The game is more about building up your team's abilities and picking a winning formation than the SL Rock-Paper-Scissors engine.
My top tips for new starters is:
Money is the Key to everything at the start so:- Get rid of your highly paid players. If they are under 32 (and will be by the start of the next transfer window 5/7/14) then you might want to try and sell them. It is likely that they will only get bids from computer-run "botteams" and will go for 1/3 of their value. If they are over 32 just move them to reserves and sack them.
- Once you have finished the tutorial, only upgrade your Stadium and nothing else until you get a level 3 stadium. Don't bother upgrading your training/youth centres just yet. You will not get any decent players anyway and it just costs you money in maintenance costs.
- Once at level 3, upgrade your fanshop to level 2 so that you can increase your fanbase and get income from merchandise.
- Don't bother buying any players. They will not be any good, just keep churning them out of your low level youth centre.
- Upgrade to level 4 stadium as soon as you can get it. Once you are here you can start to think about building the rest of your facilities.
- Save up enough cash to upgrade your training complex and Youth Centre to level 5 (so about a couple of million dollars)
- Once you have the money, upgrade Training to L5 and then Youth to L5.
Popularity increases your wealth:- Advertise your matches on the forum and make sure you get 10 people per game buying tickets from you, that have never bought tickets from you before.
Once you have L5 youth and training, build up fanshop and catering to a level where they are still making you more money than they are costing, Heath (to Level 3 only) and scouting to L5 - but always make sure that you have enough money to upgrade your stadium as soon as you can.
About now you should think about buying players that are going to be good for the future (so 16-18 years old with talents of 4 and above).
The above is how I would do it if I started again. I built things too early. A level 1 youth / L2 Training will cost you $232K per season. A level 4 youth / Level 4 Training will cost you $869K per season meaning that it is going to take you much longer to save up for facilities and players. Most of us make the mistake of buggering up the finances with facilities that don't give us a great deal of benefit - and buying players that are better than what we have, but end up being surplus to requirements and unsaleable as their value gets too high for their stats.
Join the previously mentioned forum and check out the "financial calculator" spreadsheet in the Australian league thread. It will allow you to work out easily the financial implications of upgrading your facilities.
Anyway, you might choose your own way of doing things, but that is my $0.02