CLIENT: Catlin Panelo

Building Community Through Wine

Catlin Panelo is an Esthetician and Dancer who wanted to pivot to the wine and food market. She has a passion for using wine as a connector for bringing community together. Catlin needed help understanding how to build her brand as an expert in the wine space. She had ideas about being an influencer in the crowded wine and food space, but not clear direction on organization and how to stand out.

Impact

CLARITY
DIRECTION
ALIGNMENT
MOTIVATION

Catlin gained clarity on the values that drive her, the direction she wants to take her career, the people she wants to connect with, the service she provides, and action steps to move forward.

Ikigai is a Japanese term that translates into “a reason to live.” It’s a concept that encourages people to discover what truly matters to them and to live a life filled with purpose and joy

I started Catlin’s brand strategy by explaining the concept of Ikigai as a way exploring the connection between entrepreneurship, purpose, and passion. This laid the foundation for understanding how to move into career alignment, and by extension, life alignment.

Challenges/blockers exercise

Challenges

One of the first workshop exercises I ran with Catlin was the Challenges/Blockers exercise. In the Challenge exercise, we list the main challenges Catlin has in reaching her goals. Below are the top 4 challenges.

Blockers

The next exercise we did the Blockers exercise. A blocker is mechanism that hinders progress or growth. Oftentimes they are self-perpetuated stumbling blocks that we place in front of ourselves due to deep rooted fears. Below are the top 3 challenges.

Being vs Doing

In this exercise, we explored action and mindset, and ideated solutions to deal with the challenges and blockers. Most importantly, we ideated the mindset Catlin must have to move beyond fear and execute the solutions.

Solutions

Mindset

Catlin’s Core Values

Catlin Panelo provides wine knowledge to those curious-minded in a community-based journey with a unique voice. Helping them feel motivated and connected.

brand statement

User Profiles

Brenda

Archetype:
The Curious Trendy Professional

demographics

  • 34 yrs old

  • California

  • College educated

  • Full-time job

  • Salary is $100K/ year

  • Single, not married

  • No kids

  • Female

story

  • Goes out drinking often

  • Interest in expanding palette

  • Loves to travel

  • Likes to support friends

  • Seeks connection over several bottles of wine

  • Wants to social cache of being on “the scene”

needs

  • Digestible wine content

  • Tastings on camera

  • Live events

  • Heart to heart conversations over wine

SOLUTIONS

  • Wine education

  • Sense of connection (in person)

  • Personalized entertaining wine experience

  • A glimpse into the wine world

paul

Archetype:
The Mid-life Creative

Demographics

  • 46 yrs old

  • NYC

  • Male

  • College educated

  • Full-time job

  • Salary is $300K/ year

  • VP in entertainment

  • Used to run a wine bar

STORY

  • He has an interest in the wine scene

  • He keeps a network in the restaurant industry

  • Wants an ear to the street for his job

  • He likes creative expression in his job

NEEDS

  • He needs a connector

  • Someone with a network of trendsetters and actively attends trendsetting events

  • Needs a host for his company’s content

  • Needs a partner to promote products on social

SOLUTIONS

  • Provide him with knowledge of trends within the arts, wine, and food space

  • Collaborate on events

  • Leverage your experience and influence to sell his product

We did the goal prioritization exercise to focus on what the most important tasks are to generate revenue

Goal Prioritization

Revenue Priorities

1. Throwing wine and food events - Paid

2. Social media sponsorships

3. Wine 101 Basics - Paid