The days of venture capitalists being caught up in the euphoria of dot-com mania - and throwing money at Internet start-ups - are over. Many of these start-ups have flipped, which means they have matured through the start-up phase and have been purchased by large organizations or are free-standing through an IPO. One flipped company - art.com - turned to professionals to build a long-term successful business. The company uses activity-based costing as a tool to guide leadership in resource allocation and decision making. A case study of art.com is presented