Transtura's Journey: Learning and Growing from Failure
Vincent Adeoba shares the rise and fall of Transtura, a ride-hailing startup in Lagos, and the hard lessons learned navigating Nigeria’s transport system.
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Company
Transtura
Outcome
Vincent Adeoba
Vincent Adeoba is a Nigerian entrepreneur and former founder of Transtura, now working at PwC New York after navigating the challenges of building in Nigeria’s transport sector.
Why This Failure Matters
Building in emerging markets isn’t just about innovation—it’s about survival. This story reveals the hidden challenges founders face and why resilience matters more than ideas.
Story Overview
Vincent Adeoba left PwC Nigeria to build Transtura, a ride-hailing startup aimed at fixing transportation in Lagos. But regulatory challenges and union pressures made scaling difficult, eventually leading to the company’s collapse.
Rather than ending his journey, the experience became a turning point—leading him to new opportunities at PwC New York.
This is a story of ambition, failure, and the resilience to start again.
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