Business & Tech

Carlsbad Businesswoman Shares Secrets to Success

Carlsbad Patch chats with Susanna Kinnefors who took a leap of faith and started Age Advantage in Carlsbad.

Carlsbad Patch: What is Age Advantage?

Age Advantage specializes in meeting the needs of older adults by providing affordable, comprehensive, non-medical care and companionship to help clients remain independent, in control and at home.

Services include meal preparation, medication reminders, light housekeeping and laundry as well as companionship, planning, shopping and personal assistance. Assistance is available from to 24 hours a day, two to seven days a week.

Interested in local real estate?Subscribe to Patch's new newsletter to be the first to know about open houses, new listings and more.

Carlsbad Patch: Tell us a little bit about yourself.

I was born in Los Angeles, Calif. and was two years old when my family moved back to their home country of Sweden. About 30 years ago, after my mother died of cancer, my dad moved to Carlsbad while I stayed in Sweden with my immediate family. This was as a very difficult transition for me. I was raising a young family in Sweden while attempting to visit my father frequently in the U.S. For years, I dreamed of living and working here, so when my children graduated from high school and decided to study in the U.S., we knew it was the perfect time to move. We sold our home in Stockholm, bought a small apartment and used the rest of the money to start .

Interested in local real estate?Subscribe to Patch's new newsletter to be the first to know about open houses, new listings and more.

Today, my dad is 86 years old, still lives in Carlsbad, and is one of the best advisors on senior life and standards of senior living. He is the ultimate resource and I cherish his advice. He motivates me to provide the best care possible to seniors in San Diego North County.

I feel fortunate to run a business that I truly enjoy and believe in. However, it can be a huge undertaking. It’s easy to get caught up in the daily tasks and lose focus. I had to find ways to simplify and streamline things in order to succeed as a business owner – especially in the home care industry that requires 24/7 availability. I have learned to start at the epicenter with the things I have to do and work my way out. This has also come in handy in my personal life!

Carlsbad Patch: Explain your career path to where you are now and why you choose that path.

Caring for people has always been an important part of my life. It’s how I started my professional life and I’m happy to have witnesses it come full circle. For many years, I was a clinical social worker and psychotherapist before starting a corporate career at Ericsson in Sweden, where I worked for 10 years before moving to the U.S. and opening Age Advantage.

While considering the most appropriate venue for my business, I have to admit that I went back-and-forth between a few different concepts. However, at some point, you have to stop analyzing and make a decision. In my corporate career, I had a very fulfilling job developing individuals, teams, and organizations. I loved exploring and communicating with others and even enjoyed some work abroad. So my decision to pursue a career in home care was more a natural transition to continue developing and caring for people than a dramatic break from my past career.

While the decision to open Age Advantage was natural and exciting, it was a huge step and required much forethought. I initially worried about making the change – would I risk everything? My financial security, my future, my relationships? When you make a big move, you have to be willing to sacrifice some of your adjusted conveniences. You also have to be flexible and willing to adapt and, in my case, adjust to a new culture and a new business simultaneously. I am so happy to be here and do what I love.

Carlsbad Patch: What challenges did you face getting the Carlsbad business off the ground? 

For me, the biggest challenge was taking the leap. You can’t work for more than 25 years as a clinical social worker and management consultant for public and private organizations without learning much about yourself and others. If you’re willing to learn, life will usually present wonderful opportunities to learn and grow – that’s something I remind myself of daily.

There will always be challenges, but it’s important to keep life in perspective. Caring for others is an art, and the art of giving care depends on a companionship to give the care substance. As we age, our world shrinks. The smaller one’s world, the more important one’s home and surrounding become. I have even seen how much my own father cherishes the comfort of him home. This is where he started a new life, in a new country, without my mother. It signifies bravery and independence. These admirable qualities are what I hope to instill in others as they age.

Carlsbad Patch: What advice do you have for other woman entrepreneurs balancing a family, community involvement and a business? 

The best advice I can offer is don’t lose sight of your overall goal. As a daughter, wife and mother, I understand how difficult it can be. You will have limited time and resources, so one has to stick to what’s truly essential, otherwise you will not survive or be successful. There were times at the beginning of the process when I questioned if business ownership was for me. It didn’t take long for me to realize that the rewards are gratifying and the clients, their families, and our caregivers make working enjoyable.

Many women are organizers and planners, those things can both be positive and negative. We tend to spend lots of time worrying about planning the next event for the family or even the next meal! We need to learn to advert this mentality to a business setting. If you do, the benefits will be worth it!


Get more local news delivered straight to your inbox. Sign up for free Patch newsletters and alerts.

We’ve removed the ability to reply as we work to make improvements. Learn more here