I would start with MongoDB, get a grip on what on earth the product is doing, finalize the schema on the fly based on A/B tests, customer feedback and analytics, only once the schema is finalized move it to a SQL database if needed.
If you are not using a good ORM + DB migration system, then MongoDB will make perfect sense when you are quickly iterating through ideas and trying to find a product / market match. You really have no clue how your data schema is going to look like in the end, why confine it at the start? the vast majority of startups sadly won't get even near the phase where they really reach scale related performance issues, so choosing MongoDB for prototyping your business absolutely makes sense to me.