As a dog trainer, there are important principles to understand before you embark on a career in this industry. Getting a great education, building your skills, and gaining experience all contribute to a successful dog training career. Dedication, hard work and sheer effort are essential traits.
However, success as a dog trainer isn’t simply determined by your ability to work with dogs, or by your personal qualities. If you start your own business, there are numerous benefits to reap; but there can also be significant downsides if you do not manage aspects of your business in the correct manner.
Running your own business can be daunting. Whether you’re figuring out how to market your dog training business, or simply wondering what organizational structure your business should pursue, there are plenty of items to think about. At the School for Dog Trainers, we’ve seen that many of our students don’t just want to learn how to train dogs – they also need to understand the mechanics of owning and operating a business. We teach business fundamentals in programs like our Master Dog Trainer program to ensure that students are prepared for the rigors of managing their business after graduation.
When it comes to running your business, there is one aspect that everyone focuses on – pricing. Pricing can be a tricky needle to thread. Every business exists to make money and provide a stable income for its ownership team, and to generate enough of a surplus to reinvest in the business – whether through employing additional team members, investing in equipment, or focusing on advertising/marketing activities. But which factors should influence your thinking, and how do you go about putting together pricing that reflects the value you offer to your clients? In this article, we’ll discuss those factors.
Factor #1: Your services
Dog training services can take many forms. Technically, working with a puppy to perform basic obedience over the course of a few weeks and training a service dog from start-to-finish both fall under the umbrella of ‘dog training’ – but you wouldn’t charge the same amount for them, because the complexity and time investment involved with training a service dog is far greater than puppy obedience.
If you’re a pet dog trainer, think about the different services you intend to offer. Will you offer Board and Train programs spanning several weeks? Will you provide affordable group classes? Will you travel to dog owners and deliver private lessons in their home? The services you offer will have a large influence on the prices you will charge.
For more specialized training options – such as service dog training and working dog training – deciding on a price point can be more difficult. Service dogs and police K9s are typically trained over a much longer period of time – months as opposed to weeks. With this in mind, you will need to ascertain the amount of time involved with training the dog from beginning to end.
By working out your list of services, you can evaluate some of the costs that your business is likely to incur.
Factor #2: Costs of operation
If you operate your own dog training facility, there will be several costs involved, such as rent or mortgage on your property and land, utilities and maintenance. You may need to use copious amounts of cleaning equipment (or hire a cleaner) to comply with local regulations regarding sanitation and safety.
In addition, all dog trainers (whether they run their own facility or not) incur other costs. From training equipment (such as leashes, training collars and dog treats) to tracking gas usage and car depreciation, there are a number of expenses that may not seem obvious on the surface.
The pricing structure of your business will need to factor in these expenses – after all, the business exists to make a profit.
Factor #3: Level of education
If you need help from an expert in any field, who are you going to trust – a friend with no formal background in that field who does their work as a side job, or someone who has dedicated significant amounts of time to studying scientific-led research and working under experts who have experience in the industry?
Most people would choose the second option, because there is trust built in when someone has qualifications in a certain discipline. With education and experience, you become better equipped to help your clients; in turn, this allows you to command a higher fee for your services.
Data supports this conclusion. In our national survey of dog trainers, those with formal education made 60% more than dog trainers without formal education. A qualification from a renowned program like those offered at the School of Dog Trainers can help you to build your knowledge and enhance your reputation.
Factor #4: Location
Different economies result in different levels of disposable income that dog owners can afford to spend on dog training. This is true from continent to continent, nation to nation, and even from state to state in a country as large as the United States.
This will certainly have an influence on your pricing, as you will need to charge more to make your business viable in markets where the cost of living is higher. Conversely, you may need to charge lower amounts in less affluent markets to ensure your client base is able to afford your services.
Market research and data can help guide your decision-making process.
Factor #5: Competition
Your business doesn’t exist in a vacuum. Dog training is becoming increasingly popular, and there will inevitably be competitors offering similar services to yours. This can have an impact on how you set your prices – if everyone is charging an average of $100/hr in your local area, and you decide to price yourself at $300/hr, you are trying to reach the very top of the market (which may not be a viable option). On the other hand, if everyone is charging an average of $100/hr and you decide to charge $40/hr, you will only appeal to those who are price-conscious and don’t necessarily care about quality of service.
Pricing – and how your business sits compared with your competitors – has implications in both directions for the perception of your brand. Consider this wisely when devising your pricing strategy.
So, what should your prices be for your dog training business?
This is a potentially million dollar question.
There is no set formula for defining your prices for your dog training business. Some trainers charge an hourly rate; others sell packages of lessons. Some trainers offer a limited range of dog training services; others provide a broad spectrum. When you add in the variables of location, competition and education, it is clear that pricing can be a tough nut to crack for even the most experienced dog trainers.
The bottom line (literally) is that your business has to be profitable to succeed in the long run. Your pricing has to be competitive enough to satisfy customer demand, while aligning with the wider economic picture and disposable income available to your potential clients. It must also provide you with enough money to maintain your standard of living, cover your costs, pay your employees, and so on. There is no right or wrong answer – and pricing can change over time, particularly if economic factors dictate a change in strategy.
If you’re truly confused about which direction to move in with the pricing for your dog training business, consider these options:
- Carry out market research – in particular, studying competitors and their pricing.
- Reach out to other dog trainers who have experience of setting prices in their business. For example, many of our staff at the School for Dog Trainers have experience of pricing services for their own dog training business.
- Consider working with an industry-specific business consultant who can help you work out a pricing model.