According to WHO about 1.4 Million people die due to traffic accidents every year. About 80% of crashes involved some form of driver inattention, and the primary causes of driver inattention are distracting activities and drowsiness. Driventive offers a mobile app that takes advantage of generic phone cameras and deep-learning to detect distraction / drowsiness while driving.

1. AI-powered Solution for Driving Attentively.
www.Driventive.co Hamed.Shams40 @ Gmail . com
1

2. 21%
distracted driving
contributed to an
estimated 21% of fatal
collisions and 27% of
serious injury collisions in
2016
$102 Million
The cost of distracted
driving each year for car
insurance companies in
Canada
Problem: Distracted Driving #1
8x
Drivers who drive
distracted are more likely to
be in a crash or near-crash
event than non-distracted
drivers.
Source: CAA, 2019
Source: Transport Canada’s National Collision Report
Source: Hellosafe.ca
2

3. 2021 2030
200
150
100
50
0
Distracted driving
could end up costing
$158.7 million by 2030.
This number means a $55.7 million increase in costs for car
insurance companies compared to 2021.
Considering a 5% annual increase in distracted driving-
related collisions in Canada
The cost of distracted driving
in Million dollars
Source: Hellosafe.ca
Problem: Distracted Driving #2
3

4. Most existing distraction detectors in the market are
either:
• designed for commercial use
• or require external hardware to be mounted.
GUARDIAN Driver Safety Sensor
Magna camera-based driver
monitoring system
Black VUE DMC200
Existing Solutions
However, people with 4-wheeled light vehicles barely
pay a vast sum of money (hundreds of dollars) to install
sophisticated monitoring devices on their cars.
4

5. BC
With 78 road fatalities,
B.C. ranks as the worst
Canadian province for
distracted driving
This number counts for 27% of all the annual road
fatalities in the province
Source: Distracted driving collisions in car accidents
Distracted driving seems particularly problematic in BC,
with 35.2% of total motor vehicle crashes(12,476 crashes)
estimated to be related to distracted driving.
5

6. The app's function goes beyond mere monitoring and tries to come up
with ideas and solutions to help the driver regain his calm after
experiencing high levels of inattention.
Our Solution #1
A mobile app that takes advantage of smartphones' cameras
coupled with deep learning (computer vision) to detect
distraction while driving.
"Distraction score" determines how distracted a driver has been up to
that point. The more distracted a driver becomes, the higher this
number will be.
6

7. 7
The user places smartphone on a holder in a way that the
selfie camera can recognize her face and her body.
Through the selfie camera, a deep (computer vision)
model analyzes risky behavours in real-time based on
facial expressions, head movements, and body gestures.
For example, a driver talking to a passenger opens and
closes her mouth and might move her head to see the
passenger or approve her words. Using such signs, the
system detects a driver is not entirely focused on the road.
Our Solution #2

8. 8
Our Solution #3

9. 9
#1

10. Product Features #2
Reporting
In-app
notification
Home screen
notifications
Normal driving
10

11. For Every 4-wheeled light vehicle driver
Who need Increased safety and reduced getting fined
Driventive is A real-time assistant whose main job is to prevent distracted by alarming distracted drivers and helping
them recover from their extreme situations
That provides Real-time notification and recommendations in case of high distractedness
Unlike competitors Who have specifically designed their solutions for high-end customers or commercial use cases
Our product Aims to arm the mass market with the use of computer vision in battling distracted driving
Positioning Statement
11

12. We believe that: Every 4-wheeled light vehicle driver
Should be able to: Drive attentively and safely
By: By having the chance to detect and remove all the potential sources of distractions he may
face while driving
Through the ability to: Being notified whenever he is recognized as "highly distracted" and getting a report once in
a while showing him how distracted he's been driving during the last month/last week
As a result of: Using the Driventive application. The app alarms the driver in case of high distractions and
gives him reports of his driving status
For the investment of
approximately:
Nearly $3 a month
Value Proposition – User Buyer*
Our key differentiating
factor is our state-of-the-
art technology and the
use of computer vision
in our offering
• Note: User buyer, Economic Buyer, Manager Buyer, and Technical Buyer are all the same in the Driventive case.
12

