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: a bid to do for Main Street what Zillow did for the housing market a decade ago.
The launch, called Business Profiles, comes from a company literally built by a former Zillow executive. Chat Joglekar, Baton’s co-founder and CEO, spent years at Zillow before starting Baton, and he’s explicit that he’s running the same playbook: publish a free, public number, and let curiosity do the rest.
