What Scotty said. Look around the areas you think you might battle gyms for and see what seems most secure, and go with that. I lucked out with Valor because all the local gyms are solidly Valor. I've got a whole 70 coins so far before someone from another team stumbled by our level 11 gym and shot it to hell. It was reclaimed pretty quick but I dislike standing in the street grabbing gyms. I'll probably do it a little when I'm off work in August. Maybe. I'd only spend coins on incubators, personally. I don't really care much for the other stuff. Lures are constantly popped by people in my city and I have spare eggs (I save them for mass-evolving). Incense didn't seem to be a huge help unless I walk in circles around lure-set Pokéstops. Also, if you go to places that have loads of lures set up in close vicinity, I have learned that this causes the game to just constantly crash, so you're better off sticking to quieter spots in my experience.