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May I suggest you don't set your royalty rate in stone? Negotiation with individual authors would be a better way to go. Your clients will probably fall into two main groups: (1) previously published writers with a backlist, and (2) unpublished writers.
Books from the first group will be out of print and all rights will have reverted. But such books already have a track-record, and will have been professionally edited. They will draw a lot of readers to your site and you might do well to accept a much smaller percentage.
The second group will have been frustrated by the process of trying to find an agent. Their books are, overall, much less likely to be of publishable quality. How are you going to address that? You will be overwhelmed.
Then there's a more difficult question. Authors go to publishers for two reasons, promotion and distribution. You cannot offer distribution as a USP, since anyone can upload a text to Feedbooks. That leaves promotion. You have to convince authors that you can earn your cut.
Finally, readers are rightly wary of buying an ebook sight-unseen. They need to be able to browse at least a fair sample beforehand.
I hope some of this helps. Good luck with your venture!
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