What's a Non-Programmer to do?
iamelgringo: Market your product using videos.  Decent video production is hard to do, and takes a lot of time, but Google places relevant videos at the top of certain searches.  It's easier to get on the first page of a video search than it is on the first page of a regular Google search.Blog, blog, blog, blog.  Google primarily indexes text for it's search.  The more fresh, well written, original content the better.  That being said, it will take months before you start to see that have a solid effect on your bottom line.Find each and every single forum devoted to learning Chinese.  Become a member on those forums and interact heavily.  Build credibility on those sites by providing valuable interaction, and then feel free to post appropriate links to your software.  A lot of forums let you have a link to your site in your sig.  That can only help you in the long run. * disclaimer * I'm not suggesting spaming, I'm suggesting good, solid interaction.  Geeks don't really use them that often, but normal people use forums quite a bit, and Google loves to index forums.Connections.  Email anyone and everyone that might be interested in your product.  Develop relationships with people interested in learning Chinese.  Find cross marketing opportunities.  Read some business and marketing books, take those ideas and run with them.Become a sales expert.  Start reading books like crazy on sales and marketing.  Your technical co founders are going to be working like crazy to get the software side of things up and running.  Every idea that you can bring to the table is going to help them out, and make your product better.Study usability like crazy.  A lot of times, technical people can get really wrapped up in making something work.  They can often get too close to the product to be able to see it objectively and relate to how a customer uses their product.  They need to know what problems the customers are having with their products, and what is confusing to them.  Help them do that.Do usability studies.  Find friends and neighbors that have never used your product, and get screen captures of them using your product, and video their facial interactions with them using your product.  Meetup.com does this for every new iteration of their product.Find new uses for Mechanical Turk with your product.  You can do some amazing things with Mechanical Turk and a little HTML knowledge.  Have Turkers test one or two specific aspects of your software, and get their feedback.  Pass that on to your engineers.  Manage A/B testing through Mechanical Turk.