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For These Founders, Smart Growth Trumps Speed for Speed's Sake

Fast growth isn't for everyone.

For the founders of social-good baby clothing company 12|12, having an admirable mission is only one part of the model. For every sale made, co-founders Amy Koenigsberger and Stacey Effman donate one to charity. They also ship their products in eco-friendly packaging and materials to reduce their impact on the environment.

But to truly be a success, Effman and Koenigsberger decided not to grow their operation fast, at least not for the sake of speed. They plan for smart, profitable growth.

From targeting taste-makers and highly networked brands and individuals within their core demographic to promote their product, and finding key collaborations with like-minded brands to broaden their consumer set and acquire new customers, Effman and Koenigsberger explain their strategy in the short video above.

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