Why would anyone work for free for you? That is the way people think about these things.
That is the way it is -- people are either hard to convince, don't have time, are lazy --or-- see no advantage in what you are offering.
Search engine models usually fail because they can't find a market. Why is banging heads with Google and the other 'big boys' a good idea?
There is a series of lectures called
Harvard i-lab | Startup Secrets: Culture, Vision, Mission
If you have a good grasp of the English language -- this was sponsored by Harvard Business School --worth watching a few lectures in this series.