Developers thinking technology will save the world
Get some whitelabels or off the shelf software for less than the price of dinner and see if the innovative traffic ideas pan out. Then when the money comes in you can bootstrap and fund the developers to spend all their days fiddling, playing and installing mongoDB and whatever is the latest and greatest and implement feature creep with their ideas to their hearts content. Start with a MVP and go from there and buy something like the lean startup book. 6 months from now you'll have a decent business and then have two developers on the payroll which you can sack , and use their salary to get some marketing, traffic buyers and content managers instead. simples.