Starting A Dog Business

Small dog leaping over a hurdle

Starting A Dog Business

Dog Walking For a Living

Man walking a golden retriever dog on leash. Gazing outside from behind the dreary landscape of our desks, few are the people who can say they’ve never given a thought to a career change that involved working outside–river guide, perhaps, or a rancher or deckhand on a luxury liner. For many dog lovers, those rosy-tinged, outdoorsy dreams concern dog walking. A life of easy days, surrounded by nature and happy pooches—but in reality, there’s much more to the job.

dogbiz runs a certification program for dog walkers, called the Dog Walking Academy, and over the years we have seen people from every thinkable vocation—lawyers and computer programmers, sales reps and accountants, nurses and writers, ex-military personnel and classical musicians—give up their previous, often very successful, careers to walk other people’s dogs. And yes, if you love dogs and worship the outdoors, if you yearn to be your own boss and don’t mind being your own office manager, marketing exec, and customer service representative to boot, dog walking just might be for you. That said, if it seems as easy as slapping a leash on a few dogs and going for a stroll you’ll likely be surprised.

In today’s densely populated, greatly regulated, and litigious world, in which people’s pets are integral to the family like never before, good, safe dog walking demands technical skill, physical stamina, and in-depth knowledge of everything from dog behavior and pack management to canine first aid and trail etiquette.

There are advantages, of course. The freedom, for one thing—a dog walker starts her day at whatever time suits her and doesn’t have to dress up for work. For another, there’s the daily shower of love. In each house on his route, a dog walker is greeted by his charges with an enthusiasm quite unequaled by anything known in the corporate world. And for the type of person best suited for dog walking, the time on the sidewalk or trail—or at the beach or dog park—is what makes it all worthwhile. Aside from the obvious physical and mental health benefits of fresh air, exercise, and being in a tranquil natural setting for hours every day, some walkers talk of the sheer pleasure of watching dogs sniff and romp. For anyone with an interest in dog behavior, dog walking is fertile study ground, whether it’s a single leashed dog navigating a busy street or unconstrained play and group interaction on a trail far from the city center.

That, however, bring us to what dog walkers often rank as the worst part of the job: the driving. The grind of going from house to house to collect dogs is fine at the outset, but it wears you down over time—how many happy taxi drivers have you met in your life? Most dog walkers keep the driving to a minimum by choosing clients within a limited geographical area and timing their driving cycles to avoid heavy traffic. Still, if you’re considering dog walking as a career, expect to spend at least as much time in the car as on the sidewalk or trail.

If traffic is impossible to control, so is the weather, and as with any outdoor work, bad weather brings its own set of trials for dog walkers. Soaked, muddy dogs have to be cleaned up before they can be let back into their homes, so count toweling off and possibly hosing down each dog plus washing loads of dirty towels as part of the job, too. And finally there’s the loneliness inherent in a job that comprises minimal human contact.

These are the pros and cons most people juggle when they consider dog walking. Freedom, exercise, and doggie love are the major pluses, and too much driving, occasional bad weather, and scant human contact are the minuses. That, however, is not all there is to dog walking. First of all, it is a business like any other and as such it involves paperwork, customer service, marketing, accounting, and so on, all of which the walker has to find time for outside of the hours he or she spends walking and driving. Secondly, it is a common misconception that dog walking is easy. It might be, if you are walking two arthritic dachshunds that you know well, but that won’t pay the rent. Or even buy the movie tickets.

No doubt this fallacy stems from the humble beginnings of dog walking. Once upon the 1950s and 60s we simply paid the kid down the street a dollar to get Fido out for us. As we have packed into tighter urban spaces, the risks involved in little Jimmy walking Fido no longer allow for that solution, but pet owners have even less time to walk Fido, who needs regular, vigorous exercise over and above what he can get in our smaller and smaller backyards. Hence the birth of professional dog walking. And a professional is what it takes to safely navigate dogs through densely populated areas and heavily used natural spaces.

