01 - Diagnosis
O que o perfil tem - e o que falta
With more than 6,100 followers, 1,653 publications and an elegant visual identity since 2016, the base is solid. The next leap requires showing the person behind the pins.
✓ O que já funciona bem
✓
Visual quality of the skittles - product speaks for itself
✓
Highlights already organised: WEDDINGS, CHILDREN, REVIEWS, VINTAGE...
✓
Stylish brand identity: pink, golden, white
✓
Espaço físico lindo e instagramável - ativo visual poderoso
✓
1,653 accumulated posts - historical and visible trust
✓
181 mutual supporters - embryonic community
⚡ O que precisa mudar urgentemente
!
Rosy quase não aparece - o rosto da marca é essencial para crescer
!
Zero backstage - the creative process attracts and retains followers
!
Bio with no personality - it creates business but does not inspire
!
No educational or entrepreneurial content
!
Profile picture is logo - perfis com rosto humano geram 38% mais engajamento
!
Without community - there are no real interaction, no real challenges, no real interaction.
Reference profiles to follow
🎂
Julia Postigo
@ajuliapostigo
She created a huge community - the "Labinhas" - combining technical mastery, real backstage and generous teaching. It is the closest model Rosy can build.
352Kfollowers
👩🏫
Janelle Copeland
@thecakemamas
It combines business education with mentoring for women entrepreneurs. Exactly the two audiences Rosy wants to attract: trainees and entrepreneurs.
122Kfollowers
💡
@segueadi
Referência indicada pela Rosy
Profile that balances aspirational content with practical education. The person appears a lot, mixes personal and professional life, and has clear call-to-action in each post.
Ref.indicated
02 - Positioning
Who is Rosy on Instagram?
Rosy is not just the owner of a bakery - she is a woman who built something from scratch, in a new city, with her own hands. This story is worth gold.
"I am Rosy - pastry chef, entrepreneur and creator of beautiful moments. Since 2016 in Madrid, I transform skittles into works of art and dreams into real businesses. Here I teach you, inspire you and show you that it is possible."
- Núcleo do posicionamento da marca pessoal
The 3 Pillars of Identity - ideal feed proportions
50%
A Entrepreneur
Bastidores, rotina real, entregas, manhãs no ateliê, dia a dia honesto
30%
A Artist
Processes, finished skittles, techniques, before/after, portfolio
20%
A Professora
Tutorials, tips, business, inspiration for women and mothers
This proportion ensures that the profile is human, aspirational AND useful - at the same time, for different audiences.
03 - Profile Profile
New identity on Instagram
The bio, profile picture and highlights are the first impression. In less than 5 seconds, a visitor decides whether to stay or go back.
👩🍳
rosycakesmadrid
Rosy | Pasteleira & Empreendedora
1.6Kposts
6.1Kfollowers
3.2Kseguindo
✨ Pasteleira - Entrepreneur - Madrid
🎂 Personalised skittles since 2016
✨ Te ensino a fazer bolos e a empreender
👩🍳 Mostro o meu dia a dia real no ateliê
📍 Madrid | Encomendas & Courses 👇
🔗 rosycakesmadrid.com/link-menu
Why this bio works
★
Exhibition name includes "Pasteleira & Empreendedora"." - aparece em buscas por esses termos no Instagram
★
Profile picture = rosto da Rosy - never the logo. Perfis com rosto geram 38% mais engajamento
★
"Since 2016" - credibilidade e solidez imediatas. She is not a novice.
★
"Mostro o meu dia a dia"." - promises authenticity, which is what people are following today
★
CTA clear - "Encomendas & Cursos" + link prepares the sale before any post
Reorganização dos Destaques (Highlights)
🌹
ABOUT ROSY
Personal history, background, values - who she really is
🎂
MEUS BOLOS
Curated portfolio of the best works by category
🎬
BASTIDORES
Day by day, real rotation, honest creative process
🎓
LEARN HOW
lessons, tutorials, mini-classrooms, educational content
⭐
REVIEWS
Deposits and real customer feedback (maintain existing)
🎁
ENCOMENDATIONS
How to order, ordering process, indicative prices, FAQ
📚
COURSES
Information about online courses and presence workshops
🌹
ROSEIRAS COMMUNITY
Photos of followers, alunas and results of the community
04 - Feed & Visual Identity
Visual standard of the feed
The feed is a montra. The alternation between types of content creates visual rhythm and keeps people exploring the profile.
