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Redstar Ventures trims staff, narrows focus
Incubator now working with home health-care marketplace
Redstar Ventures cofounder Jeet Singh in 2012. Singh said Redstar’s previous pace “was really hard — it was just too much.’’ (Scott Kirsner)
By Scott Kirsner
Globe Correspondent

Turns out that it is just as hard as you’d think to build multiple startups simultaneously.

A Cambridge incubator founded in 2011, Redstar Ventures, has narrowed its focus to just one new business a year, cofounder Jeet Singh said. That’s down from the initial goal of christening three new startups every year. Operating at that pace “was really hard — it was just too much,’’ Singh said.

Currently, Redstar is focused on just one idea, a marketplace for home health-care services called Lindy. And Redstar president and cofounder Matt Beecher has departed.

Singh says Redstar has always been driven by societal changes like the aging population and underemployment. But in its first few years of existence, the firm “went really far into doing research — maybe too far,’’ Singh said. The approach now is more of a balance between researching opportunity areas and building product quickly to see how users respond.

The biggest startup that Redstar has spawned thus far is Third ­Channel Media, with about 30 ­employees. It helps consumer products companies create networks of freelance “agents,’’ who can provide on-the-ground marketing support for their products as well as gather ­intelligence about what is happening in stores. Third Channel is now occupying Redstar’s former office in ­Kendall Square, and Redstar has moved into Third Channel’s smaller digs.

Several of Redstar’s “development directors,’’ who helped research business ideas and then lay the foundation for startups, left in 2015 and 2016, including Adam Weisman, Molly Cross, and Mike Joslin. Singh said Redstar is down to about seven employees from a high of a dozen.

He said that George Plesko, a former Redstar designer who was acquired into Nanigans with the social commerce startup LoopIt in 2014, has rejoined Redstar to work on ­Lindy.

One startup launched in 2013, an online wine club called Vinely, has since been shut down. Former CEO Bill Wittenberg said by e-mail, “Vinely’s field metrics didn’t live up to the pilot data, and we all realized that while it probably would have been a good business it was never going to be a great business.’’

I mentioned Redstar in a 2014 roundup of local incubators trying to cultivate multiple businesses simultaneously.

(Disclosure: I’ve occasionally emceed events at Redstar’s downstairs performance space, Redstar Union, most recently in 2013. Redstar Union suffered extensive water damage last fall when firefighters responded to a blaze at Flattop Johnny’s next door, and has not yet been repaired.)

Scott Kirsner can be reached at scottkirsner@gmail.com.