Pricing & Money: Getting It Right from the Start as a Dog Walker
- Tori Lynn Crowther
- Oct 7, 2024
- 5 min read
Pricing & Money: Getting It Right from the Start as a Dog Walker
One of the biggest challenges for new dog walkers isn’t handling dogs — it’s valuing their work. Pricing, money management, and financial planning can feel uncomfortable, especially when you’re keen to secure your first clients. However, getting this wrong early on can create long-term problems that are difficult to undo.
This blog breaks down how to price your services properly, how to handle payments and invoices, what expenses you can claim, and how to prepare for self-assessment — while explaining why undercharging harms not only you, but experienced dog walkers and the industry as a whole.
How Much Should I Charge?
There is no single “correct” price, but there is a responsible pricing range based on professionalism, experience, risk, and overheads.
When setting your prices, you must consider:
Insurance costs
Travel time and fuel
Equipment and maintenance
Admin time (unpaid but essential)
Training and ongoing education
Taxes and National Insurance
Sick days, holidays, and downtime
Physical wear and tear on your body
Many new dog walkers make the mistake of pricing based on:
What they think clients will pay
What they personally would like to pay
Fear of losing work
Comparison with unlicensed or uninsured walkers
This almost always leads to unsustainable pricing.
Why Undercharging Is a Serious Problem
Undercharging may get you clients quickly, but it comes at a cost:
You work longer hours for less money
You struggle to reinvest in training or equipment
Burnout happens faster
You resent your business instead of enjoying it
You attract clients who value price over professionalism
Worse still, undercharging devalues the profession. Experienced, insured dog walkers who price correctly often face pushback from clients who say, “Someone else will do it cheaper.” This creates a race to the bottom that harms everyone.
Professional dog walking is a skilled, high-responsibility service. Pricing should reflect that.
Should I Charge Per Dog or Per Household?
This is a strategic decision and should be based on risk, workload, and fairness, not convenience.
Charging Per Dog
Pros:
Reflects increased responsibility and handling complexity
Fairer for single-dog households
Scales with workload and risk
Cons:
Can be harder to explain to multi-dog clients
Charging Per Household
Pros:
Simpler pricing structure
Attractive to multi-dog homes
Cons:
Can severely undervalue your time and effort
Multiple dogs still increase risk, handling difficulty, and liability
Many professional walkers use a base price per dog with a reduced rate for additional dogs from the same household, ensuring fairness without undercutting themselves.
The key question to ask is:
“Does this pricing reflect the actual responsibility I’m taking on?”
If the answer is no, the pricing needs adjusting.
How Do I Take Payments and Issue Invoices?
Professional handling of money builds trust and protects you legally.
Payment Methods
Common options include:
Bank transfer
Standing orders
Online invoicing systems
Cash (less recommended due to tracking issues)
Whatever you choose, consistency is critical.
Best practice includes:
Clear payment terms (weekly, monthly, in advance)
Written policies for late or missed payments
No informal “we’ll sort it later” arrangements
Invoicing
Invoices should include:
Your business name and contact details
Client details
Dates and description of services
Total amount due
Payment deadline
Even if you are small or just starting out, invoicing properly sets you apart as a professional and keeps your records clean for HMRC.
What Expenses Can I Claim?
Understanding expenses is essential for reducing your tax bill legally and responsibly.
Common allowable expenses for dog walkers include:
Insurance premiums
Fuel and vehicle costs (business use only)
Equipment (leads, harnesses, first aid kits)
Protective clothing and footwear
Mobile phone usage (business proportion)
Training courses and CPD
Website and marketing costs
Accounting software or professional fees
The rule of thumb is:
If it is wholly and exclusively for business purposes, it is likely claimable.
Good record-keeping is non-negotiable. Poor records lead to stress, missed deductions, and problems during self-assessment.
How Do I Prepare for Self-Assessment?
Self-assessment is not something to fear — but it does require preparation.
To stay organised:
Keep all income records
Track expenses throughout the year
Set aside money for tax as you earn
Know your deadlines
Understand your tax band and National Insurance obligations
Many new dog walkers fall into trouble because they treat income as “spendable” money, forgetting that tax is owed later. This can result in financial shock and panic.
Planning ahead means:
Fewer surprises
Better cash flow
Confidence in your business
The Bigger Picture: Respecting the Industry
Dog walking is not “easy money” or a casual side hustle. It involves:
Legal responsibility
Physical risk
Emotional labour
Safeguarding animals and public safety
When new dog walkers undercharge, it:
Undermines experienced professionals
Encourages unrealistic client expectations
Makes it harder for ethical businesses to survive
Charging properly is not greed — it is responsibility.
You are not just pricing a walk. You are pricing your time, skill, accountability, and the long-term health of your business.
Final Thoughts
Getting pricing and money right from the start allows you to:
Work sustainably
Grow with confidence
Invest in yourself and your business
Earn respect from clients
Support a fair, professional industry
A successful dog walking business is built on strong foundations — and pricing is one of the most important.
If you value your work, others will too.
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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