During the continued economic hard time, a startup company that is called 5945 MasterCall focuses its resources on a niche market for providing unique service to its customers. This company utilized its IT techniques and traditional home service knowledge. The company established home-service expert database and provided an online search function attracting internet users to visit the company’s website. As the assessing number of internet users increased of the company’s website, this company could grasp the business opportunities by offering online advertisements. Although this website could provide more specific information about the home service providers, the internet users asked for help of recommending the housing service master. For providing service to internet users, this company begins to add a new function by which users could post their problems and requirements on the online demand form. After the new function was activated, the demand form is rarely used by Internet users. What is the root cause of this problem? This paper explores the motivation of the case company. This paper also identifies the problems and challenges of this company. For clearly describing the business model of the case company, we applied the approach of business model canvas and related theories to explore the business model of the case company. This paper also illustrates how the case company makes a decision about allocating resources from online to offline services.