BOSTON (USA) – Marcella Tranchesi has an unusual trajectory. A member of the “old guard of bloggers”, according to her own definition, with content on fashion, beauty and behavior, she had no idea that her path would lead her to a company… of cakes.
Doce Aquarella defines itself as “the most desired cakes on the internet” — and for good reason. The homemade cake has certainly already been on the timeline of one of your social networks and, it seems, success will not be fleeting.
“I was afraid that the virus would go away”, admits Marcella during an event promoted by MBA Brasil in Boston, in the United States. “It was a leap from nowhere, I created all types of content: fashion, beauty, recipes (…), always adapting formats and embracing opportunities.”
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She quickly understood that new people enter the influencer market every day and that “you need to reinvent yourself.”
The idea for the cake, during the pandemic, according to her, was “organic and a gamble”. “I wanted to test the idea, without spending money, to create something I had never done before.”
And it worked: “It was chaos on the first day, we went viral on TikTok and we couldn’t keep up with orders. The next day, Rappi’s CEO went to the kitchen to talk about technology solutions.”
Tranchesi said that he even made business plans to sell several products more related to his niche, such as beauty. However, people’s demand during the pandemic to “buy what wasn’t for sale” when she showcased her cakes online sparked entrepreneurial alertness.
“Today people buy the cake without even knowing who I am, what the dream was,” he said. She recognizes that she “jumped into the idea of possible failure” and was successful, with now a structured company and six different flavors of cake.
Marcella Tranchesi participated in the fourth edition of the MBA Brasil Conference. This year, 300 Brazilian students were present at the MIT Media Lab, in Boston, United States, and listened to lectures on topics such as AI, market transformations, sustainability, digital transformation and much more.
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*The reporter traveled at the invitation of MBA Brasil
