THE
DEFENSIVE DRIVER
Our Team Introduction
www.cs.odu.edu/~410red
CS410 Red Team
16 December 2009
2
Presentation Overview
 The Problem
 Current Process
 The Solution
 Market Analysis
 Risks And Benefits
 Project Organization
 Work Breakdown Structure
 Requirements and Budget Overview
CS410 Red Team
16 December 2009
3
Poor driving habits are the leading
cause of accidents in the United
States
CS410 Red Team
16 December 2009
4
External Contributing
Factors
Data Set: 36,000 Car Crashes in 2008 in Virginia
Virginia DMV
CS410 Red Team
16 December 2009
5
US Life Toll
Total # Fatal
Accidents: 37,261
Drivers Involved in Fatal Crashes per
100,000 Licensed Drivers (2008)
Number of Drivers
• Majority of new drivers
are in the age group 1520
• Drivers in the age group
15 -20 are more likely to
speed.
Number of drivers
Number of drivers speeding
Age Group (Years)
National Highway Traffic Safety Administration
CS410 Red Team
16 December 2009
6
US Financial Toll
 Auto Insurance
 $1,000 per year for each American on average
[1]
 Economic cost of speed related crashes:
 $40.4 billion a year
[2]
U.S. car accident cost:
$164.2 billion every year 1
(1)
CNN
(2)
National Highway Traffic Safety Administration
CS410 Red Team
16 December 2009
7
Current Problems
 No comprehensive real-time monitoring
 Non-interactive monitoring available
 Rarely utilized
 Traffic Police - only real-reinforcement
 Tickets – single method of quantifying driving
habits
CS410 Red Team
16 December 2009
8
Current Driver’s License
Process for Virginia Residents
Pass
Written
Drivers
Test
Receive
Permit
(min age =
15yrs 6 mos)
Complete
Driving
Course
Pass DMV
Road Test
Obtain
Auto
Insurance
Virginia DMV
Receive
License or
Endorsement
Judge
Issues
License
CS410 Red Team
16 December 2009
9
Current Driver Improvement
Clinic Process in Virginia
Issued
Ticket
Convicted
Required
of
Driving
Offense
Clinic
Successfully
Complete
Clinic
(pen & pencil)
Retain
Auto
Insurance
and License
Virginia Defensive Driving Clinic
CS410 Red Team
16 December 2009
10
Pass
Written
Drivers
Test
Receive
Permit
Complete
Driving Course
(min age =
15yrs 6 mos)
Pass Road
Test
Ticket
Issues
License
Obtain
Receive
License or
Endorsement
Auto
Insurance
Process With
Defensive Driver
Install The
Defensive
Driver Unit
Issued
Judge
Convicted
Required
of
Driving
Offense
Clinic
Successfully
Complete
Clinic
CS410 Red Team
Retain
Auto
Insurance
and License
16 December 2009
11
Make The Defensive Driver an integral
part of the current driving syllabus
 Requiring a minimum number of recorded
safe driving hours
 Requiring minimum good driving habit
percentage – 95% to 100%
 Insurance companies to make the Defensive
Driver a requirement to lower rates
CS410 Red Team
16 December 2009
12
Introducing The Defensive Driver
 Real-time sensor data and
external data comparison
 Improper/unsafe behavior
detection
 Alert generation
 Visual alerts (optional)
 Audio alerts (optional)
 Driving activity data collection
 Report generation
Image Credit: dashdaq.com
CS410 Red Team
16 December 2009
13
Major Functional Components
CS410 Red Team
16 December 2009
14
Vehicle Integration
 OBD-II (On-Board Diagnostics) Interface
 Data and power provider
 Compatible with Vehicles Manufactured After 1996
 ECU (Engine Control Unit)
Parameters[1]
 Rate of speed
 Brake utilization
 Seat belt usage
(1) SAE Society of Automotive EngineersJ1979
CS410 Red Team
16 December 2009
15
External Factor Touchpoints
External Factors
Solution Feature
Contributing Factor
Percentage
Seat Belt
Measure if/when the driver wears
the seat belt
-
Obtain posted speed limits
Determine if speeding
19%
Obtain stop-sign locations
Determine if vehicle completely
stops
-
Following too closely
Records excessive braking patterns
above a certain speed limit
48%
Erratic lane changes
Uses accelerometer to note lane
changes
18%
85%
CS410 Red Team
16 December 2009
16
Device Process Flow
Internal
Speed and
Stop Signs
Database
GPS
Satellites
Violation
Detected
Defensive
Driver
Real-time
Driving
Data
Proper
Techniques
Reinforced
CS410 Red Team
16 December 2009
Historical Data
Recording
17
PC-based Software Process
Flow
Memory card in PC
Save driving report
Load driving
report software
Update PC
databases
Generate
driving report
Update/clear
memory card
databases
CS410 Red Team
16 December 2009
18
Speed Limit Monitoring Logic
CS410 Red Team
16 December 2009
19
The Defensive Driver Software
 Operating System – Linux
 Open Source
 Microkernel
 Graphics design
 OpenVGA, OpenGL
 Database
 Internal
 Open speed limit and signs database [1]
 VDOT speed limit and signs database
 External
 MySQL profiling database