As Mik Moeller, a Dog Walking Academy founder and instructor, puts it, “To manage and train a group of dogs–or even a single one– is much more difficult than people realize. Nobody is surprised that training a sled dog pack requires expert knowledge and skill. I don’t know why anyone thinks dog walking is different.”

Many walkers start out with just their outdoor dreams, a love of dogs, and the experience of walking their own pets, and soon realize the job is also about dog training and being responsible for the safety of someone else’s beloved companion. It’s about interacting with other sidewalk and trail users (some of whom are not dog lovers) in a responsible fashion and having the appropriate licenses and insurance, knowing when and how to say no to a client whose dog would fit badly into your particular group or service, knowing what to do if a fight breaks out on the trail or an unleashed dog rushes you on the street, structuring your route to cut down on driving time and gasoline consumption, and so on.

Despite the challenges, most dog walkers think they have the best job in the world. As one Dog Walking Academy graduate said, “My worst day on the trail is better than the best day in my old job.”

It is pointed out too rarely what a great contribution dog walkers make to the quality of life of the dogs they serve. Instead of being home alone all day, these dogs are given crucial exercise and social interactions, which isn’t just healthy, it keeps dogs safe and in permanent homes, too. Studies show that many dogs given up or returned to shelters are there because of normal expressions of boredom or lack of exercise: barking, chewing, excess energy, and so on. Dogs are doing their level best to fit into our twenty-first century lifestyles, the least we can do in return is to take their physical and mental health seriously. That means entrusting your pet to a professional.

If You Want to Walk Dogs

  • Get educated and certified. Learn dog body language, walk management techniques, building a strong recall, fight prevention and protocols, canine first aid, group composition, business practices, etc.
  • Start a legitimate business—get your business license and other necessary paperwork, obtain professional insurance, and research the rules for walking in your area.
  • Talk to other certified professional walkers to learn of their experiences and ask to join them for some hands-on experience.

Learn more about the dogbiz Dog Walking Academy.

Making a Living with Dogs: 7 Steps to a New Career

Ever wish you could quit your day job and live life with the dogs? Perhaps you sit at your work desk dreaming of being a dog walker? Maybe you drift off during meetings, imagining yourself training canines? Or stare past customers, planning your own doggie daycare? In short, do you want to work with dogs full time, but can’t see how? Coaching and supporting dog professionals for a living, I’ve seen people make the transition to full-time dog pro from all walks of life—lawyers, secretaries, computer scientists, sales reps, consultants, college students, you name it. So if you’ve ever daydreamed, read on to see what it takes to make a living with the dogs.

1) Seek Good Education
There’s a lot of skill and knowledge involved in training, walking, and caring for others’ animals. If you are serious about being a professional, it is not enough to hang a shingle—you owe it to yourself and the dogs to pursue good quality education. Future dog trainers (and anyone else interested in becoming a dog pro): check out our free ebook, Going to the Dogs, for a list of recommended schools. For those interested in dog walking, we offer a comprehensive Dog Walking Academy online and also in person at various locations throughout the US and internationally. Pet sitters, check out the Pet Sitters International and National Association of Professional Pet Sitters sites for educational opportunities.

2) Hatch a Plan
To give yourself the best possible chance of success you need a comprehensive business plan. It doesn’t have to be fancy or formal as long as it helps you assess viability and provides guidance as you move forward. Your plan should include goals for the business, a numbers assessment, a marketing plan—your niche and message, image, services, materials, and how you will get the word out—and an overall checklist of tasks and due dates.

3) Assess Your Skills
When you run a small business you have to oversee everything. You may be great with dogs but are you ready to be a bookkeeper, accountant, marketing manager, secretary, and office manager? A key to successful full-time business ownership is to recognize your weaknesses and subcontract tasks that confound you or that require expertise you don’t possess.

