Wigan manager Roberto Martinez can only dream about having the spending power of Sunday's opponents Manchester City - but accepts he has to be cleverer in his recruitment policy.
While City boss Mark Hughes shops in football's equivalent of exclusive boutiques, Wigan will always be found looking to pick up bargains in discount stores.
It is the nature of the modern game that, without a rich benefactor or a global marketing arm, smaller clubs have to be more careful with their money.
This summer Martinez's transfer outlay was less than a 10th of City's, but the Spaniard admits he is building for the future and does not have the pressure of having to produce instant success.
"In the market nowadays there are always places to spend money," said the Latics boss. "There are exciting leagues around Europe and South America which have some special players, who are very expensive. If you have money you can find a way to spend it, but it is not something I am jealous about.
"We need to look for different players, go for the `potential' market and players who are hungry. That is what we have got - and with a bit of time, games against the likes of Manchester City will allow us to grow and fulfil our potential."