That's a tall order upending CL. You'd have to offer some kind of super-astonishing improvement to do it I would imagine.
Personally I wouldn't even try. They're too entrenched as the defacto online classifieds provider to the United States. Like eBay is to auctions.
If you _were_ to defeat them, you'd have to do something like find a way to get orders of magnitude more eyeballs onto each ad somehow. I'd guess that distribution channels would be your best bet in terms of implementing a net improvement. How to do that I do not know, but its my guess that that's the way to add value to the space.
Maybe work out a deal with all the major newspapers' online departments to mirror all the ads on your site on their classifieds sections, so no matter what newspaper someone is reading, your ads are there. But that's a tall order in itself.
You have your work cut out for you that's for sure. Good luck!