways to agree a fare,
private communication and an access-plan business model. Our standard is practical:
easier bookings, respected privacy, clear agreements and reliable local service.
For passengers
An upfront quote when certainty matters, or a conversation when a landmark and a locally agreed fare make more sense. Nearby cars and tricycles appear together, with saved places and preferred Drivers for repeat journeys.
For independent drivers
No percentage deducted from each passenger fare under our access-plan model. Drivers can consider an offer before accepting and use demand information to plan their time. Future access charges and vehicle operating costs still apply.
For vehicle owners
Register and manage linked vehicles, maintain their details and receive document reminders. Time-limited, revocable Driver consent supports operational oversight without opening passenger messages or private phone numbers to Owners.
For the wider community
We aim to strengthen local livelihoods, reduce unnecessary roaming and make service standards more visible. These are intended benefits to evaluate through real operations, not proven income, fuel-saving or safety results.
Speaking instead of typing can make a journey easier to arrange, but we will test this
with people of different ages, literacy levels and accessibility needs. We do not claim
that voice alone removes every barrier, or that local-language automation is available.
Current product
Preparing the Android and iPhone store release.
Yellow Yellow is preparing one passenger-first app across iPhone and Android. A passenger can
select a Ghana town, search a wider area around it, and choose an ordinary road-route quote
or an eligible nearby Driver for a negotiated booking. Public ride dispatch has not begun.
Town-aware booking
Automatic city detection and a searchable Ghana locality catalogue support local bookings and rides arranged for another person. Wider area is the default, with Town/village only available when a tighter search is useful.
Useful place memory
Saved and recent places appear before a paid Google place search, reducing delay and repeated map cost.
Nearby choice and exact booking
Eligible nearby cars and tricycles are visible together. Ordinary quoted requests still match the selected vehicle type. Motorbike service is temporarily on hold and may be introduced later through a separately approved release.
Private chat and internet calls
A Passenger can select an eligible Driver and request a conversation without exposing either person's authentication phone number. Both parties explicitly confirm the destination and fare in the app before a negotiated ride is created.
Trusted Driver choice
After a trip, passengers can rate, like and save a Driver, then request an available saved Driver later.
Meaningful demand information
Heat maps and city outlooks distinguish recent requests, limited data and stale information. A demand indicator is not a promise of work or earnings.
Human-reviewed onboarding
Dedicated staff review each Driver and vehicle document submission. Drivers and Owners can update vehicle details, including car make/model and electric or non-electric tricycle power; material changes need a fresh review.
Owner consent
A vehicle Owner sees linked activity only after the Driver grants a fresh, time-limited monitoring window.
A visible communication centre
Chats, Calls and Inbox keep conversations, call requests and document decisions accessible, with a numeric unread badge. Call history does not claim an audio connection merely because a request was made.
SMS verification is active through mNotify with the YellowYello sender ID. Sign-in and repeat
sign-in have been reported on MTN phones, and a Telecel phone has received and used an OTP.
AT acceptance remains untested. The store release requires verified sign-in and has no public
demo login or simulated rides. Public ride dispatch has not begun, subject to applicable permissions.
Current test limits
Internet audio is enabled for controlled testing, but the first complete two-phone audio
test is still pending. In the current build, an idle Driver must keep the app open and Online.
Locked-screen availability and incoming-call support are planned for the next native build,
subject to platform permissions and real-device tests. No public rides or payments are open.
Operating model
Lean by design, accountable by rule.
Yellow Yellow is remote-first. Backend rules handle routine validation, access controls,
notifications and deterministic finance tasks. Dedicated human staff review Driver and
vehicle documents and remain responsible for approval. Passengers, Drivers and Owners can
submit their information online; submission alone does not grant operational access.
People remain responsible for high-impact decisions. Safety case closure, market pricing, tax filings, legal interpretation, production releases, permanent account actions and material public commitments require authorised human approval.
- Founder and managing leadership set strategy, capital allocation and market entry.
- Product and engineering leadership own security, reliability, releases and technical risk.
- Qualified external legal, privacy, accounting and tax advisers review regulated decisions.
- Optional local specialists are commissioned only for a defined legal, language, accessibility or institutional exception.
Responsible expansion
One controlled validation, then a responsible regional launch.
The app can find 15,925 Ghana towns and villages, but technical discoverability is not a
commercial launch or a promise of supply. The first controlled cohort is in Tamale. Once it
passes, Yellow Yellow intends to open the same tricycle-active release across all five Northern
Ghana regions while activating supply and communications in practical regional waves.
- Complete national-agency, local-authority, legal, privacy and store-readiness gates following incorporation.
- Run the production-equivalent ride service with a small invited group after the official store releases.
- Open tricycle service across the five Northern Ghana regions only after the signed go/no-go decision.
- Grow qualified Driver supply from the five regional anchors without creating unnecessary local offices.
- Graduate each supply-led Ghana regional market and vehicle category only after its demand, quality, compliance and economics pass.
Tricycles remain the active founding focus. A qualified car or tricycle Driver may serve a
matching request in a configured growing area, but Yellow Yellow will clearly disclose limited
supply and will not describe that category as officially launched. Motorbike service is on hold for now and may be introduced later after separate safety, pricing, compliance, testing and launch approval.
Transparency
We will distinguish plans from facts.
Pilot forecasts, proposed dates and internal targets are not audited results. Yellow Yellow
will identify what is active, what is being tested and what is still awaiting legal,
operational or store approval.
- Ordinary passenger fares are quoted from the road route. Negotiated bookings use the destination and fare both people confirm in the app before travel.
- External participant testing is currently paused. The planned first app-store feedback cohort will be free, initially capped at 20 real people and will create no access-plan revenue or reimbursement.
- Payment-system development remains on hold while the incorporated Company completes merchant onboarding; future Standard access periods remain GHS 20 daily, GHS 100 weekly and GHS 350 monthly unless formally revised before launch.
- Authentication phone numbers are purpose-limited and are not displayed to other Passengers, Drivers or Owners or in routine staff dashboards.
- The proposed Northern Ghana seller programme grants an eligible new-tricycle Owner 60 days of access only under a signed, verified seller agreement, with approved stickers on both passenger doors and recorded consent.
- One human-approved Tamale tricycle standby Driver is planned for launch. Ordinary eligible Drivers receive normal ranked requests first; the standby Driver is used only after the ordinary pool or when none is available.
- Owner monitoring requires a fresh Driver-approved 24-hour window and exposes only linked-vehicle movement plus aggregate completed trips and quoted fares for that window.
- Passengers and Drivers control whether and when a revocable live-trip link is shared with a trusted contact.
- Every transport-document submission is reviewed by authorised staff. No automated AI screening or automatic clearance is performed. Required-field validation, private uploads, reviewer alerts and audit records continue.
- Public questions are answered only from approved information; uncertain or sensitive questions are escalated.
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