Sean Dyche is willing to loosen the purse strings on Burnley's return to the Barclays Premier League but has warned life in the top flight will be no easier second time around.
The Clarets bounced back from the Sky Bet Championship at the first attempt with a 1-0 win over QPR at Turf Moor on Monday, and are already plotting their survival.
They were the model of parsimony after going up last time but soaring broadcast deals mean the money involved this year has reached a new level, with a minimum income of ?100 million.
Some ambitious punters, inspired by Leicester's 5000-1 title triumph, have already gambled on Burnley lifting the Premier League crown next season, but the man in charge has a more pragmatic aim.
"The money will be massive to the area and to the club in terms of what we can build for the future, but this club still has an appropriate level," he said.
"We still have our level, it's as simple as that. Of course that money comes in but guess what? Everyone else is getting it as well.
"The market has shifted and you've got to be part of that market.
"Eddie Howe has done brilliantly at Bournemouth but they've spent something like ?42m this year and the wages to go with it. We spent ?10m last time.
"I'm not saying we'll spend that much but I'll be speaking to the board and saying 'look...the challenge is enormous, what can we do to have a real go at it?".
Sam Vokes was the man who kicked off celebrations at Turf Moor, rising highest to head the winning goal from David Jones' free-kick.
When the Clarets went up in 2013/14 the Wales international was laid up with a crucial ligament injury, and was short of fitness for much of last term too.
But with a role to play in the European Championship this summer, he is riding the crest of a wave and looks ahead with optimism.
"It was great to be part of a game like this because I missed it last time," he said.
"It was really tough and I was missing for the first six months after we went up.
"Our objective was to get back up whichever way we could and the next one is have a good summer, get back for pre-season and aim to stay up.
"We didn't do that last year, we suffered heartbreak, and that's what makes things like this so special.
"Our experiences can only help us, we have the core of the team that played in the Premier League and I'm sure we'll add to it too."