I mean, you probably don't need to throw away all the software, but just a part of that, you have to modify that not to delete everything. About Marketing, I don't think that spend money in ads and stuff like that is a good idea. I prefer unconventional and cheaper ways to attract your early adopters, or at least at the beginning, (during first months). Only once you have found your first users, you have to find a way to scale the ROI with the lowest marketing investment, but again, I prefer unconventional stuff. Like Airbnb has made Obama and McCain cereal boxes to buzz the company name, and at that time they have found "already" their market.