Despite not being able to get more information about this particular company, we can make some assumptions about this business type.
Business owners in the transport industry are responsible for their drivers’ behavior on the road. They have concerns over fleet safety, finding ways of reducing accidents and costs as a result. The company’s brand and reputation is also at risk of any bad driving from their branded fleet.
The “How’s My Driving” program enables the public to provide feedback on any reckless driving on the road by specific vehicles to allow the company to build risk profiles of their drivers.
As a result, drivers are more aware of their on road behavior and driving incidents are reduced.
The business model could possibly work as a subscription model on a per driver, per vehicle or per company basis. Likely target markets include trucks, taxis, buses, rental vehicles and corporate fleets.
The main costs would include sales, marketing, a call center and the up keep of the website management application.
In my opinion, this is an excellent start up business opportunity.