Deal portals in our region started as a copy of Groupon: extreme discounts, rapid growth, and often a poor experience. The former CEO of Zľavomat explains why this model ran out of steam in a small market and how those who bet on quality and repeat purchases survived. His story continues with a new startup, where he began again – from a one-man effort to a team and the first clients.
From copying Groupon to a brand of their own
The years 2012–2013 brought a boom of “deal portals” that copied Groupon, including the deal activation threshold. Dozens of players emerged and aggressive discounts dominated, often at the 80–90 percent level. In the short term it attracted the masses, but in practice it often translated into poorer customer service. The experience was poor, and with it the chances that people would return.
When the author of the story joined Zľavomat at the end of 2014, it was clear that in a small market only those who could earn repeat purchases would survive. That cannot be achieved without satisfaction on the first purchase. The aim was therefore to differentiate from “deal sites” as a generic label, to build their own brand and the quality of the offers. Part of the change was transparency, including the ability to publish negative reviews.
When the right choice is unpopular
The company took a series of steps against the prevailing current: it curbed extreme discounts, tightened requirements for partners, and refreshed the team to change the mindset. In the short term it hurt, revenues even declined and internal doubts appeared. The first fruits emerged only after roughly a year and a half to three years, when clients started to return. Unlike large markets, in Slovakia you cannot rely on an endless influx of new customers.
An emphasis on quality and reputation ultimately decided survival. From a hundred portals, only a few players remained, among them ZľavaDňa and Zľavomat. The lesson is: in a small market, sustainability is built on the customer experience, not on a one-off sensation.
A second start: a platform for corporate events
After leaving Zľavomat, where he led a team of over one hundred and had all departments at his disposal, the founder began a new chapter. He co-founded Lemondia and again started from scratch, this time alone and gradually with a small team. From the comfort of a CEO he returned to door-to-door sales and to validating the product directly with companies. The first months since last autumn suggested that the market wants the solution.
Lemondia stays in travel, but focuses on B2B: it helps companies easily find and book complex corporate events anywhere in the world. He carries over his retail experience into an emphasis on quality, a clear product, and feedback. The closing advice is sober: surround yourself with the right people, have the owners’ support, and persevere when decisions look unpopular. It is the belief in the purpose of the change that makes it possible to overcome temporary losses and live to see the result.
