If self-funded then the question needs to be asked as to who provided the funds -- was it 50:50 or sweat equity (technical partner) and money (sales and marketing partner).
In my experience the person proving money + sales experience tends to grossly under-value the technical contribution, even if they come from a technical sales background.
In my experience the person proving money + sales experience tends to grossly under-value the technical contribution, even if they come from a technical sales background.