Scaling a company in Silicon Valley is not easy. There is no supplement company in Northern California that we can just pull people from with experience in our industry and the cost of living is crazy! So trying to bring in talent elsewhere and have them/family relocate is extremely difficult as well. We're up against some of the biggest tech companies in the world, stock options, etc.
I work long hours; 12-13 hours a day is a normal day for me in my position. Not everyone has the drive, the passion, the work ethic to be in a start-up environment and that is ok. If you thrive off of challenges, learning daily, and upside growth, then this would be an excellent fit.