Entrepreneur Jordan Eisenberg came up with a business idea that has drawn investments from four billionaires: Sam Zell, Herb Simon, David Bonderman and, as Eisenberg put it, "one family you've never heard of—who'd think there's a billionaire you've never heard of?"
Eisenberg created UrgentRx, a Denver-based company that sells single-dose generic medications for everyday health problems like headaches and indigestion.
What's novel about the company, though, is the visible shelf space it's been able to use without paying the usual high costs associated with displays. Instead of vying for traditional space next to well-established brands, Eisenberg has created his own custom-designed displays for areas where there's been nothing at all—essentially wasted space.
For example, an UrgentRx display might be a small Lazy Susan spinning atop a pole in the pharmacy line, or it might hang off the side of a cart. "We've become not only an innovative over-the-counter company," Eisenberg said, "we've become an innovative merchandising company."