Catalina Escallon and Daniela Guarin of Noodo Studio on bringing ideas to market


Describe your business in a few words:

We are Catalina Escallon and Daniela Guarin, a dynamic duo with a serial entrepreneurial spirit. We are Co-Founders of Noodo, an idea accelerator studio, where we cultivate, accelerate and bring ideas to market. We help brands come up with creative solutions for challenges they face like: creating innovative marketing campaigns, finding their message, visual identity, content creation and more!

What made you take the leap to start your own business?

The bottom line was that we both wanted something more in our careers. We wanted to feel more valued and connected to what we were creating. We actually started during COVID, Cata had been urging to start something on her own so she had the idea, and 2020 happened, and it ended up being the perfect year to take the leap of faith.

What was your background prior to starting your own business?

Cata’s background is in graphic design and Dani’s background is in strategy, and we both share industry experience in both product management and product development in the interior design space.

Did you always know you wanted to be an entrepreneur?

Cata always knew, ever since we met we’ve been dreaming about working on our own thing. However Dani took a bit more convincing since she said she wasn’t ready to be an entrepreneur.

Take us back to when you first launched your business, what was your marketing strategy to get the word out and did it go as planned?

Cata launched in March 2020 when the pandemic just started, and Noodo officially launched in September 2020. We went after people in our industry first, with contacts we had and referrals but we quickly realized that our offering was more powerful with startups and small businesses as they are in stages we can interviene more successfully.

What is the biggest challenge you have encountered along the way and what did you learn from it?

When we first started we gave client big reports and data which no one read. We used to spend so much time in these reports that no one read, so we needed to adapt. We created new processes and now we work on a workshop base method. We are co-creators with our clients. We are the experts, but we are also facilitators, moderators and producers of their ideas.

What is the accomplishment you are the most proud of to date?

We started Noodo with no resources, without raising funds and just an idea. There was a lot of uncertainty as if it was going to work and if it was even worth it. We put together our business plan and marketing strategy in just a couple of months and we launched! It’s been incredible to see how every-time we work with a new client the process and the experience gets better. Seeing it evolve and our ability to adapt in that evolution has been really rewarding.

Do you believe in work/life balance? What are some of your best tips?

It is something we strive for everyday. We believe in work/life balance but also in having fun while working. The reason we left our jobs was because we had no motivation at work, so we started chasing a new type of motivation. As en entrepreneurs sometimes we forget to disconnect but I think remembering to do one activity in the day that is for you and is not related to your business is crucial, eg: working out, embroidering, whatever makes your heart sign. We also are huge believers in taking care of your mental health, as your business is a reflection of yourself, and when you are ok your business thrives.

What’s a piece of advice you can share that you wish you’d known when you first started your Entreprenista journey?

“It does not have to be perfect.” Sometimes all you have to do is launch. Follow the leads, go connect with people, network, put yourself out there. There will be a community of people that like what you do, you just have to go after them. Knock on everyone’s door, ask for advice, ask to be featured, collaborate with people. The worst answer is only a no (or maybe no response) but life goes on and another person will say yes! And those are the people you’d want work with.

What have you achieved recently that you’d like to celebrate with our community?

We are working in a series of workshops that touches on everything we offer in a condensed format. This will allow more people to be able to access our content at more affordable prices. We want to reach more people that are still in baby stage and for them to be able to benefit from the services we provide.

What’s next for your business? What can we expect to see over the next few years?

We want to work with more female founders and women from diverse backgrounds and cultures. We think that we bring a diverse perspective and we want to see more women like us thriving. We are all about building community, so we want to keep expanding our own.

What excites you about being Entreprenista League members?

Connecting with so many amazing women! Being able to learn from them, get mentorship, and uplift one another brings so much value. We believe in community and in finding people with similar mindset and values.

Share it!

Posted in

Leave a Comment

Chef Joanne Thomas on Transforming Her Passion into A Culinary Business

“I didn’t realize that it was my gift. I know it was something that I enjoyed and it’s something that I loved, but I didn’t learn that it was my gift until I got into my 30s.” As a young girl, Joanne Thomas used her Easy-Bake Oven to make the best light-bulb-baked brownies that anyone…

April Gargiulo on Addressing the Luxury Skincare Market Gap

“So often in the beauty world the purpose of the communication is to create a sense of fear and insecurity and I refuse to participate in that.” In this episode of Entreprenista, we sat down with April Gargiulo, founder and CEO of Vintner’s Daughter, a Nutritional Skincare brand founded on the principles of unparalleled quality…

