Hi! I’m Ioana. I grew up in Romania and spent 14 years in the US.
While I was there I studied at Columbia and Harvard, then spent four years at McKinsey working with companies and investors on strategy and growth.
In 2024, I left the corporate world, moved back to Romania, and started building my own digital businesses.
At the beginning of 2026, while traveling in Georgia, I saw Romanian snacks I grew up with on supermarket shelves.
Of course, I got really excited and showed them to all my friends I was traveling with.
But it also made me curious about the business side of things. How does a simple product go from an idea to something that’s produced at scale and sold in different countries?
That question stuck with me.
So I started digging as soon as I got back home. You can take a girl out of consulting, but you can’t take consulting out of a girl.
I reached out to manufacturers and distributors, spoke with friends who run CPG businesses, and started piecing things together.
Why I built this site
I built this site as a way to bring that thinking together, synthesize what I learned, and share it with people who want to build a physical product business.
My goal is not to teach you how to build a business step by step. There is already a lot of information about that.
I want to help you think through whether a business should be built in the first place.
Most ideas sound good at the beginning. This is a way to look at them more closely, understand where they might break, and make a clearer decision before committing time and money.
If you’re evaluating an idea, you can start with the content on the site.
If you want a more structured way to apply this to your own situation, you can use the guide and tools I put together.