Cycle of 9 posts (repeat)
🎂
Final Bolus
Product photo
👩🍳
Rosy appears
Photo pessoal
✨
Inspiração
Phrase/carrossel
🎂
Final Bolus
Product photo
📚
Reel Tutorial
Educational
🚗
Delivery/Day
Actual frame
🎂
Final Bolus
Product photo
💬
Happy Customer
Testemunho
Repeat the cycle - create a predictable and visually appealing rhythm
Identidade visual a manter
Colour palette
#F4B8C1 - #C9A84C - #FFFFFFFF - #D4687A - #1C1410
Typography
Cormorant Garamond
Elegant titles with serif - Playfair Display as an alternative
DM Sans / Montserrat / Lato
Textos e legendas - limpo e legível
Photography & Video
Natural light whenever possible - Clean background or ateliê as a dining room - Flat lay for bowling - Frontal for Rosy to speak - Vertical reels 9:16 - Legends always active - 15-45 seconds
05 - Idea Bank
100+ content ideas
Organised into 8 categories to facilitate planning. Enough content for months of consistent publishing without repetition.
🏠 Category 1 - Racks & Rotina Real
The heart of the humanisation strategy. Showing the day-to-day creates the emotional connection that transforms followers into fans.
01
Morning Routine - Reel
Me arrumando para ir trabalhar
Rosy agreeing cedo, drinking coffee, placing the avental - the real life before entering the magic of the confeitaria.
Reel 30sDaily StoryMuito identificável
02
Rotina - Reel
A day in the life of a baker in Madrid
Da manhã até a última entrega - formato vlog que humaniza completamente o perfil e gera altíssima retenção.
Vlog ReelHigh range
03
Frames - Reel
Fazendo a última entrega do dia
The course, the client's arrival, the reaction - showing the real impact of the work is emotionally powerful.
EmoçãoReel
04
Authenticity - Reel
When the order is wrong - and how to solve it
Real vulnerability. Showing what mistakes happen and how Rosy resolves them generates identification and trust.
High identificationComments
05
Rotina - Story
Sábado no ateliê: o dia mais corrido da semana
Weekly series of Stories showing the most intense day - builds expectation and ritual accompaniment.
Weekly seriesStory
06
Frames - Reel
Recebendo ingredientes da semana
Show the quality of the ingredients, the sourcing process - details that build trust and perceived value.
QualityShort reel
🎨 Category 2 - Artistic Process & Technique
Showing the process of creation is hypnotic. It shows mastery and attracts both admirers and people who want to learn.
07
Process - Reel
Time-lapse of the complete decoration of a wedding bun
From the bolus nu to the final, accelerated product - one of the most popular formats on Instagram.
ViralASMR bakingReel
08
Technique - Reel
How do I make sugar flowers that look like real flowers?
Tutorial of a specific high-level technique - demonstrates mastery and generates an immediate desire to learn.
Alto saveTutorial
09
Before/Depois - Reel
Do esboço ao bolo finalizado
Show the client's original sketch and the result - extremely satisfactory format and with very high retention.
Viral transitionReel
10
Technique - Reel
How to transport bolos from one place to another without accidents
Universal question for any confectioner. Highly useful content that generates salvage and partilhas.
High sharePractical
11
Local - Reel
Fazendo um bolo temático do Real Madrid
Conteúdo local e culturalmente relevante em Madrid - potencial de viralização pela identidade geográfica.
Local viralMadrid
12
Process - Carrossel
Fondant vs. chantilly: which one to use for each occasion?
Comparative guide that educates and positions Rosy as a technical authority. High save and partilha for beginners.
EducationalCarrossel
👩🏫 Categoria 3 - Ensino & Educação
The pillar that transforms followers into a loyal community. Educational content generates saves and shares - the most valued signals by the algorithm.
13
Easy Tutorial - Reel
Como fazer um bolo de aniversário simples para a sua filha
Direct tutorial for inexperienced mothers - the most emotional audience and the one that shares the most with friends.
MãesHigh share
14
Dica - Reel 15s
O truque do palito: how to know if the bolo is ready
Ultra basic information that millions of people don't know. Simple content with huge scope for those who are just starting out.
InitiatorsViral
15
Recipe - Carrossel
Como fazer pasta de açúcar caseira com 3 ingredientes
Free fondant recipe - shows generosity and creates desire to learn more with Rosy in paid courses.
Lead magnetAlto save
16
Erro comum - Reel
Why does the bolus sink in the centre (and how to avoid it)?
A dúvida mais pesquisada de confeitaria doméstica. Conteúdo de solução de problema com salvamentos altíssimos.
Problem+SolutionSave
17
Utensils - Carrossel
The 10 essential tools for a beginner confectioner
Guia de compra que as iniciantes guardam e partilham. Potencial de parcerias com marcas no futuro.
GuidePartnerships
18
Bilíngue - Reel
Birthday cake without oven (em espanhol e português)
Conteúdo bilíngue que alcança tanto o público hispanófono de Madrid quanto a comunidade lusófona online.
