Interesting question. Well, if the broker was existing, I imagine the process would be as follows:
1. Examine the current set up (From api software, feed software, all hardware and all network components).
2. Take detailed latency measurements of all existing equipment as is when we walked into the place. This would mostly be used by in house tools we built.
3. Based on all of information gathered, make recommendations from : Hardware and OS as a first level. Also, how to tune that OS for stability and performance. There is a way that 99% overlook when it comes to tuning Linux (If this was what they used). As a second and deeper level: analyze the source code of all software (with an NDA of course) and make recommendations as to how to write or re-write the architecture. (FYI, I'm laughing as I type this. How many firms would actually admit they needed help and allow this to happen. I would really have respect for a firm if they actually admitted this). We have extensive experience in writing very low level software (IMDB's, feed gateways, execution software).
4. When all was said and done and improvements were in place: Run a new analysis of latencies within the brokers systems. Compare and show them the difference.
Cost would be a tough question. A smaller approach would be to examine all hardware and operating systems. Just changing that on existing legacy API/feed software would be a huge improvement (once the OS was tuned properly, not stock or simply compiling the kernel as best as you can). A deeper and more costly approach would entail as stated above. My guess is that it would be based on the scope of the project. It wouldn't be something a broker couldn't afford. In fact, I easily believe it would pay itself off very fast. And after we were done, nobody could ever complain about latencies within the broker for a very long time. My guess 5 years. Any latencies would be Data center related, or client related. The broker would be free.
I would love to have us do it on a consulting basis, but there would be a huge barrier to over come. Just getting the in house developers, network engineers and anyone else involved to allow someone from the outside to come in and tell them how to do their job would be impossible without friction. Our expertise is very narrowly scoped, but very important and overlooked 99% of the time. I am not the best network engineer in the world, but I know exactly where to look.