Blame the administration…
What is the defining characteristic of a start-up? It’s right there in the name. It is starting up. It starts up small, and then grows externally (users) and eventually internally (staff and infrastructure). All companies exist in one of four states. The state diagram is pretty simple:

Notice that there is no Succeeded. Be sure to see that you can go straight to failing. Also notice that there is one good spot on the board. The only times you are not in transition are before you start and after you fail. All the other times you are trying to be in the sweet spot. This isn’t an easy board game.
And let us depress you further. Here is the prediction: You will fail. We all fail. Every time. Until we don’t. If you are lucky you will fail the first few times you try. Get to learn that taste in your mouth. Now spit it out, and get going again.
So you ask, are we going to fail? Probably. But we have been around the block a few times. We will hit one of these time. Maybe with Parkr, maybe with the next. The point is we will be ready for it. You grab the poll, mount the carousel horse, ride it up and down, try for the brass ring, and sooner or later the music stops and it is all over. Hey look, We made a metaphor!
Where were we going with all of this? Simple. When you are starting up, it is a frantic scramble. Everyone it pitching in, and you are short of the necessities. Silly things like supplies, equipment, infrastructure, and staff. And dollars to yummy yummy donuts, one of the staff positions you are saving “for when we make it” is a DBA.
And you are right. You should wait before you hire one full time, but you should make sure you are friends with a good one. Someone you can call when things aren’t working right, or performance has fallen though the floor. Someone you can spiff, or buy a meal, in exchange for a little help.
Why? Because the #2 reason (in our humble experience), that web apps underperform is because the app is IO bound. Typically that means the database. In case you are wondering about reason #1, you screwed up in your code. You optimized the wrong thing, or didn’t optimize at all. Or the code is doing stupid things, like not caching enough, or caching too much, etc. Don’t worry we all make these mistakes the first 30-200 times we try.
Now if it is the database, what is your first move. Well if you are like far too many engineers we have experienced, your first move will be to de-normalize the data. Resist this impulse with every fiber of your being. It is true that sometimes it is appropriate to de-normalize. However unless you are doing data warehousing, you can also go a decade or more before you run across a legitimate case.
More than likely it is THE database and not YOUR database that is the issue. It needs to be tuned. Also more than likely, you don’t know enough to get beyond the basics. That is OK, you are an engineer not a DBA. That is why you need to have one you can call, until you can hire a good one.
A good DBA is worth [gender neutral pronoun] weight in [valuable substance]. You need one you can communicate with. There are some utterly brilliant DBAs that you wouldn’t trust to tie their own shoes. While you can feel them practically vibrate with intelligence and knowledge, they are better off inside their silo with someone else to act as the intermediary. There are plenty of great normalish admins out there. Find one, or better yet a couple. Get to know them, treat them with respect. And WHEN your danglies are in the fire, you have someone to call.