2D Maps, LLC

DATE: 2002-2007
CLIENTS: Government of San Juan, Puerto Rico & the City of San Diego.

The Challenge
To form a small mapping company, providing better maps for those who need them.

Development
In 2002 I, along with a silent partner, formed 2D Maps, LLC. Our intent was to "build better maps" to meet the needs of our clients. The company had only two clients and lasted for five years.

Map One was of Old San Juan Puerto Rico. Noticing the lack of any tourism maps for the area and having a connection with the local tourism council, we embarked on the process of creating a walking map. 2D Maps, LLC paid for the production and printing of the maps with its own capital. However, at the end of the process, the government changed hands and the project stopped. We attempted to sell the maps to the plethora of cruise ship companies that dock in San Juan, but to no avail.

Map Two was of downtown San Diego. My silent partner, who lived in San Diego, noticed a lack of tourism maps for the downtown area. Once again we used our own capital to produce and print the maps, hoping to sell them to the downtown San Diego hotels, but to no avail.

After two failed attempts 2D Maps, LLC was dissolved.

Lessons Learned
One may have a superior product, but it means nothing of no one wants to purchase it. These two maps were developed at a time when the digital world was transforming the way maps are used in our culture. There tends to be a bias against paper maps, favoring smart phone apps or GPS systems. Though I maintain that paper maps can be invaluable, it means nothing if the culture doesn't want them.

It is who you know, not what you know. Contacts can be everything. In both cases, 2D maps had contacts, (San Juan & San Diego tourism councils) but those individuals left their employment during the production process. In the end, we had cases of printed maps and no one who wanted them.

Know anyone who wants maps of Old San Juan Puerto Rico & downtown San Diego?