Online businesses are whole different animals.
It pays to be adaptable In February, a cool Web startup called AllApartments changed its name. While it was at it, the company rehauled its business model. What started out two years ago as a simple online listing of apartment rentals available in the U.S. suddenly was something far more provocative. The new business, called SpringStreet, still sells ads on its site, where it lists some 7 million apartments. But now the startup wants to make money in completely new, weird, and unexpected ways.