Every entrepreneur knows of the significant selling opportunities that the Internet provides. From 24/7 customer access to security of payments to on-demand manufacturing, all can be important contributors to an upstart’s success.

But while most of these advantages originate from the perspective of the company’s customer, most businesses are also customers of someone else and they become integrated into someone else’s business model. Everyone is trying for better efficiencies and new ideas are the currency for growth.

While the recent economic news with its associated credit tightening is a definite challenge for any business owner, the market for money has responded and the Internet is the key vehicle. A previous column outlined an online lending company, Prosper.com, which matched up borrowers and lenders.

A recent column in the Wall Street Journal (March 12, Page D1) by Jane J. Kim highlighted the expansion of this market demand. It seems that the catchphrase is “person-to-person” lending networks and companies, in addition to Prosper.com, such as LendingClub. Com, Zopa.com, and GlobeFunder.com are responding to this market opportunity.

Even Richard Branson, he of Virgin Atlantic airline fame, has jumped in with his VirginMoney USA. It is estimated that P-to-P loan transactions were around $100 million last year with a forecasted tenfold increase by 2010.

The marketplace simplicity is quite compelling. Small entrepreneurial individuals needing relatively small loans (usually no more than $25k) shop for individuals who have money to lend.

From the borrower perspective, they can generally obtain the money more quickly and often at more competitive rates. From the lender perspective, given recent stock and bond market returns, these folks can obtain a significantly better return on their money.

As with a traditional loan process, the rates that a borrower will pay is largely determined by credit history, income, debt and other factors. If you ever thought that your credit score was just a number, keep in mind that those with a credit score of 760 or more paid interest rates around 7.76 percent. Those with scores in the mid- to high 600’s and looking to borrow between $10k and $25k, faced rates in the 14.7 to 22.67 percent range.

Now please do not take this as an endorsement for any of these companies or programs. But take a few minutes to explore this brave new world. Even if you are not in need of money, just being exposed to this new approach will confirm to you the challenge and inherent value in figuring out new and better ways to serve customers. And the good news is this awareness is totally free. And the better news is if you ever should need some cash, this resource is sitting out there.

John F. Riddell Jr., director of the Center for Entrepreneurial Growth-Hamilton County, writes each Tuesday about entrepreneurs and their impact on companies and the marketplace. Submit comments to his attention by writing to Business Editor John Vass Jr., Chattanooga Times Free Press, P.O. Box 1447, Chattanooga, TN 37401-1447, or by e-mailing him at business@timesfreepress.com