Topics
Topic

The Midwest Venture Thesis: Why I Build and Invest in Louisville

My thesis on building and investing in Midwest startups from Louisville, Kentucky: lower costs, loyal talent, capital efficiency, and a maturing ecosystem.
When I co-founded UnifyCX in Louisville, Kentucky, people asked why we weren't in Silicon Valley. Today, with 6,000+ employees globally, the answer is clear to me: the Midwest offers structural advantages that coastal hubs can't match. After more than two decades building companies and investing across the region through Scalable Ventures, Unbridled Ventures, and Poplar Ventures, I've developed a thesis that runs against the conventional allocation of capital.The core of it is simple. Costs in the Midwest are dramatically lower, which means lower burn rates and far longer runway to find product-market fit. Talent here is more loyal, with measurably longer tenure that compounds into institutional knowledge. And there's less competition for deals, talent, and attention, which lets founders focus on customers instead of headlines. For the same dollar invested, I get more ownership in a Louisville company than in a comparable coastal one.Louisville specifically punches above its weight. It's home to dense clusters of domain expertise in healthcare and logistics, anchored by Humana, Kindred Healthcare, Yum! Brands, and the UPS Worldport. When a Louisville founder builds in those sectors, they're not guessing about buyer behavior, they lived it. Pair that founder-market fit with the University of Louisville's engineering and computer science pipeline, and you get capital-efficient companies led by people who actually understand the problem.I'm not arguing the Midwest should become the next Silicon Valley. I'm arguing it's already something better: a place where companies build real businesses for real customers with real profits. The ecosystem has passed the tipping point where companies can start, grow, and find follow-on capital without leaving the region. I've been investing here for 15 years, and the thesis has only gotten stronger. The posts below break down the founder advantage, the investor case, the Louisville fundraising landscape, and how we built Kentucky's tech and AI ecosystem from scratch.

In this series

Frequently asked questions

What is the Midwest venture thesis?

It's the case that the best risk-adjusted returns in early-stage investing are increasingly found outside the coastal hubs. Midwest companies enter at lower valuations, burn less, and reach profitability sooner, which gives both founders and investors a fundamentally stronger position. The thesis isn't regional boosterism; it's grounded in 15+ years of building and investing across Kentucky, Ohio, and Indiana.

Why do you build and invest in Louisville specifically?

Louisville is home to dense clusters of domain expertise in healthcare and logistics, anchored by Humana, Kindred Healthcare, Yum! Brands, and the UPS Worldport. That produces founders with deep founder-market fit who already know the buyers, the procurement process, and the regulatory constraints. Combined with the University of Louisville's talent pipeline and a lower cost structure, it consistently produces capital-efficient companies built by domain experts.

How much further does capital go in the Midwest versus the coasts?

A seed round that buys roughly six months of runway in San Francisco can fund 18 months or more in Louisville, because monthly burn runs a fraction of coastal levels. For investors, lower entry valuations mean 3-5x more ownership per dollar at the seed stage. That capital efficiency lets companies build toward profitability rather than toward the next raise.

Can you actually exit Midwest companies?

Yes. Strategic acquirers care about your product, customers, and revenue, not your zip code, and remote-first work has made headquarters location largely administrative. Backupify, which I helped build in Louisville, was acquired by Datto. Because Midwest companies build for profitability, a $30-80M acquisition on a sub-$1M entry check can generate 15-40x returns without needing a unicorn outcome.

Is the Midwest trying to become the next Silicon Valley?

No, and it shouldn't. The Midwest's strength is doing what it does well: producing capital-efficient companies led by domain experts who build real businesses for real customers with real profits. In an era of unsustainable burn and growth-at-all-costs, that discipline isn't a consolation prize, it's the more durable model.

Want help applying this in your company?

I work with founders and leadership teams on exactly these challenges through 1:1 advisory.