How to Start a Limo Business

Showing up to an event in a stylish limousine can make anyone feel like a rockstar. People love to book limos for weddings, birthdays, school dances, bachelor parties and more. Corporations also frequently reserve town car services and limos for executives that need rides to the airport or business meetings downtown. People are also looking for more ways to reduce their carbon footprint and renting a limo can be a smart way to carpool. 

As the world gets back to business and enjoying social events, the US limo industry is poised to grow 7% annually over the next three years. But before you put a down payment on an oversized SUV, you’ll need to learn what it takes to start and run a business. Fortunately, this step-by-step guide has you covered. 

Step 1: Decide if the Business Is Right for You

Pros and cons

Before starting a limousine business, it’s important to weigh the pros and cons.

Limousine industry trends

Industry size and growth

• Industry size and past growth –  The US limousine industry is worth $8.2 billion in 2022. It has grown 1.8% annually since 2017.((https://www.ibisworld.com/industry-statistics/market-size/limousine-town-car-services-united-states/))
• Growth forecast – The global limousine and car hire market is expected to grow by more than 7% annually through 2025.((https://www.mordorintelligence.com/industry-reports/limousine-car-hire-rental-market))
• Number of businesses – In 2022, 163,652 limo businesses operated in the US.
• Number of people employed – In 2022, the US limousine and town car industry employed 185,886 people.((https://www.ibisworld.com/industry-statistics/employment/limousine-town-car-services-united-states/))

Trends and challenges

Trends in the limousine industry include:

• People today are becoming more conscious of their carbon footprint and opting for carpooling and rideshare services. Limousines provide a high-class experience while cutting down on emissions.
• An increase in mobile booking apps are making the limo reservation process easy and seamless for passengers. 

Challenges in the limousine industry include:

• Safety concerns over stretch limousines have led to a slight decrease in rentals. Passengers may be moving towards reserving rides in smaller cars.
• As with many other industries today, the limousine industry is facing a labor shortage. Although demand for services is back on the rise, it’s been tough to find enough qualified drivers. 

How much does it cost to start a limo business?

Costs to start a limo business range from $14,000 to $32,000. Your main costs will be related to a limo purchase, vehicle insurance, and marketing your business. You can help keep costs low by purchasing a used limousine and storing the vehicle at home instead of renting a parking spot or garage space. 

You’ll need a handful of items to successfully launch your limo business, including: 

• Limousine
• Vehicle Insurance
• Website

How much can you earn from a limo business?

The cost of limousine services ranges from $95 to $150 per hour. Most limo businesses also require a minimum number of hours per ride. After accounting for startup costs, expect a profit margin around 75%.

In your first year or two, with one limousine, you could charge a rate of $100 per hour and require a five-hour minimum. If you provide five rides per week, it would result in annual revenue of $130,000. Assuming that 75% margin, you’d make a profit of $98,000. As your business grows, you could purchase another limousine and hire an additional driver, bringing your profit margin down to 35%. You could then raise your rates to $125 per hour and provide 10 rides per week, generating annual revenue of $325,000. With the 35% margin, you’d still make a tidy profit of $114,000.

What barriers to entry are there?

There are a few barriers to entry when starting a limo business. Here’s what you can expect:

• Shortage of qualified drivers
• Purchasing or leasing a limousine

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Step 2: Hone Your Idea

Now that you know what’s involved in starting a limo business, it’s a good idea to hone your concept in preparation to enter a competitive market. 

Market research will give you the upper hand, even if you’re already positive that you have a perfect product or service. Conducting market research is important, because it can help you understand your customers better, who your competitors are, and your business landscape.

Why? Identify an opportunity

Research limo businesses in your area and online to examine their services, price points, and customer reviews. You’re looking for a market gap to fill. For instance, maybe the local market is missing limousine services specifically for corporate customers or airport transfers. 

You might consider targeting a niche market by specializing in a certain aspect of your industry, such as weddings and bachelorette parties.

This could jumpstart your word-of-mouth marketing and attract clients right away. 

What? Determine your products or services

You’ll be providing transportation services for passengers for a variety of reasons. While limousine services generally cater to corporate customers, many people book them for special events, like weddings and birthday parties. 

