Before I started creating handmade, organic dog treats for your furry family, I ran VIPets Dog Walking and Pet Sitting for 10 years. I walked dogs during the day and pet sat on weekends and during the holidays. It was pretty hectic! But I enjoyed every minute of caring for the pets I loved so much.
When I first ventured into professional dog walking in New Zealand, I was surprised by how straightforward the initial process seemed. The basic steps appeared deceptively simple: decide you want to walk dogs for a living, then simply begin doing it! However, I quickly discovered there’s much more to starting a sustainable dog walking business in New Zealand than meets the eye.
I was also surprised to find becoming a dog walker is a completely unregulated industry in NZ. This means anyone can say they are a dog walker, put up a Facebook page, and start walking dogs the next day. The closest a dog walker comes to needing a license to walk dogs, is if you’re a commercial dog walker that walks or trains dogs as a business in Wellington. Then you’ll need a licence to walk them in shared public spaces.
People tend to think that because it’s so easy to get started, there won’t be many challenges to getting a successful dog walking business up and running. The reality is, while it does sound enticing to start a dog walking business and start playing in the sun with dogs all day, there is just so much more to it than that.
You have almost definitely heard the phrase: If you fail to plan, you plan to fail. This is true in the case of any business start-up. With a dog walking business, the stakes are even higher, because you alone are responsible for the precious lives of the dogs in your care.
If you don’t get set up right from the start, you will run into a host of problems you may not of thought of when you decided to start your dog walking business.
These can include:
- A lack of knowledge about pet health and safety standards, resulting in harm to pets
- Challenges in dealing with difficult clients or problem pets
- Overlooking insurance needs specific to dog walkers
- Overlooking the need for ongoing education and certifications
- Difficulty in scaling the business beyond initial clients
- Underestimating start-up costs and initial investment needs
- Pricing services incorrectly (too high = slow growth, too low = no room to grow)
- Inefficient operations due to lack of streamlined processes
- Inability to differentiate from competitors
- Ineffective and expensive marketing strategies in a competitive market
- Overlooking potential partnerships or networking opportunities
- Difficulty in hiring and managing qualified staff
- Poor time management and work-life balance issues
- Burnout from trying to do everything alone
I could go on, but I think you get the idea it takes a lot more than just an idea and a handful of business cards to get started as a dog walker.
A few years ago, I started to become very concerned about the explosion in popularity of professional dog walking. Due to the low barrier to entry, it could be a minefield for pet parents trying to find the best care for their special friends. The sudden influx of new walkers meant there were more options for pet parents, but finding the best choice and the right match could be challenging. There really was no standard they could expect from the people they were entrusting with the care of their furry family.
I wrote a guide then for pet owners called, The Top 12 Questions you Must Ask Your Dog Walker Before Trusting Them With Your Special Friend. I made this available as a download from my website. I have since started a directory showcasing the very best of the professional pet care providers in New Zealand to make this easier for pet parents. You can read more and see the guide here: https://petnet.nz/petnet-professional-pet-care-directory/.
I’m looking forward to adding your business to our pet business directory.
I’m writing this guide to give you the very best start as a dog walker In New Zealand. I want you to be the best you can be, so you can provide nothing but the highest service to the pets in your care. My mission is to raise awareness, so at a bare minimum, dog walkers are insured, trained, experienced, and where necessary, hold appropriate qualifications and licenses.
New Zealand pets deserve nothing less.
So with that out of the way: Here are 12 steps required to start a successful dog walking business in New Zealand.
Basically, starting your dog walking business can be broken down in three main categories: The start, build and scale phases.
The start-up phase is when you are still at the very beginning of your pet business journey, e.g. deciding on the type of dog walking business you want to start (group walks, solo walks, location walks etc.). You’ll be looking at getting the experience, qualifications and training you need to provide the best possible care for the pets that rely on you. You will be thinking of ideas for business names, creating a business plan and assembling your business team.
The build phase is when you have decided on which area of business you wish to move into, and have started to put that plan into action. Now is when you start to write policies and procedures, develop emergency and contingency plans and invest in essential equipment and supplies. This is where it can become daunting without the right guidance.
The scale phase is when you move into unleashing your dog walking business into the world. You need to plan to scale your business operations from the outset, if you wish to grow your business. If you start out not charging enough, you’ll never be able to hire anyone to help you, leading to burnout and business fatigue.
Starting your business with a growth mindset will ensure you build something that you can scale, hire and eventually sell for your retirement, or otherwise. It seems counterintuitive, but it’s important to plan to scale, before you even start to build your dog walking business.
