The process starts with identifying what traits are most important for your 'ideal' pheno, and doing enough crosses with plants that display that trait to get it to breed true.

You're going to be going through each individual desirable trait, and getting it to be homozygous.

Then start doing test crosses and testing the offspring until you find plants that are homozygous for multiple desirable traits.

It will take a while... but eventually you will with LOTS of patience stabilize your ideal strain.

When that happens, congratulations, you get naming rights on the beast and SHOULD sell seeds.

What is better than a good, true-breeding strain?