The flying anvil gives you good advices about the business you run, but sometimes in order to save the business you should sacrifice your income. Can you spot a hero that can defend the city, but can't offer to pay the full price?
Your business in on the edge and if you won't pay taxes to your king, the shop will get closed. Take care of the income, but don't forget about the safety of the city. Sell items, heroes need to protect the city from scums and bandits, but mind that they often have limited funds. What is more important to you, the safety or the income?