You can outsource your set-up and marketing, and if you scale appropriately, you can contain costs. You might want to consider leveraging social media as well, as it helps with some of the things others very astutely pointed out. You don`t want to go cheap; but you probably don`t need to spend a million bucks.
Biggest thing to keep focus on is who is your target market - and yes, marketing is the focus. So many people I`ve seen fail is because they`ve spent (a for instance) 25k on servers and 1k on marketing and design; they overbuilt their site in development spending $100k when their message just wasn`t there yet; or they didn`t have the patience or foresight to see that getting traction can take a little time - definitely more than a month.
It`s a holistic strategy. Just like a brick-and-mortar store (even if it`s not directly e-commerce), you want it to be inviting (Design and User Interface), easily found (SEM, SEO, Social Media, Marketing), and have regular operating hours (IT Infrastructure, Quality Programming).
As to costs, it really varies greatly and no one can tell you honestly what it will be until they have a sense of size, scale, and target market.
What you should do before any of this is see if there is actually a niche you can serve and why you could serve it better. What makes you different?
digitalvision3137/7/2008 12:03 PM
"It`s not work, it`s network!"
Portage Media Solutions
My Blog: http://www.interactivemediatips.com