Your key assumption is the the limo industry is ripe for disruption - but I think an extremely strong case can be made for it not being so.
In order for disruption to work there has to be something very reliable at work - so that the disruption could then focus on re-imagining the method of delivery.
But if the thing itself is utter chaos then merely tweaking the delivery will make no difference.
The limo industry is ripe for 'regulation' not disruption - but there is no way a sales platform like JAY can deliver that - that would need to come from authorities.
Examples of good disruption at work consider:
Webjet and airline tickets - centralised site / enabling easy comparative shopping
Expedia and hotel rooms - centralised site / enabling easy comparative shopping
Reviews - Nothing Short of Disgraceful, page-21
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