Category map
Competitive 2x2
Calm, human
Watches the driverBacks the driver
Miles
Garmin Dash Cams
Rove
Viofo
Vantrue
BlackVue
Life360
Bouncie
Progressive Snapshot
Loud, spec-driven
Direction · 1 of 12
Opportunity
Whether this is worth building at all — the tensions in the market, the problem at the heart of it, and why now is the moment.
Sounds like what you need?
- Find out whether people would actually pay for it
- Map who else is out there and where the gap is
- Pin down why now is the moment for this
- Work out who wants this most
- Show the idea, not just describe it
What the Direction Sprint looks like
The questions this sprint answers
- What problem are we actually solving, and for whom does it hurt most?
- Who is the one person we're building this for first?
- What's our point of view on how things should be?
- What's the core job someone hires this for?
Decisions we'll make together
- Whether it's worth building, and for whom first
- The one opportunity to go after
- Who the first customer is
- What they need most from you
Your week
- MonWorkshop — We confirm the scope, check the foundation, and agree what we're testing and how.
- TueExplore — Two or three directions for opportunity, audience, positioning and job.
- WedDirection lock — We review the directions together and choose one.
- ThuMake — The chosen direction, built out.
- FriDelivery — A walkthrough, and everything lands in your Hub.
You leave with: A competitive 2x2 · An opportunity brief · Personas · Their words for the problem · A positioning statement · Your promise and personality · Job & scope · A "won't do" list
Every sprint follows this shape; yours is written around your project when you start.
In a real project
Miles
What opportunity produced in a real engagement, exactly as the client has it. See the whole Hub
Observations & key tensions
What we heard and saw, before deciding anything
- Parents want to know a new driver is safe — and don't want to become the person who polices every trip.
- Teens are the highest-risk drivers, and they already expect to be blamed: "afraid we'll be blamed for accidents."
- The category splits in two. Dash cams (Rove, Vantrue, Viofo, BlackVue) are loud, spec-driven and surveillance-toned; trackers and insurance apps (Life360, Bouncie, Snapshot) keep score.
- New cars raise awareness through their OEM apps, but they're complicated and lock you in — older cars get nothing.
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Tensions to hold rather than resolve
- Visibility vs. privacy — the parent's peace of mind can't cost the teen's dignity.
- Helpful vs. overkill — more data reads as more surveillance, not more care.
- Serious vs. approachable — it has to be trusted with safety without sounding like a warning label.
Problem statement & why now
Problem
Parents of new drivers have two options: know nothing, or monitor everything.
Both damage the relationship — one with worry, the other with suspicion — and neither makes the teen a better driver.
Why now
- OBD-II hardware makes rich trip data cheap to collect from almost any car on the road, not just new ones.
- Insurers have trained families to see driving data as a score to be judged by — which leaves the supportive version of it unclaimed.
- Short-form video has made new-driver anxiety visible; teens arrive at their license already nervous.
Opportunity framing
If driving data can be turned from a score into a conversation, Miles owns the space between "no idea" and "surveillance": the calm, human corner of the category that nobody currently occupies.
Success looks like families describing Miles as the thing that made the new-driver year less stressful — not as a tracker.
Kickoff category notes
Dash cams (Rove, Vantrue, Viofo) read loud and spec-driven; trackers and insurance apps keep score.
The calm, human corner is open.