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@forykw
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There are many fronts... depending on how much you can invest. But I found that at the early stages, the best way is to try to make up to the ranking and see how things work for you in terms of how much time you are able to put on selling stuff for a good price or able to buy SIM for a great price in the market to re-invest.

For you, it might also matter to keep crime low because each time you get robbed its either 75 or 150 SIM you don't win. To keeping crime low, you can either reduce population (by selling cards) or buy more police, gym or cinema cards. Or, if you wish, you can also NOT have any shops and banks and then you don't need to worry about reducing crime... because you can only be robbed if you own those cards.

For last, you now need to worry about not having too much unemployed population, otherwise your income is reduced (tax). Initially you might have more demand for population and you might not have troubles with this tax. But at later stages, when your popularity increases, it becomes very daunting to get rid of population. Because I only knew this recently, I would recommend to use sales of high priced cards to grow your cashflow, especially at early stages of you city where the amount of SIM you win is not enough to buy cards very quickly.

Hope it helps a bit. If others finds this info very helpful, let me know too, and I can add this to the next post in a different format.