Most stallions are shown futurity up until retirement.
You would start advertisement as you are showing him.
You are probably better off sticking to a couple major bloodlines at this time depending on what you are breeding for.
As for a broodmare band, it's essential to breed to the best so choose your mares wisely. Most people like to see the mares shown before breeding, but not every mare is cut out to be a show horse, but they might produce a show horse with the right stallion. It's just pure homework. :)
Breeding on foal heat has it's benefits if you bred the mares late in the year. You can rotate the breedings, but it depends on age and conception rate.
It think showing your own foals will benefit you because why would others breed/show foals out of your stallion if you are not even out there.
In some cases, I have thought about getting a second stallion, but you just have to look at what you have right now and decide whether you can go through it all again with all the money involved. I like homebred colts as future stallions, because then you know his personality and not end up with a fireball in your barn (not to say you couldn't).
I don't mind certain auctions such as Triple Challenge, Reicherts, World, Congress, or any other futurity sale. Anything else, you might as well not even breed IMOP.
I prefer the dummy over live cover. There is difference in personality I think. Most people now a days only breed AI. If you do live cover, do it with just your band, because you just never know what will happen with an outside mare especially. Body language speaks louder than vocal calls in a mare.
But as waresbar has stated, you need a lot of $$$$$$, time, and knowledge way before you start this kind of operation. I'm just breeding a few mares a year, nothing fancy yet.
Proud Partner Owner of Me Too Radical, Top 10 PQHA Quality Improvement Program Futurity. Sire of AQHA, NSBA, and NRHA champions. Sweet, gentle, excellent mover, excellent temperment, and so much more. Standing in Indiana.