Correct, I am saying that $400K is reasonable for a CEO of a venture of this sort only if they do not have extensive experience and/or if they were doing this as a labor of love (Not-for-Profit). If they had significant experience, or knowledge of this industry, they should be making much more.
Someone decided that his background would make him an effective CEO - and once they did, the salary should be commensurate with the responsibilities.
If this were a tech startup, the salary range for a CEO in the valley (for a Series A/B Round startup) would be $250K-$300K with an upside ranging in the 10s of millions.
A guaranteed $400K salary is really not a very decent salary for a CEO. I'll see if I can find some stats to back up my claim.
[EDIT: http://www.siliconvalley.com/salary-survey/ci_12523817?nclic...]
In 2009: The median pay package the valley's boards of directors awarded their chief executives dropped 5.6 percent, to $2.2 million.