How to Start a Professional Dog Walking Service

When I imagined my dog-walking service, I saw myself dressed in a cute white sweater and a red-tag Levis 501, walking along the Pacific coast with six attentive and well-behaved Golden Retrievers and Labradors. students. Being my own boss, working my own hours, and being around dogs all day. What could be better?

Reality hit on my second day of professional dog walking, when I sprained my ankle and fell face-first in the sand after chasing an overweight, ball-obsessed yellow Labrador named Willard and a sheepdog named Bear who behaved like she was on an acid trip. The sand was everywhere – in my nose; down my pants; in my mouth, my shoes, my hair. It was an exceptionally bad start to my new career.

What did I do after this exceptionally bad start? I brushed, showered, and continued to grow my new business, which over time grew into a client list of 80 dogs, eight employees, and a fleet of five dog-friendly vehicles. I love dogs, and my passion outweighed the vagaries of the job.

Maybe you secretly harbor the same passion, the same dream. If so, here are some tips to get you started.

Do your research.

Find out about dog walking services in your area. When I started, an off-leash adventure service—one that gave a Labrador Retriever time to swim, hunt, and destroy picnics—didn’t exist. (I joke about picnics.) Once you’ve figured out what kind of service your area needs, you can start growing your business.

Create a business plan.

How many dogs can you bring in a group safely? How many shifts per day? How long for each step? How much are you going to charge? Which areas of the city will you serve? Don’t spread yourself too thin. Pick an area near you, or better yet, as my dad, a Wall Street financial analyst, told me, “Pick an area that’s recession-proof; if they lose a million in the market, it won’t matter and they’ll keep you a job so you can pay the rent.

Establish your business structure.

Most dog walking services are incorporated either as a sole proprietorship or as an LLC. A sole proprietorship means that the owner’s personal and business assets are in the same pot, so to speak, and he is responsible for all debts. An LLC separates personal and business assets. Incorporation is also an option; in this structure, the owner is not personally liable for the debts of the company. I started out as a sole proprietorship, but changed to an LLC when I hired employees, then married a financially responsible man who cared about protecting our assets and our home.

Set your pricing.

See your competitors’ rates and services. In 1995 when I started, the average fee for walking a dog in San Francisco was $8 per walk. I charged $5 to build up a clientele, but in retrospect I realized I had devalued my services, which included longer walks and more time away from home than others. If you have the skills, you can also offer obedience training and pet sitting.

Write a contract.

Have clients sign a contract that covers at least the basics: information about the dog, any training or behavioral issues, who to contact in an emergency, and contact information for the family veterinarian. Also include a liability waiver and permission to see a veterinarian if necessary (and to be reimbursed for such care, if applicable).

Create a website and social media presence.

Currently, WordPress, square space and Shopify are three popular website and e-commerce platforms. Building a social media presence through Facebook, Twitter and Instagram is also fundamental for business growth. Eventually, you’ll probably get most of your business by word of mouth, but in the beginning, you’ll have to reach out on the internet.

Obtain the appropriate licenses, insurance and permits.

Although the process may test your patience, it is important to obtain the appropriate government business licenses and permits.

• Business license: Issued by your local city government.

• Liability insurance: Associated Pet Sitters offers affordable plans and covers all your needs.

• Permit : Some public parks, dog parks and other outdoor spaces require a permit for those who walk multiple dogs.

Consider becoming certified.

Online and in-person (post-pandemic) courses provide their students with basic training in a range of related topics, including dog behavior, safety and first aid skills, and business management and customers. Passing it gets you certified, which can be a great selling point.

Market your services.

Networking, handing out flyers, and handing out cards are all part of good marketing. Volume is key; I distributed 500 flyers and got two clients, then acquired three more clients via word of mouth. If you’re like me and worried about promoting yourself, ask someone to help you. An unemployed friend helped me out in exchange for a burger and a beer.

• Mailboxes and cars. Scatter flyers in the area from which you plan to attract your customers.

• Dog park. Early evening is the best time to deal the cards.

• Local bars, restaurants, cafes. Most of them have an area where you can post a flyer. (Remember to ask before posting.)

• Groomers and veterinarians. Report to a local groomer and veterinary clinic, preferably near your service area, and occasionally drop off a treat for the front desk staff. A referral incentive also works. During my first month in business, I befriended a local groomer, who referred me 10 clients over a three-month period; I also offered front desk staff at a veterinary clinic $25 for each successful referral, which led to four new clients.

Invest in hardware.

Basics include six foot leashes, 20 foot lead lines (great for new dogs until they know you), poop bags (I use Earth Rated Dog poop bags – scented with lavender!), dog biscuits (I get a great response to Whole Jerky’s grain-free toasted bison strips), and most importantly, a reliable, dog-friendly vehicle. My freshman year, I drove a four-door Mazda. Coming down the road we looked like a canine version of Norman Rockwell road trip painting, but the dogs managed to find their places. Ideally, something bigger – a van or truck with an RV shell, for example – is a better option.

Keep your sense of humor and be patient.

Patience is your superpower: patience in building your business, with dogs (because the perfect dog does not exist) and with customers. Add a love for dogs and a sense of humor and you’ll be well on your way.