From Wall Street to National Mall

New York

HILLARY Ripley was on a stair climber at her Brooklyn gym when her 16-year-old daughter texted.

A women's march was being organised in Washington, the teenager wrote, to protest the incoming administration of President-elect Donald Trump and to speak up for gender equality. Ms Ripley hopped off the machine and began searching for a bus-charter company. "I think about markets," said Ms Ripley, a long-time investor-relations professional who has worked in both banks and private equity firms. "It occurred to me immediately that there was going to be a tremendous demand for buses."

She contacted US Coachways, got a quote for a 55-seat bus (US$3,050 for a day trip) and began querying neighbourhood…