Inside track

Q&A:Liz Callaghan, Director, VIP Taxis

What is the most unique thing about your business?

We brought in fully uniformed staff for our hotel business about three years ago, but I felt it had to be all or nothing. Now everyone, even those working the ranks, is in uniform. It’s professional, it looks the part and it makes everyone equal.

I feel really strongly that taxis are a public service vehicle. We’re there to serve and people love the uniforms because you can identify your driver. People now want service, they want customer service, they want to feel it’s money well spent.

When we launched the uniforms, 90 per cent of drivers stayed with us, but 10 per cent left because they didn’t like it. I’d never go back now. It was a crazy time to try something new but it just seemed the right thing to do.

What is the best piece of business advice you have ever received?

“Keep going no matter what.”

What is the biggest mistake you’ve made in business?

I think it would be that I didn’t foresee the impact of deregulation. It was a shock. I believed it would be the answer.

Any major success to date?

I think it would be launching the whole new brand, when we merged VIP, ABC and Fonacab and rebranded as VIP Taxis with a fully uniformed fleet in July 2011. I think it’s paying off.

When the recession hit, we were doing €90,000 a week in contract work, but this slumped to €35,000 a week. However, it’s back up to €65,000-€70,000. Business has really picked back up and I think it’s because they [customers] know what they’re getting.

Whom do you most admire in business?

I would always look to Addison Lee Minicabs . One of the slogans is “chauffeur service for a taxi price” and they really do give that.

I always said that I want to be the Addison Lee of Dublin.

Are the banks in Ireland open for business?

We had difficulty in the past with Irish banks because they couldn’t see the point of what we were doing, of investing in equipment. We are now talking to Irish banks, however, and I want to sit down with the bank, to relook at it. I really want to stay in Ireland.

What one piece of advice would you give to the Government to stimulate the economy?

My advice would be to keep people working. I would put people on the dole working, get them to clean up the city, and increase the dole a little bit to give them something to get out of bed for in the morning.

There is no pride in getting handed the dole every week.

What has been the biggest challenge you have had to face?

I think it would be that technology is changing so fast. We travel to the UK to look at all the new technology, because equipment can hold you back. I feel it’s time to move now and we’re looking into cloud technology.

Would you sell your business, and what is it worth?

No, I wouldn’t sell it. I couldn’t imagine selling it. I’ll be 48 in November and I started working in the business when I was just 19, so that’s almost 30 years.

I couldn’t imagine a life without it!

I don’t know what it would be worth – I guess it’s only what someone is willing to pay.