SinglePlatform solves a problem so simple, we're surprised no one's mastered it already. Despite the fact that 89 percent of consumers look up a restaurant online before they eat there, very few restaurants have up-to-date websites. Founder & CEO Wiley Cerilli should know, he spent 10 years running sales for Seamless (now without the -web). With SinglePlatform, local businesses can publish their menu, special, events, and photos across a network of 11,000 mobile apps, and destination sites including 34,000 hotels, 620 universities, and, recently, Foodspotting.

In a press release, DFJ Gotham principal Thatcher Bell,who also sites on SinglePlatform's board, hints that the start-up will make the obvious choice of expanding beyond its core base in restaurants, "Local businesses represent an enormous potential customer base and restaurants are the most sought after targets in this category. SinglePlatform has found a way to capture this market with a product that meets the needs of restaurants and other local businesses alike."

Maybe now Mr. Cerilli can afford to upgrade from "business shabby."

Mr. O'Donnell

Thomson Reuters Venture Capital Journal just released its list of top VCs and deals thus far this year, with First Round Capital and Draper Fisher Jurvetson joining the ranks of Kleiner Perkins Caufield & Byers and Sequoia Capital. First Round, from its New York outpost on Park Avenue, and Draper, from DFJ Gotham's suite on West 31st St., both have a strong presence in New York City.

In total, peHUB says DFJ 's network is responsible for 28 deals from January to June, tying with Sequoia for the No. 3 slot. First Round's network is responsible for 27 deals through June. Among First Round's investments this year are homegrown start-ups like AdKeeper, GroupMe, and 33Across.  DFJ Gotham plunked down cash for Made In NYC ventures like Seamless Receipts, Yipit, Altruik, and Solvate.

Betabeat asked First Round principal Charlie O'Donnell how much of its $130 million fund, raised in 2010, was geared towards New York companies. "As a seed/angel stage investor, we're always on the most active lists and a lot of it is NYC, but a lot of it is our great SF office, too," he responded, via email.

"We see a pretty balanced stream of opportunities on both sides... but obviously when you're on the most active list, if have of your deals are in one place, you're going to be one of the most active local folks too. Personally, I think of it as a testament to reputation, too.  You're not going to do a this many quality deals unless you see a lot, and you're not going to see a lot unless you're thought of as a great partner."

The re-up is a vote of confidence that the company is headed in the right direction, although the diminished size of the round speaks to the challenges Altruik faced. Sources say that it was having trouble delivering on the technology it promised, a service that integrates with any CMS and allows for simple automated fixes that improve SEO and remain compliant with the big search engine's best practices.

Since the A round in 2009 founder Tom Kwon left the company and CEO Eric Gertler is more firmly at the reigns. "I founded the company from boot strap to series A round and due to professional and personal differences with Eric Gertler, the CEO I hired, I am no longer associated with the company," Kwon told Betabeat by email.

Gertler, a publishing vet who ran U.S. News and World Report, Fast Company and Atlantic Monthly, sees an opportunity to aggressively pitch Altruik's technology. “This additional funding enables us to invest in sales and marketing," he said.

Altruik has some massive customers like Home Depot on the retail side who want to maximize their sites potential but don't have the editorial muscle to get down into the nitty gritty of SEO. As social media becomes the increasingly dominant force driving traffic and sales online, an automated SEO platform is going to seem like a very attractive way to set and forget.

The Altruik Team