Project Information
Defensive Driver Solutions was conceptually derived from the previously developed and deployed Agency Value Accelerator systems. The core functionality to provide NDSI / Defensive Driver Academy driver improvement courses to insurance agency customers via a private label website branded to the insurance agency remained the same. This project focused on simply deploying the available technologies to support a variation on the AVA business model.
Defensive Driver Solutions primarily differs from Agency Value Accelerator in that it supports a completely different business model. While AVA subscribing insurance agency owners pay a monthly or annual subscription fee and then provide courses to their customers or prospects for free, DDS is available to agencies for free but students pay for course access.
- Client: Online Awesome Marketing LLC
- Date: July 2018
- Need: Business Solution
Challenges & Solutions
This project was far narrower in scope and required far less new technology development in order to support the proposed business process. The complex systems required to generate agency branded course sites automatically upon new subscriber account creation for Agency Value Accelerator were utilized under the new branding. Other development challenges were straight forward in concept. Primary issues with the DDS concept centered around questions regarding expected insurance agency use of the service. Would agencies who had already proven unwilling to spend marketing resources on AVA follow through on referring customers to a paid course on their DDS site?
Our Process
The NDSI worked with Online Awesome Marketing through the complete development process to modify systems and support content to meet the requirements of the modified business model. Given that technical changes were simple in nature, preparation options for launch of the new Defensive Driver Solutions site focused primarily on content for the DDS site and new marketing materials.
01
Technology systems were evaluated to determine required modifications and contract developers with experience building Agency Value Accelerator engaged in new development to enable the new business model
02
The NDSI determined that a per course pricing point of $17.95 would be effective relative to both revenue support and competitive positioning.
03
The complete Defensive Driver Solutions website to support the new business channel for Online Awesome Marketing was built and all content generated.
04
Extensive beta testing was conducted and revisions to systems completed to support a new product launch less than 60 days from program initiation.
Results Driven
A comprehensive review of the Defensive Driver Solutions service 3 months after launch revealed that anticipated results had simply not been realized. Insurance agencies who signed up for DDS tended to make little to no effort to promote their private label defensive driver course site. In addition, individuals who did arrive at a DDS course site failed to pay and register for a course over 90% of the time.
Less than 10% of referred insurance customer purchased course
DDS Free Subscription model yielded inactive agency partners
DDS agencies appear to be broadly less focused on growth
Increased DDS agency marketing support may help
The contrast regarding market acceptance and broad success for insurance agencies who paid to subscribe to Agency Value Accelerator and those who enrolled in a free Defensive Driver Solutions account is stark. AVA has delivered unqualified success in delivering value to its subscribers while DDS has struggled to engage either agencies or their customers. Evaluation of this scenario is ongoing and will be the subject of additional followup.