Table of Contents
How to Start a Dog walking Business in New Zealand
- 1. Obtain the necessary experience and qualifications to safely manage the dogs in your care
- 2. Choosing a business name and registering your dog walking business
- 3. How to create a dog walking business plan
- 4. Reach out to the necessary business professionals
How to Build a Dog Walking Business in New Zealand
- 5. Create and implement a marketing plan including website, social media and offline strategies
- 6. Establish policies and procedures
- 7. Create a scheduling system
- 8. Invest in essential equipment and supplies
How to Scale a Dog Walking Business in New Zealand
- 9. Begin to market your business
- 10. Create a plan for growth and potentially hiring employees
- 11. Continuously improve and adapt
- 12. Manage your work-life balance
How to Start a Dog Walking Business in New Zealand
1. Obtain the necessary experience and qualifications to safely manage the pets in your care
As I’ve mentioned, there is nothing more important when starting a dog walking business, than getting the experience you need to keep the pets in your care safe. The safety and care of the pets is paramount, they deserve nothing less than for you to have done all you can to ensure their safety while they are in your care.
A. Educate yourself on dog behaviour and training techniques
You’ll need to have at least a basic understanding of dog body language, so you can detect the subtle changes in a dog’s behaviour that communicates how they’re feeling. This is imperative when negotiating interactions between dogs (both within the group and those you meet) on location. You need to know how all of the dogs in your care are reacting to each other, so you are able to step in if you can see anything escalating. This can happen very quickly, and you noticing a stiff posture for a split second too long, can make all the difference to avoid unwanted situations.
It’s also important to have some training ability, so you can ensure the dog’s safety on location. You don’t have to be a full blown trainer, it is not your responsibility as a walker to manage complex behavioural issues. However, they do need to listen, understand, and react when you give them important commands like “come,” “stay,” and perhaps the most important: “leave it.” They will need as much as a 100% response rate on that one for when they are about to hoover up something hazardous or toxic.
B. Complete a pet first aid and CPR certification
Every professional walker should undergo pet first aid training and have put staff through the same course before they ever take dogs out on location. These are usually day-long courses that empower pet care providers with the knowledge to handle any emergency situation.
Topics covered include (but are not limited to):
- Rescue breathing and CPR
- Shock
- Hypothermia
- Poisoning
- Broken bones
- Heat stroke
Participants of the course should be awarded a certificate that is usually valid for two years.
The course I did and recommend is the Pet First Aid & Training NZ or PETFAT course. This is a hands-on course which is run over 6 hours and is available in most main centres nationwide.
C. Gain hands-on experience
There’s simply no substitute for practical experience. I had walked dogs I was pet sitting while travelling for years, and but quickly learned that managing multiple client dogs with different personalities is an entirely different challenge.
I recommend volunteering at a local animal shelter or finding work experience with established dog walkers before launching your own business. This will help you learn:
- Proper leash handling techniques for different breeds and sizes
- How to manage multiple dogs at once
- How to spot early signs of dog aggression or discomfort
- How to become comfortable with a variety of dog breeds
- Real-world solutions to common problems that arise during walks
When I first started, I volunteered for a year with DogWatch here in Christchurch. This hands-on experience was invaluable. I then began with solo walks to build my confidence, then gradually progressed to pairing compatible dogs together. Eventually, I developed the skills and judgment to safely manage group walks with dogs I had come to know well.
This step-by-step approach gave me the practical experience I needed to handle the unexpected situations that inevitably arise when working with animals. Taking things slowly and building your skills methodically might seem overly cautious at first, but when you’re responsible for the safety and wellbeing of someone’s beloved pet, this gradual approach ensures you develop the confidence and competence needed to handle any situation that comes your way.
D. Consider platforms like Pawshake to get started
Many new dog walkers consider using platforms like Pawshake to get their first clients. This approach has pros and cons:
Pros:
- Immediate access to potential clients
- Built-in payment processing
- Some marketing is done for you
- Reviews help build credibility
Cons:
- Pawshake takes a 19% cut of your earnings
- These aren’t truly “your” customers – you can only contact them through the app
- The platform’s insurance typically doesn’t fully cover you as a business
- You have limited control over pricing and policies
You may wish to get started with a few Pawshake clients to build confidence while setting up your own business structure. This may give you income while you established your brand, but you need to convert these clients to direct bookings to make your business sustainable.
When I first started VIPets, I had a head start. With 10 years of marketing experience under my belt, I’d already helped over 100 small businesses with their websites, print materials, and Google rankings. I was running a home-based business doing this, which gave me both the skills and financial cushion to launch my dog walking business independently.
