This case study investigates the key competitive advantages, marketing strategies, and challenges of SheTaxis, a taxi service in the United States that began operations in 2014. Niche marketing is an approach that has been applied successfully by SheTaxis, with the specific target audience being women. Women, who are concerned with their safety, would generally prefer to ride in vehicles driven by women drivers. SheTaxis is currently the only company that addresses their concern. However, SheTaxis may face fierce competition from international players in the market, mainly Uber. This case highlights how SheTaxis is focusing on various strategies, specifically to (1) focus on women passengers only by understanding their needs, (2) provide women drivers to address safety issues, and (3) be more aggressive in regard to their competition by focusing on the niche market. What steps can SheTaxis take to establish its presence and so sustain itself in the niche market it has chosen?