Get VC money to start shit
Get more VC money so you can make improvements (more users, retain users, monetization hooks, etc)
Start monetizing via whatever means planned
Sell and/or IPO and/or crash
do it all over again
Looking at the TOS for Ello, it seems very much like they are gonna do whatever once they get off the ground with regards to funding. the whole thing is very startup dudebro.
"According to our lawyer, we should also tell you that Ello's rules and policies do not create a duty or contractual obligation for us to act in any particular manner. And we reserve the right to change these rules at any time. So please play nice, be respectful, and have fun."
*jerkoff hand motion*