Real-time data monitoring algorithm
Profiling software algorithms
GPS mapping software
Role based authentication and Licensing
(1) Open Speed Limit Database
CS410 Red Team
16 December 2009
20
Database Design
Database will store information by Region
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16 December 2009
21
In-Car Welcome Screen
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16 December 2009
22
New Driver Screen
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16 December 2009
23
Continuing Driver Screen
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16 December 2009
24
Speeding Alert
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16 December 2009
25
Stop Sign Alert
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16 December 2009
26
PC Welcome Screen
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16 December 2009
27
PC GUI
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16 December 2009
28
Driver Report
CS410 Red Team
16 December 2009
29
Customers
 Primary
 Driver Education
 Public schools
 Private lessons
 Improvement clinics
 Insurance companies
 Secondary
 Parents
 Tractor trailer driving
school
 School System (Bus
drivers)
 Taxi company
 DMV
CS410 Red Team
16 December 2009
30
Private Driving Schools Revenues
[1]
Driving Schools Revenues
$ Millions
(1) IBIS Driving Schools Industry Report
CS410 Red Team
16 December 2009
31
Auto Insurance Revenues
[1]
$ Billions
State of Virginia: 466,557 insurance policies written on
passenger vehicles in 2008 with an average cost of $698 for a
total of $325 million.
(1) IBIS Auto Insurance Report
(2) Automotix
CS410 Red Team
16 December 2009
32
Current Competition
Competitors
Speed Limit Safe Distance Seat Belt
Monitoring
Monitoring Reminder
Speed Demon
X
Tracking Key by RMT
X
DriveCam
X
X
The Safe Driving
Monitor
X
X
Stop Sign
Monitoring
Lane
Turn Signal
Changes Collection
Analyzing
Driving
Habits
Real-time
Availability
Max Speed
Driving
Reinforcem
Simulator
ent
X
MyKey
X
X
Virtual Driver
Interactive
X
Drive Safety
X
Drive Square
X
The Defensive
Driver
X
X
X
X
X
X
CS410 Red Team
X
X
16 December 2009
X
X
33
Privacy Issues
 Who owns information collected by Defensive
Driver?
 When a court order is required to collect data
from internal devices?
 Do drivers need to be informed if they have
their information recorded?
Consumer Affairs
CS410 Red Team
16 December 2009
34
Risk Analysis
User
Probability
Expected
High
Extreme
Impact
High
E1
Moderate
Low
Not Likely
U3, T3, L1
U2, F1
T1
T4
Moderate
T2, F2
U1
Low
Negligible
External
E1
Technical
Speed limit/Stop sign databases
inaccuracy
User
T1
OBDII standard replacement
T2
Change of standards and regulations
U1
Audio/Visual cues distraction
T3
User platform modifications
U2
Circumventing the monitoring system
T4
False positives
U2
Not utilize unit at all
L1
Government may not mandate the use of the
Defensive Driver in Driving Clinics
Financial
Legal
F1
Market base unable to afford system
F2
Competition introducing a system
sooner
CS410 Red Team
30 November 2009
35
Risk Planning
Problem
Mitigation
Database not accurate
Create a self-maintained database for small regional areas
and utilize a gradual marketing approach
Government fails to mandate
product use
Continue to target driving schools for basic drivers and
additionally taxi and tractor trailer programs
Possible Distraction
Test multiple methods of alerts