13. Value Chain – User Buyer
Capturing data Analyzing the data Calculating risk score Gauging and alarming
Helping the distracted
driver to recover
Stage 1 Stage 2 Stage 3 Stage 4 Stage 5
In this stage, after the user
pushes the "on" button, the
app starts to work in the
background and captures
real-time data from the
driver's head movements
and body gestures
The captured data is
analyzed in this stage. The
video records are
compared with the pre-
defined patterns of
distraction, and the output
is sent to the risk-scoring
algorithm.
This score is calculated in
real-time and shows the
level of drivers'
distractedness. The more
the driver moves his head
or changes his body
gestures, the higher this
score becomes. This score
acts as input to the gauge
presented in the next step.
In this stage, the real-time
score of the driver is
compared to the normal
range of safe driving. If it
exceeds the range, the
driver is shown an alarm
with the help of a dog-like
mascot and his angry voice-
empowered wordings.
If the driver's distraction
score is recognized as
risky, the app provides
the driver with some
options to choose
among. By choosing any
of the recommendations,
the driver is directed to
that solution.
13

14. Number of licensed drivers
in North America 255
Millions
Number of licensed drivers
in the US 228 Millions
Number of licensed drivers
in Canada 27 Millions
Drive their own a car (%69)
Doesn't own a car
(%31)
Has income higher than
$100 thousand(%15.7)
Has income less than $50
thousand(%44.5)
Has income higher than
$50 thousand and less than
$100 thousand(%39.8)
Drivers of Light Vehicles
(23M)
Drivers of Motorcycles
(730K)
Drivers of Heavy-Duty
Vehicles
(1.2M)
Sweet spot market size is :
more than 6.3 Millions
Market Segmentation
Geographical Geographical Owning a car Income
Vehicle type
Source: Statista, Percentage distribution of income in Canada in 2019, by level of income
Source: Statista, Car ownership in Canada in 2022
14

15. Owning a car
01.
People won't pay us if
they don't have a car
Commercial/ non-
commercial use
02.
The market is divided into
two categories of users:
drivers working for
fleeting companies and
the ones who drive for
non-commercial use.
Level of
Income
03.
The income level of a
driver determines
his/her level of price
sensitivity
Market Segmentation Criteria
15

16. Commercial/ end-user
End-user
Fleeting/insurance
companies
Market Segmentation:
Ideal Customer Characteristics
Car owners
Doesn't own a car
Drivers owning a car
Income per year
$50K to $100K
Less than $50K
More than $100K
16

17. Business
Hypothesis
Low-cost
resegmented market
Drivers' distraction detection is a module for fleeting
companies to monitor their drivers. However,
introducing this product to the mass market would
satisfy the need ofan under-served group of customers.
Newly-available
technology
Computer vision technology is relatively new, and the
use of smartphones' selfie cameras in analyzing drivers'
facial expressions is revolutionary.
Technologic
innovation
Market
innovation
High
Low
High
Low
17

18. 1
Cost of hiring the
solution consists of
any cost related to
subscribing,
implementing or
buying the solution.
The cost of buying an
additional hardware is
also considered in it
2
Among all competitors,
our product is mostly
similar to the Lifesaver
app except ours
targets the end-users
rather than commercial
customers
3
There is no competitor
in the B2C market
enabling drivers to get
notified when dealing
with high levels of
distractions
The best accuracy to
cost ratio among
competitors in the
B2C market
Cost of
hiring the
solution
Accurate and
Tailored to fleeting
companies needs
Accurate and
Tailored to end-
users needs
Competitive Landscape
safe2save
18

19. Measure Number of
potential
customers
Monthly unit
price
Total revenue
Total Market 23 Millions $2.99 $828 Million
Total Addressable
Market
6.3 Millions $2.5 $113.5 Million
Year 1 10,000 $2 $240,000
Year 2 50,000 $2 $1.2 Million
Year 3 100,000 $2.2 $2.64 Million
Total
Addressable
Market
19

20. Customer Discovery Methodology
To find the potential customers' needs, we have done thorough
research using primarily three mediums.
Talking to
Canadian
drivers
We've talked with more
than 15 Canadian drivers
using the mom test
Talking to
Iranian
drivers
To validate our solution, we
talked to more than 30
Iranian drivers in-person
Using a
questionnaire
We've built a questionnaire
using the mom test and
promoted it via the internet
among Canadian
Facebook groups.
20

21. Mahan
A 28-year-old
lives in Toronto
Customer Notes #1
• Mahan is rather short-tempered
and easily gets distracted while
driving.
• He has several aggressive
driving on his resume.
• This year he's had a car accident
because of distracted driving,
costing him $2200.
• Also, he's got many traffic tickets
because of speeding.
• He always uses navigating apps.
"Wow! it sounds fantastic! I will buy a
docker and start to use it if it's bug-
free. My only concern is privacy,
whether the app will record my
voice/video even when I am not
driving.
You should force drivers to use this,
e.g., by cooperating with Police or
Uber."
His words after completing the mom test and
introducing Driventive
21

