Some general thoughts...
Sure, All three are viable - but each is a mystery at this point. How I look at new opportunity like yours is - "Sure, each has potential. But each has potential to fail or succeed. The key to business success is doing well the 70% compulsory (non-innovative) things every business needs to do to get by, and being excellent at the 30% of the business that makes the business the #1 in its category." Think Best Practices (not necessarily complicated or expensive), Get In the Groove - there are comparable companies doing what you suggest - benchmark them analytically, keep objective score and be Specific about why you are different and better. Its all fun til you lose money and waste your time(!) Commit to being an authoratative voice in your industry, have something to tell your prospects and customers.
I work with 50-100 startup companies a year and all of them have to tighten their story before they are going to be profitable. Take what you know, today, and start your Business Plan. Your Business Plan should be your best friend - you and it are going to be doing a Lot of talking(!) If you can't articulate your intentions and business metrics in a BPlan, you probably aren't going to be able to communicate to very important partners in your business.

Hope this helps - sounds exciting to be at the start of your company(ies)...