If you have some savings set aside or another income source, I’d recommend going straight to establishing your own pet brand rather than starting with platforms like Pawshake. Building your business from the ground up might take longer initially, but you’ll avoid the later challenge of converting platform clients to direct bookings, and you’ll keep 100% of your earnings from day one.
E. Learn about different dog breeds and their specific needs
Different breeds have vastly different exercise requirements, temperaments, and health considerations. A 30-minute walk might barely take the edge off a Border Collie’s energy, while it could completely exhaust a Bulldog on a warm day. Make sure to research breed-specific needs before taking on any new dog.
It’s worth taking time to learn about:
- Exercise requirements for different breeds
- Weather tolerance (some breeds struggle in heat, others in cold)
- Breed-specific health concerns that might affect walking
- Typical behaviour patterns and socialisation needs
F. Understand local leash laws and pet ordinances
Each region in New Zealand may have slightly different regulations regarding dogs in public spaces. You need to be familiar with:
- Where dogs can be off-leash vs. on-leash
- Seasonal restrictions (e.g., some beaches allow dogs only in winter)
- Any breed-specific regulations
- Local council rules about commercial dog walking
In Auckland, for example, some parks allow off-leash dogs only during specific hours. I once made an unfortunate mistake on Brighton beach where I didn’t realise the dog access rules had changed for the summer season. While walking a Manchester Terrier through what had been an off-leash area, I was confronted by an irate man who loudly berated me with language I won’t repeat here. It was a simple oversight on my part, but one that could have resulted in a fine and, more importantly, damaged my professional reputation. This experience taught me to regularly check council websites for seasonal rule changes and to always look for signage before entering any public space with a client’s dog.
2. Choose a business name and register your business
Selecting the right business name may be harder than you expected. I wanted something that reflected my passion for pets while sounding professional and being memorable.
A. Brainstorm a unique and memorable name
Your business name should be:
- Easy to spell and pronounce
- Reflective of your services
- Not too similar to competitors
- Available as a domain name and on social media
I recommend making a list of 5-10 potential names, then asking friends and family for feedback. Pay attention to any names that people struggle to spell or pronounce – these will make marketing harder.
I settled on ‘VIPets’ for my business name because it perfectly communicated my core philosophy—that every pet in my care is truly a Very Important Pet. This name aligned beautifully with my business values and has proven versatile enough to grow with me. As my business evolved from dog walking and pet sitting to dog adventures, and eventually to creating handmade treats, the VIPets brand seamlessly adapted to each new chapter while maintaining its original promise of premium, personalised care.
B. Check name availability and trademark considerations
Before finalising your name:
- Search the Companies Register
- Check domain availability through a registrar like 1st Domains
- Search social media platforms to ensure your preferred handles are available
- Consider a trademark search if you’re concerned about potential conflicts
I was lucky that “VIPets” was available as both a business name and domain, but I did have to get creative with social media handles, eventually using “VIPetsNZ” across platforms.
C. Choose your business structure
In New Zealand, you’ll need to decide whether to operate as a:
Sole Trader:
- Simplest structure to set up
- No separation between personal and business assets
- You’re personally liable for all business debts
- Use your personal IRD number
Company:
- Separate legal entity
- Provides liability protection
- More complex accounting requirements
- Requires a company IRD number
Partnership:
- Shared ownership and responsibility
- Typically requires a formal partnership agreement
- Partners are jointly liable for business debts
I started as a sole trader for simplicity, but as my business grew, I incorporated as a company to protect my personal assets. This was especially important once I started hiring staff and taking on more dogs.
D. Register your domain name and secure social media profiles
Even if you’re not ready to launch your website immediately, secure your domain name and social media handles right away. This prevents competitors from claiming them and ensures consistency across all your marketing channels.
Domain registration typically costs about $30 per year in NZ, making it an affordable investment even for startup businesses.
3. Create a business plan
A business plan isn’t just a formality – it’s your roadmap to success. I initially skipped this step and regretted it when I had to make important decisions without clear guidelines.
A. Research the local market and competition
Before setting prices or defining services, understand what’s already available in your area:
- How many dog walkers operate in your target location?
- What services do they offer?
- What are their prices?
- What do their reviews say? (Look for gaps in service you could fill)
Instead of simply ‘mystery shopping’ my competitors, I took a completely different approach to understanding the market. Having spent 10 years in the cutthroat website design and marketing industry—where I’d experienced competitors calling my clients with scary but fabricated ‘problems’ with my work—I was determined to build a more collaborative pet care community.
Rather than obsessing over what others were doing or trying to outdo them, I studied their services to find complementary niches. When I noticed my main competitor specialised in group walks, I deliberately focused on one-on-one walks that matched my experience level at the time. This allowed me to refer group walk inquiries to her, building a mutually beneficial relationship. This alliance-building approach not only helped me establish my business with less resistance but created a more supportive professional network.
