Building the Zillow for Small Business: An Interview with Baton Founder Chat Joglekar

 

This podcast episode features an interview with Chat Joglekar, the founder and CEO of Baton, a company aiming to be the "Zillow for small business". Chat, an experienced executive with previous roles at Google and Zillow, was inspired to start Baton after a friend's frustrating experience trying to buy a small business, highlighting the lack of transparency in valuations. The market for small business transactions is substantial, estimated to be north of one trillion dollars annually. Baton seeks to address the illiquidity and opacity of this market by providing transparent valuations based on comparable sales data and reconciled financial information for listed businesses, unlike many other listing sites.

Baton operates as a two-sided marketplace, and their initial strategy focused on building a high-quality and "legible" supply of businesses. Chat drew parallels to his experience scaling the new construction marketplace at Zillow, where focusing on quality listings attracted demand. Baton's monetization primarily comes from success fees charged to sellers upon a successful transaction, along with a small monthly retainer to ensure seller engagement . While currently working mostly directly with sellers, Baton is also testing partnerships with third-party brokers who see value in leveraging their platform. Despite existing and potential competitors, Baton believes its full-stack approach, guiding transactions from valuation to closing, sets it apart. The company recently raised a $10 million Series A funding round, with investors resonating with the large market opportunity and the need for Baton's solution. Key internal metrics for Baton include contracted retainer revenue and gross listing value, which help track the platform's health and future success. He emphasizes that motivating his team comes from a shared vision of helping small businesses, strong core values, and a focus on solving challenging problems by deeply understanding their customers.

 

Key Takeways

1.      Identify and Validate a Clear Market Need by Drawing Analogies: Chat's inspiration for Baton came from a friend's frustrating experience trying to buy a small business, which he articulated as the need for a "Zillow for small business". This highlights the power of identifying a tangible problem and using a familiar analogy to frame the solution and understand the missing elements in the market.

2.      For Two-Sided Marketplaces, Focus on Building Quality Supply First to Drive Demand: In the context of Baton, the initial focus was on making the supply of small businesses "legible" and bringing high-quality listings to the platform. Chat emphasizes that once they had good supply with comprehensive information, demand from buyers naturally followed. This suggests that in marketplaces where supply is opaque, prioritizing its quality and availability is crucial for attracting users on the demand side.

3.      Deeply Understand and Address the Unique Characteristics of Your Target Market: Chat points out that the small business transaction market is unique because the vast majority of both buyers and sellers are first-timers. This requires a different approach than more experienced markets, necessitating more education, support, and a platform that simplifies complex processes. Entrepreneurs should tailor their solutions to the specific challenges and inexperience levels of their users.

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