1. Fatmata Bangura, Shadaya Bennett, & Marcelious Roberts

2. Executive Summary
The Aggressive Driving and Road Rage Abolishers have
established a program that seeks to combat aggressive driving
and road rage in order to effect change on New Jersey
roadways and highways. We seek to identify specific and
calculated driving patterns and habits that are consistent with
aggressive drivers who constantly engage other drivers in on
road disputes. Our goal is to produce a continued behind the
wheel education course to raise awareness about safe driving to
reduce the amount of driving accidents in the state which will
ultimately help save more lives.

3. Evaluation
 The Project Development and Launch – Collect data, Creation of the
Continued Education Course and Safety Video, Collaboration with the
Department of Motor Vehicle, Program implementation along chosen routes,
Measurement of impact based on performance
 Data Collection and Use – Data from The Department of Transportation
‘Annual Crash Rates by State and Interstate Highway Report’ and DMV
driver abstracts all used to determine what highways need the program
immediately (because of higher accident rates), to determine the program’s
impact, and to determine if individual drivers’ road offenses decrease
 The Performance-Based Measurement – First, implement the program
along Rt. 78 and compare fluctuating accident rates against another major
highway where the program is not enforced
 Measuring Impact – If rates decrease and driver abstracts show that drivers
have adopted better habits, the program has had an impact
 Plausible Program Modification – If data shows that the program is not
working, we will seek to modify our education course, possibly enforce
harsher penalties

4. Budget
 Capital Request - $20,000
 The entire amount will be used to finance
the program’s web design. The chosen
web designer will create the site as well as
assist with future IT and possible
troubleshooting issues

5. Social Business Plan
 Mission Statement
To effectively abolish aggressive
driving and road rage in the great
state of New Jersey and beyond.
 Vision Statement
Promote safe roads for drivers of all
ages through education, information,
and training by way of a mandatory
program for all new and renewed
licensed drivers. We will identify and
expose specific, calculated,
dangerous driving patterns with a
primary focus on the costumers’
understanding of the consequences
of reckless driving with the ultimate
goal of eradicating such behavior.
 Social Value Proposition,
Theory of Change, & Desired
Impact
• Social Value Proposition – The
consumer will profit from a
reduction in fatal crashes, a
reduction in aggressive driving & a
reduction in costs associated with
driving accidents (crash costs &
insurance)
• Social Theory of Change – To
demonstrate specific measures
that would be utilized to promote
safe driving, eventually abolishing
aggressive driving & road rage
• Desired Impact – To save lives by
reducing reckless, unsafe driving
which would, in turn, reduce
driving accidents

6. Social Business Plan Cont’d
 Benefits to society/ the community –
 A reduced amount of fatalities due to car accidents
 A reduction in law enforcement time and tax payer money (in
terms of this particular aspect of public safety)
 A reduction in car insurance costs
 How will we share our results
 Low or New Market Disrupter
 The ADARRA Inc. Continued Education Course Program is a New
Market Disrupter
 As a new market disrupter the product/service is easily accessible to
the customer, it introduces the service to a new population or people
(new driver, the targeted audience), and it is offered in a convenient
setting

7. Project Design/Functionality
 ADARRA Inc. is proposing that the State
of New Jersey Motor Vehicle
Commission incorporate a viable and
informative driver safety Continue
Education Course into the initial drivers
license applications and the renewal
process of drivers license applications
with emphasis on the state’s new driver
safety initiative designed to eradicate
aggressive driving and road rage

8. Functionality
 All new and renewal applicants must
view a Safety Video regarding the rules
of the road as part of the process to
refresh safe driving skills.
 This is a mandatory process for all new
driver applicants and during the renewal
process for existing New Jersey license
holders.

9. Continued
 The entire process will be conducted
online at www.njmvc.com.
 The applicants social security number is
his or her password.
 All applicants who complete the process
will receive a Certificate of Eligibility,
which authorizes them to visit their local
motor vehicle agency to complete either
a new application or a renewal
application process.

