2) I may be in the minority here but I'd like to see more of the federation. More ships. More of the different designs. More of the inner workings of the federation (assuming it's well done and not another the-federation-is-corrupt storyline).
Won't attract casual fans with this. And the inner-workings of the Federation aren't interesting unless there is corruption or drama of some sort.
The reason I've always liked the federation-centric stories is because they were 'cool'. By that I mean that starfleet ships and starfleet bases were places where I wanted to be. They were places where I wanted to spend some time. Not so much with the bumpy-headed aliens of the week. But as I said, I think I may be in the minority.