Putting a Face to Rosa Cares LLC
Updated: 9 hours ago
Meet Rosa Edwards, a 2026 Voices & Dreams Academy participant
2026 VOICES AND DREAMS ACADEMY PARTICIPANT SPOTLIGHT
"At least now 13 places know your name.”
Rosa Edwards has always known that she loves caring for people. She didn't always know how to turn that calling into a visible, sustainable business.
As Founder and Care Coordinator of Rosa Cares LLC, Rosa provides compassionate in-home care for seniors and adults with disabilities. She built the company around dignity, personalized support, and the belief that people deserve to feel safe and respected in their own homes.
The passion was there. The business was real. But Rosa was still working through questions many new entrepreneurs recognize: How should I price my services? How do I introduce my company? Where do I find the people who need what I offer?
One conversation opened a new direction
Rosa joined the Voices and Dreams Academy expecting to work on her story. A conversation about why she wanted to participate quickly became something more. It helped her name the impact she wanted to make and connected her with coach Tennisha Loggins, a former home-care agency owner who understood both Rosa's mission and the realities of building a caregiving business.
Rosa arrived at their first meeting with ideas, passion, and an honest admission: she felt stuck. Tennisha responded with direct questions about Rosa's goals, pricing, and next steps. Their coaching relationship gave Rosa something every entrepreneur needs - accountability paired with someone who believes the goal is possible.
Together, they began turning Rosa's ideas into deadlines and measurable actions. Rosa finalized her pricing, prepared presentation materials, and set a goal of securing her next client.
Making Rosa Cares visible
The next challenge was visibility. Rosa had to stop keeping the business inside her own head and begin telling people what Rosa Cares could offer.
She publicly announced her company on Facebook even though she worried about negative reactions. She began posting more strategically. Then she created a professional presentation packet with information about her services, brochures, and business cards.
Rosa identified 28 senior centers in her service area and called each one.
Some numbers were no longer active. Some calls went to voicemail. Thirteen people answered - and 13 organizations now knew the name Rosa Cares.
Instead of waiting for the phone to ring, Rosa visited those centers in person. She introduced herself as the Founder and Care Coordinator, delivered the materials, and put a face to the company's name.
Turning outreach into opportunity
The response showed Rosa that visibility creates momentum. Senior centers followed up. Social workers and case managers requested meetings. Invitations to resource fairs arrived. Organizations asked questions about her services and potential partnerships.
Rosa met with them. She strengthened community relationships, secured partnerships, and welcomed new clients into Rosa Cares.
Her progress did not come from waiting until she felt completely confident. It came from taking the next step while she was still nervous: setting the price, making the announcement, creating the packet, dialing the numbers, and walking through the doors.
A caregiver becoming a visible founder, Rosa Cares LLC
Rosa still leads with a caregiver's heart. She has said she loves the work so much that she would do it for free. Her growth as a business owner includes understanding that accepting payment does not weaken her compassion. Sustainable pricing allows Rosa Cares to continue providing quality support to the people who depend on it.
Through the Voices and Dreams Academy, Rosa is discovering that her voice can do more than tell her story. It can introduce her company, build trust, create partnerships and open doors for the next person who needs care.
Rosa began with one conversation. Now, an entire community is learning her name.
About Rosa Edwards
Rosa Edwards is the Founder and Care Coordinator of Rosa Cares LLC, a caregiving company providing compassionate in-home support for seniors and adults with disabilities. She combines a deep commitment to caregiving with personalized service that helps clients feel safe, respected, and supported in their own homes. Rosa is growing the company through community partnerships, relationship-based outreach, and a clear belief in the value of quality care.
Rosa has been a wonderful influence and participant in our community. She joined our group to share her story and experiences for the next generation of Black young women business owners. Rosa Edwards.
Join her on Sunday, Nov. 1 at Goodman Community Center, 149 Waubesa Street, Madison, WI 53704
Please connect with her at:
Rosa Cares LLC website: https://www.rosacares.net/
Compassionate In-Home Care for Seniors and Adults with Disabilities
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