How much should you charge for limousine services?

Rates for limousine services range from $95 to $150 per hour. Many limo companies also require a minimum number of hours, especially during peak driving times. Your rates will depend on the type of limousine you drive and any additional services offered. To increase revenue, consider adding a VIP package for special events. 

Once you know your costs, you can use this Step By Step profit margin calculator to determine your mark-up and final price points. Remember, the prices you use at launch should be subject to change if warranted by the market.

Who? Identify your target market

Your ideal customers will be people seeking transportation services above and beyond a standard taxi or rideshare service. Spread your marketing efforts across social media platforms like Facebook, Instagram, and TikTok. Consider targeting corporate clientele on LinkedIn. 

Where? Choose your limo location

Choosing the right location for your limo business is essential for attracting clients and ensuring its success. Look for a spot in a central and convenient area, such as a busy urban district or a popular tourist destination.

Depending on the type of limo services you plan to offer, you may also want to consider the proximity to hotels, event venues, or other local attractions.

By strategically choosing the right location, you can establish a reputable and successful limo business that provides exceptional service and stands out in the competitive transportation industry.

In the early stages, you may want to run your business from home to keep costs low. But as your business grows, you’ll likely need to hire workers for various roles and may need to rent out an office. You can find commercial space to rent in your area on sites such as Craigslist, Crexi, and Instant Offices.

When choosing a commercial space, you may want to follow these rules of thumb:

• Central location accessible via public transport
• Ventilated and spacious, with good natural light
• Flexible lease that can be extended as your business grows
• Ready-to-use space with no major renovations or repairs needed

Step 3: Brainstorm a Limousine Company Name

Your business name is your business identity, so choose one that encapsulates your objectives, services, and mission in just a few words. You probably want a name that’s short and easy to remember, since much of your business, and your initial business in particular, will come from word-of-mouth referrals.

Here are some ideas for brainstorming your business name:

• Short, unique, and catchy names tend to stand out
• Names that are easy to say and spell tend to do better 
• Name should be relevant to your product or service offerings
• Ask around — family, friends, colleagues, social media — for suggestions
• Including keywords, such as “limo service” or “chauffeur”, boosts SEO
• Name should allow for expansion, for ex: “Grand Avenue Limousine” over “Airport Limo Transportation”
• Avoid location-based names that might hinder future expansion
• Use online tools like the Step by Step Business Name Generator. Just type in a few keywords and hit “generate” and you’ll have dozens of suggestions at your fingertips.

Once you’ve got a list of potential names, visit the website of the US Patent and Trademark Office to make sure they are available for registration and check the availability of related domain names using our Domain Name Search tool. Using “.com” or “.org” sharply increases credibility, so it’s best to focus on these. 

Finally, make your choice among the names that pass this screening and go ahead with domain registration and social media account creation. Your business name is one of the key differentiators that sets your business apart. Once you pick your company name, and start with the branding, it is hard to change the business name. Therefore, it’s important to carefully consider your choice before you start a business entity.

Step 4: Create a Limo Business Plan

Every business needs a plan. This will function as a guidebook to take your startup through the launch process and maintain focus on your key goals. A business plan also enables potential partners and investors to better understand your company and its vision:

• Executive Summary: A concise summary of the entire limo business plan, highlighting its key points and objectives.
• Business Overview: An introduction to the limo business, including its mission, vision, and legal structure.
• Product and Services: Detailed descriptions of the limo services offered, such as types of vehicles and customer amenities.
• Market Analysis: An assessment of the limo industry, including market size, trends, and target customer demographics.
• Competitive Analysis: An examination of competitors in the limo industry, identifying strengths and weaknesses.
• Sales and Marketing: Strategies for promoting the limo business and acquiring customers, including pricing and advertising.
• Management Team: Information about the key individuals involved in the business, their roles, and qualifications.
• Operations Plan: Details on day-to-day operations, such as fleet management, driver hiring, and reservation systems.
• Financial Plan: Projections and budgets outlining the limo business’s financial health, including income statements, balance sheets, and cash flow forecasts.
• Appendix: Additional documents and information, such as resumes, contracts, and supplementary data, to support the business plan.

