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This might be obvious to everyone else but, it took me a while to figure out.  I kept seeing the cost of upgrades and I couldn't figure out how you could get that much money.   Then I realized something.   Even if you are stuck on a level, play it through.  Even when you lose a level you keep the money for the cakes you sold.  Keep playing that level until you can buy an upgrade that will help you beat it.   I kept playing one level about three times and earned enough to buy the cookie maker.   This kept the customers happy and not only did I beat the level, I made expert.