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It might seem like a lot, but remember that with affiliates you're guaranteed to make a profit. If you paid for an advertising campaign yourself, or hired a firm for a fixed amount, you could potentially lose thousands (or more) if the campaign fails.
If you want to pay for results but you don't want to manage a bunch of individual affiliates, look into cost per action (CPA) marketing. There are several firms (NeverBlue, Pepperjam, etc.) that offer this service. Like it says on the tin, CPA marketing is when you pay after a specific action (like user registration) is performed. They're usually a significant minimum spend with CPA marketing.
However, if you ask me, you should take the time to train yourself (or one of your other founders) into being a capable marketer. Good marketing is one of the important factors in the success of your business, and if you ask me, it's too important to delegate or outsource to somebody who isn't invested in the future of your business.
Here's a link to our website: http://www.123exchanges.com