Don't take this the wrong way, because it's not a dig. It seems to me, with my romantic vision of the past, that 100 years ago a shoemaker would own and run his business and be 99% focused on making shoes. These days, the shoemaker would probably be the least paid person in the shoemaking business, and "Head of Marketing and PR" would probably earn 10x as much It is what it is. The world is run by marketing people, PR and social media people. Or so it appears, to this layman. Again not a dig and I know I have no idea about business I just find it curious that the app - the tangible product - is just one "customer channel" and all the other channels (social media, etc) are equally if not more important than the actual product. Or maybe I'm looking at it wrong, and the product is not just the app, but the - what would they say - "ecosystem surrounding the app" In either case I wish you the best with your efforts. Do keep updating us!