Since its launch, DRIVE has had zero subscribers. Considerable efforts and resources have been put into DRIVE’s robust educational website and training options to cover a wide range of topics related to the auto racing industry. Our goal is to identify pain points within the DRIVE product, areas that can be enhanced, and identify missed opportunities where DRIVE can grow. From this analysis, we can formulate a multi-level strategy to define which initiatives should be launched with the goal of attracting customers and creating a steady revenue stream to maintain DRIVE and support Athena Racing.