I'll try to answer the best I can for you, most of these questions are exactly the ones I just asked and got answered
Substrate: From what I've seen the majority of experienced and heavily planted tanks on the forum are basically using sand. I had sand and did a 50/50 mix with FloraMax (mostly because I wanted the little darker and to change up the look, sand got boring to me) I used PFS (Pool Filter Sand) just make sure you clean it very well. There are a few posts (One I just posted in with how exactly I changed to sand) I'll try to find it and post it for you.
Filter: I am using an HOB right now, the general suggestion you are going to get is a sponge filter for planted tanks, especially on your smaller 10 gallon. I just ordered one to replace my BioWheel. The surface agitation and movement are significant on my setup but the filter is greatly oversized. The less surface movement and current the better with plants. I'm sure Byron or someone else will step in with the technicalities of it. But to answer your question you can use the HOB and it most likely will be just fine
Lighting: You're lucky, mine and most 10g that I've seen so far have the dual screw in fixtures. Any bulb between 5500-6700 daylight is the most recommended. The experienced guys recommend the daylight over the plant specialty bulbs. Personally I'm using an Aquen 8000k daylight light since they didn't have the 6500 daylight in my size at the time and I was impatient. Most important is look at the spectrum you want peaks in red and blue. I didn't see it on your list but get a timer. They should only run around 10-15 bucks for the basic single plug ones.
Fertilizer: that is going to be dependant on your plants, water, etc. I use Flourish Comp once or twice a week and root tabs near the heavy root feeders (swords). My tapwater is pretty hard and has most other essentials, as well as the FloraMax, every setup is different though.