NatPal has entered the local SEM game, competing with ReachLocal, LocalLaunch, WebVisible, Leads.com, etc.
There’s no secret sauce here that I can obviously see. It’s a pure self-service model for now but I’m sure they’re thinking about sales channel relationships.
While there’s an emphasis on local, it may not be exclusively targeting local businesses. In other words, not all SMBs are local — just most of them.