SAN FRANCISCO - RentalRiver.com, a recently launched Internet beta site headquartered here, has formed a strategic alliance with the Rental Industry Association to help build its online marketplace of customers and rental providers.

Sacramento, Calif.-based RIA will encourage rental companies to join the RentalRiver network, which is targeting all rental segments, from tools and party supplies to outdoor recreation equipment, furniture and hobby products.

The alliance also hopes to provide RentalRiver members with opportunities for group insurance, purchasing discounts and other services.

"The association's expertise will greatly enhance our efforts to utilize the Internet to help consumers and small businesses realize that renting is not only cost-effective and convenient, but it enables people to do more things and pursue new interests," said David Inns, RentalRiver's CEO.

As part of the joint agreement, RIA executive director Charles Maltese will sit on the RentalRiver advisory board.

The construction market in the United States in 1999 was 44 percent residential, 37 percent building (commercial and institutional) and 19 percent nonbuilding.

- Sources: FMI, UMS Group, F.W. Dodge