Summer is the season of travel. Whether it’s a trip with your girls, a baecation, a special time with family, or a beloved solo trip – this is many people’s favorite time to run down their PTO and enjoy some much-needed R&R. However, life has taught me that to truly enjoy your time, the getaway itself is not enough. Planning is essential. For example, I like to know the deets about where I’m staying.
There’s no “we’re not even going to be at the hotel” vibes for me - the location matters, and I want to see reviews. Also, I think it’s helpful to have a few pre-planned activities to ensure you make the most of the time. Finally, one of the most important elements is travel. How are we getting around?
There is nothing worse than feeling forced to rent a car at the last minute or attempting to use public transportation only to get lost in the middle of nowhere. (Yes, I’m speaking from experience). That’s why I personally appreciate rideshare apps.
However, unfortunately, the dangers of these platforms are getting more and more severe. I’ve personally been in cars where men have asked about my views on dating, politics, and more- only to drop me at my house 10 minutes later – talk about awkward. I’ve also heard more startling stories where friends felt so uncomfortable that they hopped out of a car to avoid potentially dangerous situations.
Personal testimonies like this are why I was so excited to learn about HERide, a woman-owned, Black-owned rideshare service based in Atlanta, GA. Check out xoNecole’s conversation with the founders, Jillian Anderson and DeVynne Starks, below to learn more about their business, ongoing strides in the tech community, and why you need to add HERide to your travel hacks list ASAP.
Jillian Anderson (L) and DeVynne Starks (R).
Courtesy
xoNecole: Let’s start at the beginning. Can you tell me a little bit about yourselves?
Jillian Anderson: From a young age, I've been deeply involved in sports, earning scholarships for basketball and volleyball at Albany State University. My passion for competition and resilience was further honed during my time playing professional basketball in Morocco, where, unfortunately, an injury brought me back to the U.S. Throughout my journey, I've always been drawn to technology and entrepreneurship. Starting with selling candy bars in grade school, I later founded a successful fashion brand called BEA$T during my college years.
My background in computer science and my entrepreneurial spirit laid the foundation for HERide. The challenges I faced as a tech founder are nothing compared to the determination and drive instilled in me through sports and entrepreneurship. These experiences have shaped me into the competitor I am today within the tech industry, where I continue to push boundaries and innovate for HERide's mission.
DeVynne Starks: Growing up around entrepreneurs, I quickly understood both the hard work that entrepreneurship requires and the freedom that it offers. After earning my Bachelor's degree in Mass Communications from Albany State University, where Jillian served as my RA and we first connected, I pursued a Master's Degree from USC Annenberg in Communication Management with a focus on Public Relations.
My career path led me to establish Cultiv8PR, a boutique agency specializing in PR, social media, and content creation. We've worked with diverse brands across various industries, always prioritizing diversity, equity, and inclusion in our strategies. I'm passionate about storytelling and have a knack for finding unique narratives that resonate and cut through the noise.
In 2022, Jillian approached me to co-found HERide, recognizing my dedication to client success and my commitment to driving impactful change. Together, we've grown HERide into what it is today, leveraging our combined strengths in technology, entrepreneurship, and communications to make transportation safer and more inclusive for everyone.
xoN: What made you start HerRide?
Jillian: As the CTO and founder of HERide, my journey began from a deeply personal place. During my time as a rideshare driver for Uber and Lyft, I consistently heard from women about their concerns and fears surrounding safety when riding with male drivers. Women would share stories of relief when they saw a female driver approaching or even canceling rides until a woman arrived. Some would go as far as asking to be dropped off at a nearby location if a female driver was unavailable.
These experiences opened my eyes to a significant gap in the ridesharing industry—a lack of options that prioritized women's safety and comfort. In 2019, I founded HERide with a clear mission: to provide a safer and more inclusive ridesharing experience for women. We launched our app in 2020 on both Google PlayStore and the Apple App Store, and in 2022, with the addition of my co-founder DeVynne Starks as our CMCO, we began offering live rides.
HERide is about more than just providing convenient transportation. It's about challenging the status quo and advocating for meaningful changes in ridesharing safety regulations. Women's voices had been silenced, and their needs overlooked for far too long. We made it our priority to give women the option to choose a female driver if that makes them feel safer and more comfortable.
Our vision is to be disruptors in the industry, not only by offering convenience but also by integrating cutting-edge technology to enhance safety measures. We are committed to transforming the ridesharing landscape, ensuring that everyone, regardless of gender, feels secure during their journey. HERide is not just a service; it's a movement toward greater safety and equality in transportation.
xoN: Have you dealt with pressure to open the platform to men? How do you combat that?
