I interviewed Spencer Brown of Rent-A-Green-Box almost two years ago via phone. He is a really cool guy and was happy to talk to a student for about half an hour. His strategy for marketing was mostly what he calls the Gorp cloud - the interconnected world of green media which can mention him to all prospective customers. He spent a fortune on R&D in the beginning (http://changingclothing.recojeans.com/introduction-2/) but was profitable cashflow wise in the first week.