I worked under an E2 visa for a number of years for a relatively small (<150 person) company.
Eligiblity is more difficult than with other visas. Attaining a H visa is more about skills qualification, whereas attaining an E visa is more about growing a business qualification. You need to be able to demonstrate a significant investment over multiple years and business acumen for building a company, moreso than technical skills. The point of the visa is to create a business that will generate sigificant employment, revenue, etc. in America.
In my case, the petition was endorsed by a private investor who was many levels removed from the day to day operations of the business; you (the applicant) would not need to invest. The total investment at the time was several million dollars establishing a strong US presence for an overseas company, and I was one of several who were on an E visa. Many were "C" level positions, all were management/leadership roles with >10 years work experience.
If you want to work for yourself or have a small web development house with friends then an E visa is not the way to go. If you can demonstrate a strong financial commitment over multiple years then it may be an option. I would strongly recommend talking to an immigration lawyer if you decide to persue.