1) Performance
Don't get too stupid plugins and don't get the Clear Lag stuff as the clear lag plugin is just killing off animals or getting rid of stuff on the floors, which sucks if you just died and it uses RAM to get rid of it. Get beneficial stuff only. If you're a roleplaying server, get some magic stuff or whatever, but those use too much RAM are no-no's if you don't need it. It takes time organizing stuff like that and having to set permissions.

The only two you need for a vanilla is Essentials (for the admins and economy and stuff, or no plugins is fine (but boring :c) and Permissions (if you want to get Essentials) Core Protect and Orebfuscator is ideal. Orebfuscator prevents x-rays and Core Protect sorts all that "WHO GRIEFED MEEEE", blaming, and the who took what thing.

2) Players
Okay, they have their own odd nature...they will grief, steal, lie. You need strict rules and enforcers. Which brings upon the dreaded chat...

Player who just logged in
Player > Can I be OP?

Okay, now don't give them your email, last time I denied it, they used my email for crap and spammed me...use freeforums.org . You can make a ban appeal there too. That takes care of our enforcement problem...

3) Spawn
It needs to look appealing to players, so I suggest you either hire some builders or friends and get to crackin' or you can download a map. You need to have things to DRAW in the players. You should make a little pen where animals spawn, an enchantment room with crafting tables, anvils, etc. You also need rules in a room, usually when they spawn, and an enderchest, you can make perks for them to pay in real life money to use it or it can be free, perks aren't just limited to that...

4) Don't be a killjoy!
Don't be a killjoy, players like fun, excitement, and being loose, you have to enforce the rules, AND have to please the other side, it's a full-time job :/ If the players don't like your server, there are thousands out there. Good luck.