Business model of the project Holky na kole

This diploma thesis focuses on the issue of business model, its design and validation. The aim of the diploma thesis is to make strategic decisions within the Business Model Canvas for the project Holky na kole. The diploma thesis is mainly a benefit for executives of the company Holky na kole, s.r.o. as well as for start-up entrepreneurs who solve the same problem and try to succeed in an unconventional market. The theoretical part of the thesis deals with the cycling culture, community and detail description of individual building blocks of the Business Model Canvas and is thus the basis for the practical part. Business Model of the project Holky na kole is based on the vision of the founder of the project, who’s intention was to monetize the community in the form of paid membership. Practical part of the work is marketing market research examining the relationship of women to cycling. The aim of the research is to determine whether the female cyclists are interested in a paid membership in Holky na kole and verify which items in a paid membership would be attractive for the female cyclists. The research is in the form of online surveys within the Holky na kole community and beyond. Based on the research results, a draft of the Business Model Canvas will be compiled, which will be then tested on a sample of users. According to the results of testing with the first customers it will be edited to the final form and then launched.