“Entrepreneurship is an emotional rollercoaster” with Saima Adil Zafar
I had the pleasure of interviewing Saima Adil Zafar, founder of True Homecare Ltd. In our conversation, she discusses her journey as an entrepreneur, the challenges she’s faced building her business, and the key lessons she’s learned along the way. Whether you’re just starting out or looking to grow, Saima’s insights offer practical inspiration and guidance.
1. What inspired you to start your business, and what problem were you passionate about solving?
True Homecare was born from a personal experience, when I struggled to find high-quality, truly personalized care for a loved one in Stockport and Wilmslow. This experience highlighted a critical gap in the homecare sector: many companies couldn’t offer a bespoke, tailored approach that provided the trust and peace of mind families needed. I was inspired to build a company that would genuinely treat every client as an individual, offering care that isn’t just about completing tasks but about building meaningful relationships. Our mission is simple: to ensure that every person we care for receives the best possible service that respects their needs, interests, and wellbeing. True Homecare is about making people feel truly seen and heard, not just as clients but as individuals with unique stories.
2. How did your early days as a founder look? Can you share one moment that tested your resilience?
In the early days, it was all about building trust. We were a small, family-run business with big aspirations but limited resources. One moment that tested my resilience was when we had a family who needed urgent care but were hesitant about choosing a new provider. We didn’t have a large marketing budget, but I went the extra mile, speaking to the family personally, walking them through our personalized approach, and listening to their concerns. We delivered exceptional care, and that family became some of our strongest advocates. That experience tested my patience, but it reinforced the core value that relationships and trust are key to lasting success. It reminded me that small steps and personal connections are what drive growth.
3. What’s the meaning behind your business name or brand identity?
"True Homecare" reflects our commitment to authenticity, integrity, and respect. As a small, family-run business, we’re not interested in being just another care provider, we’re here to offer care with a difference. True Homecare is CARE YOU CAN TRUST. The name itself speaks to the heart of our service: true care, grounded in real relationships. It’s about doing more than providing a service; it’s about genuinely making a difference in people’s lives, supporting them in their own homes with respect, compassion, and an unwavering focus on their individual needs. We strive to ensure that our clients always feel like they matter and that their well-being is our top priority.
4. What were the first 3 things you did to build momentum in your business?
The first thing we did was build a small, passionate team. This is a family business, so finding like-minded individuals who shared our commitment to personalized care was key. Next, we focused on forming strong relationships with local healthcare professionals and the Stockport and Wilmslow community. Networking was critical to getting the word out about True Homecare and showing how we could make a positive difference. Lastly, we built our reputation by providing impeccable care that exceeded expectations. Our work speaks for itself, word of mouth has always been our best form of marketing.
5. How did you land your first paying customer or client?
Landing our first paying client came from building genuine relationships within our community. After a referral from a local healthcare professional, we met with the family, listened to their specific needs, and shared our philosophy of personalized, compassionate care. What set us apart was our willingness to listen and adjust our services to fit their loved one’s needs, rather than taking a one-size-fits-all approach. That client became not only a regular customer but also one of our biggest advocates, helping to spread the word about True Homecare’s approach to care.
6. What’s one “micro move” that created outsized impact in your growth journey?
One micro move that created an outsized impact was focusing on companion care services. We understood that homecare isn’t just about physical assistance; it’s about emotional and social support too. By offering companionship services, whether it’s helping clients go on outings or just spending time chatting, we were able to provide a deeper level of care that made a significant difference in our clients' quality of life. This focus helped us differentiate ourselves from other providers and created a sense of trust and loyalty within our community.
7. How do you manage the emotional highs and lows of entrepreneurship?
Entrepreneurship is an emotional rollercoaster. I’ve learned that managing the highs and lows requires self-awareness and self-care. I take time to reflect on the bigger picture and remember why I started, making a difference in people's lives. There are tough days, but focusing on the people we serve and the relationships we build helps me stay grounded. I also lean on my team and family for support. Knowing I’m not in this alone helps me push through the difficult times.
8. What does your current work-life blend look like—and how has that evolved?
In the beginning, it was all about the business. Long hours, constant pressure to perform, and little time for myself or my family. But over time, I’ve learned the importance of balance. These days, I prioritize time for family, self-care, and reflection. My family has always supported me. They are the wind beneath my wings. Running a homecare business is a 24/7 responsibility, but I’ve come to realize that I can’t pour from an empty cup. As the business has grown, I’ve made space for life outside of work and I’m still evolving in how I balance both. It's an ongoing challenge, but one that is essential for maintaining my mental and physical health.
