Rocky Road Driving School,LLC

What Rocky Road Driving School,LLC does

Rocky Road Driving School, LLC is a privately held, Meridian, Idaho-based driver education provider serving the Treasure Valley market. Founded in 2014 by Mike McCrady, the company delivers Idaho Graduated Driver Licensing (GDL) programs through a blended model: 30 hours of self-paced online classroom instruction delivered via a partnership with Idaho Online Driver Education (IODE.com), combined with 6 hours of in-person observation and 6 hours of one-on-one behind-the-wheel training with certified instructors. Lessons are dispatched from five high-school pickup points across the Treasure Valley (Rocky Mountain, Owyhee, Mountain View, Meridian, Centennial).

The product lineup is tiered to capture price-sensitive through premium buyers: In-Car Instruction Only ($420), Complete Drivers Ed Program ($480), Easy Does It Package ($675), Complete Elite Package ($980), and Adult/Private Lessons ($100/hour). A niche Modified Driving Instruction program, developed with LINC and Access Vans, extends the offering to students with mobility-related disabilities through an adaptive vehicle equipped with hand controls. Payment is accepted via card (3% surcharge) and through Idaho Empowering Parent Grant funds processed via ClassWallet.

Go-to-market is direct-to-consumer, family-driven and community-led: customers register online or via phone/text, the website and Facebook/Instagram presence drive top-of-funnel awareness, and word-of-mouth plus high-school partnerships fill the funnel. The business is small (1-10 employees) and operates without public-market backing, institutional investors, or disclosed funding. Following founder Mike McCrady's passing in September 2021, his wife Angie McCrady assumed ownership; in 2024, Jonathan and RuthAnn Gibbs acquired the business, with Allison Tilden (Lead Instructor since 2010) and a roster of instructors with secondary careers in teaching, firefighting, and military service providing operational continuity.

Name

Rocky Road Driving School,LLC

Legal name

Rocky Road Driving School, LLC

Website

https://rockyroaddrivers.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Rocky Road Driving School is a privately held Meridian, Idaho driver education provider serving Treasure Valley families with Idaho GDL programs, tiered course packages ($420-$980), adaptive instruction for students with disabilities, and in-car lessons dispatched from five local high schools.

Ownership category

akta.pro rank

Product category

Driver Education Services

NAICS

Automobile Driving Schools (611692)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Accessibility & Mobility Equipment Provisioning (Car Seats, Harnesses, Securement Systems) (EDAKAOAJ)

akta.pro secondary industry

Special Education Transportation & Accessibility Services (EDAJAKAJ)

Keywords

• Driver education programs
• Behind-the-wheel training
• Teen driving lessons
• Adaptive driving instruction
• Graduated driver licensing

Headquarters

HQ city

Meridian, Idaho

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Driver Education Programs: One-time fees for driver education programs including online coursework, in-car instruction, and comprehensive packages. Programs range from basic in-car instruction only ($420) to complete elite packages ($980). Adult private lessons at $100/hour.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Rocky Road Driving School delivers Idaho GDL-compliant driver education through a combination of 30-hour online classroom instruction (via IODE.com partnership), 6 hours of outside observation, and one-on-one behind-the-wheel training. Programs are sold as tiered packages for teens and adults, with specialized adaptive driving instruction for students with mobility-related disabilities delivered through a hand-controls-equipped vehicle.

Product overview

Rocky Road Driving School offers a unified driver education platform serving the Treasure Valley, Idaho, with multiple program tiers. The core offering is the Complete Drivers Ed Program ($480), which fulfills Idaho GDL requirements through 30 hours of online classroom instruction via IODE.com, 6 hours of observation, and 6 hours of behind-the-wheel training. Two enhanced packages build on this foundation: the "Easy Does It" package ($675) adds practice sessions and skills-test prep, while the Complete Elite package ($980) provides maximum support with extended driving instruction. The school also offers standalone In-Car Instruction ($420) for students who've completed online coursework elsewhere, and Adult/Private Driving Lessons ($100/hr) for individual skill development. A Modified Driving Instruction program, developed in partnership with LINC and Access Vans, serves students with mobility disabilities using adaptive equipment.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 18+ years of successful operation in Treasure Valley

Named customers4 records

Segments4 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• LINCcoreStrategic or Co-development PartnerPartnership with LINC to provide driver training opportunities for people with disabilities. Rocky Road uses LINC's adaptive driving equipment vehicle with hand controls. LINC is pursuing funding for a fully accessible driver training van to expand services.
• Access VanscoreStrategic or Co-development PartnerProvider of adaptive driving equipment vehicle with hand controls for individuals with mobility-related disabilities, enabling expanded access to driver education.
• IODE (Idaho Online Driver Education)coreTechnology or IntegrationProvides the 30-hour online classroom instruction component of the driver education program through IODE.com, offering self-paced learning for students.
• Idaho DMVcoreOthersState regulatory partner for driver licensing; students obtain permits through DMV, complete skills testing, and receive licensing through Idaho DMV.
• ClassWalletminorGTM or Marketing PartnerPlatform used to process Empowering Parent Grant funds for driver education, enabling families to use EPG funds for tuition.
• CobblestoneminorOthersLogo partner listed on website.
• OLCminorOthersLogo partner listed on website.
• Inspire IdahominorOthersLogo partner listed on website.
• Idaho Regional BalletminorOthersLogo partner listed on website.
• Ada Therapy ServicesminorOthersLogo partner listed on website.
• LINC IdahominorOthersLogo partner listed on website.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Safe2Drive: Online driver education and traffic school provider with state-approved courses; competes with IODE/Rocky Road on the digital curriculum component and adult defensive-driving segment.
• DriveSafe Online: Online-focused driver education provider; competes on the classroom portion Rocky Road purchases from IODE and represents a substitute option for the online-only segment of Rocky Road's pipeline.
• Idrivesafely: Long-standing online driver education and traffic school provider; comparable online-course offering and serves as an alternative classroom provider for students who only need in-car lessons from Rocky Road.

Direct peers

• All Star Driver Education: Regional driver education provider operating across multiple states with behind-the-wheel instruction and state-approved online curriculum; similar target customer (teen drivers and parents) and pricing tiers.
• Idaho Online Driver Education (IODE): Idaho-based online driver education platform that powers Rocky Road's 30-hour classroom component; also offers full programs independently and could be considered a partner-competitor in the Idaho market.
• DriversEd.com: Online driver education platform offering state-approved courses including Idaho, used by Rocky Road students as an alternative in-car-only path; competes directly on the classroom component and on combined packages.
• Coastline Academy: Multi-state driving school offering both online coursework and in-car instruction across the western U.S.; matches Rocky Road's blended online-plus-behind-the-wheel delivery model and tiered product structure.
• MyImprov Driving School: Multi-state driving school chain offering both online and in-car instruction with tiered packages similar to Rocky Road's; competes for the same teen and adult driver education customers.

Others

• LINC Idaho: Idaho-based disability services nonprofit that partners with Rocky Road to provide adaptive driving equipment; not a competitor but a strategic partner that could enable expansion into disability driver training as a regional center.

Broad incumbents

• AAA Driving School: National driver education provider operated through AAA clubs; offers similar teen and adult driver education packages with in-class and behind-the-wheel instruction across many states including Idaho. Comparable business model and curriculum, but broader scale and brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/rockyroaddrivingschool
• Instagraminstagram.com/rockyroaddrivingschool
• LinkedInlinkedin.com/company/rocky-road-driving-school-llc

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Rocky Road Driving School,LLC