“Indie” businesses

“The profile of an indie business would be similar to independent practitioners of any craft [but different from a ‘lifestyle’ business]. An independent musician, for example, might eschew a major label who may force them to make compromising sacrifices in hopes of making that artist more commercially viable. Instead, the Indie musician takes distribution and promotion into their own hands. This doesn’t mean they will never sign with a label or that they wil forever be left to their own DIY devices. But that when they do pick a a label, they will do so on their terms.

Similarly, Indie businesses will be comfortable playing by their own rules even if they may fly in the face of startup cultural norms. They will chase opportunities in markets that may be small, niche or non-existent instead of jumping on the most fundable fad. They will find ways to operate outside of the traditional venture [capital] model through either small amounts of early outside funding or choosing a slower growth path and getting to profitability on the back of a terrific product and happy customers. And they will have a goal to stay independent as opposed to looking for a quick flip [sale] or speedy IPO [stock market offering].”