Postling, a New York-based startup whose web-based dashboard can be used by small- and medium-sized businesses to manage web tools and services, has raised $350,000. While I’m always skeptical of revenue models based on such customers, I think its approach is a smart one.

Postling, a New York-based startup co-founded by David Lifson (CEO), Chris Maguire (VP of Engineering) and Haim Schoppik (CTO) — all ex-Etsy folks — has raised $350,000 in seed funding from angel investors including Dave McClure, Chris Yeh, Gary Vaynerchuk and Thomas McInereny.

The company has developed a web-based dashboard that can be used by small- and medium-sized businesses to manage tools and web services. From Twitter to reviews on Yelp and CitySearch to who’s checking into their retail locations to what deals are being made available on sites such as Groupon, Postling will essentially be a meta-tool for everything.

“There are 100s of tools out there that could genuinely provide value to local businesses, if only they had the time and inclination to research them all and use the best ones (which none of them do),” Lifson told me via email. “Instead, we are finding the best ones and using their APIs to create a super easy to use dashboard that combines everything into one place.”

Until very recently, Postling’s focus was entirely different. “We pivoted 3 weeks ago once I realized how quickly the social media management space was commoditizing and all of the competition was compressing into targeting the few companies that would consider paying for such tools – media, PR, agencies – which would put them in a position to ask for all kinds of customizations and services,” Lifson explained, adding: “The real story is this pivot came right before SXSW and I raised about $200k in the 5 days of SXSW – a successful trip.” Indeed.

“We are building an advice recommendation engine to give them guidance,” Lifson said of the companies Postling is targeting as customers. “We want them to turn to Postling and, instead of shoving metrics and numbers in their face, recommend them tangible things to do in 5 minutes, like respond to blog comments or post a photo on Flickr.” I think this approach is a smart one. While I am always skeptical of revenue models based on small- and medium-sized businesses as customers, Postling is providing a truly valuable service for that market.

Two final observations: First, Postling’s business is less about technical wizardry and more about creating a community around the product. Second, the team needs to have flawless execution — lest copycats come in and steal their lunch.

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By Om Malik

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  1. Postling gets funded with AngelList - Venture Hacks Thursday, April 1, 2010

    [...] website doesn’t reflect the pivot yet and there are more details about the pivot in this post on GigaOm). Third, the company was started by two of the founders of Etsy. (But they didn’t [...]

  2. congrats to David, Chris, and Haim… very psyched to be on board :)

  3. Why did these guys all leave Etsy? That’s the real story here Om.

    1. They all left Etsy for the usual reasons. Etsy got a big chunk of VC money, brought in “adult management” to “improve” it and the new management (1) changed the culture and (2) drove out the folks who made it a success in the first place.

      This happens all the time.

    2. I have some details on why they left Etsy but problem is can’t confirm it with more than one source. Stay tuned, digging around.

      1. Jesus, dude, you sound like such a journalist. Much respect, amigo.

  4. The inside story on how I raised $200k in 6 days. | SocialStartups.com Thursday, April 1, 2010

    [...] just posted about the $350,000 angel round we just raised. Here's the inside story how we raised the [...]

  5. Congrats to my friend Dave Lifson!

  6. Congrats to Postling! – Dogpatch Labs Thursday, April 1, 2010

    [...] = 'DogpatchLabs'; Share // Our friends at Postling, a Dogpatch Labs NY resident announced their funding today.  We’re thrilled for the [...]

  7. Congrats & good luck!

  8. David, the team here at DreamIt Ventures and the entire DreamIt 09′ class are proud of what you guys have accomplished.

  9. My basic investment thesis was that every local business is going to turn to social media, since those businesses run on elbow grease.

    Postling seems well-positioned to ride this trend. Plus, the team is outstanding.

  10. Jackie Danicki Thursday, April 1, 2010

    Also: These are super good guys, generous and very open to user feedback. Great job, David and co!

    1. I think that is always a good sign that the guys are going to be adaptable and nimble. Thanks for your insight.

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