I'm Max's business partner. We do things that only really make sense to to outside of business hours right now. For instance every Monday before work we review all the projects the company has on its plate so we can be prepared for any conversations with staff at 9:00am.
Another example is that once a month we review every financial expense the company has so that we can build cash flow projections etc. Even as we grow we intend to keep our eyes in the back end of the business.
Another example might be research for a new product or service that is not currently generating revenue. Until we are willing to make a cash investment in the idea, the founders typically do interviews and customer development activities outside of business hours.