Users bypass the system
Use a fingerprint reader
User may not want to use the
system
User may not have a choice depending on the course
structure
OBD II may be replaced
by a new standard
Releasing a new version of Defensive Driver with the new
capabilities offered by the latest standard
Driving standards
and rules may change
Software updates may be offered to comply with new
standards
Software may not work
on future platforms
Software updates may be offered to comply with new
systems
Market base unable
to afford the system
Search for possible grants that the product may apply
towards
Competition
Learn from their mistakes/Prove that our product works
better
CS410 Red Team
16 December 2009
36
THE
DEFENSIVE DRIVER
Resources, Staffing and Budgets
CS410 Red Team
16 December 2009
37
Project Management
Management Plan
Marketing Plan
Resource Plan
Staffing Plan
Evaluation Plan
Budget Plan
Risk Management Plan
Work Breakdown Structure
CS410 Red Team
16 December 2009
38
Phase 0 Organization
Tihomir Hristov
Project Manager
Jeanne Adams
Allstate Insurance
Agent
Aimeelyn Dineros
Webmaster
Andrew Will
John Marr
Barbara Dixon
Hardware
Specialist
Software
Specialist
Financial
Specialist
CS410 Red Team
16 December 2009
39
Phase 0 WBS
CS410 Red Team
16 December 2009
40
Phase 0 Marketing
 The focus of Marketing in Phase 0 includes
the following:
 Accurately identify and analyze competitors
 Accurately identify and analyze customers
CS410 Red Team
16 December 2009
41
Phase 0 Budget Overview
 The cost of phase 0 is zero dollars because
our group members will be unpaid interns
from Old Dominion University
CS410 Red Team
16 December 2009
42
Phase 0 Evaluation
 Proper task definition and schedules
 Team collaboration
 Problem definition
 Initial market analysis
 Competition matrix
 Solution definition
 Software and hardware components defined
 Work breakdown structure in place
CS410 Red Team
16 December 2009
43
Phase 1 Organization
Project Manager
Software
Hardware
Manager
Manager
Financial
Director
Marketing
Director
Documentation
Specialist
CS410 Red Team
16 December 2009
Webmaster
44
Phase 1 MFCD
CS410 Red Team
16 December 2009
45
Phase 1 WBS
CS410 Red Team
16 December 2009
46
Phase 1 Marketing
 The focus of Marketing in Phase 1 includes
the following:
 Monitor immediate competition
 Secure three Virginia private driving schools for
beta testing
 Generate product demand for Phase 2
CS410 Red Team
16 December 2009
47
Phase 1 Budget Overview
Phase
Staffing
Hardware
Total
Phase 1
$35,280.00
$6,000.00
$41,280.00
CS410 Red Team
16 December 2009
48
Phase 1
Staffing Requirements
Title
Number of
Personnel
Project Manager
1
$ 32,000.00 $
15.00
680
$ 10,200.00
Software Manager
1
$ 32,000.00 $
15.00
340
$ 5,100.00
Hardware Manager
1
$ 32,000.00 $
15.00
340
$ 5,100.00
Financial Director
1
$ 32,000.00 $
15.00
120
$ 1,800.00
Marketing Director
1
$ 32,000.00 $
15.00
80
$ 1,200.00
Documentation
Specialist
1
$ 32,000.00 $
15.00
80
$ 1,200.00
Webmaster
1
$ 32,000.00 $
15.00
40
$ 600.00
Salary
Hourly
Rate*
# Hours
Total
Total Cost $ 25,200.00
40% Overhead $ 10,080.00
Total Phase 2 Staffing Requirement $ 35,280.00
*Based on 2080 hours/year.
CS410 Red Team
16 December 2009
49
Phase 1
H/W Requirements
Description
Quantity
Desktop PC
2
$
500.00
GPS Receiver
2
$
10.00
$
20.00
ODB-II Interface Chip
2
$
10.00
$
20.00
Laptop Computer
2
$
500.00
Fingerprint Reader
2
$
5.00
$
10.00
