Planning Price Increases: A Strategic Guide
- Tori Lynn Crowther
- Feb 20
- 6 min read
Planning Price Increases: A Strategic Guide for Professional Dog Walkers
If the thought of increasing your prices makes you feel slightly sick, you’re not alone.
Most experienced dog walkers didn’t get into this industry because they love spreadsheets and pricing strategy. You got into it because you love dogs, relationships, and working outdoors — not because you enjoy awkward money conversations.
However, if you want to run an exceptional, sustainable business (rather than an exhausting hobby with muddy trainers), price increases are not optional. They are essential.
This guide will help you:
Plan price increases calmly and strategically
Communicate them professionally
Protect client relationships
Increase your income without increasing your workload
and without the guilt.
Why Price Increases Are Non-Negotiable
Before we get tactical, let’s address the mindset.
If your costs have increased (fuel, insurance, training, equipment, software, vehicle maintenance, CPD, tax…), but your prices have not — you have effectively taken a pay cut.
And unlike a salaried job, no one is coming along to correct that for you.
Professional businesses adjust their pricing regularly. Supermarkets do it. Utility companies do it. Your insurance provider definitely does it.
You are not being greedy. You are maintaining viability.
Step 1: Decide Why You’re Increasing Prices
Never increase prices reactively or emotionally. Plan it.
Common legitimate reasons include:
Rising operational costs
Increased experience and expertise
Additional qualifications or CPD
Improved service quality
Demand exceeding capacity
Transitioning to a more premium model
Moving from “busy” to “profitable”
Clarity matters because your reason influences how you position the increase.
Step 2: Audit Your True Hourly Rate
Most dog walkers undercharge because they calculate based on:
“£16 for a one-hour walk.”
But that hour includes:
Travel time
Pick-up and drop-off
Cleaning the vehicle
Admin
Client communication
Route planning
Insurance and tax
Marketing
Unpaid cancellations
When you factor in all business hours, many professionals are earning far less than they think.
Before raising prices, calculate:
Your real hourly income (including unpaid time)
Your annual costs
Your target salary
Your profit margin
Price increases should move you towards sustainability, not just patch gaps.
Step 3: Choose Your Increase Strategy
There are several approaches. The best one depends on your business stage.
1. Incremental Increase (Low Resistance)
Increase prices modestly (e.g. 50p–£3 per service).
Best for:
Established client bases
Low churn risk
Maintaining stability
2. Structural Repositioning
Restructure your services instead of just raising prices.
Examples:
Remove cheaper options
Introduce premium tiers
Bundle services
Implement minimum monthly commitments
Shrinkflation - an hour walk becomes 45 minutes
This often feels easier psychologically because you are evolving the service — not “just charging more”.
3. New Client Pricing First
Increase prices for new clients only.
Benefits:
Protects loyal clients
Gradually lifts overall income
Tests market tolerance
Over time, legacy clients can be aligned.
4. Capacity-Based Increase
If you are fully booked with a waiting list, the market is telling you something.
Price should reflect demand.
Step 4: Timing Matters
Avoid random increases.
Good timing includes:
Beginning of a new financial year (6th April)
When minimum wage rises (1st April)
Start of a calendar year
After service improvements
When introducing new booking systems
When updating contracts
Avoid:
Immediately after a service issue
During personal stress
Without proper notice
Give at least 30 days’ notice. 6–8 weeks is ideal.
Step 5: Communicating the Increase
This is where many professionals panic.
The key principles:
Be clear
Be calm
Be concise
Do not over-justify
Do not apologise excessively
You are informing, not begging.
Example Structure
Appreciation
Clear statement of change
Effective date
Reassurance
Invitation for questions
Example Wording
“As part of our annual review, our pricing will be adjusted from 1st April.
A 60-minute group walk will increase from £15 to £17.
This allows us to continue delivering safe, professional care and maintain the high standards you expect.
Thank you for your continued trust and support.”
Notice what’s missing:
No long defensive essay
No apology tour
No emotional oversharing
Professional businesses communicate changes with confidence.
Step 6: Prepare for Reactions
You may experience:
No reaction at all
Mild surprise
A small number of departures
This is normal.
If someone leaves purely due to a modest increase, they were likely price-sensitive already. Those clients are often the most stressful long-term.
Remember:
You do not need every client.
You need the right clients.
Even if 5–10% leave, your income can still increase overall.
Step 7: Implement Properly (Not Casually)
A price increase should involve:
Updated contracts
Updated website pricing
Updated booking system
Updated invoices
Updated FAQs
Updated automated emails
Nothing undermines professionalism like inconsistency.
Step 8: Anchor Your Value
A price increase should coincide with visible professionalism:
Clear policies
Reliable communication
Consistent scheduling
Professional branding
Ongoing CPD
Safety protocols
If your service feels premium, price increases feel justified.
Step 9: Make It Routine
The real secret?
Don’t treat price increases as rare, dramatic events.
Treat them as an annual review process.
When you review pricing every year:
The increases are smaller
Clients expect them
You stay aligned with inflation
You avoid massive jumps later
Small, regular adjustments are far less disruptive than one large correction after five stagnant years.
The Confidence Piece
If you struggle emotionally with price increases, ask yourself:
Would I encourage a colleague to undercharge?
Would I tell a mentee to absorb inflation forever?
Would I accept a pay freeze for five years in another profession?
Of course not.
You are running a business, not performing a favour.
Final Thought
Exceptional dog walking businesses are built on:
Professional boundaries
Sustainable pricing
Clear communication
Confidence
Price increases are not about greed.
They are about longevity.
And the dogs in your care deserve a business that will still be thriving in five years — not one that burnt out because it was too afraid to charge properly.
A Note on Business, Money & Professionalism
This guide is written on one clear assumption: you are running a business, not a hobby.
Pet care may be driven by passion, but it is also your income, your responsibility, and your future. Loving the work does not remove the need for proper pricing, planning, and financial structure. In fact, it makes those things even more important.
You are allowed to:
Charge enough to make your business sustainable and secure
Put systems in place that protect your income automatically
Set clear financial and professional boundaries with clients
Expect to be paid on time and treated with respect
Take money seriously without feeling greedy or uncomfortable
Build a business that supports you, not one that drains you
Financial stability is not selfish. It is what allows you to show up consistently, make good decisions, and continue doing this work without burnout.
Professional success starts with self-respect. And pet care businesses built on self-respect don’t just survive — they thrive for the long term.
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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