HOW MANY HEROES

start with the basic premise that a guy with levels is part of the ruling class (so a level one guy can probably get a level 0 guy to do what he wants, and so on)

one hex = 24 miles =  one days travel on foot

FINDING A HERO
(on the frontier) each hex-day you have a one in four chance of finding a guy with levels, (in hobbiton) one in eight (in a war-zone) one in two

HERO LEVEL NAMES
1 knave (fighting-man, mage, etc)
2 knight (warrior, wizard, etc)
3 baron
4 duke
5 king (warrior-king, witch-king, etc)

FIVE PERCENT
5 percent of the population are heroes, these the guys with levels. (named and dangerous) including all noble combatants - these guys would have the full adventurer set: armor, rations, lots of rope, whatever they need, these guys are usually landed and are legally allowed to carry blades and stuff

(what if you want to play a lower class guy like a beggar or whatever?) even so: if you got levels you can exercise power over a level-0 guy, and if you got gear you're something like a knight, you're probably a big one among your own people, so that population is your fief, your domain, even if they dont wish to be, they do exist and they work to create and support you. lower-class guys are twice as hard to locate.

FIVE PERCENT AGAIN
a further 5% of all dudes are 0-level combatants (watchmen and brigands, with lanterns and cugels but not much else)

THE MAJORITY
the majority 80 percent are peasant food producers, working the mud,  non-combatants, of these maybe another 5% can be raised as levies in times of war.

WHICH LEAVES
10 percent are burghers, artisan shop-keepers, of these:

1 shoemaker
2 clothier
3 woodworker
4 smith
5 free-mason
6 animal handler
7 chiurgeon
8 grounds-keeper
9 money-lender
10 mystic

these are true craftsmen, guildsmen, if no burgher is local then these tasks would still be performed by travelling burghers (but not as reglarly) or by upstart charlatans (but not as well). burghers are usually twice as easy to locate as heroes.