I'm transitioning into doing independent instruction, no plans for an airline type job in the future.  One of my students has access to an Alarus, and we're setting up a club using it with plans to add airplanes in the future, possibly something along the lines of a Grumman club with an AA1 and AA5.  I also have a few students who started off at the FBO, got sick of poor maintenance and scheduling hassles, and bought their own airplane or bought into a partnership.  I made my own business cards, and students have found me from NAFI, Flight Central and Gleim CFI listings to date.  I don't have a website, but we'll do one for the club and include an online schedule.  
I think some ways to be successful are to offer a good value (both cost and quality), better atmosphere, better schedule access, better/different aircraft, or something specialized like LSA training, transition training ie Cirrus/Columbia etc.  Kind of a broad spectrum, but you can identify what's missing in your area and target it.