Double reachEN+PT
💼 Category 4 - Entrepreneurship & Business
Rosy speaks as an equal - not as a distant coach, but as someone who has experienced real challenges. That is what converts.
19
History - Reel Series
How to open Rosy Cakes do zero in Madrid
The most important series of the profile - the beginning, the mediation, the first orders. It can be divided into several episodes.
SeriesHigh rangeViralise
20
Vulnerability - Reel
O dia em que quis quis desistir - e por que não desisti
Honest emotional post about the most difficult moment. This type of content generates hundreds of comments of identification.
EmotionalComments
21
Prático - Carrossel
How to specify a customised bolus (with formula)
The number 1 question for those who want to start selling. Carrossel with concrete formula - very high save and share.
Alto saveEntrepreneurs
22
Real - Reel
Quanto custa abrir uma pastelaria em Madrid? The truth
Transparency on real costs - one of the most viralised content in the women's entrepreneurship niche.
Viral potentialTransparency
23
Identity - Reel
Being an immigrant and an entrepreneur - my true story
If applied to Rosy, this narrative is extremely powerful - it connects with the entire Lusophone and Latin community in Madrid.
IdentidadeComunidade
24
Prático - Carrossel
5 steps to start selling skittles at home legally
Practical and legal information that any aspiring confectioner needs. Very high potential for sharing and saving.
Partilha altaPractical
💗 Category 5 - Inspiration for Women & Mothers
Content that speaks directly to the hearts of the public. It is the pillar that makes people make friends and share.
25
Inspiração - Reel
Para a mulher que acha que não tem talento para nada
Direct and empathetic message for insecure women - the audience that most needs to hear Rosy's story.
Muito partilhadoMães
26
Family - Reel
Como ensinar os seus filhos a fazer bolos
A family activity that creates unsearchable memories - emotional content that mothers love to share.
FamilyEmotional
27
Reflexão - Reel
Letter to Rosy from 10 years ago
Emotional reflection on the course - a very partilhado format that fully humanises the personal brand.
Emotional ViralStory
28
Motivação - Reel
You don't need an expensive course to get started
Counter-intuitive message that surprises - perfect to attract those who are afraid to start due to lack of resources.
Counter-intuitiveShare
29
Emoção - Carrossel
O que a confeitaria me ensinou sobre a vida
Deep personal reflections that connect community with life values - the kind of content that is saved.
SavePhilosophical
30
Equilíbrio - Reel
How do I balance family, work and children?
The question that every enterprising woman faces - Rosy's honest answer generates a wave of identification.
MãesHigh comment
🔥 Category 6 - Viral & Interactive
31
Community - Story
Qual bolo devo fazer esta semana? (vote!)
Simple poll that makes the follower feel that she participates in the creation - then show the result and thank her.
Stories pollEngajamento
32
Nostalgia - Post
What is your childhood bolus? Comment here!
Simple question that generates dozens of comments for nostalgia - the most powerful emotional trigger on Instagram.
CommentsViral
33
UGC - Challenge
Challenge: recreate this bolo and mark me!
Monthly challenge with symbolic reward - generates content created by followers and attracts new audiences through shares.
UGCNovo público
34
Humour - Story
Orders I received this week (the most critical)
Show unusual orders with humour - content that every confectioner and customer understands and shares immediately.
HumourStory series
35
Reação - Reel
A reação da cliente ao ver o seu bolo pela primeira vez
With the authorisation of the client - authentic emotional reactions are one of the most viable contents of the category.
Emotional ViralPartilhas
36
Community - Post
Celebrating a follower who did my gig!
Repost and celebrate when a follower tries to make a Rosy-inspired bolus - it creates a deep emotional bond.
LoyaltyUGC
🗓️ Categoria 7 - Datas Especiais & Sazonal
37
Dia das Mães - Reel
O bolo perfeito para surpreender a sua mãe
Special tutorial for the biggest sales date of the year - publish 2 weeks in advance to maximise reach and orders.
SazonalBandages
38
Natal - Reel
How to make a Natal bolus that impresses
Tutorial natalício com técnicas festivas - conteúdo que viraliza na época e gera encomendas para dezembro.
NatalViral seasonal
39
Halloween - Reel
Bowling scares that are easy to make
Fun Halloween tutorial that any mother can try at home - very powerful at this specific time of year.
MãesSazonal
40
Trends - Carrossel
Trends in wedding balls for 2026
Conteúdo de tendências que noivas pesquisam ativamente - atrai um segmento premium de alto valor de encomenda.
