Last week ApplicationsOnline LLC, in Baltimore, unveiled its Universal College Application, which has already won a baker's dozen of clients dissatisfied with the Common Application, including Duke and Harvard Universities. Although some of the 13 institutions plan to use ApplicationsOnline's service in addition to the Common Application, the newcomer could challenge its rival's dominance of the market. The popularity of the Common Application is based on its consistent format: Students fill out one application and send it to all of the participating colleges they choose. Many colleges also require supplemental information, such as additional essays. ApplicationsOnline's product, the Universal College Application, provides the same consistency but promises to give colleges greater access to high-achieving low-income and minority students. The for-profit company plans to meet that goal by having standards for membership that are less stringent than those of the Common Application.