Derby County chairman Peter Gadsby has revealed the club is seeking investment to help them generate off-field funds.
However, Gadsby, speaking on BBC 5Live's Sportsweek moved to distance the club from takeover talk.
He said: "We have put in a planning application for a complex to include a hotel, shops, eateries and offices.
"We are seeking £10m to do that, which has led people to believe the club is on the market. But we are seeking a partner to put money into the club."
He added: "We want to generate revenues off the field and we want to build a 120,000 square feet complex on land adjacent to Pride Park.
"We are seeking funding, so that we don't have to use funds from the football side of things, to do that."
We will have money for new players in January - we have discussed that with manager Billy Davies and it is on the cards
Derby chairman Peter Gadsby
Gadsby feels the club must become self-sufficient, rather than relying on wealthy board members to provide cash injections.
And he is adamant that is the only way to make newly-promoted Derby, who are currently bottom of the Premier League after seven games of the season, competitive in the top flight.
"We have put a lot of money into the club to make it financially secure but you get to the point when enough is enough," he said.
"You have to have stability - and a club that is able finance itself. So we need to be able to generate income year after year to enable us to stay in the Premier League."
Gadsby also admitted that Derby are in need of some fresh impetus on the pitch, too, and claimed the club is aiming to bring in new players when the transfer window re-opens.
He said: "We will have money for new players in January - we have discussed that with manager Billy Davies and it is on the cards."