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Monday April 4, 2011 6:32 pm

Next Kevin Rose startup: Milk

Kevin Rose Milk

It hasn't been that long since Kevin Rose left Digg, but early details of his new startup are already coming to light.

The company, a development lab focused on solving problems using the mobile Web, is called Milk. Located in San Francisco's Mission District, it has been described as an incubator, but TechCrunch notes that the philosophy behind it is much different than the approach taken by most other Silicon Valley startups.

Incubators are generally thought of as companies that take a lot of entrepreneurial ideas, fund them and help them get off the ground. Rose says that rather than launch a bunch of smaller ideas, Milk will ideally help give life to between four and six bigger, more ambitious businesses. According to TechCrunch, the Digg co-founder expects most of the ideas to fail, but ideally he hopes to see one or two "become viable companies that have a big impact."

"We've been upfront with investors that the lab's companies are going after big ideas, not launching continuous small projects," he said. "There is so much opportunity to disrupt old media and old business."

The team is small; Rose is joined by just five other coders, designers, and other tech aficionados. Rose predicted that Milk will maintain a pretty small size, too. In a year's time TechCrunch said he envisions the company as an "elite team of less than 10 people."

Another factor that TechCrunch said sets Milk apart from other startups is that Rose doesn't plan to waste time on ideas that don't work. The company will test drive ideas, and if they're not successful, they'll be killed.

"People talk about pivoting all the time now, but if something isn't working after four months, we'll just shoot it in the head and start again," Rose added.

There aren't a lot of concrete details available about Milk, but on the company's Web site, those who are interested can sign up for "early access and pleasantly infrequent updates" via email, Facebook, or Twitter.

This article, written by Leslie Horn, originally appeared on PCMag.com and is republished on Gear Live with the permission of Ziff Davis, Inc.

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