If you want to tell people you've got a great lifestyle business but don't want the baggage - tell them you run a "small business" or a "small software company.

If you want to tell people you've got a great lifestyle business but don't want the baggage - tell them you run a "small business" or a "small software company." "Lifestyle business" focuses on what you're not rather than what you are. It is loaded with all sorts of "no ambition" or "that's nice, son" connotations. "Small software company" is something most people can understand and appreciate. Even VCs.