Reading the documentation page for pg_ctl carefully shows you what happens with the stuff you pass to it using -o:
-o optionsSpecifies options to be passed directly to the postgres command; multiple option invocations are appended.
So you can, for example, do the following:
pg_ctl -D {your data directory} -o "-c listen_addresses='*'" start
where the whole double-quoted expression is passed to postgres (for details, see its own documentation).
As Craig Ringer pointed out in a comment, it might be easier and, more importantly, has a lasting effect if you change these parameters using ALTER SYSTEM.
