Figuring out what to charge when starting your dog walking business can be tricky. Price yourself too low, and you’ll struggle to cover your expenses or get taken seriously. Go too high, and potential clients may walk away before you’ve had a chance to build up your reputation. So, how do you hit that perfect balance? Let’s break down the key things to consider when setting your prices as a new dog walker.
1. Research the Competition
Before setting your rates, it’s a good idea to see what other dog walkers in your area are charging. But remember, pricing isn’t just about undercutting the competition. You’ve got to look at the full picture.
• Basic rates: What do other walkers charge for a standard 30- or 60-minute walk?
• Extras: Do they charge more for things like feeding, giving medication, or walking multiple dogs?
• Premium services: Do they offer higher-end options like solo walks, training during walks, or pet transport?
Tip: Check out both budget and high-end walkers to see where you could position yourself. The goal is to stay competitive without underselling yourself, especially in the early days.
2. Consider Your Costs
Your rates need to cover more than just your time—there are business expenses to factor in too! Here are some of the costs you should account for:
• Transportation: Whether you’re driving or taking public transport, getting to and from clients’ homes costs money.
• Insurance: You’ll need public liability insurance to cover accidents or mishaps.
• Gear: Things like leads, poop bags, and treats don’t come free.
• Marketing: From building a website to running ads, getting the word out can add up.
• Admin: Don’t forget the time and effort that goes into scheduling, invoicing, and client communication.
Tip: Tally up all your monthly expenses and divide that by how many walks you plan to do. This will give you a rough idea of what you need to make per walk just to break even.
3. Choose a Pricing Structure
There are a few different ways to charge for dog walking. Pick a pricing structure that works for you and your clients:
• Per walk: The most straightforward method—charge a flat rate for each walk, depending on its length.
• Per dog: For clients with more than one dog, you can add an extra fee for each additional pup.
• Packages: Offering deals on bulk bookings, like a set number of walks per week or month at a discounted rate, encourages repeat business.
• Premium pricing: If you offer specialised services like solo walks or care for reactive dogs, don’t hesitate to charge a little more for the extra attention.
Tip: Packages or discounts for loyal clients can be a great way to guarantee regular bookings and steady income.
4. Know Your Value and Offer Premium Services
It’s tempting to price yourself low when you’re just starting out to attract clients. But don’t forget the value you bring. You’re not just offering a walk—you’re giving pets companionship, care, and safety. Many clients are willing to pay a little extra for top-notch, personalised service.
• Solo walks: If clients want their dog to have your undivided attention, charge a premium for one-on-one walks.
• Training: If you’ve got dog training experience or certifications, you can offer walks that incorporate basic training or behaviour reinforcement.
• Pet sitting add-ons: Combine dog walking with pet sitting for bundled deals that give clients a discount and more value.
Tip: Make sure to explain to clients why your premium services are worth the extra cost. Show them the extra care and attention their dog will get!
5. Adjust as You Grow
As you gain more experience and build a solid reputation, don’t be afraid to adjust your prices. Clients are often happy to pay more for someone they trust with their beloved pets. And as demand for your services grows, it’s natural to raise your rates to reflect your expertise.
Tip: When raising your prices, give your existing clients plenty of notice and be transparent about why the increase is happening. Most will understand and stick with you if you communicate clearly.
6. Be Transparent with Pricing
Once you’ve set your prices, make sure they’re clear to potential clients. A detailed price list on your website or marketing materials will help clients know exactly what they’re paying for. Avoid hidden fees—it’s better to lay everything out upfront to prevent surprises later.
Tip: Break down any additional fees for things like last-minute bookings, cancellations, or extra pets. Transparency builds trust and avoids awkward conversations down the line.
Final Thoughts
Setting your pricing as a new dog walker isn’t just about picking a number—it’s about finding a balance between being competitive, covering your costs, and knowing your worth. With a little research, clear communication, and confidence in your services, you’ll be able to set prices that work for both you and your clients.
Need more personalised guidance? My Dog Walking Business Mentor Program is designed to help you nail every aspect of your business, from pricing to marketing and everything in between. Let’s get your business off to a great start!
