Known throughout Flagstaff, Arizona, as the "Map Man,"
Norman Mayes wears his Discovery Map shirt with pride, drives a
truck with "FLAGMAP" on the license plate and carries a
camera, always ready to capture candid pictures of tourists using
his map. "It is my map, and I tell people that," Mayes
says.
In the summer of 2000, Mayes, 61, and his wife, Barbara, 58,
purchased a Discovery Map franchise. As franchisees, their primary
responsibility is to sell advertising space on the map. The
franchisor then produces and prints a free, detailed map of the
city, complete with listings of local businesses, hotels and
attractions.
Although the Mayeses were marketing a product that would enhance
tourism, they faced resistance their first year. Potential
advertisers were reluctant to spend money on an unfamiliar product,
and wary because a scheme the previous year had sold the same
concept but never produced the map.
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But Norman had some factors working in his favor: He had resided
in Flagstaff for more than 20 years and knew the people and
community well, was semi-retired and therefore accessible to
advertisers, and had a sales background. "There was some
degree of trust, which helped us the first year," he says.
Advertisers were also reassured when Norman hired a local
artist, Roberta Rogers, to illustrate the map. Discovery Map hires
local illustrators for each of its 19 destination cities in the
United States, a service included in the initial investment of
$18,000.
The Mayeses have projected their 2003 sales to be about $90,000.
Their operating costs are minimal, because they work from home, and
their only commitment to Discovery Map is an annual investment
ranging from $35,000 to $50,000, depending on the number of maps
they purchase. They work approximately four months out of the year
finding advertisers, proofreading and distributing the map.
Although they stay in contact with advertisers throughout the year
to ensure they're always supplied with maps, the Mayeses still
have enough free time and the financial means to travel and visit
their grandchildren.
Norman is happy to remain active in Flagstaff. "I consider
the map not only a business," he says, "but a service for
the community."