Norwich City chairman Alan Bowkett says the club are considering funding a full-throttle attempt at promotion.
With City fourth in the Championship, Bowkett said he was weighing up the "risk-reward" nature of any push.
"The reward is for one season in the Premiership, you're guaranteed at least £90m," he told BBC Radio Norfolk.
"So you might take a risk and find some investment or create some more cash to support [boss] Paul Lambert, because we're performing ahead of budget."
After addressing shareholders at the club's annual general meeting on Tuesday he added: "[£90m is] four times our annual revenue, not our profit - four times our annual revenue just by getting to the Premier League.
"The key thing for me now is to see how much we can raise for Paul in one push.
"We're realistic enough to realise that a little more investment might secure that [Premier League] future."
The Canaries have already made three new signings this January, with Aaron Wilbraham and Marc Tierney joining Lambert's squad, and Leon Barnett turning his loan move into a permanent switch from West Brom.
And for the time being any funding for more acquisitions will have to come from within the club, rather than external investors.
Bowkett revealed attempts to secure financial backing were continuing but had not turned up any legitimate interest.
"You meet people who have wonderful grandiose plans and I'm a simple soul, I say 'could you confirm you have the money?'," he said.
"And when that doesn't come to fruition you have to be realistic and say 'when you can prove you've got some money come back and talk to me'."
City also revealed more details on how they hope to expand Carrow Road's capacity by up to 8,000 seats.
The ground, which can currently hold over 26,000 spectators, is regularly close to capacity.
I've had some conversations with fans saying 'it's getting a bit expensive Alan' and I know it is
Chairman Alan Bowett on ticket prices at Carrow Road
Bowkett said: "The trade off is between capacity and price. I've had some conversations with people saying 'it's getting a bit expensive Alan' and I know it is.
"I think the obvious route is the Geoffrey Watling stand, whether you put another layer on it or take it down and re-build, I don't know.
"Probably the sensible thing to do is bite the bullet, take it down and build a new stand, but it means 18 to 24 months without revenue and the people in that stand tend to be the people who have been the supporters for many generations."
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