Multichannel Start-up: Koo Koo Bears Kids Co-founder Lays it All Out

3. Start small. Koo Koo Bear Kids started out by buying a 1/3-page ad in the New York Times Sunday magazine section.

4. Be prepared for an onslaught. When Koo Koo Bear Kids took out that ad, it had two people answering phones with 20 phone lines that were all lit up with people requesting catalogs. “That was our first market test,” Mediate said. “We took more than 6,000 catalog requests.”