22. Sharmain
A 45-year-old
lives in
Vancouver
• She lacks the confidence to
drive as her family has been too
concerned about her safety.
• She thinks her reactions while
driving are slower than ordinary
people.
• She has a phobia of a car
accidents.
• She gets highly nervous while
driving
"Your app is like an angle for me. It
helps me recover from my situation
whenever I feel scared or nervous. I'll
subscribe to your service."
Her words after completing the mom test
and introducing Driventive
22
Customer Notes #2

23. Nora
A 27-year-old
lives in
Vancouver
• She confessed to having several
eating/drinking experiences
while driving
• She gives a low number to her
driving as she is distracted most
of the time
• Whenever she feels
overwhelmed by sad emotions,
she tends to drive aggressively
• She has got fined during more
than once, costing her more
than $1000
"I may not use it as it probably drains
my phone's battery, which is so
crucial to me. I want to be able to use
my phone whenever I want. Besides,
such heavy battery usage will
damage my phone long-term.
BUT this can be a great feature on
navigation apps that we all use daily,
such as Waze."
Her words after completing the mom test
and introducing Driventive
23
Customer Notes #3

24. Customer Discovery
Findings
Key findings
• The amount of the monthly subscription fee
is essential as people are relatively price-
sensitive
• They told us that most of them prefer a free
well-functioning app, and a paid service
may get their guards up.
• Privacy and protection of data are important
in the eyes of the potential customers
Likes
• Their ability to escape from getting fined
• Safer driving
• Occasionalized recommendations and tips
Dislikes
• Perceived high battery usage
• The prospect of existing any disfunction
or bug in the app, like other free apps on
the market, has some.
• Using mobile holders while driving
• If the app creates much noise or alarms
too loud or in a distracting manner
24

25. What does she think and feel?
What does she hear? What does she say and do?
What does she see?
A day in the life of our customers
Pains Gains
She feels overwhelmed by negative
thoughts about her work and her marital
life. She has some concerns about her
family's future and her job security.
While driving, she gets distracted by looking at her phone,
her child, and some stores. She possibly uses a navigating
app like Waze and has to watch the app once in a while.
She may use her car's stereo for listening to music
While driving, she hears her baby crying. Meanwhile, a
navigating app guides her toward her destination, and a
music track or a podcast is in the background. She hears
other cars hooting.
She may talk to her parents, husband, siblings, or friends
via her mobile phone. She may talk to herself in her
thoughts. She even may speak with a voice assistant,
either to answer her text or to search for a piece of music
• She struggles to stay focused while driving.
• She may get fined for speeding or ignoring a traffic
sign on the road
• She may have been involved in an accident.
• Gaining more focus on the road while driving
• Escaping traffic tickets
• Having a safer driving experience
Rosa, 38 years old
Married, mother
Full-time employee
25

26. John struggles to stay focused
on the road while driving. He
commutes to work every day.
Any source of distraction while
driving can absorb his attention,
from his phone to the navigating
app and others' driving
behavior. Being stuck in traffic
can make him angry and cause
him to get fined.
• Male
• Name: John
• User buyer
• 30 years old
• Full-time employee
• Medium/low
income
• Dealing with ADHD
User
persona-1
Robert has a high position in a
well-known company. His job
demands much decision-
making and co-ordinating. He's
always busy talking to other
people via voice/video. He can't
detach himself from his work
even while driving. He uses a
voice assistant to answer his
messages.
• Male
• Name: Robert
• 40 years old
• Full-time employee
• Has a demanding
job
• Has to be on call all
the time
User
persona-3
Katherine loves accompanying
her friends. She uses her car to
go shopping or take her dog for
a walk. When she's driving, she
may talk with her friends in
person or via phone. She has to
take her babies with her
whenever she aims to go out as
no one can take care of her
children.
Bryan is a textbook example of
teenagers trying to convince
their parents to get permission
to drive the car. His parents are
cautious. They want to make
sure that Bryan won't show risky
driving behavior such as
speeding, driving under the
influence, or driving with his
friends on board.
• Male
• Name: Bryan
• 17 years old
• Highschool student
• Has cautious
parents
• Has to borrow his
parents' car to drive
User
persona-4
• Female
• Name: Kathrine
• User buyer
• 35 years old
• Mother of two
under-aged
children
• Has a dog
• Talkative
User
persona-2
26

