I suggest you do everything you can, except mining.

1st priority is for the ATMs.
And maybe issue cards/vouchers that can could like (fiat) credit/gift card that holds certain claimable BTC amount, so it could be used for transactions without making people to wait for confirmations and stuff, and without exposing the whole wallet.

But you should also consider:
-Buying a collection of bunch of different old/new cryptocurrencies and incase one of them was used beside BTC (Like silver to gold) You still get a foothold in that. Or maybe mining them since the difficulty is way low.