Where brands share their insights. What's This?

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

Fast growth isn't for everyone.
By Entrepreneur Partner Studio Staff

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.

Brought to you by Spark® Cash from Capital One®. With Spark® Cash, earn unlimited 2% cash back on all your purchases. That’s cash that you can reinvest into your business. Learn more at

More from Entrepreneur

Grow Your Business at Entrepreneur LIVE! Join us on Nov. 16 in Brooklyn, NY, to learn from legends like Danica Patrick and Maria Sharapova, pitch our editors, meet with investors, and potentially walk away with funding!
Register here

One-on-one online sessions with our experts can help you start a business, grow your business, build your brand, fundraise and more.
Book Your Session

In as little as seven months, the Entrepreneur Authors program will turn your ideas and expertise into a professionally presented book.
Apply Now

Latest on Entrepreneur

My Queue

There are no Videos in your queue.

Click on the Add to next to any video to save to your queue.

There are no Articles in your queue.

Click on the Add to next to any article to save to your queue.

There are no Podcasts in your queue.

Click on the Add to next to any podcast episode to save to your queue.

You're not following any authors.

Click the Follow button on any author page to keep up with the latest content from your favorite authors.