I think it's a really good path to follow and would love to do the same one day.
You might like this article if you haven't already seen it. It's been doing the rounds lately. https://medium.com/@dhh/reconsider-41adf356857f
As for a term... I can't think of one apart from "business". :P Heh.
edit: Just noticed someone else already commented with a link to that article! Ha!
Re:Startup Playbook
by colordrops on Thursday November 05, 2015 @04:00PM
(#10516086)
How about the term "scale-sustainable", meaning the business is cash flow positive for most of its growth?
Re:Startup Playbook
by stevesearer on Thursday November 05, 2015 @05:54PM
(#10516716)
I usually just refer to my business by what it was (an office design magazine/website) as opposed to defining it by a category of technical jargon because the majority of people I interact with don't want to know.
Some people ask how it makes money (advertising) or if I have raised any money (no) or if I have employees (not yet), but I've never once needed to use the term "lifestyle business" or "small business".
I wouldn't call it a "small business" either because, to me at least, that brings to mind a small consultancy and does nothing to communicate the "sell widely but stay small and focused" approach of the intentionally-small digital B2C business. (Mouthful there, huh?)