The Australian Rugby Union has responded to growing anger about its lack of support for grassroots rugby, promising a 50 percent increase in its "development workforce" as part of a new five-year strategic plan.
And the Wallabies have been set the task of winning the Bledisloe Cup, Rugby Championship and 2019 Rugby World Cup, while maintaining a world ranking inside the top three, as part of their role in fostering growth and ensuring the financial stability of the code in Australia.
But it's the increased support for grassroots that will likely strike a chord with frustrated coaches, players and officials alike as they battle increased costs, declining playing rates in male participants, and a general feeling they've been abandoned by the governing body in recent years.
The five-year strategic plan, completed by leading services company, Accenture, comes on the back of the ARU's general meeting which revealed a financial loss of $Aus 9.8m for 2015.
"Australians usually follow a range of sports, not just rugby, but our vision is for every Australian to enjoy rugby however they choose to connect with the game - as a fan, spectator, administrator, volunteer, or player," ARU chief Bill Pulver said via a media release.
"As a country we are changing, and rugby must evolve and challenge its traditional thinking to continue to be relevant and financially sustainable in arguably the most competitive national sports market in the world.
"To encourage more men, women, children and people of all different backgrounds into our rugby clubs and to follow the game, we need to provide new formats of the game and improve the way we connect with fans by providing better digital and match day experiences."
While the support for grassroots rugby is a step in the right direction, many clubs are still struggling to survive following the lack of financial grants from the national body.
Eastwood President and former Wallabies back Brett Papworth penned a stinging criticism of the game's administrators earlier this year, questioning the code's ability to survive in Australia without proper support for club and junior rugby.
At the other end of the scale, the code's long-term prosperity in Australia remains intertwined with the success of the Wallabies and, to a lesser extent, its five Super Rugby sides.
Michael Cheika's side made it all the way through to last year's Rugby World Cup final eventually losing to the All Blacks, after earlier splitting a two-match Bledisloe Cup series and winning a shortened Rugby Championship for the first time.
The code experienced a mini revival during that period, while a sold-out Sydney Sevens also helped to maintain the momentum built at the World Cup.
But Australia's Super Rugby sides have struggled in the early part of the season, particularly against their New Zealand counterparts, with only the Brumbies and Rebels boasting positive winning records.
"Ultimately the future prosperity of the game is dependent on the success of our elite teams," Pulver said.
"We need successful Wallabies, Wallaroos, Super Rugby and Sevens teams. The professional game generates over 90% of the revenue for the code and provides the impetus to invest in other areas of the game."
View a full version of the ARU's five-year strategic plan here.