WhereIsMyTransport mapped informal public transportation networks in emerging market cities—the minibus taxis, shared vans, and informal routes that Google Maps doesn't cover. This was genuinely important work: millions of people rely on these informal networks daily. The company raised significant funding from impact investors and VCs.
Company Data
- Founded: ~2015 — South Africa
- Failed: ~2023 (shut down)
The problem was monetization. The people who needed the data (commuters in low-income areas) couldn't pay. The entities that could pay (governments, development banks, logistics companies) were slow, bureaucratic customers with long sales cycles. The company couldn't bridge the gap between impact mission and commercial sustainability. VC funding ran out before revenue could replace it.
Key Lesson
Impact missions need impact-compatible funding. Mapping transit for low-income commuters is important, but VCs need 10x returns. The customer who needs you and the customer who pays you must overlap.