27. Individual account
$2.99
Monthly subscription
Family account
(Up to five users)
$12.49
Monthly subscription
$29.99
Annual subscription
Individual account
Family account
(Up to five users)
$139.9
Annual subscription
Revenue Model
Our revenue model consists of two plans:
• Individuals
• Family (By paying for a family account, customers can benefit
from a %20 discount on their plans)
We also enable our users to pay us annually with a %20 discount
As we've targeted the end-users, we have to define a simple way
of charging for money to make the decision as simple as possible
for the end-users
27

28. Product Management: MVP Features
MVP feature Key benefit Key customer value
Recording users' facial expressions and
body gestures
Detecting distractedness Increased safety
Calculating and showing distraction score Understanding driver's level of distractedness Real-time monitoring and assisting the drivers
Alarming the users whenever he is detected
as highly distracted
The driver realizes that he is dangerously
distracted at the moment and increases his
focus
It helps the driver to be more self-aware at the moment of
need
Giving tips and solutions in case of high
distratedness
We give the users a hand in recovering from
their highly-distracted situations
Increased safety and real-time help
Reporting It gives undeniable and concrete evidence of
drivers' distracted driving
Users have a better estimation of their driving patterns.
28

29. Feature Key benefit Key customer value
More solutions and integrations The more tips and recommendations exist in front
of the driver to choose among, the more satisfied
the distracted driver will become
more options to choose from
More complex reporting features It gives a more comprehensive insight into the
driver's driving pattern
Wholistic insight
Loyalty and discount system If a driver's distraction score, during a month,
doesn't exceed the normal range even just once,
he will get points. These points can be turned into
subscription discount
Saving money
Emotion detection and recognition This feature would help us detecting not only
movement-related distractions, but emotion-
related as well.
Increased safety
29
Product Management: Future Releases

30. Problem
• Some people struggle to
focus their attention on the
road while driving. At
times they find themselves
daydreaming or being
distracted by their
smartphones.
• People don't have any idea
about how distracted they
have been driving.
Existing
Alternatives
• Some companies
incentivize people with
monetary/non-monetary
incentives not to use their
phone while driving
• Some are offering an
application for families to
track each other driving
experience
Unique Value
Proposition
• Increased safety
• Lower chance of receiving
a ticket
• Helping highly-distracted
drivers recover from high
levels of distractedness
High Level Concept
We equip end-users with a
product(distraction detection
with the help of computer
vision) that is exclusive to
fleeting companies as of now.
Customer Segments
• Cautious 4-wheeled car
drivers aiming to increase
their safety while driving
or reduce their chance of
getting fined
• People have trouble
focusing on the road while
driving, such as people
dealing with ADHD.
Early Adopters
People dealing with ADHD are
the most desperate group of
potential customers . As these
people have higher chance of
getting speeding ticket, they
may be more willing to accept
our solution
Solution
• Our application locks all
the other applications as
soon as the customer
pushes the "on" button.
• We record drivers' facial
expressions while driving
and alarm them whenever
we recognize them as
"highly distracted."
Key Metrics
• Number of downloads
• Number of registered
users
• Percent of registered users
activate their free trial
• Percent of users converts
to customers after one
month of free use
• Customers' retention rate
Unfair Advantage
Our expertise in developing
state-of-the-art technologies
related to drivers' facial
expressions while driving
Channels
Potential users can find our
solution via:
• Driventive's website
• Driventive's application
page in well-known app
stores like Play Store and
Apple app store
• Our social media pages
and channels like
Instagram and Facebook
Cost structure
• Payroll
• Marketing and advertising
• Office rent/Server and hosting
• Business incorporation/Office equipment
Revenue Streams
Monthly subscription
30

31. 1. Visiting Driventive page in the app store
The user either searches for the app or visits the apps logo in Google Play or the
Apple app store, then they click on the logo to visit the Driventive product page
2. Downloading the app
The user chooses to push the "download" button
3. Signing up
The user opens the app, fills out his/her name and email address
4. Activate free trial
The user then decides to give our app a try and activates his 1-month free trial
5. Converts to paid user
The user is satisfied enough with our service that he/she decides to pay for our
product and subscribe to the paid version
Sales Funnel #1
Converts to paid
user
Activate free trial
Signing up
Downloading the app
Driventive page in the app store
31

