Let's have a look at how everyone's favourite Suite 101 competitor, The Mining Company, does it. In this marketing approach you have big company stuff: lots of structure, employees, money for give-aways, guidelines etc. It's the classic find good people, show them what needs to be done, give them the tools, motivate them and stand back approach. It works when great ideas, great management and enough money come together and then only sometimes. Note the diffuse focus — if you're going to be big, you've got to have as broad a market as possible.
The other approach is to be smaller and better and this has to be accomplished through focus. Narrow your focus until your area of activity is small enough so that you can know it better than anyone else. Now you're set to be a successful small business.
Wait! You say you want to be a Mining Company, except bigger and better? Start looking for those millions and some high-priced management or...
...use the small business model. Independent top people in their fields associated for a common purpose with a minimum of structure, employees or guidelines. The link is the common purpose. Each associate bears his own costs. The benefits to each are proportional to his contribution. Communications are based on the moderated mailing list model and the tone is professional and goal oriented. Now we have a multiple small business model which is better, more efficient and more likely to succeed than the big business model and which can grow as large as its associates desire.
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