Once we decided to create a brick-and-mortar location, we found a storefront in a high-traffic part of Manhattan. Next we refashioned the store to fit with our concept, placed products (items girls need to go to school) on display for purchase, and then launched the store with a Grand Opening event where we invited press and potential donors.

Promotion Results: Total traffic in the first weeks was 3 million hits to date (source: Urchin analytics), as well as tons of twitter noise.

Revenue: Within just a few weeks we generated enough revenue to send 271 girls to school, and have had to continually restock the site with new items daily.

Total items bought to date: 1,357.Media: The site received global media coverage and was featured on well known sites: Forbes.com, Huffington Post, Jezebel.com, MomBlogger.com, Mashable.com, Creativity Online, Ad Week, Change.org, and many human rights blogs (to name a few).