Isn't that the definition of a "startup"? If you're not seeking/expecting rapid growth, isn't it just a "small business". There's nothing wrong with that, not everything has to be a "startup".

(Wiktionary tells me "A new company or organization or business venture designed for rapid growth", but Merriam-Webster Collegiate 11th ed tells me "a fledgling business enterprise". Of course, the Merriam-Webster only recognizes "start-up" not "startup", so how much could they know?)