FWIW, word-of-mouth marketing usually feels like a total crapshoot. Topical, often trivial ideas seem to do the best. And honestly Techcrunch doesn't help as much as you may think. They're good for a spike of 5-10k users, but much more important is your willingness to support an unpopular product for another 6-12 months. Because it will be unpopular. :-p
You might not feel comfortable linking to your company here but I'd love to see what you're working on. I put my email address in my profile, maybe I can offer some feedback.