COEUR d’ALENE — Frustrated by not knowing the “why” behind local businesses in town, Daniel Black and Susan Schuler — a mother-and-son duo — decided to do something about it by launching a startup together.

A new approach to local impact

Their vision was simple, reflected in their tagline: Locals Helping Locals. They started by partnering with coffee shops, medical offices, small businesses and retail stores to create a network of small indoor billboards. Next, they designed an engaging and compelling way for business owners and nonprofits to share their stories — helping people learn about the individuals behind these vital parts of the community without being intrusive.

The result? A network spanning 17 buildings across two states, featuring silent, visually engaging screens that showcase local business stories, gamified trivia, historical highlights and fun facts about the community — all designed to educate and uplift.

“We wanted to create something that wasn’t just an ad network,” Schuler explains. “It’s about helping people truly see, engage with, and understand their own community — its businesses, its stories, its opportunities. It’s the why behind the what.”

By focusing on storytelling rather than traditional advertising, ADLocal Value is redefining marketing in a way that fosters real connections. “There’s a vibrant world around us in our communities, but we often miss it because we’re so busy,” Schuler says. “We wanted to create something different — something that didn’t exist in the market yet but had the potential to make a real impact.”

Black sees ADLocal Value as a modern-day digital town square, empowering businesses, nonprofits and residents to tell their stories in a fresh and engaging way.

“Our country heals one community at a time, and our communities thrive one business at a time,” Schuler emphasizes. “This isn’t just about advertising — it’s about creating an ecosystem where local businesses don’t just survive; they flourish. And when they do, they lift others up.”

A business born from family values and vision

Schuler and Black’s journey as co-founders is rooted in family values, mutual respect, and a deep belief in the power of community. “I’ve always told my children: Don’t just work at something — own it. Build something meaningful,” Schuler says.

When Daniel approached his mother with the idea of starting a business together, she was excited — not because it was another marketing company, but because it solved a deeper community need.

“So many businesses have a deep and powerful reason for why they started, but no one actually knows their why,” Schuler explains. “If your neighbor understands both the why and what behind a business, it transcends a transaction and becomes a connection.”

Join the conversation: Fireside chat at build_ cda

For those inspired by the vision of a mother and son launching a startup, Schuler and Black will be interviewed live by build_ cda at the Innovation Den on March 12. Doors open at 6 p.m., with the event beginning at 6:30 p.m. Attendees will get a behind-the-scenes look at their journey, how they navigate family dynamics, insights into the future of community-driven marketing, and a chance to ask questions.

RSVP here: https://lu.ma/amkfjyv9

To learn more about their startup visit AdLocalValue.com.