Heard a pitch last week by Jordan Eisenberg, the founder and CEO of UrgentRx. First of all, what a dynamic and infectious individual. He is the epitome of the energetic, wear every hat, do everything entrepreneur and you can see how with his energy level. He was on his way back from the east coast with no sleep when we met and you would have never known it. Jordan is a serial entrepreneur/inventor and worked on CollarCard, BottleCard (acquired), was the creator of Buddy Network (acquired) and worked with Maurice Kanbar (founder of Skyy Vodka) amongst other successes.

He is totally pumped about UrgentRx and after hearing his pitch, it would be hard not to be. The idea is simple - UrgentRx is a line of fast-acting, portable over-the-counter medications that provide easy to take (no water - rip the package open and pour it in your mouth), pleasant tasting, FDA compliant medication for headache, upset stomach, an allergic reaction...you name it. The packaging is high impact and catchy and the product has been selling really well to their primary demo - "Go Getters/Grinders" (males/;females, 25-45 years old, busy with work and family, needs easy on the go solutions).

That's enough, but the really unique thing about UrgentRx has been their incredibly creative "incremental merchandising" approach. Getting shelf space in any store, let alone the right store is next to impossible for new brands these days. Their solution - patent-pending, high-impact displays that take up only dead space - the pole next to the register at checkout, a magazine rack border, stuck to the soft drink dispenser - you get the idea. That is creative and just the kind of idea that good entrepreneurs come up with when established entities see a road block.

These guys are building a pretty cool brand and doing well. Not the kind of thing directly in my investment wheelhouse but you have to give them credit and I will enjoy watching their success!