The diploma thesis is concerned with analysis of behavior of bettors on horse races. The aim is to test the hypothesis that bettors prefer skewness and they are risk averse. In the thesis is used the method of empirical data collection of horse racing in the Czech Republic and their subsequent testing using a regression model. The testing of the presented model did not confirm the hypothesis of skewness preference in the case of betting on horse races in the Czech Republic.

The content of my diploma thesis is to develop necessary steps to set up a business. The first part describes the theoretical background, which primarily focuses on the characteristics of individual analyzes, including model CANVAS. The second part focuses on analysis of the market in which will the business operate, followed by characteristics of external environment and then I try to capture the principle of offered product, which is the subject of future business venture. In the design part of my work, I approach variable solutions of individual business models that are closely linked with the results of the SWOT matrix analysis. In the next section,i perform a comprehensive evaluation of the various options based on the principle BSC and at the end of the practical part I design the necessary steps to set up a business that uses the resulting business model.