Whisk the flour, sugar, salt and yeast together.
Heat milk and butter in microwave until butter is melted and milk is warm to the touch.
Combine the milk mixture with dry ingredients. Add egg to mixture and beat the mixture until a soft dough is formed. You can mix by hand with spatula or with hand or stand mixer.
Turn the dough out onto a lightly floured surface and knead the dough for 3 minutes or until dough "springs back" when you poke it with your finger.
Form the dough into a ball and cover it with a clean towel or plastic wrap and let rest for 30 minutes.
After 30 minutes, using a rolling pin, roll out the dough into a rectangle shape approximately 12 inches by 15 inches.
Spread softened butter over dough and sprinkle with cinnamon and sugar. (I would recommend to combine cinnamon and sugar prior to sprinkling it on the dough)
Cut the dough lengthwise into 4-6 strips.
Roll up 1 strip and place it into a greased 9 inch round baking dish
Coil the remaining strips around the center roll, starting each strip at the end of the previous one. Alternately, roll the entire roll on the countertop and then transfer to round baking dish.
Cover the roll and allow to rise until double in size; this will take approximately 1-2 hours.
Preheat oven to 350°F
Bake for 30-35 minutes until golden brown. Remove from oven and allow to cool while mixing up icing/frosting.
Depending on which topping you choose; either glaze the roll with icing or spread the frosting on the roll.
Cut with a sharp knife into pie wedges and enjoy!