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Cleusa Maria da Silva
EY World Entrepreneur Of The Year™ 2025 finalist, Brazil
CEO of Sodiê Doces
Cleusa Maria da Silva develops recipe for success with innovative cake franchise.
Cleusa Maria da Silva has proved she has good taste with the success of her artisanal cake bakery franchises in Brazil. Born into poverty, Cleusa’s journey from field laborer to successful franchisor is a testament to her determination and saying yes to opportunities.
Her foray into baking began when she stepped in to help with the cake business run by her boss’s wife. Cleusa then refined the woman’s recipes, with her mother’s help, and opened a small shop — only 20 square meters — in Salto, São Paulo, in 1997. Within four years, Sodiê Doces had expanded to a larger space and opened new stores in nearby cities. In 2007, after five years of courses and research, Cleusa turned Sodiê Doces into a franchise, with the first unit in São Paulo.
Sodiê Doces now boasts 396 stores across Brazil and two locations in Orlando, Florida. Cleusa’s commitment to quality and innovation drives her success. The business is known for its diverse menu of over 80 cake flavors, including options for health-conscious consumers, with sugar-free and vegan choices. Cleusa embodies the spirit of empowerment and perseverance, encouraging franchise owners and employees to achieve their goals through continuous training courses focused on business and financial management and service excellence.
Believe in your product and persist, even when everyone says it’s crazy. Success doesn’t happen overnight. Often, success comes after decades of hard work, focus and determination. If you expect immediate results, you are doomed to fail.