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The Pitch

#118 Uncovered: The Business of True Crime

Sep 13, 2023
Crime solving startup founder, Jim Brown, discusses his website Uncovered.com, which aims to involve the true crime community in solving cold cases. The podcast explores the profitability of solving murders, filling the resource gap in law enforcement, empowering Asian Americans through a sneaker brand, challenges of scaling the business, and the potential of a media company generating venture scale returns by solving murders.
34:05

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Quick takeaways

  • Uncovered aims to solve cold cases by bringing together a passionate true crime community and providing a platform for users to engage and contribute information, leading to successful case resolutions.
  • Uncovered employs a multi-faceted monetization strategy and targets women aged 25 to 45 as its primary audience, focusing on building a supportive community rather than relying on financial rewards for participation.

Deep dives

Uncovered: Solving Cold Cases with a True Crime Community

Uncovered is a media company that aims to solve real-world cold cases by bringing together a passionate community of true crime enthusiasts. With a database of 49,000 cold cases, Uncovered provides a platform for users to explore and engage with these unsolved mysteries. The community-driven approach allows users to contribute information, follow cases, and participate in crowd-solving activities. Uncovered has seen success in solving cases, including a 62-year-old cold case that led to the discovery of a bullet. While Uncovered currently generates revenue through programmatic ads, paid sponsorships, and a membership model, the long-term vision includes potential partnerships with law enforcement to provide data solutions and collaborative tools for investigations. Despite facing challenges in fundraising, Uncovered continues to focus on building the community and expanding its reach in the true crime genre.

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