After stepping back from Ministry of Testing in 2019, Rosie Sherry wanted to focus on what she loved most: helping others build communities. She launched Rosieland as a blog and newsletter, and within 2.5 years grew it to nearly $10K/month.

The Fresh Start (2020)

When Rosie left Ministry of Testing, she had a unique opportunity: take her 12+ years of community building experience and teach it to others. Her husband suggested the domain rosie.land as a personal branding project.

"It was just meant to be a blog and a newsletter," Rosie explained. But it became much more.

Building in Public

Rosie committed to consistent content: one article weekly plus a weekly newsletter called "Rosieland Roundup." She shared everything she knew about building communities - the strategies, the mistakes, the lessons.

Her approach was different from most: "Community shouldn't start with community itself. Most of the time, it doesn't work when launching community-first without addressing a real problem."

The Rebuild (March 2022)

After about 2 years, Rosie made a bold decision: she "canceled all the subscriptions" and rebuilt everything from scratch using Ghost. It was a fresh start that let her restructure the business model.

Reaching $10K/Month

• Paid newsletter subscriptions (freemium model)
• Company sponsorships (4 sponsors)
• Community curriculum and resources

She was growing at "one to three subscribers a day" through organic content and word of mouth.

The Second Act

What makes Rosie's story remarkable is that this was her second major success. She'd already built Ministry of Testing to $1.2M/year. Rosieland proved she could do it again with a different model.

The Philosophy

"Community research as a service" became her positioning. Rather than running communities herself, she now helps others build them through education and resources.

• Time to $10K/month: ~2.5 years
• Content cadence: 1 article + 1 newsletter weekly
• Platform: Ghost (after rebuild)
• Growth rate: 1-3 subscribers/day