You should be giving out a lot of equity to your employees.
In the beginning of a company, there is no management and this actually works really well.
You can basically change everything in a startup but the market.
Every thing at a startup gets modeled after the founders. Whatever the founders do becomes the culture.
No matter what you choose, build stuff and be around smart people.
In the early stage of a startup, hiring senior people is usually a mistake. You just want people that get stuff done.