If you’ve never created a business plan, it can be an intimidating task. You might consider hiring a business plan specialist to create a top-notch business plan for you.

Step 5: Register Your Business

Plus, registration is exciting because it makes the entire process official. Once it’s complete, you’ll have your own business! 

Choose where to register your company

Your business location is important because it can affect taxes, legal requirements, and revenue. Most people will register their business in the state where they live, but if you are planning to expand, you might consider looking elsewhere, as some states could offer real advantages when it comes to limo businesses. 

If you’re willing to move, you could really maximize your business! Keep in mind, it’s relatively easy to transfer your business to another state. 

Choose your business structure

Business entities come in several varieties, each with its pros and cons. The legal structure you choose for your limousine business will shape your taxes, personal liability, and business registration requirements, so choose wisely. 

Here are the main options:

• Sole Proprietorship – The most common structure for small businesses makes no legal distinction between company and owner. All income goes to the owner, who’s also liable for any debts, losses, or liabilities incurred by the business. The owner pays taxes on business income on his or her personal tax return.
• General Partnership – Similar to a sole proprietorship, but for two or more people. Again, owners keep the profits and are liable for losses. The partners pay taxes on their share of business income on their personal tax returns.
• Limited Liability Company (LLC) – Combines the characteristics of corporations with those of sole proprietorships or partnerships. Again, the owners are not personally liable for debts.
• C Corp – Under this structure, the business is a distinct legal entity and the owner or owners are not personally liable for its debts. Owners take profits through shareholder dividends, rather than directly. The corporation pays taxes, and owners pay taxes on their dividends, which is sometimes referred to as double taxation.
• S Corp – An S-Corporation refers to the tax classification of the business but is not a business entity. An S-Corp can be either a corporation or an LLC, which just need to elect to be an S-Corp for tax status. In an S-Corp, income is passed through directly to shareholders, who pay taxes on their share of business income on their personal tax returns.

We recommend that new business owners choose LLC as it offers liability protection and pass-through taxation while being simpler to form than a corporation. You can form an LLC in as little as five minutes using an online LLC formation service. They will check that your business name is available before filing, submit your articles of organization, and answer any questions you might have.

Form Your LLC

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Step 6: Register for Taxes

The final step before you’re able to pay taxes is getting an Employer Identification Number, or EIN. You can file for your EIN online or by mail or fax: visit the IRS website to learn more. Keep in mind, if you’ve chosen to be a sole proprietorship you can simply use your social security number as your EIN. 

Once you have your EIN, you’ll need to choose your tax year. Financially speaking, your business will operate in a calendar year (January–December) or a fiscal year, a 12-month period that can start in any month. This will determine your tax cycle, while your business structure will determine which taxes you’ll pay.

The IRS website also offers a tax-payers checklist, and taxes can be filed online.

It is important to consult an accountant or other professional to help you with your taxes to ensure you are completing them correctly.

Step 7: Fund your Business

Securing financing is your next step and there are plenty of ways to raise capital:

• Bank loans: This is the most common method but getting approved requires a rock-solid business plan and strong credit history.
• SBA-guaranteed loans: The Small Business Administration can act as guarantor, helping gain that elusive bank approval via an SBA-guaranteed loan.
• Government grants: A handful of financial assistance programs help fund entrepreneurs. Visit Grants.gov to learn which might work for you.
• Friends and Family: Reach out to friends and family to provide a business loan or investment in your concept. It’s a good idea to have legal advice when doing so because SEC regulations apply.
• Crowdfunding: Websites like Kickstarter and Indiegogo offer an increasingly popular low-risk option, in which donors fund your vision. Entrepreneurial crowdfunding sites like Fundable and WeFunder enable multiple investors to fund your business.
• Personal: Self-fund your business via your savings or the sale of property or other assets.

Bank and SBA loans are probably the best option, other than friends and family, for funding a limo business. You might also try crowdfunding if you have an innovative concept.  

Step 8: Apply for Licenses/Permits

Starting a limo business requires obtaining a number of licenses and permits from local, state, and federal governments.

Federal regulations, licenses, and permits associated with starting your business include doing business as (DBA), health licenses and permits from the Occupational Safety and Health Administration (OSHA), trademarks, copyrights, patents, and other intellectual properties, as well as industry-specific licenses and permits. 