9. What are your favorite ways to build thought leadership in your space?
For me, building thought leadership isn’t about promoting myself, it’s about sharing the insights and experiences I’ve gained in this industry. I’m an advocate for empowering other women in business, particularly in the healthcare sector. I love sharing my experiences through LinkedIn and networking events, and I’ve also written for publications in the past. I think it’s important to have conversations about the challenges we face and how we overcome them. By being transparent and honest, I hope to inspire others to take the leap into entrepreneurship with confidence.
10. Can you share one risk you took that paid off in an unexpected way?
One risk I took early on was expanding our services before we had reached full capacity. It was a bit of a gamble, but I knew that demand for high-quality homecare services would grow as we built trust in the community. We started offering additional services, like live-in care, before we had the resources we thought we needed. To my surprise, the demand was greater than we expected, and it forced us to step up our game in terms of recruitment and staff training. That decision paid off in a big way by positioning us as a more versatile provider and accelerating our growth.
11. What are your favorite tools or systems for staying organized and productive?
For staying organized, I rely heavily on a few simple tools. I use Trello for task management and Google Calendar for scheduling, keeping everything visual really helps me stay on top of multiple responsibilities. But what’s been most effective is using a CRM system to track our client interactions. It’s incredibly important in the homecare industry to ensure that we’re providing consistent and personalized service, and these tools allow us to do that efficiently. Additionally, I’ve started using mindfulness apps like Headspace to help clear my mind and reset during hectic moments, taking care of my mental health is a tool in itself.
12. What marketing channels bring you the most qualified leads?
Our most qualified leads typically come from word of mouth and referrals. In our industry, trust is everything, and personal recommendations go a long way. That being said, we’ve also had success with social media, especially Facebook and LinkedIn, where we can engage directly with our community. People want to know who is behind the business, so sharing authentic, behind-the-scenes content really helps build trust. Lastly, partnering with local healthcare professionals and attending community events has been a great way to build relationships that lead to qualified leads.
13. What’s your approach to pricing your services or offers?
Pricing in the homecare industry is tricky. We aim to strike a balance between being affordable and delivering high-quality, personalized care. I believe in being transparent with our pricing structure and offering different levels of care based on individual needs. I want our clients to feel like they’re getting exceptional value, and for that, we sometimes adjust our packages to accommodate their unique circumstances. But ultimately, I never want to compromise on the quality of care we provide. We price our services based on the level of expertise and attention we dedicate to each individual, which allows us to stay true to our mission while also being fair to our clients.
14. What does success look like for you now vs. when you started?
When I first started, success meant simply getting the business off the ground, having clients who trusted us and knew that we cared. Now, success for me is about sustainability, growth, and impact. It’s not just about surviving, but thriving and continuing to make a meaningful difference in people’s lives. The scale of success has changed, but the foundation remains the same: providing top-notch care and empowering individuals to live life on their own terms. At this stage, success is also about creating a workplace where caregivers feel valued, supported, and excited to come to work every day.
15. What’s one piece of advice you’d give to a founder just starting out?
My biggest piece of advice would be: don’t be afraid to fail. When I was starting out, I was terrified of making mistakes, but I’ve come to realize that failure is simply part of the process. Every setback teaches you something valuable and ultimately makes you stronger. I also believe in the power of persistence and resilience, if you keep showing up, no matter how hard it gets, things will start to click. Surround yourself with a strong support system and take one step at a time. Entrepreneurship is a marathon, not a sprint, so pace yourself.
16. What legacy do you hope to leave through your business?
The legacy I hope to leave is one that embodies compassion, integrity, and empowerment. I want True Homecare to be remembered as a company that genuinely made people’s lives better, not just by providing services, but by creating a culture of care and respect. I hope to inspire others to see homecare not just as a job, but as a calling. My ultimate goal is to leave a lasting impact on the community, ensuring that the people we care for feel supported, valued, and empowered in their homes.
17. What can we promote for you (offer, product, launch, etc.)?
At the moment, we are focused on expanding our services to offer even more specialized care, particularly for individuals with complex needs. I’d love to promote our new training programs for caregivers, which are designed to empower our team and improve the overall quality of care we provide. We’re always looking for passionate individuals who want to make a difference, so anyone interested in joining the True Homecare team or learning more about our services can reach out to us.
18. Where can our readers/listeners find you online?
The best way to connect with me is through LinkedIn, where I regularly share insights about homecare and entrepreneurship. You can also visit our website at www.truehomecare.co.uk to learn more about our services and the work we do. We’re also active on Facebook, where we post updates and connect with our local community. I’m always open to conversation, so feel free to reach out!