4) Establish a Schedule
One pitfall of self-employment is the lack of a routine. If a flexible schedule without a boss and specific deadlines makes you feel rudderless, working for yourself can be a challenge. It’s easy to do little or nothing when you have unlimited time. I’ve seen dog pros struggle for months to do what could have been done in weeks or even days. To keep yourself working toward your goals without losing focus, make a realistic schedule and commit to deadlines. Avoid wasting time by structuring your workdays carefully. What times will you see clients or work with dogs? When will you take care of administrative tasks? When will you spend time growing your business?

5) Know the Regulations
All business owners must have a business license from the city in which they are located. You may also need a fictitious business name from your county. Dog walkers, be sure to check with the local parks department and your city about any permit requirements and about legal limits for the number of dogs you can have with you at one time. But don’t let official requirements put you off—they’re not difficult to comply with and once they’re out of the way you’re legally free to go enjoy yourself.

6) Protect Yourself
Because dogs are animals and animals sometimes bite, put some basic protections in place to safeguard your personal assets from liability. Always use a contract with every client that spells out what your responsibilities are and are not, and that contains legal waiver language. Obtain professional insurance—it’s cheap and easy to get through a membership to professional organizations like PSI and NAPPS for sitters or walkers or the Association of Professional Dog Trainers for trainers. You might also consider being a limited liability company, a relatively simple way to legally separate your personal and business assets.

7) Go For It!
Being your own boss can be challenging, but the rewards of a flexible schedule full of dogs are well worth the time and effort of starting your own professional dog business. So don’t be intimidated—seek support and get started. Other dog lovers are doing it. You can too.

 

Visit the dogbiz University course catalog to see a variety of courses to help you transition to your new career.

Going Pro

going proDo you dream about working with dogs full time, but can’t see how to get there? Do you struggle with a part-time dog business, telling yourself you’ll keep the other job just until the business takes off? It’s a common refrain. In our work we’ve seen every kind of dog business model and every type of dog business owner, from wildly successful full-timers to weekend hobbyists.

Years of experience supporting dog professionals have taught us the key differences between dog pros who make it as full-time entrepreneurs and those who don’t. Read on to see if you have the temperament, skill set, and drive necessary to go full-time dog pro. If so, you absolutely can bring a new or current part-time business into the full-time realm and make a living doing what you love.

Temperament
How comfortable are you with taking risk? Starting a dog business generally takes far less capital than most enterprises, but you still run the risk of losing money. And any small business person faces the possibility of failure. It takes tenacity and perspective to face such prospects and still work hard and enthusiastically. We’ve seen many dog pros quit or go back to part-time work long before their businesses could reasonably be expected to succeed, thus depriving themselves and the dogs in their community.

Tip: Know thyself
Are you comfortable taking risk for something you’re passionate about? Do you enjoy solving problems? Do you stick with your plans over time? Could you see yourself doing this in five years? Do you enjoy a variety of tasks? Are you willing to engage support when needed to keep yourself in the game? If you can answer yes to these questions, you’ve got a leg up right out of the gate. (Please forgive us that pun!)

Skills
Running a small business requires wearing many hats. You may be an excellent dog trainer or dog walker, but are you ready to be a bookkeeper, accountant, marketing manager, and office manager? A key to successful full-time business ownership is recognizing weaknesses and contracting out tasks that confound you, take up too much time, or require expertise you don’t possess.

Tip: Assess your skills
List the skills required to run your business. Then ask yourself: What are you good at? Where do your interests lie? Which tasks can you readily do? Which will stress you, weaken the business, or possibly be left undone? For those, be ready and willing to seek help.

Know where you’re going–and how you’ll get there
Most dog professionals love dogs far more than business development. When dog trainers, walkers, etc. decide to set up shop, they generally do the bare minimum: think up a name, file for a business license and other paperwork, have business cards and maybe a brochure printed, and post a few fliers around town. And then wait eagerly for the phone to ring. Which would work well in an ideal world with endless demand for our services and next-to-zero competition. But the reality is that setting up and marketing a new business, let alone building a profitable one, requires sustained focus, attention, and action. Simply hanging out a shingle rarely does the job, especially if there are other dog pros offering similar services in your area. It’s critical to develop a marketing plan, including actively build relationships with other dog service providers (vets, supply stores, groomers, etc.).

