If you have been fortunate enough to try one of Dedun’s cakes, like me, then you would understand why I am this ecstatic. In this article, the CEO of Dedun’s cakes, Dedun Oluwo, talks about how she transitioned from being a medical doctor to owning and managing a cake/pastry business in Lagos,Nigeria. 

I mean, what are the odds?

What is the genesis of Dedun’s cakes?

I went to school in Hungary in 2009, the apartment I got had already existing furniture and tools, so I started experimenting with some of the recipes I found on YouTube. My friends quickly became my taste buddies, as I wasn’t commercializing my cakes then.

How did you make your first sale?

Six months down the line, six months of testing out a million and one recipes, I had baked as usual, for myself,  and I had a friend who I gave some to taste, and there and then, she asked me how much the cake costs. I was bewildered! I told her I wasn’t selling, that I made it to eat. And she said “okay, but how much can I pay you to bake this for me”

And that was it! I started Dedun’s cakes as a side business, while being a medical student.

Really interesting stuff. I can imagine the shock on your Nigerian parents faces when you told them you were ditching the almighty Medicine to become a baker

At first, I was combining medical school, and Dedun’s cakes. I finished my program, and moved back to Nigeria. I worked for a bit, and had Dedun’s cakes on the side. I decided to quit my job during the pandemic, and focus on Dedun’s cakes. It also helped that my family is very supportive.

Have there been any challenges so far?

The prices of things due to unstable exchange rates are becoming outrageous. I just changed prices on my menu, and the price of butter has gone up by almost 50%. 

Another challenge I have experienced is staff sourcing, it is a lot of work. I had somebody work with me for six weeks to come and steal my recipe, and start her business.

I now have someone that helps with recruitment, so I don’t bother as much with that.

Did you ever regret it?

When I resigned, I had a small whiff of regret, but everything played out how it was supposed to, and now we are here

What do you think is the biggest character trait that has made you a successful entrepreneur?

I would say discipline

Any word to younger entrepreneurs?

Always start as a side hustle. If you are a student, it’s okay to have a passion, but don’t just leave school, finish first. Also, don’t be desperate to grow so you don’t put so much pressure on yourself.

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