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THE e-commerce bandwagon bypassed millions of carpenters, massage therapists, lawyers and other service providers, mostly because it is impossible to drop an appointment into a shopping cart without unleashing a scheduling nightmare.

Now that a set of Internet start-up companies has emerged to help solve this problem, though, small businesses could start using the Web as more than just an online brochure. And while the category is too new for analysts to handicap with much confidence, there are signs it could gain a significant following.

HourTown, like its competitors, BookingAngel and Genbook, is an online calendar tool, with a twist. Users fill the calendar with personal and business appointments, but they can also transmit to the Web any blocks of time they would like to make available for business appointments. Customers can book a time directly from the service provider's Web site, or, in the case of Ms. Brinn, they can reserve a slot and wait for her to confirm the appointment with an e-mail. Either way, it is free for customers.