Saskatoon Entrepreneur Launches Inclusive Rideshare Service Focused on Safety
Saskatoon businesswoman Cheri Uthe has introduced Go Diva, a innovative rideshare platform specifically designed to cater to women and 2SLGBTQ+ individuals while remaining accessible to all riders. Motivated by personal experiences of discomfort during late-night rides, Uthe aims to create a transportation alternative that prioritizes safety, cleanliness, and exceptional customer service.
Addressing Transportation Safety Concerns
Uthe's inspiration for Go Diva emerged from repeated instances where she felt vulnerable as the last passenger dropped off during shared cab rides. "Nothing ever really happened. But at many times, I felt uncomfortable. If they took a different turn than I thought they should or just as a woman ... sometimes it's just a feeling you get," she explained regarding her experiences with male drivers. This persistent unease prompted her to question why more women weren't behind the wheel, leading to the creation of her gender-inclusive service.
Building a Unique Rideshare Model
Launched initially as a black car service in 2020 during challenging pandemic conditions, Go Diva transitioned to a ridesharing model in October to expand its driver network. The service currently operates with three drivers, including Uthe herself, with ambitious plans for growth. The platform features:
- An app interface comparable to major services like Uber and Lyft
- A flat-rate, zone-based pricing system ranging from $13 to $43 for trips like Stonebridge to the airport
- Optional cash-only tipping without built-in app prompts
- Higher compensation for drivers compared to industry standards
The name 'Go Diva' represents a gender-inclusive concept of someone who demands excellence, with Uthe noting her service particularly appeals to "fussy clients" seeking premium experiences.
Community Response and Business Philosophy
Since its launch, Go Diva has generated significant local attention with mixed reactions on platforms like Reddit. While some users have questioned the pricing structure, Uthe maintains her rates align with competitors, though the zone-based model can result in higher costs during non-peak hours compared to surge pricing alternatives. "So riders might find, to be honest, from the edge of one zone to have to go to the next one, might be 20 bucks, but if they're staying in the same zone, it'll be $13," she clarified.
Beyond transportation, Uthe's vision includes creating equitable employment opportunities, particularly for women and femme-presenting individuals. Her approach challenges industry norms by emphasizing fair wages and safer working conditions for drivers while addressing the specific safety concerns that many marginalized communities face when using transportation services.
