You distinguish yourself from the sea of competitors by creating great content. I'm not joking either. Creating high quality, highly relevant, engaging and SEO enhanced content is arguably the most important marketing exercise you can undertake. It takes a while for your content to be indexed by Google, but once it is the effects are cumulative (the more content you add, the more traffic you generate) and persistent (unlike online advertising, which offers no long term benefits).
Your business plan lays it all out. It details what you sell and where your profit comes from; how much inventory you’ll have on hand and where you’ll store it. It lays out your return policy — and you’ll need one of those. Most important, your business plan details your total start-up cost, from your ad campaign to Web designer to monthly server fees.