Accelerometer
2
$
5.00
$
10.00
SanDisk Memory Card
2
$
110.00
$
220.00
DashDAQ OBD-II Car PC
1
$
550.00
$
550.00
Carchip Pro
1
$
100.00
$
100.00
Production
2
$
10.00
$
20.00
Material (paper, box, etc.)
2
$
5.00
$
10.00
Assembly and Manufacturing
2
$
10.00
$
10.00
Testing
2
$
15.00
$
30.00
Workstations
6
$
500.00
Hardware Labs
1
$
0.00
TOTAL H/W COST
Cost Per Unit
Total Cost
$ 1,000.00
$ 1,000.00
$ 3,000.00
$
$2,330.00
CS410 Red Team
0.00
$6,000.00
16 December 2009
50
Phase 1 Evaluation
 Defining new tasks and objectives
 Allocating SBIR funds
 Simulated components defined
 Test harness generation
 Integrating hardware devices
 Software algorithms developed
 Function prototype in place
CS410 Red Team
16 December 2009
51
Phase 2 Organization
Project Manager
Hardware Engineer
1&2
Technical Director
Marketing Director
Software Engineer
Software/Hardware
Tester
1&2
Financial Director
Documentation
Specialist
HR Manager
Webmaster
Database
Administrator
CS410 Red Team
16 December 2009
52
Phase 2 MFCD
CS410 Red Team
16 December 2009
53
Phase 2 WBS
CS410 Red Team
16 December 2009
54
Phase 2 Marketing
 The focus of Marketing in Phase 2 includes
the following:
 Install a free working prototype of the Defensive
Driver unit for three Virginia private driving
schools for beta testing
 Mitigate any issues encountered during the
testing phase
 Identify new markets
CS410 Red Team
16 December 2009
55
Phase 2 Budget Overview
Phase
Staffing
Hardware
Total
Phase 2
$384,566.00 $245,500.00 $630,066.00
CS410 Red Team
16 December 2009
56
Phase 2
Staffing Requirements
Title
Number of
Personnel
Project Manager
1
$ 89,000.00
$
42.00
2025
$ 85,050.00
Software Engineer
2
$ 74,000.00
$
36.00
800
$ 28,800.00
Hardware Engineer
2
$ 82,000.00
$
39.00
215
$
8,385.00
Financial Director
1
$ 65,000.00
$
31.00
715
$
22,165.00
Marketing Director
1
$ 46,000.00
$
22.00
80
$
1,760.00
Documentation Specialist
1
$ 36,000.00
$
17.00
310
$
5,270.00
HR Manager
1
$ 57,000.00
$
27.00
400
$
10,800.00
Technical Director
1
$ 68,000.00
$
33.00
1010
$
33,330.00
Software/Hardware Tester
1
$ 72,000.00
$
35.00
350
$
12,250.00
Webmaster
1
$ 45,000.00
$
22.00
950
$
20,900.00
Database Administrator
1
$ 80,000.00
$
38.00
1210
$
45,980.00
Salary
Hourly Rate*
# Hours
Total
Total Cost $274,690.00
40% Overhead $109,876.00
Total Phase 2 Staffing Requirement $384,566.00
*Based on 2080 hours/year.
CS410 Red Team
16 December 2009
57
Phase 2
H/W Requirements
Description
Quantity
Processor Board
1500
$
30.00
$ 45,000.00
GPS Receiver
1500
$
10.00
$
15,000.00
ODB-II Interface Chip
1500
$
10.00
$
15,000.00
LCD Touch Screen Display
1500
$
70.00
$ 105,000.00
Fingerprint Reader
1500
$
5.00
$
7,500.00
Accelerometer
1500
$
5.00
$
7,500.00
Production
1500
$
10.00
$
15,000.00
Material (paper, box, etc.)
1500
$
5.00
$
7,500.00
Assembly and Manufacturing
1500
$
10.00
$
15,000.00
Testing
100
$
15.00
$
1,500.00
Workstations
13
$
500.00
$
6,500.00
Hardware Labs
1
$ 5,000.00
$
5,000.00
TOTAL H/W COST
Cost Per Unit
$170.00
CS410 Red Team
Total Cost
$245,500.00
16 December 2009
58
Phase 2 Evaluation
 Recruiting new team members
 Establishing production
 Allocating NFS funds accordingly
 Reevaluate customer groups
 Optimizing size and performance
 Hardware
 Software
 Acceptance tests
CS410 Red Team
16 December 2009
59
Phase 3 Organization
Project Manager
Dr. Michele Weigle
VANET Specialist
Technical
HR Manager
Director
Hardware
Software
