That's one approach. There are many. All of them require work. The reality of life is that no app, no matter how good it is, will sell itself. No anything will sell itself. You have to be willing to get out there and sell if your company is going to make money.

FWIW, my last startup died because my co-founder and I didn't do it. We wanted to write code. And consequently we failed. I learned this lesson the hard way.

If you've not read it, Seth Godin's "Bootstrapper's Bible" is worth a look: http://changethis.com/manifesto/show/8.BootstrappersBible (and it's free at the moment)