"Historically, people have tried to call these “lifestyle” businesses. But, as anyone who’s actually started and run a business can attest, the imagery of a leisurely lifestyle led business really does this kind of business a diservice. In the comment section of the post, othersuggestions are offered up such as “bootstrappers”. But that doesn’t resonate with me.

The term I’ve had rattling around in my head for a while now is Independents or Indie businesses."