The content will definitely be the product. In this case, the content relies on a second (and third and fourth) start-up, so you're right, the work I need to do

The content will definitely be the product. In this case, the content relies on a second (and third and fourth) start-up, so you're right, the work I need to do involves starting another business, which will provide content for the first. Ironically, I have yet to formulate an exact business model for the first start-up, rather my thoughts have been on future projects. In a weird way, its likely some projects will outshine and be bigger (at least economically) than the original start-up.