Engineer
Engineer
Software/Hardware
Tester
Customer
Service
Procurement
Marketing
Manager
Director
Documentation
Specialist
Financial
Director
Lawyer
Webmaster
Database
Administrator
CS410 Red Team
16 December 2009
60
Phase 3 WBS
CS410 Red Team
16 December 2009
61
Phase 3 Marketing
 The focus of Marketing in Phase 3 includes
the following:
 Increase market share among private driving
schools in Virginia
 Present beta testing results to the state
government to mandate the product in driving
improvement clinics
 Target secondary customer base
CS410 Red Team
16 December 2009
62
Phase 3 Budget Overview
Phase
Staffing
Hardware
Total
Phase 3
$381,290.00
$1,888,500.00
$2,269,790.00
CS410 Red Team
16 December 2009
63
Phase 3
Staffing Requirements
Title
Number of
Personnel
Project Manager
1
$ 89,000.00
$
42.00
2040
$
85,680.00
Software Engineer
1
$ 74,000.00
$
36.00
710
$
25,560.00
Hardware Engineer
1
$ 82,000.00
$
39.00
710
$
27,690.00
Financial Director
1
$ 65,000.00
$
31.00
400
$
12,400.00
Marketing Director
1
$ 46,000.00
$
22.00
450
$
9,900.00
Documentation Specialist
1
$ 36,000.00
$
17.00
400
$
6,800.00
HR Manager
1
$ 57,000.00
$
27.00
240
$
6,480.00
Technical Director
1
$ 68,000.00
$
33.00
200
$
6,600.00
Software/Hardware Tester
1
$ 72,000.00
$
35.00
520
$
18,200.00
Procurement Manager
1
$ 55,000.00
$
26.00
420
$
10,920.00
Lawyer
1
$ 68,000.00
$
33.00
800
$
26,400.00
Customer Service
4
$ 38,000.00
$
18.00
600
$
10,800.00
Webmaster
1
$ 45,000.00
$
22.00
200
$
4,400.00
Database Administrator
1
$ 80,000.00
$
38.00
540
$
20,520.00
Salary
Hourly Rate*
# Hours
Total
Total Cost $ 272,350.00
40% Overhead $ 108,940.00
Total Phase 3 Staffing Requirement $ 381,290.00
*Based on 2080 hours/year.
CS410 Red Team
16 December 2009
64
Phase 3
H/W Requirements
Description
Quantity
Processor Board
12,000
$
30.00
$
360,000.00
GPS Receiver
12,000
$
10.00
$
120,000.00
ODB-II Interface Chip
12,000
$
10.00
$
120,000.00
LCD Touch Screen Display
12,000
$
70.00
$
840,000.00
Fingerprint Reader
12,000
$
5.00
$
60,000.00
Accelerometer
12,000
$
5.00
$
60,000.00
Production
12,000
$
10.00
$
120,000.00
Material (paper, box, etc.)
12,000
$
5.00
$
60,000.00
Assembly and Manufacturing
12,000
$
10.00
$
120,000.00
Testing
1000
$
15.00
$
15,000.00
Workstations
17
$
500.00
$
8,500.00
Hardware Labs
1
$ 5,000.00
$
5,000.00
TOTAL H/W COST
`
Total Cost
$170.00
CS410 Red Team
$1,888,500.00
16 December 2009
65
Phase 3 Evaluation
 Team members recruited
 Team collaboration
 Minimizing delay and unexpected costs
 Break-even point
 Allotting new funds - support, development,
and marketing
 Aggressive marketing strategy
 New features tested and implemented
CS410 Red Team
16 December 2009
66
Overall Project Budget
Overview
Phase
Staffing
Hardware
Total
Phase 0
N/A
N/A
N/A
Phase 1
$35,280.00
$6,000.00
$41,280.00
Phase 2
$384,566.00
$245,500.00
$630,066.00
Phase 3
$381,290.00
$1,888,500.00
$2,269,790.00
TOTAL:
$801,136.00
$2,140,000.00
CS410 Red Team
$2,941,136.00
16 December 2009
67
Break-Even Analysis
May ‘11 Jun
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May ‘12
CS410 Red Team
16 December 2009
68
Return on Investment
 Driving Schools will be able to:
 Provide a more efficient, interactive reinforcement
of good driving techniques
 Automatically track student performance
 Generate reports on individual drivers
 Increase Revenues by advertising
 Students/Drivers will be able to:




