The founders of Basecamp have a concept call "the calm company". As you can guess, it's about running a business with less agitation than the standard silicon valley startup.
I'm facing a choice between two plan. The first one should provide more money, but the company structure would be complex. The product will require a lot of effort to sale, develop and support. We will need quite a few people. This first idea might cause some accidental complexity.
The other option seems to offer less money, less potential; but it's also a lot more easier to sale, develop and support. It's something we could do with a smaller company.