All they needed to do when they opened the online version is to do someYou forget all the operation of the restaurants/events/trips and tons of other stuff
format conversions, build a server farm, create some customer-tracking mechanism (passwords, credit cards, whatever) and create some scripts to display those maps online. Perhaps they also needed to buy (or redevelop for the N+1th time) an algorithm for planning routes between two places. It's certainly not a week of work and doesn't come for free, but it also doesn't sound to me the most difficult or expensive part of creating the map book.
Of course I'm just guessing this - I have no idea how Mapa actually operate...
they have in the online version and not the printed one.
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