Kickstart Your Dog Walking Business — and Why You Must Raise Your Prices
- Tori Lynn Crowther
- Jul 25, 2025
- 4 min read
Updated: Jan 27
Kickstart Your Dog Walking Business — and Why You Must Raise Your Prices
Starting a dog walking business can feel overwhelming, but the first step is simple: get clients through the door. One of the most effective ways to do this is by offering a limited-time discount. Research shows that 79% of consumers are more likely to try a new service if they perceive a temporary offer. This “launch discount” can help you build your first clients quickly, but it’s essential to make it clear from the start that the offer won’t last forever — scarcity drives action and helps clients respect the temporary nature of the deal. So make it clear that your price is more, this is a limited discount.
Once you’ve built experience and a client base, raising your prices is essential for your business’s growth and sustainability. Here’s why:
1. Your Time is Valuable
The hours you spend walking dogs, travelling, and managing admin are your expertise in action. Studies in behavioural economics show that consumers often perceive higher-priced services as higher quality, meaning your full rate reflects both your skill and your professionalism. Accepting a lower rate undervalues your time and expertise.
2. Not All Clients Are the Right Fit
When prices go up, some clients may leave — and that’s normal. Psychologically, people who are less invested in a service are more likely to drop off. This is not a loss; it’s weeding out clients who aren’t aligned with your business. Those who stay will appreciate your service more and be easier to work with.
3. Your Income Grows
Even after losing a few clients, your weekly earnings generally increase compared to your discounted period, because your remaining and new clients are paying full value. On average, small service businesses see a 20–30% rise in income after a well-communicated price increase, even with minor client attrition.
4. Better Client Relationships
Higher prices attract clients who value your time, respect your expertise, and fit your business style. You’ll spend less energy managing difficult clients and more on providing excellent service, which leads to higher satisfaction, loyalty, and referrals.
The Big Picture
Starting with a discount is just the launchpad; raising your prices is the fuel for sustainable growth.
The key is communication: clients respond positively when they understand the discount was temporary and that your full rate reflects your experience and the quality of service they’re receiving.
Use this calculator to see how your earnings change when moving from discounted walks to full rates, and understand that losing a few mismatched clients is a gain in disguise — you’re clearing space for clients who truly fit your business.
About Tori Lynn C. & The Dog House
Welcome to The Dog House — my cosy corner of the TLC Canine Crusaders Business Hub. I’m Tori Lynn C., the founder of TLC Dog Walking Limited, mentor to professional dog walkers, and lifelong advocate for dogs and the people who care for them. With over 17 years of hands-on experience in the industry, my mission is to guide you through the realities of running a successful, sustainable dog walking business — from client care and safety to wellbeing, confidence, and professional growth.
The Dog House is where I share the honest, behind-the-scenes conversations we all need: the tricky moments, the funny bits, the business lessons, and the mindset work that keeps us thriving rather than merely surviving. Whether you're just starting out or scaling up, you’ll always find support, guidance, and a friendly nudge forward here.
You’re never alone in this journey — you’re part of a community of canine crusaders.
Legal Disclaimer
The information provided on this website is for general information and educational purposes only. It is intended to support pet care professionals in understanding common legal considerations when operating a dog walking or pet care business in the UK.
This content does not constitute legal advice and should not be relied upon as a substitute for advice from a qualified solicitor or legal professional. Laws, regulations and local authority requirements may change over time and can vary depending on location and individual circumstances.
While every effort has been made to ensure the information is accurate and up to date at the time of publication, no guarantees are made regarding completeness or applicability to your specific situation.
By using this website, you acknowledge that:
✓ You are responsible for ensuring your own business complies with all relevant UK laws and local authority rules
✓ You should seek professional legal advice before drafting, using or relying on any contract or legal document
✓ The website owner accepts no liability for loss, damage or legal issues arising from the use of this information
If you are unsure about any legal obligations, contractual terms or liabilities, it is strongly recommended that you consult a solicitor experienced in small business or consumer law.
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