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Scenic Route

She's seeing profits showing drivers things they haven't seen before.

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This story appears in the March 2002 issue of Entrepreneur. Subscribe »

What: Maps that chart scenic back roads

Who: Jenny Lefferts of MAD (Motor Adventure Destinations) Maps Inc.

Where: San Francisco

When: Started in 1999

Jenny Lefferts' love for the open road began during her childhood, when she'd spend summers traveling with her family in their '72 VW van. After moving to San Francisco from Montreal at age 21, she became an avid motorcyclist. "Every weekend, I used to leave town and start finding back roads," says Lefferts, 36.

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