Barry Ritholtz has a very cool post in which he proposed a business plan for online trading. He proposes differentiation by
A) Advertising (pundit)
B) Blog
C) Commentary
D) Database
E) Education
F) Fund
Each section is explained in detail in the post. I doubt any online trading firms will take note, since it's an industry that tends to move with a herd mentality.
Investment books recommended by Warren Buffett.
Its a great article and would recommend to any reader interested in this.