At this juncture you probably have your basic services sorted out, fire, police and health. You should aim to have all of your residential blocks covered by these three basic services.
So this may mean that you don't plop all of the residential zones that you have available to you.
You will probably also start to need to upgrade roads. Make sure you are happy with the road layout of your City as you won't be able to get refunded the money spent on roads if you need to bulldoze them later in the game.
Also, just upgrade the roads when you are prompted to (i.e. when they turn red in the road view).
Using the trading feature in the game is a great way to earn extra cash to pay for all of your City upgrades. Try to make sure your commercial zones are always working and producing crafted items that will fetch a high price in the trading system.
You may also at this point have enough items to expand your City. Choose your zones carefully.