I read the main FAQ after I posted the previous message... (Doh!)
I got a better understanding now and realize this game takes a lot of patience to see results. I think I may have messed up my team though, as now I have a negative net gain after purchasing staff and kinda blowing my budget on transfers. I think I got my division on lock and should see some profit after my fans start appreciating my team, but I dunno.
Thanks for the replies!