As for complying with laws, my current thinking is to sell the software with some tokens for use at set prices to end users (not investors)
It is not at all clear there are "end users" for something like this for years to come. It will take a significant period of time to build a market with supporting devices, services, and a large enough population of users, all interacting with each other using the token as a tool to accomplish something else. So I doubt that anyone buying it now could be viewed as anything but a speculator (including long term investor).
That might be different for some other kind of token such as one backing assets in a game or even maybe decentralized storage. Something with actual ready-to-go uses. But that seems a bit off topic on this thread.
Developers are an example of early adopter users who need access to a real world system in order to build out the ecosystem. Yes the number of users and people who want to play with such a system is small at the start. That is why if you sell to end users and not speculative investors, don't expect to raise $10 million at the ICO. You might raise $50,000 perhaps ($500 x 100).