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Marianne from Sanoste wants to bring joy and wellbeing for the elderly


Marianne Dannbom never thought she would want be an entrepreneur. Now she happily and proudly leads a company named Sanoste – the "Airbnb of elderly services" – and wants to bring joy and wellbeing for all the elderly.

In our interview with Marianne, we dig into her entrepreneurial past in more detail.


1. Why did you become an entrepreneur?

Actually my friends had repeatedly said that I should be an entrepreneur and I had always replied: "Never in my life.” But when I saw a great need that nobody was satisfying, I was ready to change my mind. That need was supplying versatile virtual services for the elderly to support their independent living at home and to bring them happiness and recreation.


2. What are you like as an entrepreneur?

I am an open, optimistic, supportive and let's-get-it-done type of person, and as an entrepreneur I do have the same features. And I try to inspire others and keep in my mind that people are motivated by different things.


3. What makes the story of your personal career interesting?

I have always been a sales person, even as a child. I used to shave the head of my grandfather and I always started from the middle and after that negotiated with him the price of the haircut. So I made sure the customer could not run away.

But seriously, I have a long international career in the medical technology. And after that I did development work for social and healthcare sector for the cities of Helsinki, Espoo and Vantaa. During that time I was involved in several pilots of virtual services, followed closely the progress of the technology but also noticed that more services are needed to support the elderly living at home. This was the reason for creating a new company.


4. What is your biggest professional accomplishment?

There are many accomplishments that I am very proud of. It is actually difficult to mention one. Starting the virtual home care in the City of Helsinki for sure is one. International launch of a new product in Datex was important for me and also promoting an entirely new innovation for measuring critically ill patients was exciting. And I do hope that the biggest accomplishment is yet to come.


5. What is your biggest professional blunder?

Frank Sinatra sings: “Regrets, I´ve had a few, but then again too few to mention.” I fully agree with him.


6. What is your dream for your company?

My dream is that Sanoste virtual services will be an internationally known and recognised way to take care of elderly people. I also dream that elderly people can age with dignity and enjoy their life even when they are not able go out of their home.


7. Who is your role model and why?

This is a tough one. There are a lot of people that I admire very much but I have never really considered them as my role models. I guess I am more concentrating on improving myself so that each morning I can say to my reflection in the mirror: “I love you.”


8. What motivates you?

For sure the positive feedback from customers and elderly people makes my motor run even faster.


9. Why equity crowdfunding and why with Invesdor?

Next month we are launching Sanoste mobile applications and the crowdfunding is also a marketing measure to create awareness for these. As we are starting in Finland, Invesdor seemed a very natural choice.


10. Why would you invest in your company? Give three reasons.

1. Large and growing market potential

2. Good team

3. Services already available


Read more about investing in Sanoste


Written by Invesdor