"Tactics without strategy is the noise before defeat." ~ Sun Tzu
Dave,
You've got alot of ideas, and alot of excitement and enthusiasm for the project - which is terrific! Just be cautioned that, combined, those things can just as easily be your undoing and downfall.
I would encourage you to think strategically (long term, by definition) and to write a business plan - before you commit any money.
Be crystal clear about your business model: How will you generate revenue, how much, and how much will it cost you to do so? How much profit is there at the end of the day? Keep it simple.
I still don't understand all that commission stuff. I'm not suggesting you shouldn't offer it, but you risk complicating a simple (easy to understand) product... which will hurt sales. I would consider saving those ideas up, and adding them to your offering one-at-a-time, over time. Doing so would give you time to get the ideas right, and gives you a list of reasons to communicate with customers and the media.
I think you're right to focus on becoming a success in your local marketplace, first. But another word of caution: Don't pick radio and billboards (marketing tactics) before knowing who you are targeting, what your what your marketing objectives are, and what your marketing message is. There are other considerations, of course. How much money are you prepared to risk?
If you want to speak, I offer everyone a no charge, no obligation, 90-minute consultation. Please PM me if you want to arrange to speak.
Again,. best of luck!