Making toll transponders more attractive.
What: Toll pass covers and automotive affinity marketing
Who: Owen Burns of Highway Image
Where: Red Bank, New Jersey
When: Started in 2004
Startup costs: $50,000
Owen Burns was fed up with unsightly spots. They were everywhere he looked: inside his minivan, on other people's minivans, in traffic, in parking lots. He even saw them on vacation. But he wasn't ready to stand by and let Americans' windshields become overrun with white spots created by ugly toll road transponders. He was going to give people the freedom to make generic transponders personal.
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