Several strategies exist, for getting capital to set up a publishing company.
The first strategy for getting capital to set up a publishing company would be that of saving, and then bootstrapping on the saved resources to get the company up and running. Let’s assume, that you are one of the SHO/SHC employees for whom www.88sears.com was set up. You may, at some point, go to the said site (88sears.com), login, and check your account only to realize that your salary has gone up. Now rather than using the extra money to finance a more lavish lifestyle, you can decide to be saving it up, towards the establishment of a publishing company. After all, if what you have in mind is online publishing, then it shouldn’t be too expensive to set up.
The second strategy for getting capital to set up a publishing company would be that of trying to get a loan. But you have to be very persuasive, or ready to put up some sort of valuable collateral, if you are to get this to work.
The third strategy for getting a capital to set up a publishing company would be that of trying to bring in strategic investors: who help you with the business finance you need, and you, in exchange, give them some equity in the proposed publishing company.