Thank you Mack for your feedback.
He was thinking of ads and also having specialized experts rate and give suggestions/feedback for a small fee.
My friend is thinking of this as a part business however, he is still in grad school and so can afford the loss of initial investment.
I personally did not like the idea, cause he would be competing with sites like Facebook and other social network websites + there are already lots of popular rating websites. But since you never know, I offered to help him for free.
I found a software and am busy installing it and customizing it as much as possible. Hopefully it will be done by next week.
Thanks again :)