D.I.R.B: Coins arn't easy to get, and you will start out with a shitty team with no chemistry.
Ways to increase chemistry is to get player who are either same nationality, or play in same league. Also get players that are ment to play the formation you chose. Some formation's cost a lot more to play then others. Look in the marketplace for formation cards, and see which ones are cheaper, that you would want to run with.
Don't worry to much right now on the overall player rating's work toward a gold team with good chemistry in a league you like. Then slowly start adding better players to your squad.
Every match you get coins, so start saving.
You can also play the marketplace buying cheap, selling high. It's not so easy right now. I bought a bunch of 4-1-2-1-2 and 4-2-2-2 formation cards that tend to go for a premium. I bought them for 5k, and hope to sell them from 7k and up.
TimeBomb, hopefully he joins this thread is a pimp on ultimate team, he had some of the best squads I ever seen on there.