Our Story

For as long as she can remember, our cofounder Jamie’s parents have fought to sustain their business. Over 45 years, they’d built a stable home remodeling practice, but their retirement plan was to work until their bodies called it quits. And things weren’t as stable as they seemed: plenty of jobs were losing money, and they didn’t have a growth plan, let alone a plan to someday find a buyer.

Jamie’s family isn’t alone. 70% of small business owners will need to retire in the next ten years. But most of them don’t know what their business is worth. Without the competitive market data that only the big fish can afford, they’re almost completely in the dark.

That’s why we founded Baton: to give every small business owner—and future owner—the insight they need to plan their next big move. We’re working to make small business ownership attainable for everyone. And that starts with universal access to reliable data and trusted expertise.

Joe & Barb Roth (Our Story)

Jamie's Parents & Owners

JRC Remodeling

Great Barrington, MA

Woman standing in furniture store

Our Mission

We’re working to make small business ownership attainable for everyone.

Small businesses are the backbone of our economy and our communities.

But a lot of talented entrepreneurs never actually get around to running one. The fact is, whether you're selling your business or buying one for the first time, it’s hard to know where to start.

Woman posing in a room with a vacuum

We created Baton 
to support small business owners who’ve hustled for years.

And we created it to inspire a new generation to take their place—building sustainable businesses that support the customers, the employees, and the communities that rely on them.

Owner delivering keys to a business buyer
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We believe every small business owner (and future owner) deserves the support they need to take their next step.

That journey starts with Baton.


At Baton, we’re working to make small business ownership accessible to everyone. If that resonates with you—even if you’ve never owned a small business, or know anyone who does—you’ll fit right in.

We’re looking for people who take real pride in their work and are willing to stand up for customers, even when that means asking tough questions or sharing hard truths. Who are humble enough to look at data with an open mind, but ambitious enough to dream big when the opportunity presents itself.

We truly value diversity, equity, inclusion, and belonging, and we want to work with people who value them, too. That’s why our hiring process considers more than degrees and credentials—after all, no one chooses the circumstances of their birth, but all of us choose how to play the hand we’re dealt.