How would I go about advertising a one vehicle taxi service?

I live in Sulphur, Oklahoma, a small town, and we don't have a taxi service. We have a (singular) little bus, but it only runs weekdays from 8 AM to 4 PM. They stop picking up people at 2:30. Most of the time, they will say they will come and pick you up, and then show up 2 hours later and you have walked there and back already. Because of this, I'm starting a taxi service with my bicycle (after reading this- http://www.instructables.com/id/Homemade... ) I actually got the idea from one of the commentors who made one that said taxi on it. With a fare of $2 USD an hour, how would I go about starting/advertising this? I'm in a small town, so I don't have to get permits and licenses, as the cops have better things to do, like break up fights at our neighbors house at least twice a month, usually more depending on drug and alcohol consumption. So what should I do? I don't know how the bus would take to my presence, however, and I don't know if the pay is enough to feed me to compensate for the energy burned by hauling people around. I need to know how to get lots of passengers, but not to much as I am only one person, and can't carry 8 hundred people at once.

Summary-
1. How can I advertise?
2. How can I get passengers?
3. What should I call it?




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