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For immigrant visas requiring a job offer, you have to demonstrate that you made bona fide attempts to hire a US worker. This means that you wanted to give the job offer to qualified US citizens, but none of them met your requirements.
For startups where the founders and employees own equity in the company, having substantial equity would make it harder to establish bona fide attempts to find a US worker. If your company wants to sponsor the founder or an employee, you should discuss your compensation system with an immigration attorney.
Each of these immigrant visas for startups categories has a lot more detail to them. If you are considering any of these options, you should speak to an experienced immigration attorney.