Hello
I'll try to answer some of your questions. As to experience level you should know this in advance. Your website should be set up for a specific market niche. I personally targeted those with little to no experience with the Internet. People who only used the Internet to download email, search for recipes, use MySpace, look at YouTube, etc...
As far as marketing or starting an Internet business they know ZILCH. Which makes them the perfect client/member for you. Because they're open to what you have to teach them and there's nothing for them to unlearn.
I start all of my members with the very basics. I first review what a website is and what it can do for them. Give them a taste of affiliate marketing. Then I start teaching them the real basics. How to choose a domain name, hosting service, ftp, setting up a blog, etc... Once they mastered that then I go on to teach them more advance things. It's a step-by-step progressive system.
Think sales funnel...
...start out wide and narrow it for bigger profits.
My conversion rate is a bit higher than most because I don't sell. I teach. People tend to buy from those that teach than from those who try to sell.
In case you don't believe that teaching makes more money then let me say that from BHW alone I've earned more than $4000 in the last two weeks for about three hours worth of work in teaching people how to do something. All of them sought me out because of this posting and another posting where I taught something. I didn't try to sell. I just taught.
I also DO NOT use the guru's business model. They're forced to reinvent the wheel every month. With a membership program you don't have to do that. But you do have to provide high quality information.
You also DO NOT want to inundate them with one asinine offer after another. That's another place where membership owners go wrong. They start sending out all these third party offers and end up confusing and annoying their members.
As to content, all of mine is video, audio with some high quality ebooks thrown in there.
I also conduct webinars via one of my sister sites and earn about $1200 to $2500 for an hour and a half of my time giving them more focused information. Webinars are a something that will give you much more bang for your buck than affiliate marketing UNLESS you use the IMG business model which is a thinly disguised sales presentation.
If you use the webinar with your membership then you can do what I do. I do a lot of JVing with other owners who offer my webinars to their members. They collect the money, pay me 50% of their collection and I conduct the webinar for them. You can do the same.
My webinars run about $99 to $1499 per person with a maximum of 24 attendees per webinar. This means my JV partners can make a minimum of $1200. That in itself could be very profitable for many of you and much better than trying ewhoring, cpa and some of the other methods which may be too advance for a noob.
Everyone has something they've mastered. Just find yours and offer to conduct webinars on it.
If you want your site to last a long time then you're going to have to focus on always providing your members with VERY HIGH QUALITY content. Start taking short cuts and you lose credibility, sales and profits.
Hope this gives you more of a clue on how to set this up for maximum profitability.