Innovations are critical in business; however, the return on investment in innovations is longer and riskier than other investments, so entrepreneurs frequently consider how much to invest during the Covid-19 period. Based on primary research, this article investigates the motivations for investment when a 60% profit is typically invested with a model return of around 10%. The findings are based on an empirical study conducted in the Czech Republic (589 respondents, omnibus survey). Furthermore, the study concludes that business experience has a positive influence on innovation investment and future development in order to increase investment share and they are affected by external and internal mixture of capital, when the ideal combination was found as 80% of investment back to the company and 80% directly to innovation to get 10% ROI.