Preheat oven to 350º F/180º C. Line a 10 x 13 inch / 25 x 33 cm or similar baking tin with a sheet of parchment paper.
In a bowl combine flour, starch, cinnamon and baking powder. Mix well and set aside.
In a large mixing bowl beat the egg whites with an electric mixer at a high speed, until thick and foamy: 2-3 minutes
In another bowl beat egg yolks with the sugar and vanilla until pale and thick.
Gradually add the dry ingredients to the yolk mixture, folding them gently with a rubber spatula. At the end fold also the egg whites into the mixture.
Spread the batter on the prepared sheet.
Bake for 15-20 minutes or until a toothpick inserted in the centre comes out clean and cake is lightly golden on top.
Place the cake together with the sheet on a clean kitchen towel. Roll it up with the towel and let cool, until preparing the frostings.
In a large mixing bowl cream butter and powdered sugar until fluffy. Add vanilla and cream cheese and beat until smooth and creamy.
Divide the frosting into two more or less equal parts.
Add the coconut sugar and the ground cinnamon to one half. Mix very well to combine.
Unroll the cake base and carefully remove the paper to avoid breaking the cake.
Cut the base into two equal strips, dividing them through their shorter side.
Spread the cinnamon frosting on the strips. You can reserve 2-3 tablespoon for decoration.
Start rolling up one strip on its longer side. When you come to the end, place the second strip next to the first one, without them overlapping. Continue rolling up until you create a roll.
Invert the cake on a plate. Make sure it is straight and even on the sides and then wrap it up with cling film. Let it cool in the fridge for 1-2 hours. If you are in a rush, place it in the freezer for about 30 minutes so that it holds shape.
Frost the cake on top with the cream cheese frosting. Decorate with the reserved cinnamon frosting or simply create swirl shape with a spoon on the top.
Refrigerate for at least 4 hours before serving.
Depending on which country you live in, there are different standard sizes of baking sheets. In US you can use 10 x 13 inch tin but in Europe you can use 30 x 35 cm or similar size.
This is a small cake: 5-6 inches/ 13-16 cm. For a "normal" sized cake double the ingredients and bake two cake layers to make 4 strips.