I think the fact that the OP doesn't have the skill to write code is an even more imperative reason for him to pick it up in some form IMHO. As several commenters have already poignantly pointed out, in a company of this size, it really is best that everyone involved becomes an "everyman," so to speak.

For the business types, this means hacking software (or hardware!). For the software (or hardware!) types, this means hacking business.

It's way, way, way too early to specialize.