A new term has been coined, Alterpreneur, and it fits pretty well with my thinking.
Alterpreneurs are small business owner managers who went into business for lifestyle reasons, and as an alternative to the nine-to-five of a traditional job and the one size fits all lifestyle that goes with it. They are not motivated primarily by money or career. Instead, they see running a business as an opportunity to have greater control over their lives and be ‘happier’.