10. Continued
 Keep in mind; driving is a privilege not a right!
 For those drivers who do not own a computer
they could watch the video and print the
certificate in their school libraries or other
computer lab, their town’s public library or
community centers.
 They will have to print the certificate and return
it to DMV along with their written permit and
proof of successfully passing their road test to
receive their new driver’s license or for the
renewal of their existing license.

11. Ten Step Process
 Step 1: Go to www.njmvc.com
 Step 2: Click on the Icon NJ Drivers License Applications
 Step 3: Choose from the following; New Application or
Renewal Application
 Step 4: Create a profile
 Step 5: Use your Social Security number as your
Password
 Step 6: Click on Save My Profile
 Step 7: Click Continue
 Step 8: Click on View Video
 Step 9: At the conclusion of the video, click on I accept
the Pledge
 Step 10: Print a copy of your Certificate of Eligibility.
Return the certificate to the Department of Motor Vehicle
to complete the application process

12. Project Design/Functionality
 The ADARRA Inc. most valuable resource are its three
members CEO Marcelious Roberts, CFO Shadaya Bennett,
and COO Fatmata Bangura.
 Participants will need a computer to access the links that are
located on the Department of Motor vehicles website.
 This link will take them to the page where our video is
located; allowing them to watch the video and print their
Certificate of Eligibility.
 For those without access to a computer, we have partnered
with Municipal Libraries, Local High Schools, and
community centers who will allow them unlimited access to
their facilities.

13. Logic Model
 Key resources
 Computers
 Safety video
 Driver’s license
 Driving and Written
permit for new drivers
 Certificate of eligibility
 Activities
 Coordinate with high
schools, community
centers, and local
libraries so
participants could use
their computers

14. Logic Model cont’d
 Outputs
 Certificate of eligibility
for new and existing
drivers
 Number of accidents
associated with road
rage and aggressive
driving decreases
 Outcomes
 Safer environment
 Less accidents on the
road
• Impact
• More informed
drivers
• Less accidents the
road

15. Goals and Objectives
Goals
 Measure and understand
road, traffic, and accident
trends in New Jersey
 Beginning with Interstate Rt. 78
 Collaborate with major DMV
offices along the route
 Create the ADARRA safety
video in conjunction with the
local DMV’s
 Implement the safety program
in the chosen area
Objectives
 Determine what areas have the
highest accident rates
 Introduce to the program and
plan the implementation process
 Focus on a core aspect of the
educational program, the video
 Graft ADARRA program into the
initial and renewal license
process

16. Definition of the Market
 Yes, there is a market for a road intervention program which
includes a mandatory continued education course and safety video
for new and existing drivers
 The critical needs of the existing market
 Preservation of Life
 Reduced on road incidents
 Preservation of Property
 Reduced Insurance Costs
 Potential Competitor - “Toyota Teen Driver 365”
 ADARRA Inc. is guaranteed to occupy more than 50 percent of the
market

17. Products and Services
 The Products – The Continued Education Course
and Driver Safety Video
 The Service – An education course geared toward
promoting safe, less aggressive driving
 The program is offered via the DMV, a government
agency…...it is easily accessible and simple to
complete. It is meant to be grafted in to the initial
and renewal driver’s license process (as opposed
to the competitor [Toyota] whose plan is voluntary &
not offered to everyone)

18. Marketing and Sales
Strategy
 ADARRA Inc. innovative idea focus is on eligible drivers. Our
customer segment will be new and existing drivers, the idea as
mentioned before is to provide ”Lifelong Driver’s Education”.
 Our clients will provide the Certificate of Eligibility along with their
expired driver’s license for existing drivers or driving permit and
written test for new drivers. In order to obtain their new driver’s
license.
 Our idea focuses on the issue of aggressive driving and road rage.
We will identify specific driving patterns and the habits consistent of
aggressive drivers.
 We hope to bring awareness to this current social issue and hope
to make a change.

19. Marketing and sales strategy
cont’d
 We can examine the drivers abstract and history report,
which shows the drivers citations such as speeding tickets,
and accidents; which is based on a cumulative point system.
 That information which is stored at the local Department of
Motor Vehicle is already available to us.
 Monitoring of the drivers who have been identified as
aggressive and prone to road rage will be ongoing.