What kind of company should we be?

Great thoughts and vision! I believe culture is critical aspect to a budding startup, might that might come naturally with time, as opposed to nailing it right now.

If I were to start a company right now, I’d be focused on the customers and the users of the product I’m building. Once I nail my core product (with customer obsessed iteration) and I have a few employees, then company culture will start to form and a vision could be created.

P.S. So rad you are starting outside of Auckland!