Daniel AndorProduct Design Expert | Founder, Durran · Founder @ Durran | Structured Product Design that drives activation & retention

The Fastest Deal - with Alexandru Mesesan (Ixaria) #uxdesign #startupfounder

18 Nov 2025 · 1 min

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1:01

In this interview excerpt, Alexandru Mesesan recounts signing what he believes was the fastest deal his company ever made, involving the sale of a full‑size bed with a headboard for only €250. He explains that such ultra‑low‑priced furniture attracts customers with very low incomes who are not accustomed to technology. This customer segment, he notes, tends to purchase less overall, which undermines sales effectiveness. Mesesan concludes that a cheap‑price strategy is not universally applicable and can be detrimental if the target market does not align with the product’s value proposition.

Chapters

We had a deal, so it was probably the fastest deal we ever signed. And what happened, they were selling really, really cheap furniture, really cheap. Mm-hmm. And the thing is that it doesn't work. It doesn't work because if you sell really cheap furniture, you have to understand who is buying from that company, right? So if you sell a bed, a full bed with a headboard and everything, and it costs, €250, who is buying that? And so, you know, these, his clients are people who come from really low incomes and they're not really used to technology and stuff like that. And with that type of client, we're gonna end up making, making that client sell less. So that was something that we understood the hard way. It's not for everybody. It's really not for everybody.