I found that focusing my energy on what made my existing clients happy—rather than fixating on competition—led to a much more sustainable and satisfying business model.
B. Define your unique selling proposition (USP)
Your USP is what makes your business special. It could be:
- Specialising in certain breeds or services (senior dogs, puppies, anxious dogs)
- Offering unique walk locations (beach, forest, secure fields)
- Providing enhanced services (training reinforcement during walks, photo updates)
- Having specific qualifications that competitors lack
My unique selling proposition evolved naturally as my business grew. I started with a simple but important USP—offering safe, individual walks around local neighborhoods for dogs who needed personal attention. As my confidence and experience developed, I expanded into what became my signature service: true adventure walks. These excursions took dogs beyond ordinary sidewalks to exciting locations like beaches, forests, and trails.
This evolution not only set my business apart from competitors but also allowed me to charge premium rates while providing dogs with truly enriching experiences that stimulated them physically and mentally. Clients were happy to pay more when they saw their dogs returning home tired, fulfilled, and visibly happier from these outings.
C. Develop a realistic budget
Calculate your startup costs, which typically include:
- Business registration fees ($10-$150 depending on structure)
- Insurance ($500-$1,500 annually)
- Equipment (leads, harnesses, first aid supplies) ($300-$500)
- Marketing materials ($200-$500)
- Website development ($1000-$3000)
- Vehicle costs if applicable (variable)
- Emergency fund (I recommend at least $1,000)
Then estimate your ongoing monthly expenses:
- Fuel/transportation
- Insurance payments
- Marketing costs
- Equipment replacement
- Professional development
- Phone/internet
- Accounting software
My initial investment was about $3,000, which gave me a professional start without breaking the bank. The biggest surprise expense was fuel – driving between clients and to walking locations adds up quickly!
D. Create a pricing strategy
Pricing is where many new dog walkers get stuck. Price too low, and you’ll struggle to cover costs; too high, and you might not attract clients.
Consider these factors when setting prices:
- Your costs (including travel time between clients)
- Competitor pricing
- The value of your unique services
- Different rates for group vs. individual walks
- Peak time pricing (early mornings, evenings)
- Cancellation policies and fees
When setting my initial prices, I made a bold decision that went against conventional wisdom for new businesses. Instead of undercutting the competition, I deliberately matched the rates of the most expensive dog walking service in town. This pricing strategy reflected my confidence in both my service quality and my marketing abilities. I knew I could communicate my value effectively enough to justify premium rates from day one.
As my reputation solidified and client testimonials accumulated, I was able to gradually increase my prices even further, with clients happily paying for the exceptional care and unique experiences their dogs received. This approach meant I never had to make the difficult jump from budget to premium pricing that many businesses struggle with.
You may wish to start slightly below market rate to attract initial clients, then gradually increase prices as your reputation grows. For new clients, you may wish to offer a discounted first week to reduce their risk in trying your service.
E. Set clear goals and milestones
Your business plan should include both short-term and long-term goals:
Short-term goals (3-6 months):
- Acquire first 5 regular clients
- Complete website launch
- Establish relationships with 2-3 local veterinarians
- Achieve positive cash flow
Long-term goals (1-5 years):
- Reach capacity for single walker
- Hire first assistant
- Expand service area
- Add complementary services (pet sitting, training)
Having clear milestones helped me track progress and stay motivated during the challenging early days when clients were scarce.
4. Reach out to the necessary business professionals
Running a business requires more than just dog handling skills. Building a professional support team was one of the smartest moves I made early on.
A. Consult with an accountant
A good accountant does more than just help with tax returns – they can provide invaluable advice on:
- Business structure selection
- Tax planning and deductions
- Record-keeping requirements
- Financial forecasting
- GST registration (required if you earn over $60,000 annually)
I was fortunate to have a family friend who is an accountant and took care of my business finances from day one, in return for me taking care of her website. This arrangement was absolutely invaluable. Having a professional handle the books meant I could focus on what I do best—caring for dogs—while knowing my financial affairs were in order.
If you have an accountant in your social circle, don’t hesitate to ask for their help. If not, it’s worth investing in finding someone you trust. Even paying for regular accounting services will save you countless hours of frustration and likely pay for itself through proper tax planning and business advice. Trust me on this one—professional financial guidance is one of the best investments you can make when starting your dog walking business.
B. Secure proper insurance
This is absolutely non-negotiable. Without proper insurance, one accident could destroy your business and personal finances.