Tip: Hatch a plan
Trainers often plan to work part time until the business takes off. Sound familiar? The problem with this strategy is that it doesn’t provide a framework for making anything happen. For that, you need a comprehensive business plan. It doesn’t have to be fancy or formal as long as it helps you assess viability and provides guidance as you move forward. Your plan should include goals for the business, a numbers assessment, a marketing plan—your niche and message, image, services, materials, and how you will get the word out—and an overall checklist of tasks and due dates. If you’re moving from part to full time or leaving a current career a transition plan is critical,  including a clear set of success indicators (number of clients per month, amount of income, etc.) to help you determine when it’s time to leave your other job–and the steps you’ll take to get there.

Tip: Get organized
Scribbling notes on the backs of envelopes doesn’t often inspire confidence. Worse, it hinders the organization that distinguishes a professional business. As soon as you have more than a few clients you need to keep solid records, notes, and training plans. Consider purchasing a ready-made set of tools (client contracts, intake interview forms, etc.) to save start-up time and effort, and choose software that helps you organize client information and scheduling.

Tip: Establish a schedule and routine
One pitfall of self-employment is the lack of a routine. If a flexible schedule without a boss and specific deadlines makes you feel rudderless, working for yourself can be a challenge. It’s easy to do too little when you have unlimited time. We’ve seen dog pro clients struggle for months to do what could have been done in weeks or even days, pushing back their ultimate goal of becoming a full-time dog pro. For others, it’s easy to work far too much, not taking the downtime necessary to avoid burnout. To keep yourself working toward your goals with balanced focus, make a realistic schedule and commit to deadlines. Structure your workdays strategically to make the most of your work time and your down time. What days will you see clients? When will you work on training plans? When will you take care of administrative tasks? When will you spend time growing your business? When will you enjoy time to rest, play, and recharge?

Cultivate a professional image
A person hunting for a dog pro might look at the cards pinned up on her vet’s bulletin board or at the local dog park. She might do a web search. But how does she choose? As mentioned, a business that specializes in filling a particular need or speaking to a preference is an obvious route. Another vital decision-making factor is the professionalism (or lack thereof) of your marketing materials. Given a choice, clients will pick the business card or web site that looks professional and established rather than homemade. The adage ‘it takes money to make money’ applies here. Investing in the development of a professional business image—logo, message, website, and marketing materials—goes a long way toward building a broader client base.

Tip: Dazzle them
Spend some start-up capital on a professional look. This includes your name and logo design, website, marketing materials, and any materials you leave with clients—contracts, homework sheets, client instructions, etc.

Nurture relationships
One hallmark of most successful dog pro businesses is prioritizing, cultivating, and maintaining relationships. This includes relationships with clients (past and present), fellow dog pros, and referral sources. Relationship is a key component of marketing a small local business. Many dog pros find this aspect of running their businesses stressful, but it doesn’t have to be. Building and maintaining relationships isn’t about selling yourself. It’s simply about being there for others, and using your skills and expertise in their service.

Tip: Invest time in people
Follow up with former clients. Take an interest in the progress of their pooch beyond your own involvement. Cultivate relationships with fellow dog pros in your area—how might you be mutually supportive? What do you each do differently, and might you trade referrals? Take the time to find creative ways to offer referral sources your support and expertise, and your gratitude when referrals begin to flow your way.

Passion
Perhaps the most important ingredient in dog pro business success is passion. Loving dogs is the easy part. Wanting to serve them comes naturally. Being so passionate about doing so that you push through the fear, doubt, and challenges that arise when starting and growing a business takes real commitment. Some people are naturally driven and confident. Others must dig deep to cultivate a mindset of determination and belief. Do that, and you’re halfway there.

A parting thought: It absolutely is possible to start a successful dog training business, dog walking business, or other dog business of your choice. In our work supporting dog professionals we’ve had the pleasure of watching thousands do so. You can, too.

