Harpenden V H&F Coach Dai Michael wants nothing less than promotion for Hammersmith & Fulham this season - even if the campaign after that could see the biggest decision in the club's 30-year history.
The new man at Hammers' helm sees his team kick-off at Harpenden on Saturday after making the four-mile switch from London Welsh to take charge of the team based at Hurlingham Park.
It was a Hammers team that finished an agonising third last season - one place away from a play-off - and one game away from the choice of paying their players in the future or suffering in the depths of London North Two.
Former coach John Griffiths called it a day in the summer, with a warning shot that the club is going to have to face facts of semi-pro rugby sooner or later.
Namely, that nearly all outfits in the division above pay their players expenses and have their own clubhouse.
Hammers have always used the nearby Wheatsheaf pub as its club 'base' - and will be dragged kicking and screaming into the rugby money-go-round if chairman TerryAlleyne has anything to do with it.
Alleyne is more than just a little suspicious about what the smell of a few fivers might do to the overall friendly feel of the club.
"Players who are only interested in the money add nothing to the club atmosphere," he added.
"We would also need to do some serious funding raising or find a benefactor."
But Michael has already set the ball rolling for a brave new world by expanding the coaching set-up.
In comes a forwards coach and an assistant coach to augment the work of the existing fitness coach.
Three seasons ago, it was just Griffiths and up to an unwieldy 40 players on any one club night.
Michael said: "The first team squad's expectation is to gain a better league result than last season's third place finish.
"This would put us into the play-offs or outright promotion to London Two.
"The new coaching structure will serve the club at all levels provided, and hopefully allow us to improve."