DeVynne: While our primary focus is on providing a safe and inclusive platform for women and non-binary individuals, we also welcome everyone to use our services. Our decision to prioritize these groups stems from a critical need to address long-standing issues of safety and comfort that have been overlooked in the ridesharing industry for far too long.
From the outset, we designed HERide to answer the urgent call from women and non-binary individuals who often felt unsafe or uncomfortable during ridesharing experiences. Our commitment to safety is evident in the technology we've implemented, such as piloting biometric features and our rigorous 1:1 driver onboarding process.
While many men have been supportive of our mission, we understand there may be questions about why we choose to prioritize specific demographics. We ask those who question this decision to consider the urgency and importance of feeling safe during transportation. If you were in a situation where your safety felt compromised, wouldn't you want a service that prioritizes your well-being?
It's important to note that by prioritizing women and non-binary individuals, we aim to improve safety standards for everyone. Our ultimate goal is to transform the entire ridesharing landscape by advocating for better safety measures that benefit all passengers. We believe that everyone deserves safe and secure transportation, and HERide is committed to making that a reality for everyone who uses our platform.
It's important to note that by prioritizing women and non-binary individuals, we aim to improve safety standards for everyone. Our ultimate goal is to transform the entire ridesharing landscape by advocating for better safety measures that benefit all passengers. We believe that everyone deserves safe and secure transportation, and HERide is committed to making that a reality for everyone who uses our platform.
xoN: Do you have any plans to expand, can you walk me through your process to scale the business?
Jillian: Expanding HERide to other major cities is definitely part of our vision for growth. Currently, we are focused on scaling our operations in Atlanta, Georgia, where our goal is to onboard 1,000 drivers who each complete 10 rides per week. Achieving this milestone will ensure that we have a robust and reliable service in place before expanding further.
To support this expansion, we are actively raising funds with a target of $1.5 million. These funds will be crucial in enhancing our technology, expanding our marketing efforts, and establishing a strong operational base in Atlanta.
Once we've successfully met our driver and ride targets in Atlanta and secured the necessary funding, we plan to identify and evaluate potential new cities for expansion. Our expansion strategy will involve careful market analysis, assessing demand, regulatory considerations, and establishing local partnerships to ensure a smooth and successful launch.
Ultimately, our goal is to replicate the success we've achieved in Atlanta by offering safe, reliable, and inclusive ridesharing services to more cities across the country. We're excited about the future growth of HERide and the opportunity to make a positive impact on transportation safety and accessibility for all.
xoN: It's a big deal to be the first Black-owned rideshare company to partner with Hartsfield Jackson Airport in Atlanta. What does that mean to you, and how did you advocate for yourself – particularly when it came to the signage?
DeVynne: Being the first Black-owned rideshare company to partner with Hartsfield-Jackson International Airport in Atlanta is a monumental achievement for HERide, and it means everything to us. Jillian and I have always seen ourselves as disruptors, driven to challenge the status quo and create meaningful change. Our journey to secure this partnership was both challenging and rewarding.
Jillian: The process to become approved as a rideshare service at the airport was rigorous and took nearly a year. We had to ensure that our systems seamlessly integrated with the airport's infrastructure and diligently followed up on all required paperwork. On September 13, 2023, when the airport officially announced our partnership, it marked a significant milestone not only for HERide but also for our commitment to providing inclusive and secure travel experiences for all passengers.
DeVynne: One of the key challenges we faced was advocating for ourselves to receive directional signage within the airport. After months of persistent advocacy, in February 2024, we successfully secured signage that significantly increased visibility and traffic to the HERide app. This advocacy effort didn't just benefit us; it also paved the way for another emerging rideshare company to receive signage, demonstrating our commitment to opening doors for others in the tech industry.
Jillian: In a tech world where gatekeeping is prevalent, DeVynne and I believe in breaking down barriers and empowering other tech founders, especially those from underrepresented communities.
We are incredibly grateful for our partnership with the airport and excited about the future. Moving forward, we aim to replicate this success in other major cities that share our values of inclusivity and innovation in transportation. This partnership not only strengthens HERide's presence but also inspires us to continue pushing boundaries and creating opportunities for others in the tech particularly the ridesharing industry.
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RELATED
While an evolution is a natural progression that happens as businesses grow, a rebrand is a total change. Lola tells xoNecole, "A total rebrand is necessary when a business’s current reputation/what it’s known for is at odds with the business’s vision or direction.