You may also need state-level and local county or city-based licenses and permits. The license requirements and how to obtain them vary, so check the websites of your state, city, and county governments or contact the appropriate person to learn more. 

You could also check this SBA guide for your state’s requirements, but we recommend using MyCorporation’s Business License Compliance Package. They will research the exact forms you need for your business and state and provide them to ensure you’re fully compliant.

If you feel overwhelmed by this step or don’t know how to begin, it might be a good idea to hire a professional to help you check all the legal boxes.

Step 9: Open a Business Bank Account

Before you start making money, you’ll need a place to keep it, and that requires opening a bank account.

Keeping your business finances separate from your personal account makes it easy to file taxes and track your company’s income, so it’s worth doing even if you’re running your limousine business as a sole proprietorship. Opening a business bank account is quite simple, and similar to opening a personal one. Most major banks offer accounts tailored for businesses — just inquire at your preferred bank to learn about their rates and features.

Banks vary in terms of offerings, so it’s a good idea to examine your options and select the best plan for you. Once you choose your bank, bring in your EIN (or Social Security Number if you decide on a sole proprietorship), articles of incorporation, and other legal documents and open your new account. 

Step 10: Get Business Insurance

Business insurance is an area that often gets overlooked yet it can be vital to your success as an entrepreneur. Insurance protects you from unexpected events that can have a devastating impact on your business.

Here are some types of insurance to consider:

• General liability: The most comprehensive type of insurance, acting as a catch-all for many business elements that require coverage. If you get just one kind of insurance, this is it. It even protects against bodily injury and property damage.
• Business Property: Provides coverage for your equipment and supplies.
• Equipment Breakdown Insurance: Covers the cost of replacing or repairing equipment that has broken due to mechanical issues.
• Worker’s compensation: Provides compensation to employees injured on the job.
• Property: Covers your physical space, whether it is a cart, storefront, or office.
• Commercial auto: Protection for your company-owned vehicle.
• Professional liability: Protects against claims from a client who says they suffered a loss due to an error or omission in your work.
• Business owner’s policy (BOP): This is an insurance plan that acts as an all-in-one insurance policy, a combination of the above insurance types.

Step 11: Prepare to Launch

As opening day nears, prepare for launch by reviewing and improving some key elements of your business. 

Essential software and tools

Being an entrepreneur often means wearing many hats, from marketing to sales to accounting, which can be overwhelming. Fortunately, many websites and digital tools are available to help simplify many business tasks.  

You may want to use industry-specific software, such as Limo Anywhere, Kymark, or RentSyst to schedule bookings, collect payments, and track drivers. 

Accounting

• Popular web-based accounting programs for smaller businesses include Quickbooks, Freshbooks, and Xero. 
• If you’re unfamiliar with basic accounting, you may want to hire a professional, especially as you begin. The consequences for filing incorrect tax documents can be harsh, so accuracy is crucial.

Develop your website

Website development is crucial because your site is your online presence and needs to convince prospective clients of your expertise and professionalism.

You can create your own website using website builders. This route is very affordable, but figuring out how to build a website can be time-consuming. If you lack tech-savvy, you can hire a web designer or developer to create a custom website for your business.

They are unlikely to find your website, however, unless you follow Search Engine Optimization (SEO) practices. These are steps that help pages rank higher in the results of top search engines like Google. 

Marketing

For your limo business, the marketing strategy should focus on showcasing the luxury, comfort, and reliability of your services. Highlight the range of occasions and needs you cater to, such as weddings, corporate events, airport transfers, or special nights out. Emphasize your commitment to customer service, safety, and creating an exceptional travel experience. Here are some powerful marketing strategies for your future business:

Kickstart Marketing

• Professional Branding: Your branding should convey elegance, professionalism, and sophistication. This includes a well-designed logo, professional-looking business cards, and a fleet of well-maintained, clean, and modern vehicles.
• Direct Outreach: Network with event planners, wedding coordinators, hotels, and corporate businesses to introduce your services. Building partnerships can lead to regular bookings.

