Several very well professionally funded payment and trade platforms have folded. They had millions of dollars in VC funding, big marketing budgets and spent a lot on compliance. You're not going to find anyone who could get going on here, let alone compete.
If Gox can fold, anything else can. The bitcoin world, being as private and secretive as it is, is all about risk management. "What if this doesn't work out" is the question one needs to ask them self.