Melissa's founder transformed a small New York City kitchen-based business into a successful cupcake empire.

• Melissa Ben-Ishay, after being fired from her corporate job in advertising, started a cupcake business by cold-calling from her bedroom and delivering orders via the subway.
• Melissa's baked goods business has grown into a "cupcake empire" with 14 physical locations and global delivery.
• As CEO of the company she founded and a viral chef and cookbook author, Ben-Ishay has gained millions of followers on TikTok and inspired celebrities to recreate her recipes, not just the cupcake ones.

Melissa Ben-Ishay, founder of Count Baked, is among the successful entrepreneurs who left the corporate world to start their own businesses.

Ben-Ishay worked at an ad agency in New York City before starting her company. She felt unfulfilled in her role and was fired, which was an "aha moment." She visited her brother at work and he suggested they start a business selling her cupcakes. They quickly created a website and shot images of cupcakes using a white sheet as a backdrop.

In 2008, Ben-Ishay was busy delivering cupcakes to tastings, contacting caterers via phone from her bedroom, and transporting her signature tie-dye treats on the subway from her small New York City apartment kitchen.

Melissa's baked cupcakes in tie-dye boxes would soon become a staple in the city, with her big break coming when Cafe Bari's owner offered her the use of their commercial kitchen in exchange for selling her cupcakes at cost during NYC holiday markets.

At a recent CNBC event, she remembered how seven months after founding the company, her dad drove from Bergen County to help her move her belongings from her small kitchen to the basement of Cafe Bari.

Baked by Melissa, which had already been generating organic foot traffic, experienced a surge in popularity after the press caught on, causing people to line up around the corner. A year after moving into the Cafe Bari space, the company opened its second location in Union Square.

After its inception, Baked by Melissa has expanded globally with 14 physical stores, international shipping, and a massive TikTok following of over 2.5 million. Additionally, Ben-Ishay has assumed the position of CEO and released her second cookbook, "Come Hungry."

Social media has become increasingly important in building the "cupcake empire."

In 2021, Ben-Ishay's "green goddess" salad recipe became viral on TikTok and was Google's No. 6 most-searched recipe nationwide, with 1.6 million searches in 2022. The recipe, which was recreated by celebrities like Cardi B and Lizzo, led to Ben-Ishay appearing on the Today Show and later posting a recipe for "green goddess" ranch, which amassed nearly two million more views than the original recipe. Now, fans keep tabs on the recipes and routines Ben-Ishay shares on TikTok.

"Social media can be an incredible tool," she said in an email to CNBC. "By maintaining the right attitude, showing up every day, listening to your audience, and creating quality content, you can accomplish anything."

Ben-Ishay refused to discuss the impact of a TikTok ban in the U.S. on her.

Ben-Ishay has moved beyond the cupcake brand with the help of becoming a cookbook author and social media success.

"She expressed her desire to convey her philosophy of prioritizing nourishing ingredients in every meal and to instill confidence in the kitchen through her recipes, which can be used with any ingredients."

Barriers to success for female founders and CEOs

Despite facing numerous obstacles, such as limited access to funding and skepticism from male-dominated investors, studies indicate that the number of female entrepreneurs is on the rise. Additionally, more women are investing in female-led businesses. These capital market challenges contribute to research showing that women often lack confidence in starting a business, despite evidence suggesting that female-run businesses outperform the market. As a result, ETFs have been created to track women-led companies.

Ben-Ishay said she has experienced gender-based obstacles firsthand.

"Despite the challenges of succeeding in business, some are more unique to women. Women often lack confidence while men are overconfident. I became CEO of my company in 2019, but I doubted my abilities at first. I was wrong."

Ben-Ishay, now a successful CEO and social media personality, has built a brand that stands out. The unpredictability and freedom of entrepreneurship bring her fulfillment, as she enjoys stepping out of her comfort zone and tackling challenges.

""That's when we learn and grow the most," she said, as she embraced it."