Use "we" and refer to your startup as a company because that's what it is (and is going to hopefully grow to be). It also shows a certain humility, like when pe

Use "we" and refer to your startup as a company because that's what it is (and is going to hopefully grow to be). It also shows a certain humility, like when people write a research paper and refer to themselves as "we". But there are other reasons too: suppose some psycho troll takes aim at your startup for some reason (it has happened in our facebook games) and decides to make your life hell; you 'd rather they did not know you are their only enemy