Internet marketplaces thrive when buyers and sellers are matched in ways that wouldn’t otherwise be possible, saving everyone time and money. Even the most enthusiastic carpooler used Zimride only a few times a year. And the service was helping them find fellow travelers, essentially replacing Craigslist and the old cork bulletin boards in the university quad, but not doing much else. ‘It was a big vision but it wasn’t the right execution,’ Green says.
