I will show you Good and New business model internet site. 

Here is the SurfboardsEtc.com..

Look at the Etc from site name!.

This site focus on the surf-related merchandise such as fins, traction pads, leashes, bags, racks, and more.

When you are interested in Surfing, the first thing appeared in your head will be surfboard. Actually there are many world-famous makers of surfboard. In other words, this market is the Red Ocean. Red Oceans are all the industries in existence today—the known market space. In the red oceans, industry boundaries are defined and accepted, and the competitive rules of the game are known. Here companies try to outperform their rivals to grab a greater share of product or service demand. As the market space gets crowded, prospects for profits and growth are reduced. Products become commodities or niche, and cutthroat competition turns the ocean bloody.

So SurfboardsEtc.com..just supply what he do well, more over very detailed.