What's been said: "The sustainability of the club is important and our plans will be for the future. We will need to make sure we do not do the same as a lot of clubs - spend a lot and end up back in the Championship" - Hull City owner Assem Allam.
The budget: A figure of around £15m has been mentioned.
What's needed: A whole new XI? Looking at the Hull squad, it's difficult to pick out even one player who is good enough to play in the Premier League. There are cases than can be made for Robbie Brady and Ahmed Elmohamady, but there is no case to be made for the likes of Alex Bruce and Paul McShane. This is a team chock-full of Championship players which desperately needs an injection of quality. Unfortunately, like at Palace, there's unlikely to be much money in the pot for that injection so Steve Bruce will find himself shopping in the bargain bin.
He needs to spend a fair whack of his budget on potential goals and - having been thwarted by the Jordan Rhodes price tag - that could see a £4m move for Burnley striker Charlie Austin, along with other Championship footballers (Albert Adomah, Kasper Schmeichel), relegated Premier League players (Adam Le Fondre, Jobi McAnuff) and former Bruce players unwanted at Sunderland (Titus Bramble, Lee Cattermole). It all adds up to a long old season and not a whole lot of fun for Hull fans.
Ideal signing:Jordan Rhodes would be a statement of intent, but Hull may be better investing that money (possibly as much as £15m) across the squad. Gary Hooper has the potential to score 15 Premier League goals, but would still be a gamble.
Sky Bet: The fact that Hull are not particularly prevalent in our Transfer Specials, which predominantly consists of Premier League players, indicates that a modest outlay is expected this summer. One in-demand player they have been backed to land is Celtic striker Gary Hooper but, as Norwich found out in the winter transfer window, the Hoops will need some persuading to part company with their star striker. The Tigers are also favourites to sign Peter Odemwingie, who is somewhat more available, while they are 8/1 to bag the services of Adam Le Fondre and James McClean.
Release list:Jay Simpson, Seyi Olofinjana, Paul McKenna and Andy Dawson, Sonny Bradley, Mark Cullen, Danny East, Jamie Devitt, Lewis Clarkson, Kealan Dillion, Daniel Emerton and Francis McCaffrey.
Read our up-to-the-minute live Hull City transfer feed here