It's fairly early stage. The project was initiated 6 months ago, but it's not funded yet. They are still working on building a working product. The website will be 1/3 of the overall product strategy.

The titles are meaningless at this point because I am also doing marketing and strategy. What I am told is they want to work out an equity strategy based on milestones I deliver. The first milestone, they said, would be the entire website, fully integrated with the proprietary app they are building.

Is this reasonable? Especially considering that the site is an essential part of the product.

I heard elsewhere that an alternative is to use the "sweat equity" algorithm.

http://www.torquepowered.com/community/blogs/view/16191

But seeing as we are all working remotely, it'd be hard to ensure that everyone is working fulltime on this project.