The Bucks missed out on a play-off position on goal difference to Bradford (Park Avenue) and now their boss is plotting his second season in charge.
And while he believes anything is possible, he didn't want anyone to read too much into last season.
“I think [the expectation] has shifted slightly," he told the club's video service.
"I don’t like being realistic because I always say there’s no roof on anything.
“But we have to find a balance between extreme optimism and realism. Last season it was about making sure we weren’t relegated."
AFC Telford will however have to adjust to life without 19-goal man Daniel Udoh who left for Shrewsbury Town last month.
But after adding three new additions, including goal-getting Tamworth winger Chris Lait, Cowan is confident.
He said: “This year we can be slightly more optimistic. I think the expectation we can have of ourselves as a football club of looking to reach mid-table and then looking from there.
“The short-term aim was to stabilise the club and try to get us into a place where people believe in us again – and I feel we’ve done that.
“I believe we can surpass any expectations but whether we do that or not is left to us to work hard and go above and beyond."
AFC Telford United begin their 2019/20 National League season against Kettering Town on August 3.
You can view a full list of AFC Telford United's fixtures by clicking here.