This archive report was first published on 30 August 2019.
August 30, 2019, marked the beginning of a new era in ride-hailing services in Africa as Tora, a startup based in Lagos, Nigeria, launched its driver training and verification program.
Founded by Roseline Ekenimoh (CEO), Ized Uanikhehi (CMO), and Charles Avackaa (COO) in March 2019, Tora conducts a rigorous verification process on drivers, including verifying their address and other relevant details.
The company's initial goal was to train and deploy between 1000 and 2000 drivers and riders, but it has since expanded its vision to provide jobs for Nigeria's unemployed youths and tap into the country's transport business.
According to Uanikhehi, many of Tora's drivers have little to no driving experience prior to joining the training program. To make it accessible, Tora absorbs the cost of driver training and recoups its investment when the drivers are deployed to companies.
“Drivers do not pay to be trained, to be honest, we even lend them fare to come for training,” Uanikhehi said. Instead of collecting fees from prospective drivers, Tora relies on an agreement with the requesting party to recoup its investment.
The training program covers essential skills such as proper road practices, safety issues, customer engagement, basic comprehension, hygiene, and navigation using Google Maps. Psychometric testing is also included to evaluate driver intelligence, skills, and personality.
With a training period ranging from one week to four weeks, depending on the driver's prior experience level, Tora has established campuses in Lagos and Ibadan, Oyo State, to accommodate its growing number of trainees.
As a human resource and outsourcing company, Tora is competing in a crowded space, but it is counting on its niche offering and growth in the bike-hailing market and driver management to stay ahead.
