Balance is tricky, yes. For me this does not seem very difficult but for newer players, sure. Shop is not suitable for starting out, it has a max. of 50 shoppers so you need 25 just to be neutral. I've tested and it's doable when you build a market (15 shoppers) and just enough houses to support it and up the rent where possible. Initial house placement is important - you gotta have as much trees next to houses as possible so you can easily up the rent to 4. If you can increase the rent for all houses that's a winner situation.