Inspired by Baton Market’s owner success stories, here’s how Omer, a Phoenix-based entrepreneur, navigated the sale of his fast-growing book reselling business—and what other founders can learn from his journey.

About the business

• Industry: Book reselling (e-commerce)

• Location: Phoenix, AZ

• Revenue: $6.5M at exit

• Size: Warehouse operation, multi-state sourcing, lean team

The challenges

Omer’s entrepreneurial path began out of necessity—he started reselling books as a college student to pay tuition. What began as “cherry-picking” used books from thrift stores evolved into a multi-million-dollar operation sourcing truckloads from non-profits and processing them in bulk for resale on Amazon and eBay.

By 2022, the business had scaled rapidly, but with slim margins (7-8%), operational complexity, and a growing SaaS venture demanding his attention, Omer faced a crossroads. He had:

1. Two similar businesses (Phoenix and St. Louis)

2. A more promising SaaS company serving Amazon sellers

3. No debt and continued growth, but limited time and energy

Omer realized it was time to focus and double down on his SaaS business, leveraging the operational expertise gained from reselling.

Why Baton?

Omer initially listed his business on BizBuySell, fielding a flood of inquiries, many from first-time buyers with unrealistic questions. The process was time-consuming and frustrating.

A cold call from Baton Market changed his perspective. Baton’s:

1. 75% close rate

2. Reasonable commission structure

3. Structured process and clear expectations

…convinced Omer to give them a shot. He was especially drawn to their hands-on support and the promise of filtering only serious, qualified buyers.

Omer’s Baton journey was defined by structure, transparency, and support

1. Valuation & listing preparation

   • Omer received a data-driven valuation, closely matching his estimates.

   • Baton provided a detailed to-do list, including unique elements like the owner’s weekly schedule—helpful for buyers assessing how turnkey the business was.

   • Baton’s listing process included videos, detailed P&Ls, and operational insights, setting it apart from generic listings.

2. Buyer outreach & filtering

   • Baton handled all buyer inquiries, filtering out tire-kickers and only forwarding serious, qualified leads.

   • Omer only engaged with about 10 interested buyers, with two submitting offers, saving him hours of unproductive calls.

3. Negotiation & selection

   • Omer chose a local Arizona buyer who already operated an e-commerce business and saw clear synergies.

   • The buyer’s industry knowledge and thoughtful questions signaled he was a strong fit.

4. Due diligence & closing

   • Due diligence was thorough and, at times, exhausting—especially when a critical software outage disrupted operations for over a month.

   • Baton’s due diligence tracking and deadline management kept the process moving forward.

   • After 70+ days, the deal closed, with the buyer inheriting a warehouse full of unlisted, profitable inventory—a bonus due to the outage.

5. The outcome

   • Omer exited his Phoenix operation on favorable terms, freeing up focus for his SaaS company. The new owner gained a recession-resistant, systematized business with strong local synergies.

Key results

1. Full-price, local buyer secured

2. Efficient process with minimal distractions

3. Support through every step—from valuation to legal paperwork

Insights for founders considering a sale

1. Systematize your business: “Having SOPs and clear processes gave buyers peace of mind. It made the business attractive and ‘move-in ready.’”

2. Be ready for deep due diligence: “I didn’t realize how detailed buyers would get. Be prepared to provide comprehensive financials and operational details upfront.”

3. Choose the right partner: “Baton’s process and buyer filtering saved me from endless unqualified calls. Their support was invaluable, especially during the stressful due diligence phase.”

4. Expect the unexpected: “A major software outage happened during due diligence. We adapted, communicated transparently, and it ended up benefiting the buyer.”

What surprised Omer most

1. The volume of buyer requests: Even small details—like escrow fees—became negotiation points.

2. The importance of transparency: Providing more information upfront builds trust and accelerates the process.

3. The emotional challenge: Selling a business is more complex and draining than it seems, especially when you’re still running day-to-day operations.

What’s next for Omer?

With a newborn at home and a fast-growing SaaS company, Omer is channeling his energy into building software tools for Amazon sellers—using everything he learned from his reselling days.

“Eventually, I might exit the SaaS business too—when the time is right.”

Final thoughts

Omer’s story is a testament to the power of process, transparency, and the right partners in achieving a successful exit. For business owners feeling burned out or ready for a new chapter: 

“Don’t wait until you’re burnt out. Systematize, prepare, and know that buyers out there will value what you’ve built—sometimes even more than you realize.”

Thinking about selling your business?