Small business owners - at least some of them - swear by barter or trade exchange organizations, which is why the operator of Joe Barter has such hopes. The L.A.-based online trading site was started up two years ago by Thomas Daley as a place to trade equipment for accounting services, or plumbing help for business consultation. Joe Barter is still struggling to make its mark, but Jim Flanigan gave it a nice write-up in the NYT's small business column.

Mr. Daley of Joe Barter says he thinks the spread of Internet commerce supports his business vision. He plans to avoid using special barter dollars in transactions, relying on Internet trading enhanced by new technology. “I want to keep it simple,” he said. His company is intended to earn its way through business referral fees and online advertising. “The evolving technology works for us,” Mr. Daley said. “We can target more specific groups; I’m going to hire people to market across the country.”