PORT Adelaide president David Koch says the club must make finals this season.
After falling just short to eventual premiers Hawthorn in a 2014 preliminary final, the Power finished ninth and 10th over the next two seasons.
Speaking to FIVEaa on Friday night, Koch did not mince his words about what the club needed to achieve.
"(The expectation is) at least finals. That is the same as every year," Koch said.
"Last year we failed and the year before we failed. Two years of failure in a row – there can't be a third."
Coach Ken Hinkley is contracted until the end of 2018.
It looms as a tough start to the season for the Power, with three of its first four games against finalists from last year: Sydney, Adelaide and Greater Western Sydney.
Port Adelaide kicks off its pre-season campaign on Thursday night against St Kilda at Etihad Stadium.