I would say that safety is top of mind, and not just while they're waiting for and on said mode of transportation, but the first and last mile. If I have to walk to a bus station, is it lit? Are there sidewalks? These are things that in rural places are hardly ever given consideration. There's a lot of getting on and off on highways with very high speeds and those types of things.
That safety piece is huge. That turns a lot of people off of public transit. I can quite literally run to our neighbouring community faster than I can get there on a bus, and I would say it would actually be safer.
It's the safety piece, and second to that is understanding who the audience is. That piece differs according to community and region.