You could also consider renting an Oracle DB. Yep! Consider some unintuitive facts:

• It can be cheaper to use Oracle than MongoDB. There are companies that have migrated away from Mongo to Oracle to save money. This idea violates some of HN's most sacred memes, but there you go. Cloud databases are things you always pay for, even if they're based on open source code.

• Oracle supports NoSQL features including the MongoDB protocol. You can use the Mongo GUI tools to view and edit your data. Starting with NoSQL is very easy as a consequence.

• But... it also has "JSON duality views". You start with a collection of JSON documents and the database not only works out your JSON schemas through data entropy analysis, but can also refactor your documents into relational tables behind the scenes whilst preserving the JSON/REST oriented view e.g. with optimistic locking using etags. Queries on JSON DVs become SQL queries that join tables behind the scenes so you get the benefits of both NoSQL and SQL worlds (i.e. updating a sub-object in one place updates it in all places cheaply).

• If your startup has viral growth you won't have db scaling issues because Oracle DBs scale horizontally, and have a bunch of other neat performance tricks like automatically adding indexes you forgot you needed, you can materialize views, there are high performance transactional message queues etc.

So you get a nice smooth scale-up and transition from ad hoc "stuff some json into the db and hope for the best" to well typed data with schemas and properly normalized forms that benefit from all the features of SQL.