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Holley's men have reached the knockout stages of Europe's premier tournament for the last three years but their Heineken Cup dream has never gone further than the quarter-finals.
An agonizing 29-28 defeat to Biarritz in San Sebastian in April followed previous exits at the hands of Munster and Saracens but the Ospreys are determined to put things right next season.
And despite being drawn in one of the toughest groups in Heineken Cup history alongside twice winners Munster, 2008 semi-finalists London Irish and Amlin Challenge Cup runners up RC Toulon, Holley is hopeful that 2011 could be the Ospreys' year, even if he admits that European rugby just keeps getting harder and harder season-on-season.
"The Heineken Cup has to be the next step. We always strive for that," said Holley.
"But you can't just expect to turn up and win Europe every year. There are some very good teams out there and it's a tough competition to win.
"I keep saying that the teams that are winning the Heineken Cup or getting into the semi-finals are the same teams. It's Toulouse, it's Munster, it's Leinster, it's Leicester, it's Biarritz now.
"It is European rugby's elite tournament and you have to be prepared to roll up your sleeves and face some big challenges.
"It takes a bit of time. It's not for a want of trying, but we're getting there."
