Your thoughts are tracking. As far as business form - I have not really decided. I say this as someone with close to 30years of non-profit experience (not as employee, Board and donated honoraria, etc) - but the biz form is just a tax/capital formation question to me. Newman's Own being an example of a for profit company devoted to charitable endeavours. A key piece in an idea that could grow is sources of income, their relationship to the non-profits stated mission, and if that violates whatever subsection of 501 you are organized under. With a for-profit you don't have to worry about those types of things and can be more nimble.