Find out more about Starting Your R+ Dog Training Business with our services and toolkits.

A Dog Walker’s Checklist

Professional dog walking has grown rapidly over the last ten years, and the collapse of the economy has sent a new flood of dog lovers into the field. Because walking is a young business, there is currently no regulating body to dictate the standards of care or qualifications for the work.

But walking dogs, particularly in groups, takes more than the passion we all share for them. There are specialized knowledge and skill sets, as well as ethical business practices, necessary to ensure the safety of the dogs in your charge, as well as yourself and the other dogs and humans who share the beaches, trails, parks, and sidewalks.

Here are ten questions to ask of yourself, whether new to walking or already enjoying your career with the dogs.

1. Are you trained in canine learning theory, body language, and pack management?
You want to know how to: a) use scientifically sound, humane training methods; b) read body language and take appropriate steps to prevent fights (and properly break them upwhen need be); c) judge which dogs to place together for maximum compatibility; and 4) handle issues like quarrels over toys, space, or play styles. In short, you want a professional knowledge and the skill set to keep the group together and under control while everyone has a great time. Of course, a love of dogs is imperative — but not enough on its own.

2. How many dogs do you walk at once?
Some cities, counties, and park districts now regulate the number of dogs a walker can take out together. But most do not. This means that some walkers are escorting six or eight dogs, while others are walking as many as 15 and even 20 together in public spaces. Whether on or off leash, each dog added to a group increases the potential for conflict, injury, lost dogs, and distraction – not to mention making individual attention neigh impossible.

3. Do you walk alone?
A walker’s job is to keep the dogs in your care safe and show them a good time. This means keeping vigilant focus. Teaming up with a friend can be fun, but it inevitably reduces attention. If that friend is also a dog walker, going out together combines two sets of dogs, making the pack too large for maximum safety. For best results, hit the trail with dogs, not other people. For similar reasons, cell phones and other potentially distracting devices should be turned off during dog walks.

4. Do you do the walking?
Most dog walking companies are very small — the sole proprietor is the sole walker. Some have multiple employees, however. If that’s you, insist your walkers follow the same ethical practices you do, and either hire well-trained walkers, or provide thorough training before sending employees out on their own.

5. What size dogs do you walk together?
Walk small dogs with other smalls, and the same for big ones. It’s too easy for small dogs to be injured during the course of play with and among their larger peers. And the risk of predatory drift, in which one dog attacks and even kills another, is much higher than is generally realized. This tragedy can — and most commonly does — happen between dogs who know each other and generally get along well, even for years. It’s safest to stick to the 50% rule. For example, if you walk a dog who weighs 30 pounds, his playmates should weigh no more than 60 pounds.

6. How much time do you guarantee on the walk?
If your service includes transporting dogs, make sure that the time you quote is time out of the vehicle, roaming and having fun. The car ride shouldn’t be included. And always give Fido her full due unless weather makes renders conditions unsafe.

7. What kind of training methods and equipment do you use?
The American Veterinary Medical Association and the American Society for the Prevention of Cruelty to Animals recommend only positive-reinforcement based training. Learn how to keep a group of dogs under control and safe without the use of choke, prong, and shock collars; citronella or water spray; hitting, shoving, or yelling. The dogs in your care are supposed to have a good time out there. We don’t allow teachers or camp counselors to spank children. A professional walker shouldn’t need to resort to such measures, either.

8. Are you licensed, insured, and bonded?
Any walker using the word “professional” should carry dog-walking insurance and have a business license. And if you have employees bond them as added protection for you and your company.

9. Do you have a professional service contract and references?
Ask all clients to sign a contract to help avoid later conflicts and to protect your liability should something happen to the dogs in your care, or should they inflict damage on a third party while in your care.

10. Are you certified to provide canine first aid, and what are your emergency protocols?
What will you do if a dog is injured in your care? If you walk groups, what will you do with the rest of the dogs if one member of the group is hurt and requires your full attention? What about if your vehicle breaks down, if a dog is lost, or if a natural disaster occurs? Always carry emergency information and know the fastest route to the emergency veterinary clinic. In short, be prepared.