"For example, if you’ve fundamentally changed what your product is and does, it’s likely that your brand is out of alignment with the business. Or, if you find your company is developing a reputation that doesn’t serve it, it might be time to pump the brakes and figure out what needs to change.
She continues, "Sometimes you’ll see companies (especially startups) announce a name change that comes with updated messaging, visuals, etc. That usually means their vision has changed or expanded, and their previous branding was too narrow/couldn’t encompass everything they planned to do."
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The Brand Doula was born in 2019, and its focus is on putting "the experiences, goals, and needs of women of color founders first," as well as brands with "culture-shifting missions."
According to Lola, culture-shifting is "the act of influencing dominant behavior, beliefs, or experiences in a community or group (ideally, for the better)."
"At The Brand Doula, we work with companies and leaders that set out to challenge the status quo in their industries and communities. They’re here to make an impact that sends ripples across the market," she says.
"We help the problem solvers of the world — the ones who aren't satisfied with 'this is how it's always been' and instead ask 'how could this be better?' Our clients build for impact, reimagining tools, systems, and ways of living to move cultures forward."
The Brand Doula has worked with many brands, including Too Collective, to assist with their collaboration with Selena Gomez's Rare Beauty and Balanced Black Girl for a "refresh," aka rebrand. For businesses looking to rebrand, Lola shares four essential steps.
1. Do an audit of your current brand experience — what’s still relevant and what needs to change? Reflect on why you’re doing the rebrand in the first place and what success would look like after relaunching.
2. Tackle the overall strategy first — before you start redesigning logos and websites, align on a new vision for your brand. How do you want your company to be positioned moving forward? Has your audience changed at all? Will your company have a fresh personality and voice?
3. Bring your audience along the journey — there’s no need to move in secret. Inviting your current audience into the journey can actually help them feel more connected to and invested in your story, enough to stick around as changes are being made.
4. Keep business moving — one of my biggest pet peeves is when companies take down their websites as soon as they have the idea to rebrand, then have a Coming Soon page up for months! You lose a lot of momentum and interest by doing that. If you’re still in business and generating income, continue to operate while you work on your rebrand behind the scenes. You don’t want to cut existing customers off out of the blue, and you also don’t want so much downtime that folks forget your business exists or start looking for other solutions.
While determining whether the rebrand was successful may take a few months, Lola says a clear sign that it is unsuccessful is negative feedback from your target audience. "Customers are typically more vocal about what they don’t like more than what they do like," she says.
But some good signs to look out for are improvements in engagement with your marketing, positive reviews, press and increase in retention, and overall feeling aligned with the new branding.
For more information about Lola and The Brand Doula, visit her website, thebranddoula.com.
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Now, while it’s another message for another time that if this type of sex-related craving feels impulsive or out of one’s control, it could be a sign of someone who is leaning into some level of sex addiction; however, that is not what we’re going to unpack today. Today, we’re going to look into what could be going on with you if it seems like, lately, you’ve been having a greater desire for sex, and you can’t quite pinpoint why.
Because, just like, say, a craving for a particular type of food oftentimes reveals something that is going on with you physically or mentally — sex cravings tend to bring certain things to light in those same areas, too.
Let’s dig in…
Hormonal Shifts
GiphyAlthough I don’t have social media accounts, I do tiptoe out there to see what’s going on — and boy, do I roll my eyes whenever I hear folks act like being over 40 is old. SMDH. It’s especially annoying when I hear about it in the context of sex because, believe it or not, there are a lot of late perimenopausal and menopausal women who are “gettin’ theirs” more than some of these 20 and 30-year-olds are (just ask them).
One reason is that the fear of experiencing an unplanned pregnancy, for many, is now in their rearview mirror. Another is because some are taking a form of hormone therapy to treat the changes that their system is going through — and when you’re getting more estrogen, progesterone, and/or testosterone into your body (in order to level things out) — HUNNAY.
For other women, even consuming phytoestrogens (plant-based estrogen) like peaches, garlic, berries, spinach, and cabbage can make them want sex more than when those aren’t a part of their diet. Bottom line here, a shift in your sexual hormones can definitely cause you to desire sex more than you have before (or have in a while).
Ovulation
GiphyBack when I was a teen mom director for the local chapter of a national non-profit, something that I used to tell “my daughters” all of the time is when you know that you’re ovulating, that’s when you need to be hypervigilant about using wisdom when it comes to the sex-related decisions that you make. I’m thinking that most of you get why: your body was designed to feel its horniest when you’re able to get pregnant — and that is during your time of ovulation.
