It is definitely the latter. The business has next to no expenses (just me and my family!). I'll take a look at whoishiring again. Maybe I can persuade someone to work in that manner for a few months till I get the sales flowing. Thanks v. much
Edit: just went through April's whoishiring. Is it common to ask for equity in lieu of salary? Do developers really consider that?
Can you put up a contact e-mail?
If the latter and you are confident in quickly adding revenue why not offer some equity/percentage of profit in lieu of salary? If the product is interesting you should be able to find someone willing to take on the risk.
The whoishiring thread would be a decent place to start.