I don't want to discourage anyone, but you are practically distracting yourself from building a product by learning how to program. Getting really good at something takes many years of practice, and the program you write will likely be full of problems you are ill-equipped to fix.
I agree with this, but I think putting in the effort to learn the language or the infrastructure enough to be able to manage a contractor or distinguish between crap code and good code will not only serve you well in the tech startup world but also win you accolades from your team/peers.
I strongly believe being really good at one thing means you shouldn't try to multi-task or wear too many hats. That's counter-productive and recipe for moderate work quality. At the same time, the early days of the startup are the most fragile times. The business guy who speaks engineering or visa-versa will have a huge competitive advantage.
