I’ve spent nearly half my career working in the hosting and ISP business. Back then it wasn’t so crowded :) Personally I believe you can deferentiate in many ways but first you must understand what the pain points are with successful hosting companies. Also what level of customer are you servicing? DigitalOcean IMHO do an amazing job but it’s not for the novice. Providing ease of use, value for money and legendary customer service are the 3 areas I would start with first. Happy to chat more if you’re keen.