If I were in charge? I would start by creating 3 (or more) editions of Firefox, segmented to casual, power, and pro users. Casual would be similar to the current Firefox, but with even more focus on ease of use, a “hand holding” mode, and more clarity and guidance when it comes to security and privacy. Power would have most hidden options exposed in UI, personalizations would be exportable/importable, extensions and user scripts would of course be treated as first class citizens. Pro would be fully customizable/optimizable for different verticals like medical, scientific, industrial, legal, engineering, etc. maybe a set of templates that can then be further customized, plus LTS with guarantee against random UI changes and ongoing testing against important sites/apps in each vertical. This is also where you could have a marketplace for high-end extensions or full on mods for the Pro edition. Pricing wise, Casual would be free, Power would be free with a donation of any amount or contribution of code/bug reports, and Pro would be $$ per seat per year, plus a cut of sales in the marketplace.
That’s how I would start. I have lots of other ideas for longer term projects all focused on the browser.