Reading's new billionaire owner Anton Zingarevich has claimed that despite his wealth and age, he will not be embarking on the same lavish spending sprees as his compatriot Roman Abramovich to succeed in the Premier League.
The 30-year-old intends to establish the Royals as a force in the Premier League, but will not jeopardise the club's long-term future in the pursuit of immediate, money-driven success.
"Running the club will be about commonsense and good business decisions," he told the Daily Mail.
"Uefa's Financial Fair Play rules mean that clubs have to live within their means and we'll doing that because it's sensible."
Rather than aiming too high too fast, immediate survival in the top flight is paramount to Zingarevich's ambitions: "First we want to stay in the Premier League. Then, within five years, we'd like to be in the top 10."
Reading fans will also be pleased to know that Zingarevich is overseeing an ambitious expansion of the club's training complex, with plans for a 140-acre site which will feature 17 pitches. The 30-year-old is also developing partnership links with sides in both North and South America in order to secure young foreign stars.
"We want the best young talent, and this will help.
"I can tell the fans we're serious. We'll be sensible, but we're building an infrastructure, looking to the future."
Speaking about his purchase of the club, Zingarevich stated that he wants to build a future for Reading: "What is my motivation for buying Reading? To create something. To make something grow.
"I have been a football supporter since a young age. I grew up supporting Zenit St Petersburg, the local club where I grew up.
"Becoming an owner is something that combines my passion for football and my passion for business."
The club was purchased for £25 million in May with family money, and Zingarevich said that he is 'definitely lucky' to have agreed such a price, considering the fee was negotiated before Reading's fantastic run of 15 wins in 17 Championship games that led to automatic promotion.
"You can say I'm lucky at the price. On the other hand, perhaps we deserved to be lucky because we worked hard on this and we saw the potential."
Zingarevich studied at a local college as a teenager and knows the area, so the deal is personal as well as circumstantial: "I was looking for value, as and when the right opportunity arrived. But I have links here and that's important. I understand the potential. I have an affinity."