We are currently seeing an explosion of dog walkers and dog-walking companies. It is, after all, a wonderful way to make a living. If it’s the path you choose, set yourself up to enjoy the most worry-free experience, knowing that you are taking the best care possible of the four-leggeds in your care.

 

Become a dog walker or advance your existing experience and business at the dogbiz Dog Walking Academy.

4 Tips for Business Success

We’re asked often by clients and workshop attendees as we lecture across the country for the secrets to success in this industry. Here’s what we tell them.

1. Get and keep yourself educated
Whether you are already or wish to become a dog trainer, walker, sitter, or daycare or boarding facility owner, you owe it to yourself, your clients, and the dogs in your care to know everything you can about dog behavior. We have an unfortunate habit of assuming we understand dogs because we’ve lived with them all our lives. The truth is we suffer from a host of often damaging misconceptions and pieces of conventional wisdom about why dogs do what they do. Ridding yourself of these myths will make you a more effective dog pro.

Start by attending a scientifically-sound program based on positive reinforcement, then keep up your education through seminars, reading, DVDs, and professional conferences.

2. Learn how to market yourself

A lack of or poor marketing is the number one reason for failure in our industry. Too many dog pros rely on a “build it and they will come” approach, or a few brochures or fliers spread around town. This rarely gets the job done, especially in a busy market like the San Francisco Bay Area, New York City, Los Angeles, or any area that offers dog lovers lots of dog pro choices. We also see dog pros waste precious money on passive advertising that rarely works—Google ads, direct mailers, etc. Marketing doesn’t have to be expensive or stressful, but it needs to be done and done smart.

Our focus when working with clients is to develop inexpensive community-based marketing plans that play to personal strengths—good writers can write an ongoing column or newsletter, for example. We also recommend finding a way to stand out. Look around at other service providers in your area. What can you do differently, better? There are lots of pet sitters– is anyone focusing on animals with special health or behavioral needs? Anyone sending video report cards to clients on vacation? There are lots of dog walkers—is anyone focusing on small dogs? There are lots of daycares—what will make yours special? Small playgroups and a well-crafted daily itinerary? Special monthly event days?

3. Work ON the business, not just in it
We can’t stress this enough. To be a successful dog pro, you have to do more than see clients and care for dogs. You have to be your own secretary promptly returning phone calls and emails, your own admin assistant handling paperwork, your own accountant managing your books, your own marketing manager executing your marketing plan, and so on. Though you can (and should) get help with many of these tasks, the reality remains: You have to actually run the business. It’s easy to get caught up in the day-to-day demands of client needs, but if you don’t work on the business itself it won’t grow.

4. Keep to a master schedule
Working on and in the business demands efficient use of time. We teach my clients how to create a smart work schedule that allows them to effectively run their businesses while also enjoying plenty of down time and flexibility. After all, there are supposed to be perks to working for yourself. Whether you’re the type to flounder under a lack of structure, getting little done without the external pressures of a job and boss, or the type to work yourself to the bone when there’s no one to tell you to knock off for the day, a master schedule creates a sustainable balance.

This approach to scheduling involves setting aside specific days and times for each business activity, as well as protected personal downtime. When there’s a specific task to be done, it’s assigned to its logical spot in the weekly schedule, rather than relegated to a post-it note, intimidating to-do list, or a hopeful “I’d like to get to this someday when I have time.” A master schedule operates on the concept of “do dates,” listing when something will actually be accomplished, instead of “due dates” that simply cause stress. When everything has its place things get done—and that means success and peace of mind, too.

Though running your own dog business can be challenging, few who do it will tell you they’d rather do something else. Working with dogs and dog lovers is a great way to make a living, especially when combined with the freedom that comes with owning a well run business. So be bold. If you already own a dog business, take it to a new level. If it’s been a long-standing dream, give yourself permission to pursue it.

 

If you’d like some help applying these tips to your business, consider Personalized Business Consulting.