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Before you open this kind of business, conducting proper marketing research is crucial. You need to identify your market’s potential, come up with a portrait of your customer and their financial position, and collect and analyze real data from multiple sources (not making assumptions but relying on numbers) to make a final research report. You should collect data from online and offline sources, including fieldwork. When necessary — use the services of professional marketing research companies. But if you’d like to do it on your own, then rely on the most recognized and successful approaches to marketing research: observations, focus groups, interviews, and surveys. For example, a point spread is often listed with -110 odds. If the Eagles are -6.5 point favorites, that would be at -110 odds. If there was no vig, it would be at even odds, or +100. With the vig, a $100 bet would result in a $190 payout. If there was no vig, a $100 bet would result in a $200 payout.