A case of e-plugin, online shopping venture, gives us how a small venture business takes positioning in the online shopping market. E-plugin has grown up very fastly and taken in audio-video online market by adopting peculicar sales policies and services including 24 hour delivery and after service system. After a short success period, e-plugin faces in financial difficulty caused by sudden decreasing sales. Consulting company pointed out that the reasons of low marketing performance are low brand awareness, unconcrete positioning, undifferenciated business model. The objects of this case developments are as follows; to inform students difficulty of doing venture, meaning and importance of business model and accurate understanding of online marketing strategy.