People often want to be rewarded appropriately with a mix of real-now money, genuine appreciation, security, belonging/ownership, a visible and viable forward path should they want to progress, and a sense they're doing something worthwhile.
So money is just an element, and 'market average' may not be enough alone and shouldn't be the major consideration.
You'll be wise to reconsider the equity option.Too many foolishly, to their detriment, try to retain too much.
Distributed and vested appropriately, equity encourages and rewards both short- and longer-term work, often bringing greater return to the founders.
An option is to structure an 'employee/associate pool' which holds equity and receives financial rewards therefrom, but is only available to continuing employees/associates (those who're still there, rather than came and went).
<a href="http://glvr.com" rel="nofollow">I'm happy to not be anonymous, and welcome sensible contact.</a>