It isn't a stretch to scale a consultancy to the point where it can fund 2 developers
This is actually pretty difficult to do (been there, done that). It is extremely difficult not to polarize the company into the guys building "the product" (who will expect the lion's share of equity) and the guys bringing in the money, who will bitterly resent being "the grunts" while the cool kids get to play with whatever cool tech you all started out to make.
We did this and have not seen the problem you're talking about. If your services team is so unhappy doing services that they're jealous of the people building product, you may be doing the wrong services.
This is actually pretty difficult to do (been there, done that). It is extremely difficult not to polarize the company into the guys building "the product" (who will expect the lion's share of equity) and the guys bringing in the money, who will bitterly resent being "the grunts" while the cool kids get to play with whatever cool tech you all started out to make.