PlentyOfFish is a good example of this.  <a href="http:&#x2F;&#x2F;www.businessinsider.com&#x2F;how-markus-frind-bootstrapped-plentyoffish-and-sold-it-for-575-million-2015-7" rel="nofollow">http:&#x2F;&#x2F;www.businessinsider.com&#x2F;how-markus-frind-bootstrapped...</a><p>Though by the traditional silicon valley definition of startup, the ones like you describe can be labeled something like lifestyle businesses, solopreneur ventures, etc.  I think people like Chris Guillebeau (The $100 Startup), Jason Fried &#x2F; DHH (blogs and books), and Marco Ament are successful people to read that are also good examples of starting businesses this way.  Maybe even Tim Ferriss (4HWW).