I'm the "non-technical" co-founder of my startup, and I used to program web server gateways in python. It just happens that our technical architecture that we're using isn't really my area of specalisation (it's my partner's) so I ended up doing most of the business dev, ops, sales/marketing instead of programming.

I think all this really depends on the where the startup is in timeframe. A larger company will have more specialised employees who do only one thing, but a smaller one would have a single employee doing multiple roles even if in both cases their titles were exactly the same.