What's your budget?
I would start with a nice set of headers (HKS 4-1 racing headers are up at the pinnacle of off the shelf items) coupled with a good straight through 2.5" exhaust and high-flow cat, short trumpets in place of the stock items, if you add a scoop (AE101 GZE style), mod the airbox so the air goes into the top of the airbox straight to the trumpets.
Ceramic coat the pistons and maybe combustion chambers (ceramic coating pistons is cheap) and get the anti-friction coating on the piston skirts too.
I wouldn't go *too* big on the cams, just because of the VVT system. A reasonable increase is ok, and an adjustable cam pulley on the exhaust cam will allow you to play with timing. (remember to reset the base timing on the distributor if you adjust the exhaust cam).
The ECU cannot be chipped, as all Toyota ECU's are software encrypted with CPU level hardware decryption. Aftermarket is the only way if you want any tuneability there.
Hope that helps to get you started.
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