Baton, a marketplace for buying and selling small businesses, has publicly posted valuations and local competitor rankings for two million small businesses across the country. The launch is called Business Profiles. The company says it wants to do for Main Street what Zillow did for the housing market a decade ago.
What Baton's Business Profiles Actually Do
Business Profiles puts a free, public number on small businesses. Anyone can look up a valuation and see how a business ranks against local competitors. This is a big shift for an industry where owners usually keep financial details private.
The company behind it is literally built by a former Zillow executive. Chat Joglekar, Baton's co-founder and CEO, spent years at Zillow before starting Baton. He is clear that he is running the same playbook: publish a free, public number, and let curiosity do the rest.
Why Baton Says the Real Competitor Is the Owner
Joglekar explained the thinking behind the launch in direct terms.
"Our biggest competitor isn't someone else trying to sell small businesses. It's the small business owner who hasn't considered selling and thinks the only..." — Chat Joglekar, Baton co-founder and CEO
The point is simple. Baton is not fighting other marketplaces for deals. It is trying to wake up owners who never thought about selling in the first place. A public valuation is the hook. Once an owner sees a number, the idea of selling becomes real.
The Boomer Business Handover Connection
This launch ties directly into what many call the great boomer business handover. A large group of small business owners are reaching an age where they need to exit. Many have no plan. Baton's bet is that a public Zestimate-style number will push those owners to start thinking about a sale.
By posting rankings and valuations for two million businesses, Baton is making the invisible visible. Owners can now see what their business might be worth without paying for a formal appraisal or talking to a broker.
Our Take: A Smart Playbook, But Numbers Are Not Deals
In our view, Baton is making a smart move. Zillow changed how people think about home values by putting a number in front of them. Baton is doing the same for small businesses. The strategy is proven, and the founder knows it from the inside.
But there is a real difference between a home and a small business. A Zestimate for a house is based on comparable sales in a neighborhood. A small business valuation depends on revenue, profit, customer concentration, and owner dependence. A public number can start a conversation, but it cannot replace real due diligence.
To put it plainly, Baton's biggest challenge is not getting owners curious. It is making sure the numbers are good enough that owners trust them. If the valuations feel wrong, the curiosity turns into distrust. If they feel right, Baton could become the first place owners check when they start thinking about selling.
For readers who own a small business, this is worth a look. Seeing a public valuation does not commit you to anything. But it might be the first time you seriously ask what your business is worth.