Cigdem Oztabak on Her Marketing and Communication Consultant Company

Hi, Cigdem! Please share a brief introduction about yourself and your business: Hi, I’m Cigdem. With over 21 years of experience in marketing and a fervent entrepreneurial spirit, I bring a comprehensive background in product marketing, communication, and content marketing focused on B2C mobile fintech app, B2B software sectors. Currently, I serve as a panel…

Keynote Speaker and Success Coach Rosann Santos on Her Business Journey

Hi, Rosann! Please share a brief introduction about yourself and your business: Hi, I’m Rosann Santos, a keynote speaker and success coach. I enjoy coaching my clients by using their strengths to move them forward. My exceptional communication skills in both English and Spanish allow me to stand out above the crowd. I empower, enlighten,…

Veteran Sherrie Bryant Shares About Her Aromatherapy and Essential Oil Company

Hi, Sherrie! Please share a brief introduction about yourself and your business: Hello, My name is Sherrie Bryant. I’m a veteran and woman-owned business. I served 31 years of service in the United States Army. I founded BLK ESSENSE, LLC, with one goal: to provide handcrafted and high-quality fragrances made from essential oils. BLK ESSENSE…

Transforming E-commerce Brands with Data-Driven Email Marketing with Shlesha Pandey

“I’ve tried so many things, I’ve been in the feast and famine cycle. First you struggle to get clients or customers and then you struggle with your marketing to keep up with that. It’s never ending. There’s always something to do and it’s important to take a pause and step back and look at how…

Mastering the Art of Serial Entrepreneurship with Divya Gugnani of Wander Beauty & 5 SENS

“Every email that goes out with a pitch to tell someone about the brand—they may not answer, they may not opt in for product, and we may not gift them, but I built one more touch point of brand awareness and maybe [they] read that email and discovered our brand. You have to be what…

Style Meets Comfort With Alexa Stimpfel’s Company, The Shoe Fairy

Hi, Alexa! Please share a brief introduction about yourself and your business: My name is Alexa! I am the visionary entrepreneur behind The Shoe Fairy, where style meets comfort in the world of high heels. I am a shoe designer, e-commerce expert, a trailblazer in the bodybuilding industry, and above all, a mother. I founded…

Alexia Dubois’ Company Offers Sustainable, Luxurious Kid’s Apparel

Hi, Alexia! Please share a brief introduction about yourself and your business: Hi, I’m Alexia. At Shop Amour USA, we offer a unique selection of carefully curated European kid’s clothes brands that embody our strong values and commitment to quality. Our exclusive collection of premium kid’s clothing is designed and produced in Europe. We work…

Sandra Morno Helps Women Entrepreneurs Manage Their Money

Hi, Sandra! Please share a brief introduction about yourself and your business: I’m Sandra Morno, a tax strategist and IRS Enrolled Agent, and I run SSBM Consulting LLC. I specialize in helping women with six-figure service businesses in the U.S., who live abroad or travel, manage their taxes. My mission is to educate and save…

Conquering Financial Trauma with Alejandra Rojas

“We learn the financial services, we learn what is in that system. We don’t learn about our relationship with money. We don’t learn about our relationship with success. We didn’t learn anything that has to do with the emotional and mindset side of money. You might know the instruments, you may know the old literacy…

Emily Walker Created Her Own Freedom With a Medical Credentialing Business

Hi, Emily! Please share a brief introduction about yourself and your business: Hi, I’m Emily, the owner of Integrity Medical Credentialing Services. I help providers build a strong base for their practice by ensuring they are connected correctly to the insurance companies needed and that their credentialing and information are accurate and current. What excites…

Building a Beauty Empire from the Ground Up with Kitsch Founder, Cassandra Thurswell

“I realized with every business that I’ve ever had, that is my strength, being of service. I’m an excellent waitress. I am an excellent people pleaser. I will serve until the day I die because I genuinely love doing it so much.” In this episode of Entreprenista, we sat down with Cassandra Thurswell, Founder and…

Carissa Jennings on Turning Pain Into Passion With Her Beauty Supply Store

Hi, Carissa! Please share a brief introduction about yourself and your business: Hi, I’m Carissa Jennings, a widowed mother of one child and inspiring author of a memoir I’ve been working on since 2016. A year after the death of my terminally ill father, I turned entrepreneur by turning my pain into my passion. I…

Christina Nicholson on Her Modern Marketing Agency, Media Maven

Hi, Christina! Please share a brief introduction about yourself and your business: I’m Christina, I’m a journalist, national TV producer, and publicity and content creation agency owner of Media Maven. Our three-part YES Method amplifies the brand’s media exposure without breaking the bank. I started Media Maven after working as a local TV anchor and…