Identify bad driving habits
Reinforce good driving habits
Decrease insurance rates
Reduce number of traffic accidents
CS410 Red Team
16 December 2009
69
References

http://www-nrd.nhtsa.dot.gov/Pubs/811162.PDF National Highway Traffic Safety Administration

http://www-nrd.nhtsa.dot.gov/Pubs/811036.PDF National Highway Traffic Safety Administration

http://money.cnn.com/2008/03/05/news/economy/AAA_study/ CNN

http://www.dmv.state.va.us/webdoc/citizen/drivers/eligibility.asp Virginia DMV

http://www.dmv.state.va.us/webdoc/citizen/drivers/applying.asp Virginia DMV

http://www.dmv.virginia.gov/webdoc/commercial/business/diclinic/index.asp Virginia DMV

http://www.dmv.state.va.us/webdoc/citizen/drivers/backonroad.asp Virginia DMV

http://dashdaq.com DashDAQ

http://www.abika.com/Reports/driving_moving_violations.htm Driving and Moving Violations

http://www.itfacts.biz/17-of-americans-have-a-gps-device-34-are-handheld-33-are-car-mounted/8873 ITFacts

http://www.prb.org/pdf07/07WPDS_Eng.pdf Population Reference Bureau

http://eetimes.eu/showArticle.jhtml?articleID=207603212 DriveCam indentifies risky driving, by R. Coling Johnson,
EETimes Europe

http://blogs.zdnet.com/ITFacts/?p=11523 Portable GPS navigation market statistics, by ZDNet

http://www.consumeraffairs.com/news04/2006/02/black_boxes_states.html Consumer Affairs

www.dmv.state.va.us Virginia DMV

http://www.virginiadefensivedrivingclinic.com/register/index.php Virginia Defensive Driving Clinic

http://www.dmv.state.va.us/webdoc/safety/crash_data/total/pdf/driver_action.pdf Virginia DMV

http://www-nrd.nhtsa.dot.gov/Pubs/811162.PDF NHTSA

http://www.dinkytown.net/java/BreakEven.html Break Even Analysis
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http://www-nrd.nhtsa.dot.gov/Pubs/811172.pdf Number of Total Fatal Accidents
CS410 Red Team
16 December 2009
70
Questions ?
CS410 Red Team
16 December 2009
71