We hired someone to handle customer service in the 2nd year. We also had some manual processes that they handled for building out the site. Since we'd been doing those things ourselves for a while, we optimized the processes a lot and had a bunch of templates, so training someone else was pretty easy.
W/r to hiring vs. getting a co-founder... I strongly prefer hiring if at all possible. The rule of thumb I go by is that you should only use equity to get skills you can't rent/buy (e.g. a big network or personal brand).
The skills we hired for, in order, where:
Sales/account management as needed (wife)
Accounting/bookeeping, part-time (wife)
Customer service, part-time (stay at home mom; part-time)
Sys admin, very part-time (did as much as possible myself)
Project-specific Java developers, part-time/moonlighters
All-around Java developer, first FTE (did everything including some light sys admin)
Additional Java developers
Additional customer service
Product manager
Most of our employees we found via Craigslist, or via our personal network. Later we used a recruiter to find Java developers. But hiring for developers was always a big problem.
I think part of the reason recruiting is a unique challenge is that you'll (probably) never be the hot shiny new startup with pedigreed VC's vouching for you. It's lame, but employees rely on those signals to separate dead-end startups from something "real". Of course, the more likely scenario is that VC-backed company without revenue is far more at risk for being an elaborately doomed ponzi scheme than your profitable micro ISV. Whatever... You have to try harder with everything else you can control-- comp, office environment, developer-friendly culture, technology stack, profit-sharing if you're so inclined, etc.
Good luck. You'll be glad you took this route down the line.