The most important things on the exchange is Safety including privacy guard for the costumer, also you can add some promotion perhaps? to increase Volume on your exchange. and that is not less important is low fees
many exchange on this days the fee is so ridiculous, you can setting up for this recommendation. Good luck wish you success and don't you dare to do a bad thing
As a newbie in the exchange, he might really find it a bit difficult to be able to beat the transaction cost down until he has a very good trading volume on his platform, if he forces low transaction fee and not able to get money that he will use to run the exchange, he might pack up too quickly.
The major thing he needs to focus and his strength on now, is building a platform that has full security features that people can easily testify to, then secondly, I am sorry to say, pending the time he gets a very good volume, take advantage if the fact now that many people hates KYC, he should not introduce KYC from the onset, it will attract users that will get him volume, once he gets volume, then he can use the fee strategy like Binance.