That’s why it really is a good idea to keep up with your cycle and, if a baby is not something that is on your priority list right now, you either avoid having sex during that time of the month or make sure to use some form of birth control. Chile, even women with low libidos can find themselves wanting to hang off of a chandelier or two when they are ovulating. It’s nature’s way.
A Healthy Diet
GiphyIf you happen to be someone with a sluggish sex drive and you know that you spend most of your time in a drive-thru, there is probably a direct correlation there. No joke. There is plenty of research out in cyberspace to support the fact that a wack diet and low sex drive have a lot in common. While processed foods and unhealthy fats can throw your (sex) hormones off, foods that are filled with zinc, vitamins B12 and D, and iron can ramp up your desire for intimacy.
This is why many people who decide to make a lifestyle change as far as their eating habits are concerned are oftentimes surprised by how much sex is on their minds and how much easier it is for them to orgasm because of it. While a part of it can be due to a boost in their sexual confidence, a lot of it has to do with consuming foods that will literally feed their libido (in a healthy way).
More Exercise
GiphyPlainly put, exercise makes you hornier. Not only does it boost your testosterone levels, (consistently) working out also lowers your stress levels and gives you a boost in the self-esteem department. On top of that, exercise makes you more flexible, builds up endurance, and increases blood circulation which can turn around and intensify your climaxes as a direct result. In fact, this is oftentimes why people will want to have sex right after a workout session.
While we’re here, let me also share that too much of a good thing can end up being counterproductive. What I mean by that is, that although it is wise to exercise on a regular basis, make sure to not overdo it. Something known as overtraining syndrome can result in fatigue, insomnia, and irritability; no one can really have amazing sex when all of that is going on.
Being a Certain Age
GiphyWhile it used to be said that the sexual peak for men is in their teens and for women, it’s in their 30s (some believe it’s because after 35, it’s more challenging for women to get pregnant and so our biological clock plays a role in it all), some research believes that coming to that conclusion isn’t fair because aging affects people differently. For instance, while on one hand, people in their 40s tend to see a dip in their sex hormones, as we’ve already discussed, hormone therapy (for both men and women) can level some of those issues out, if not increase some people’s sex drives altogether.
Adding to that, it should also go on record that some studies indicate that women between the ages of 27-45 actually have a stronger desire — or craving — for sex than women between the ages of 18-26. So honestly, there goes the myth that being younger (automatically) means that you’re hornier. #Elmoshrug
Certain Medications
GiphyIf you used to have a higher sex drive and you’re currently on an antidepressant, that could be why your desire for copulation has decreased. Some studies say that as much as 40 percent of people who are on these types of medication end up having a lower libido (by the way, antihistamines and beta-blockers can have this effect, too).
On the other hand, if you’ve been taking a prescribed drug to increase your sex drive (perhaps like Vyleesi or Addyi), then it would make sense that you may have an increased libido level. Other meds that may have a similar effect include birth control pills (since they alter your hormones), medications that help to treat Parkinson’s disease, along with dopamine-related drugs.
Less Stress
GiphyIf, on the days when you don’t seem to have a care in the world, you also desire sex more than usual, that’s not a coincidence either. Thing is, when you’re all stressed out, that can cause the stress hormone known as cortisol to work overtime and, when that happens, that can end up suppressing your sex hormones which can deplete you of sexual urges. Ironically, there is a flip side to this because when you engage in sexual activity, that actually elevates feel-good (and bonding) hormones like dopamine, oxytocin, and endorphins, which can also de-stress you.
So basically, if you’re craving sex, you probably aren’t very stressed out (right now), and if you want to stop being stressed out, you probably should have some sex (some protected sex, if you don’t want to be stressed later up the road…if you know what I mean).
Having an Amazing Sex Life
GiphyTo me, this one right here should be a given because when something is both good to and for you, why wouldn’t you want more of it? So yeah, if you have a great sex life with someone, it’s common sense that you’d want to engage in that act with them as much as possible. Hey, not to mention the fact that orgasms activate your brain in a way similar to a drug high does.
So, if while reading this, you’re thinking about sexting your bae to make arrangements to — eh hem — satisfy your craving, I say go for it! To “greatly want” to connect with your partner in order to have some fulfilling and satisfying sex? What in the world could possibly be wrong with that?! Not a damn thing.
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