Need advice on starting a placemat advertising business

I'm sure all of you have seen that article on starting a business
giving placemats to restaurants, then selling ad space on the mats. It
is all over the internet. I've decided to start just such a business.
In my area (Louisville, KY), I haven't seen any advertising placemats
at any of the restaurants here. So this could very well be a wide open
market.

Since I am just starting out in this business, I would like some
advice from people who have "been there, done that". What have you
learned about this business that would help me get off on the right
foot and be a success right out of the gate. What mistakes should I
watch out for and how could I avoid them?

Finally, could you summarize your presentation to businesses that you
are approaching for the first time?

I completely believe in this concept and want to do well right off the
top. Any and all advice would be greatly appreciated.

Lloyd