How Daniel scaled a 15-year Atlanta custom stationery business using Baton’s modern acquisition platform
Ann Li
July 16, 2025 ⋅ 3 min read
About the business
Industry: Custom stationery & e-commerce
Location: Atlanta, GA
Size: Small business, operated out of a commercial space
Years in business: 15+
The challenges
Daniel, formerly a digital marketing consultant with a big firm, wanted to move away from corporate life and own a business he could operate and grow himself. The transition from consulting to entrepreneurship was shaped by a desire for hands-on work, resilience against corporate burnout, and an aspiration to apply his growth expertise to a manageable, scalable company.
He sought a business:
With a steady base of repeat customers
Prime for modernization and digital growth
That he could operate day-to-day if needed
Daniel also faced industry changes following COVID-19, with consulting work becoming less sustainable and timelines more compressed. This motivated his shift to business ownership.
Why Baton?
During his search, Daniel explored standard online marketplaces and local brokers, but Baton stood out for its transparent process, strong progress tracking, and local presence in Atlanta. He found Baton’s digital platform user-friendly, especially as a first-time buyer, with clear steps and responsive communication.
“It was easy to navigate and keep track of where I was, which made a big difference for my first acquisition.”
From discovery to close
After identifying a strong fit in Notepads Your Way—a niche business supplying custom notepads to architects, engineers, and large firms—Daniel moved quickly. The business had:
A clear niche not likely to be replaced by digital tools
Long-standing customer relationships
Steady financials
Negotiations were smooth, with a fair offering and agreement on a seller's note. Both buyer and retiring seller agreed on the terms without major contention, helped by the seller’s motivation to retire.
Baton provided:
A structured due diligence checklist
Coordination of regular check-ins and key documentation
Support communication between Daniel’s legal/accounting team and the seller
Daniel appreciated the platform’s transparency, streamlined process, and proactive guidance, easing his confidence as a first-time buyer.
Transition and the first three weeks
The seller was hands-on during a supportive two-week transition, helping Daniel ramp up before stepping back.
In his first week, Daniel moved operations from the previous owner’s home to a nearby commercial space. Seeing the company’s backend, Daniel realized there were huge opportunities to modernize both operations and marketing.
Upgrade tech and optimize purchasing: Automating manual processes (e.g., customer proofs)
Improve operational efficiency and cost management, especially shipping
Modernize marketing: Leverage digital strategies to drive growth
“There’s a lot less sophistication than I pictured, which means more room to modernize and scale.”
What’s next?
Daniel’s goal is to build steady cash flow, learn from his first acquisition, and use profits to expand into adjacent businesses. He plans to hold for at least 3–5 years, optimizing operations and seeking opportunities for tuck-in acquisitions down the line.
Daniel’s advice for buyers
Be thorough with due diligence: “If you lack expertise, invest in legal and financial advisors—having a knowledgeable team matters.”
Choose something you can manage: “Game plan for worst-case scenarios. Make sure you can handle the business day-to-day if needed.”
Experience with Baton
Daniel found Baton’s structured support, approachable staff, and progress tracking essential to a smooth close. He suggests that more due diligence guidance would be helpful for future buyers, especially with checklists and suggested resources integrated throughout the process.
“Overall, it was a smooth deal—perhaps atypical for acquisitions, but maybe typical for Baton.”'