Thank you for the nice comment and good question. To answer:
Strategy- I'm guessing that your question of what strategy is more of
"What is your marketing strategy?"
We have a lot of ideas for this, and one well known "secret" which is to provide better service. This is #1 for us, and is why we are making a multi lingual community in discord, so we can actually help the community, provide a community service and all in a language they understand. One of the ways this works is actually in our whitepaper- give an incentive to good actors to want to help people that have problems. When users feel safe, respected, and generally happy we can work together to build crypto into the powerhouse it really is.
Of course we have some more plans to offer outside of this such as extended signature bounty, advertising, etc.
What is the exchange strategy?-
This is largely covered in the whitepaper, but in a nutshell we have the plan to make DexAlpha as it's name suggests, a decentralized starting place where projects can start, build, market, trade and create a public opinion. Outside of that we have all the "flashy" terms
Better UI, Faster Processing, More Options, Trading Bots! 0 Cancel order fees, lower trading fees, no withdraw fees
But also security through full metamask integration for exchange website, and downloadable applications users can run from their own device to know they are 99.9% safe (obviously as long as their computer hasn't already been compromised) and Self Regulation through voting- so the users can look at the token, research it, and vote on it. (Satoshi- "One CPU one vote") We are really passionate about this last part and is 90% why we took this task on. So many people could have been saved from scams and projects held accountable to investors through just a simple system such as this.
As for the market of this product- We're currently in a marketcap of 337billion. We feel the market is big enough for everyone to operate and get their niche in the market

A much needed update to the project:
As much as we are ready to pull forward, it appears that the market bear run is on its course. We have our testnet ready, but will monitor the market and growth of the community to get a good entry point and launch. The Marketing campaign continues as scheduled and we are hopeful to see a positive turn close to the end of the month so we can still release without needing to update the roadmap.
We're hard at work, hope you all will work with us!

Building the platform doesn't require millions of ETH, but marketing and developers require money. We opted for no softcap because we are planning to release this platform with or without funding- whereas we are having the crowdsale because we do need funding and the more we raise, the easier this will all be. As well, we have a hardcap for the sake of transparency. We hope that the community will see the fruits of this effort this year and stay with using us as a choice dex because of the offered service.

1) We plan to release a simple interface and actual applications users can download and run from their own system 2) No private keys in website. No one should ever paste their private key. 3) Designer (guide123) is working on UI design so it's much more intuitive. We are right now working on the basic alpha design to show a simple working (although not usable yet) product.

There are numerous problems with existing dex platforms. We propose: 1) Tokens will list in the JSON direct so when project launches they can submit info to platform and list. There is no other platform that does this and ED used to require that you contact Zack directly to list, and he decided if you were officially carried or not. No= only trade at contract address. As of right now there is no way to do it at all, that I am aware of. We propose a system of community regulation. Where everything can list (directly to the JSON) and then judged by the users.

Lastly, we don't need to "rob" users or be the best dex. We need to offer a usable, safe and well designed product and support the community will respect. These principles will bring DexAlpha as a leading platform.

All of this will be in time, and be open for the community to judge us on how we deliver. As you can notice- no crowdsale until we have something (we are happy with) to show. Transparency, planning and community will be our driving factors.
Update: Being out voted, =P we opened the bounty campaign to build steam for the project.

Thank you for your question. More information is in our whitepaper at https://dexalpha.com/dexalpha.pdf but to give a short answer, the idea is to have a dex that is self regulated, so it is decentralized both in structure and in policy. 1) All projects who sign up officially list to the UI at no listing fee. 2) All users will be able to vote on the listed tokens using DexAlpha Tokens (more info in the whitepaper) 3) Token holders who lock their tokens can get whitelisted for lower fees. and 4) Our final version will have all platforms in one app. So We will have eth dex, waves dex, bitshares and other platforms as they become popular.
Bonus: Swap page so users can easily exchange between platforms
And all decentralized, with mobile and desktop applications so community is safe.

Thank you for posting and your quick answer too. The proof will be in our work. As our saying is- "In Software We Trust"
As always, people are free to ask any question they have and we hope that this will be a service the community will come to love.