There are 2 choices of substrate I'd go with. Eco-complete runs about $20.00 for 1 bag which is what you will need with a 10 gallon tank for 3 inches of depth. Flourite with a gravel mix or sand on top of it works also and is cheaper ($10.00 for enough flourite).
As for lighting 25-36 watts would be ideal. Smaller tanks seem to need more light than larger ones to grow the same plants. A PC (power compact) fixture will take care of this.
As for plants there are several....................
Crypts, Anacharis, Wisteria, Watersprite, Anubias, Hornwort, Ludwigia Repens, Bacopa Carolina, Java Fern, microsword, dwarf hairgrass, moneywort, the list is almost endless with that lighting.
CO2 is great to have and if you have over 2wpg is almost a must. Hagen makes a good passive CO2 diffuser and you can use an empty 2-litre soda bottle for a DIY co2 mixture. Runs less than $3.00 a month.
For ferts flourish excel is very handy. I perfer PMDD (
http://www.gregwatson.com) but the whole flourish line is good or you could go with tropica's Master Grow if you don't want to mix your own.