Digital Presence and Online Marketing

• Professional Website and SEO: Develop a user-friendly website that showcases your fleet, services, and customer testimonials. Optimize for SEO with best practices to rank for local searches related to limo services, luxury transportation, and event transportation.
• Social Media Engagement: Utilize platforms like Instagram for showcasing your vehicles and services, and LinkedIn for connecting with corporate clients. Use Facebook for sharing promotions, client testimonials, and engaging with your audience.

Content Marketing and Engagement

• Transportation Blog: Share blog posts about luxury travel tips, event planning ideas, and the benefits of professional chauffeur services. This helps establish your expertise in the luxury transportation field.
• Email Newsletters: Keep your clients informed about new services, fleet upgrades, and special offers.
• Video Showcases: Create videos that give virtual tours of your limos, demonstrate the amenities and features, and highlight past events.

Experiential and In-Person Engagements

• Participation in Local Events and Expos: Attend wedding expos, corporate events, and local trade shows to promote your services.
• Showcase Events: Host showcase events where potential clients can experience your vehicles and services first-hand.

Collaborations and Community

• Partnerships with Event Venues and Hotels: Forge relationships with event venues, hotels, and travel agencies for referral opportunities.
• Community Engagement: Sponsor local events or charities to enhance community presence and brand recognition.

Customer Relationship and Loyalty Programs

• Corporate Accounts and Packages: Offer tailored packages or accounts for corporate clients and regular customers.
• Referral and Loyalty Rewards: Implement a referral program that rewards customers for referring new clients, and a loyalty program that offers discounts or perks to repeat customers.

Promotions and Advertising

• Targeted Local Advertising: Use local advertising in magazines, event planning websites, and online platforms to reach potential clients. Consider special promotions during peak seasons for weddings and events.
• Vehicle Branding: Ensure your vehicles are branded in a tasteful way to serve as moving advertisements for your services.

Focus on USPs

Unique selling propositions, or USPs, are the characteristics of a product or service that sets it apart from the competition. Customers today are inundated with buying options, so you’ll have a real advantage if they are able to quickly grasp how your limo business meets their needs or wishes. It’s wise to do all you can to ensure your USPs stand out on your website and in your marketing and promotional materials, stimulating buyer desire. 

Global pizza chain Domino’s is renowned for its USP: “Hot pizza in 30 minutes or less, guaranteed.” Signature USPs for your limo business could be:

• Ride like a rockstar and hit the town in style!
• Safe, reliable, luxury transportation for busy professionals
• White glove limousine services for weddings, parties, and special events

Networking

You may not like to network or use personal connections for business gain. But your personal and professional networks likely offer considerable untapped business potential. Maybe that Facebook friend you met in college is now running a limo business, or a LinkedIn contact of yours is connected to dozens of potential clients. Maybe your cousin or neighbor has been working in limousine services for years and can offer invaluable insight and industry connections. 

The possibilities are endless, so it’s a good idea to review your personal and professional networks and reach out to those with possible links to or interest in limo businesses. You’ll probably generate new customers or find companies with which you could establish a partnership. 

Step 12: Build Your Team

If you’re starting out small from a home office, you may not need any employees. But as your business grows, you will likely need workers to fill various roles. Potential positions for a limo business include:

• Limo Drivers – Operate limousines, load and unload luggage
• General Manager – Bookkeeping, manage reservations
• Marketing Lead – Manage social media accounts, generate new business

At some point, you may need to hire all of these positions or simply a few, depending on the size and needs of your business. You might also hire multiple workers for a single role or a single worker for multiple roles, again depending on need. Free-of-charge methods to recruit employees include posting ads on popular platforms such as LinkedIn, Facebook, or Jobs.com. You might also consider a premium recruitment option, such as advertising on Indeed, Glassdoor, or ZipRecruiter. Further, if you have the resources, you could consider hiring a recruitment agency to help you find talent.

Step 13: Run a Limo Business – Start Making Money!

Limousine services not only help passengers get from A to B, they also provide customers with a unique, luxurious experience they’ll remember. As a limo business owner, you’ll make lasting relationships with your clients who will book your services again and again. You’ll help customers arrive at their destination in style and make great money!

Now that you’ve done your homework, you’re one step closer to becoming a successful business owner. It’s time to get out there and start the best limousine business in town.