Separately, Jedinight1 is correct about the need for Thrawn. That means you'll need your Phoenix squad.
This leads to the need for a plan for all of the stores. We made a plan for spending energy, but spending your other resources has to be considered as well. This plan will cover everything except mods. Mods are a whole thing unto themselves, and people can write books about mod strategy. I'll let someone else talk to you about mods.
Shipments: Generally you buy all 4 of those pieces of basic, low-level equipment available for cash. You do that every single time the store refreshes (which is 4x per day) for a total of 24 purchases. Purchase them even if you don't think you need them because they can always be scrapped and converted into relic materials in the late stages of the game. Having a large store of otherwise useless gear available to be scrapped is going to be very useful to you later.
There are also useful bits of more important gear (and rare gear) available here for crystals. I recommend that you never buy gear for crystals unless it is:
- Mk3 Holo Projectors (300 crystals per completed piece, which contains 20 salvage)
- Mk8 BioTech Impant Prototypes (AKA "gold eyeball thingies"). You can get 50 salvage for 750 crystals, the same price per salvage as Mk3 Holos. Make sure you don't confuse these with Mk8 BioTech Implant Salvage (which you'll get from daily challenges).
- Mk5 Stun Gun Salvage (1300 crystals per 50 salvage, so not quite double the price as the others, but so rare compared to how often they are needed that sometimes you'll just get desperate and buy them)
- Kyrotech salvage (both the shock prods and the computers, they sell for 1400 crystals for 50 salvage). I wouldn't buy any of these for a long time, but the highest-end characters require so many of them that you'll have trouble keeping up when you unlock Padmé or a Galactica Legend that eventually, maybe a year from now, you might start buying these (sparingly!)
Weekly Shipments. Buy the Characters Shards for 1M credits per 10-shard lot. There are two of them each week.
I wouldn't buy anything else unless it's the same 5 gear types mentioned under regular shipments, and only for the same reasons and under the same conditions.
Cantina Battles: Buy the following characters in the following order, one at a time until you reach the goal specified, then move to the next one. If there is no goal specified, the goal is to complete the character at 7 stars.
1. Chopper
2. Hoth Rebel Scout
3. Old daka
4. Poe dameron => 6*
5. Cassian's U-Wing
6. Pao => 6*
7. Stormtrooper =>5*
8. Jawa Scavenger => 6*
9. Qui-Gon Jinn => 6*
When you're done with all these, you can go back and buy Cassian's U-Wing blueprints. You can exchange them in the Shard Shop for tokens that can purchase needed gear, and the ships are worth more Shard Shop Currency than character shards.
All the toons that you take to 5* or 6* can sit there. Almost all of them will slowly add shards over time from events and other free sources. This list isn't meant to prohibit you from going back to bring these toons up to 7* later. The idea is that you want to minimize your spending on things that you're going to get for free while still bringing as many toons as possible up high enough that if you someday realize that you really need them (usually because your guild sets a new priority, but it could also be because of a character rework or meta-change) it won't take you forever to get them the rest of the way to 7*. This is about trying to be as prepared as possible without wasting resources. Someday you want all these toons at 7*, but it would be nice if you can get them there with as little effort as possible.
Guild Store: This store is complicated. It offers incredibly valuable gear, but it also rotates the characters available so even if you have enough currency, you can't always buy what you need. In the early stages of the game it is far better to buy as many shards as possible and get your characters up to 7* now while buying as little gear as possible. If you take my advice, you'd buy no gear here for at least the next 6 months. Some people have a hard time with that though. Gear is so important and it's right there. It's so tempting. So if you're going to buy gear, set only 2 toons (usually ones that need very different gear - like an attacker and a tank or healer) and don't buy any gear for ANY toons other than your two highest-priority toons. And even for those toons, don't buy any gear here unless you've already got 4 pieces of gear towards the next gear tier and those last 1 or 2 pieces are holding you back. All the rest of your Guild Tokens should go to the following characters, in order, just like with Cantina Battles Tokens:
1. Sun Fac
2. Old Ben
3. Logray and Paploo (Just work on both at the same time)
4. Snowtrooper => 5*
5. Dengar
6. Finn => 6*
7. Resistance Trooper => 6*
8. Rex => 6*
9. Echo => 6*
10. Clone Sergeant => 6*
11. Commander Cody => 5*
12. FO Special Forces Pilot => 6*
13. FO Special Forces TIE Fighter
14. Colonel Starck
15. NS Acolyte => 6*
16. Darth Maul => 6*
17. Jyn
18. Sith Assassin = 5*
19. Barriss Offee
20. Aayla Secura => 6*
21. Ima-Gun Di => 6*
22. Kit Fisto => 6*
23. Young Han Solo => 6*
24. Tusken Shaman => 6*
This is a list in the abstract. I'm trying to put them in the order they will be most useful to you, but you can (and should!) adjust this list as you need. For instance, Jyn's most important use is early in the game when still playing Hoth Territory Battles and there are required Rogue 1 missions. She's low in priority because she doesn't have many uses, but if your guild is trying to get better at Hoth TB, one of the first things you should do is use Guild Tokens to finish Jyn. She's not a lot of help to you at the end game, but she can help early, so if you want to complete her at all, completing her early might make sense. In that case, you might want to jump her ahead of Dengar, at least, and maybe even higher on the list.
As for balancing gear and characters,
once you have finished Colonel Starck, you can begin to buy more gear here, although you should continue to buy character shards until you've finished all the toons on the list.
Also, remember that a lot of toons that you take to 5* or 6* you'll want to finish at some point, just not right away. If you're working on a character lower on the list when you realize that it's time for your strategy to finish your clones, stop and finish your clones before continuing down the list. And, as always, don't for get that if there's not a goal like 5* or 6* listed, the goal is to complete the toon or ship with 7 stars.
Squad Arena Store: Same rules as above. Let's do this:
1. Kanan Jarrus
2. Assaj Ventress
3. Greedo
4. Cassian
5. Savage Opress
How well you've done collecting Squad Arena store toons shows me how little you've prioritized toons in the Guild Store. You've been buying way to much gear there for this early in the game. That makes me think you're going to have a hard time staying disciplined until after you have Colonel Starck, but I promise it will help.
Next up, Galactic War Store - but that's for another comment.