Obakeng Matlhoko spent five years building AftaRobot before it launched, a reminder that solving a problem in a traditionally informal, under-invested industry like minibus taxis often takes far longer than building similar technology for a formal, well-funded sector.
Why this particular problem took so long to solve
Minibus taxis move a large share of South Africa’s public transport passengers yet have historically received no subsidy or formal investment, meaning any founder building for this space has to construct both the technology and the trust from scratch, without the institutional support formal transport sectors take for granted. Matlhoko’s transport and logistics background, combined with direct engagement with taxi associations during an internship, gave him the industry credibility needed to even get a hearing from corporate partners.
The real obstacle wasn’t the technology
Matlhoko has been candid that convincing corporates to back the venture was harder than building the app itself, largely because many decision-makers carried negative personal perceptions of the taxi industry from their own experience as other road users. Overcoming that bias required consistent engagement and reframing the industry’s value, not just a better product pitch.
What this means for founders building in overlooked industries
Founders targeting an industry that’s economically significant but institutionally overlooked should expect the sales and trust-building process to take considerably longer than the product development itself, and genuine sector experience becomes a real competitive advantage over founders parachuting in from outside. Persistence through years of unglamorous groundwork, not a single breakthrough moment, is often what actually gets these ventures to launch.
Frequently asked questions
Why did AftaRobot take five years to launch?
Building trust and technology for a traditionally informal, under-invested industry like minibus taxis took far longer than a similar formal-sector venture would.
What was the biggest obstacle in building AftaRobot?
Convincing corporate partners to back the venture, since many carried negative perceptions of the taxi industry from their own experience.
Why did the founder’s industry background matter?
His transport and logistics qualification and direct engagement with taxi associations gave him credibility that an outside founder wouldn’t have had.
What can founders in other overlooked industries learn from this?
To expect a longer trust-building process than product development alone, and to treat genuine sector experience as a real competitive advantage.
Does economic significance guarantee institutional investment in an industry?
No, minibus taxis move a large share of public transport passengers yet have historically received little formal investment or subsidy.
Originally published in March 2018. Updated September 2026.
Transport sector policy via the Department of Trade, Industry and Competition.
Further reading
Originally published in March 2018. Updated September 2026 to reinforce that building trust in an overlooked, informally-run industry remains a longer process than the underlying technology itself, a pattern that has held across other taxi-tech ventures too.
