Dear Martin,
Here are some further thoughts for you...
The key requirement for any good publication is the effort and skill of the people who do the writing, editing, illustration, indexing, review, and layout. This requires people hunting and coordination, and that historically has been the main service provided by good publishers.
There are already generic collaboration tools available online (even for Google Docs) for example, but I haven't seen anything dedicated to scientific publishing, which has rather more diverse and complex requirements than business or fiction writing. So that is one way your effort can distinguish itself from others.
The other way would be distinct if it can integrate with a range of team building services, of which the Research Cooperative is but one example. I am familiar with O-Desk, which allows anyone to set up a project desk and then look for people with the necessary skills, and manage payments, while taking a percentage from all transactions.
If your system has a login requirement, then can social-login be established to let people log-in with their log-in from the Research Cooperative, or Facebook, O-desk, etc etc.?
Integration might also take the form of simply providing information about the pros and cons of different team building systems, with links added.
Cheers, Peter
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Peter J. Matthews, Chief Admin.,
The Research Cooperative,
Auckland & Kyoto.
Contact: researchcooperative [at] gmail [dot] com