In my case my "startup" is a side project which doesn't cost me much to run. I started when my day job was rather soul-sucking. The day job has since improved, but I still work on the side gig from time to time.

I'd say my strategy now, if I have one, is to build in some natural virality so that I don't have to exert too much effort to attract new users. Presently if I market I'll get a good number of users for a week or so, then traffic drops back to nil. Once I get a regular user base I'll look at monetizing.