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Milk

The business, the turning points, and the decisions behind them.

Founded2011
Event year2012
Some sections are still being researched2 / 4

Sections to complete：02 · 05

01 / WHAT IT BUILT

What the company did

Milk was a mobile app lab founded in 2011 by Kevin Rose (founder of Digg) and Daniel Burka, backed by True Ventures. Its first and only product was Oink, a location-based 'rate everything' app for ranking real-world items. In March 2012 Milk shut down Oink and Google effectively acquihired the core team: Rose announced on March 16, 2012 that he, Burka and three others (Chris Hutchins, Joshua Lane) had joined Google, while the rest of the team was laid off. Rose joined Google's social-network team Google+ on March 19, 2012 before moving to Google Ventures that May.

02 / FAILURE REASONS

Pending assessment

Material for this section is being gathered and checked. It will appear here once ready.

03 / EVENT HISTORY

Events in the structured record

  1. Founded

    Kevin Rose and Daniel Burka founded Milk, a mobile app lab backed by True Ventures.

  2. Launch

    Milk released Oink, a location-based app for rating real-world items.

  3. Acquihired

    Milk shut down Oink; Google hired Rose, Burka and three others and laid off the rest of the team.

04 / CONTEMPORARY REBUILD ASSESSMENT

Difficulty of rebuilding this project today

Material for this section is being gathered and checked. It will appear here once ready.

Rebuild difficultyPending assessmentNot completed
Scoring basisNot completed
ScalabilityPending assessmentNot completed
Scoring basisNot completed

Overall assessment: Not completed

05 / CAUSAL CHAIN / AFTERMATH

Pending assessment

Material for this section is being gathered and checked. It will appear here once ready.