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
more private, predictable, visible and comfortable for passengers while giving drivers
a better view of real demand.
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 certainty
Use real requests and navigation to reduce idle roaming and wasted fuel.
Accountability
Keep auditable records, accept feedback and correct failures openly.
Current product
The real-device pilot build is end to end.
Yellow Yellow is testing one passenger-first app across iPhone and Android. A passenger can
select a Ghana town, choose an available car or tricycle category, search a wider area around that
town, receive a road-route fare before requesting, and follow the assigned Driver to pickup.
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.
Exact ride category
A car request reaches qualified car Drivers; a tricycle request reaches qualified tricycle Drivers. Motorbike service is temporarily on hold and may be introduced later through a separately approved release.
Private trip contact
Route, Driver movement, pickup distance, ETA, notifications and in-app chat support the active ride. Users see names and roles, never one another's authentication phone numbers.
Trusted Driver choice
After a trip, passengers can rate, like and save a Driver, then request an available saved Driver later.
Demand intelligence
Privacy-safe heat maps combine waiting requests, arriving trips, departing trips and Driver supply to guide qualified Drivers.
Remote onboarding
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.
Owner consent
A vehicle Owner sees linked activity only after the Driver grants a fresh, time-limited monitoring window.
These capabilities are undergoing controlled internal validation. Their presence in the build
does not mean unrestricted public supply is already available in every searchable town.
Operating model
Lean by design, accountable by rule.
Yellow Yellow is remote-first and uses specialised AI agents for routine monitoring,
onboarding, approved-template marketing, reconciliation, forecasting, reminders and evidence
preparation. This is the permanent model in every market and at every growth stage.
Passenger, driver and owner setup is designed to finish online without an office, station master
or routine staff approval. More users and cities scale systems first, not conventional headcount.
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.
- Passenger fares are quoted before request and tied to the road route.
- 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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