How do I configure "svnserve --service" to run on Windows?

When run from cmdline

svnserve.exe -d -r d:\svn\mytools

      

        
        
        
      

    

everything works fine.

Then I tried to configure it to run as a Windows service:

@echo off
set SvnHome=C:\Program Files\TortoiseSVN
set SvnRepository=D:\Svn\mytools
sc delete SvnMyTools
sc create SvnMyTools binPath= "%SvnHome%\bin\svnserve.exe --service -r %SvnRepository%" start=   delayed-auto type= share

      

        
        
        
      

    

has been installed, but it cannot be started. Error reported all the time

Error 1083: The executable program that this service is configured to run in does not implement the service.

      

        
        
        
      

    

I tried to edit the cmdline service using regedit, so I tried adding double quotes arround ref to the exe, tried changing the cmdline options (using -d instead of --service, using both -d and -service), and so on. Sometimes the error messages look slightly different, but that doesn't work. :-(

Question: how to configure it to run as a service on Windows 7 x64? Is it even possible? I mean - if this cmdline "-service" switch can work in svnserve?

Note: svnserve version is 1.7.9 (r1462340). The rest of the TortoiseSVN components are 1.7.12.24070.

Thanks in advance.