32. 1. Visiting the Driventive home page
The user Visits Driventive's home page via Google search or directly enters the
domain name and is headed to the website.
3. Downloading the app
The user chooses to push the "download" button
4. Signing up
The user opens the app, fills out his/her name and email address
5. Activate free trial
The user then decides to give our app a try and activates his 1-month free trial
6. Converts to paid user
The user is satisfied enough with our service that he/she decides to pay for our
product and subscribe to the paid version
Sales Funnel #2
Converts to paid
user
Activate free trial
Signing up
Downloading the app
Website's download page
Driventive website home page
2. Driventive's download page
The user clicks on the "download" section of the website and is headed to the page.
32

33. Lead
Generation
Strategy
01
Partnering with insurance companies and
offering our application to their customers for
free for a limited period.
02
Introducing the concept of family accounts.
By purchasing this account, the customer can
create an account for up to 4 other individuals.
03
Partnering with local taxi institutions, ride-
hailing, and ride-sharing companies to help
them have less distracted drivers.
33

34. How to get the app installed?
• Investing considerably in Google play store and App
store ads.
• Having a solid presence on social media like Facebook,
Instagram, and Youtube
• Frequently asking users to rate the app on app stores
• As our application has a social cause, we've planned to
get a substantial public press either by paying money
free
• As this product is designed for the mass market, SMS
and push notifs are a converting channel
• Being partner with local insurance companies to get
promoted among their user base
Marketing Strategy
How do we convert free users to
paid customers?
• Sharing positive stories and testimonials from our users
on social media or via email with our free users
• Hooking free users with frequent discounts and
coupons
• Explaining benefits of the paid version via email
• Optimizing our free user journey for Conversions. The
better the conversion rate across the whole journey, the
higher the number of the trial turned to paid customers
34

35. Conversion rate
Converts to paid
user
Activate free trial
Signing up
Downloading the app
Website's download landing page
Measure Conversion rate
App's download landing
page
3%
Instagram ads 1.1%
Facebook ads 8%
In-app banner ads 9%
Google play store ads 33%
Apple app store ads 30.3%
In-app video advertising 3.1%
100,000 leads enter our
website from lead
generating activities
6,000 leads install the app
2320 leads
630 potential customers
Conversion rate=6%
Conversion rate=42%
Conversion rate=15%
Conversion rate=25%
92 paid users
35

36. Go-to-Market Strategy
• Drivers dealing with ADHD are among the most desperate
groups of customers for Driventive.
• They are more prone to getting speeding tickets/tickets because
of inattention to signs and traffic lights.
• Hence, we'll try our best to onboard as many ADHDers as
possible via advertising or partnering with NGOs and
communities focused on attention disorders.
• We try to get much attention in the media to build on the social
aspect of our cause.
36

37. The more we detect and remove sources of distraction,
the safer the driving experience will become
Removing distractions from
the driving experience
completely
Our company needs to make money to survive and craft
our offering.
Converting one million drivers
into paid customers
• Recruiting top-tier developers, and AI-experts
• Creating a great employer brand in the
industry
Being technologically advanced is our main competitive
advantage. Hence, we should build on this competency as
much as we can
Becoming a technological
powerhouse
• Investing $350 K into advertising in the first
year alone
• Executing customer studies and market
research constantly
• Improving conversion rates across all the
stages of the sales
• Developing more use-cases for the
technology
• Introducing integrations with other
applications
• Having a disciplined pursuit of making the
app more straightforward and improving the
user experience
OKRs
37

38. Building the MVP
Loyalty and discount system
Adding emotion detection
to our product
Product Roadmap
First 6-mo
Usability Testing
Constantly improving battery apps battery usage
Adding more integrations and
solutions for high distractedness
Second 6-mo Third 6-mo Forth 6-mo Fifth 6-mo Sixth 6-mo
More exciting features will be added to
our product in the next few years.
We believe that people recognize a good
product and pay for it.
38

39. Measure year 1 year 2 year 3 year 4 year 5
Number of paid
customers
12000 36500 89800 174900 285040
Annual revenue 430560 1309620 3222024 6275412 10227235
Operational costs 418890 1132154 2572202 4502033 6333634
Gross profit 11670 177466 649822 1773379 3893601
Overhead costs 30,000 50,000 70,000 100,000 130,000
Net profit -18329.6 127465.6 579822 1673379 3763601
Financial Projection
We reach the operational
positive cash flow state by the
end of the second year, and
we hit the break-even point by
the end of the third year
39

40. Hamed Shams Mohsen Abedi Hamidreza Bistoni
40
Our Team