SEONoivas
💰 Categoria 8 - Conteúdo de Vendas (Soft Selling)
41
Portfolio - Reel
Revelando o bolo mais bonito que já fiz
Showcase of the best work in backstage storytelling - creating desire and quality reference at the same time.
PortfolioDesejo
42
Product - Reel
How to order a cake at Rosy Cakes
Explains the process without sales pressure - answers the questions of those who are considering ordering.
FunilConversão
43
Workshop - Story
New: presence workshops ateliê
Workshop advertisement with virtual tour of the space - creates anticipation and desire to participate before opening the doors.
LaunchWorkshop
44
Course - Reel
How does my online decoration course work?
Demonstration of the course content without revealing everything - generates interest and enrolments in a natural and unforced way.
CourseSoft sell
06 - Editorial Calendar
Typical week - 5 publications
Consistency exceeds frequency. Starting with 5 posts per week is sustainable and enough to grow consistently.
Second
Motivação & empreendedorismo - open the week with energy
Reel
Terça
Carrossel educational - tutorial, dica, guia prático
Carrossel
Quarta
Frames & real rotaries - the workshop, the process, Rosy at work
Reel
Quinta
Showcase of the gig of the week - finished product, high quality
Photo
Sixth
Artistic process - special technique, details, making-of
Reel
Saturday
Stories em série - o dia mais movimentado do ateliê, ao vivo
Daily stories
Sunday
Personal inhalation / rest - ou reel leve de reflexão
Optional
📌 Regra de ouro dos Stories
Stories must be published on a daily basis - even if it's only 2-3 frames. They keep the profile active at the top of the list of followers' views and the algorithm rewards this consistency.
07 - Primeiros 3 Segundos
Phrases that param or scroll
The first 3 seconds of a Reel decide if anyone attends until the end. These phrases were created specifically for Rosy's audience.
"Comecei do zero em Madrid e hoje tenho clientes à espera 3 semanas - deixa-me contar como.
"This mistake cost me an entire wedding bolo. Learn with my story.
"São 5h30 da manhã e já estou na cozinha - mas este bolo vale absolutamente tudo.
"If you are a mother and want to make your child's birthday party, start here.
"No one told me this when I opened my bakery in 2016. I'm telling you now.
"A cliente chorou quando viu o bolo. Eu também quase chorei. Vê o resultado.
"Do you want to own a bakery? Let me tell you what nobody tells you about this business.
"In 45 seconds I teach you the trick I use in all my wedding parties.
As Roseiras 🌹
A comunidade que vai florescer à volta da Rosy
One of the most powerful elements of reference profiles is to create an identity for the community - a loving name that creates a sense of belonging. Julia Postigo has the "Labinhas". Rosy will have the Roseiras: women who, like Rosy, flourish through business and entrepreneurship.
08 - Community
How to build the Roseiras
An engaged community is worth more than 100,000 passive followers. Here's how to create this genuine link.
10 - Action Plan
The next 6 months - step by step
The path is progressive. Each phase builds on the previous one. Consistency surpasses perfection at every stage.
Update the bio with the new positioning "Pasteleira & Empreendedora"."
Trocar foto de perfil para foto da Rosy no ateliê - sorrindo, com avental
Reorganise the highlights with the new structure (ABOUT ROSY, BASTIDORES, LEARN HOW TO, COURSES, ROSEIRAS)
Publish the first personal presentation Reel - tell Rosy's story
Define colour palette and consistent visual aesthetics for the posts.
Start daily stories - even if they are simple, 2-3 frames per day.
Establish a cadence of 5 posts per week - consistency above all else
Iniciar a série "Como abri a Rosy Cakes do zero" - 4-6 episódios
Publishing the first educational tutorial and using the weekly question box
Fazer as primeiras 2 Lives ao vivo com a comunidade
Collaborate with 2-3 partner accounts in Madrid (photographers, event organisers)
Analysing what content generates more reach and doubling the bet on these formats
Officially launching "As Roseiras" - announcing the name and creating an identity
Creating the first community challenge with symbolic reward
Começar a repostar conteúdo de seguidoras que fizeram bolos com as dicas da Rosy
Launch free mini-course to attract emails - first step in the funnel
Create a Telegram group for the first rosemaries of the community
04
Monetisation
A partir do Mês 6
Launching the first face-to-face workshop ateliê - an exclusive experience for Roseiras
Create and launch the basic online bowling decoration course (€47-97)
Explore partnerships with brands of ingredients and confectionery utensils
Launch premium mentoring programme for those wanting to open their own bakery (€497+)
Review the entire strategy on a quarterly basis based on the results obtained.
50K+
Followers
12-month goal on Instagram
5%+
Engajamento
Taxa média a manter (média do setor: 1-2%)
1K+
Roseiras
Loyal community in the newsletter + Telegram
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