Luckily you have some experience. Helping friends counts. For starters you should strongly consider show casing your social proof. get your friends to create quick video testimonials and/or write detailed reviews on how your resumes helped them finally land the perfect job. Highlight that.
Also focus on the benefit and not the features.
Instead of "includes cover letter." the benefit could be something along the lines of "increase your chances of landing that interview by 70% Using our proven cover letter framework"
And you should think of offer something for free as a lead generator. Maybe email download of things you're doing wrong when writing your own resume or maybe interview quick tips and best practices.
Good Luck. Don't stop. Keep improving.
A bit of advice from a friend of mine that has built a 80 mil a year rev business…
Fire fast. Fire at the first sign of toxicity. Because it spreads and only hurts the business. You have to nip it in the bud.
In the beginning you want to hire the best talent you can. They are the foundation of your business and ideally you want to trust that you can groom them into higher positions so as the business grows you can put them in charge of hiring and training. etc.
A bad attitude is a bad start.