You’ll need:
- Public liability insurance (minimum $1-2 million coverage)
- Vehicle insurance that covers business use
- Home business insurance if you operate from home
I recommend speaking with an insurance broker. Standard business policies often don’t adequately cover the unique risks of dog walking.
My insurance costs about $1000 annually – a small price to pay for peace of mind. I never actually had to use it over the 10 years I spent dog walking, (due to the fact I had rock solid policies and procedures in place to prevent accidents before they happened), but the peace of mind it bought was priceless.
C. Set up proper financial systems
Establish:
- A separate business bank account (even as a sole trader)
- Accounting software (like Xero or MYOB)
- A system for tracking expenses (I use a dedicated app for mileage tracking)
- Clear payment terms and methods for clients
Since I already had a business account from my marketing business, I seamlessly transitioned it for use with VIPets. This existing setup was incredibly helpful from day one. If you don’t already have a business account, setting one up should be one of your very first steps—even before you take on your first client.
Having a dedicated account for all your dog walking income and expenses creates a clear financial boundary that your future self (and your accountant) will thank you for. When business and personal finances are mixed, you’ll waste countless hours at tax time trying to figure out which coffee shop purchase was a client meeting and which was a catch-up with friends. A separate business account is a simple step that saves enormous headaches later.
D. Consult with a lawyer about contracts and liability
While not essential for every aspect of starting up, a brief consultation with a lawyer can help you:
- Draft solid service agreements
- Create appropriate waivers
- Understand your liability limitations
- Develop clear policies that protect your business
If budget is tight, resources like Community Law Centres offer free initial consultations, and there are online templates you can adapt. Just ensure any documents you use are specific to New Zealand law.
How to Build a Dog Walking Business in New Zealand
5. Create and implement a marketing plan
With the groundwork laid, it’s time to tell the world about your services. Marketing a dog walking business requires a mix of online and offline strategies—and this is where many caring pet professionals get stuck.
As someone who’s walked this path, I understand that most of you went into this business because you love animals, not because you love marketing! If creating your brand, building a website, or crafting social media content feels overwhelming, you’re not alone. I now run Pet Biz Studio alongside my natural dog treat business, where I handle the marketing so you can focus on what you do best—caring for the pets. But whether you’re DIYing your marketing or getting professional help, understanding these basics will set you up for success.
A. Identify what doesn’t work (and what does)
I wasted a lot of money on ineffective marketing before finding what worked for my business. What didn’t work:
- Letterbox flyers (extremely low conversion rate)
- Generic social media posts
- Newspaper advertisements
- Paid online directories
What did work:
- Vehicle signage and number plate
- Local SEO (appearing in “dog walker [my city]” searches)
- Before/after photos of happy, tired dogs
- Client testimonials with photos
The return on investment for number plate was incredible – I calculated that at least 20% of my new client inquiries came from people who saw my branded vehicle during walks.
B. Create a professional dog walking website
Your dog walking website doesn’t need to be super fancy, but it should be:
- Mobile-friendly (most people will view it on phones)
- Easy to navigate
- Clear about services and prices
- Featuring genuine photos of you with dogs
- Including testimonials from real clients
- Making it easy to contact you
For your pet business website, I recommend WordPress with Elementor – this is what I use to build all my client sites. As a content management system, WordPress powers over 40% of all websites for good reason – it’s incredibly customisable, can scale with your business, and gives you complete ownership of your content.
With Elementor’s drag-and-drop builder, we can create a stunning, professional dog walking website that makes your small business look established and trustworthy from day one, without requiring any coding knowledge. Plus, you’ll have access to thousands of plugins that can add functionality as your business evolves – from booking systems to payment processing.
I’d be happy to help you set up a dog walking website that truly represents your unique pet care business and attracts your ideal clients.
Key pages to include:
- Home (with clear call-to-action)
- Services and pricing
- About you (your experience and qualifications)
- FAQ
- Contact form
- Testimonials
C. Establish a social media presence
Social media can be a powerful tool for dog walkers, but focus on quality rather than quantity:
- Choose 1-2 platforms to do well (Facebook and Instagram work best for pet businesses)
- Post regularly (2-3 times weekly is sufficient)
- Share real moments from walks (with client permission)
- Showcase your safety procedures and professional approach
- Engage with local pet community groups
D. Implement local dog walker SEO strategies
For local service businesses like dog walking, appearing in local searches is crucial:
- Create and verify a Google Business Profile
- Include your location in website titles and descriptions
- Get listed in local directories
- Encourage satisfied clients to leave Google reviews
- Create content specific to your service area (e.g., “Best Dog Walking Trails in Wellington”)
Within a month of implementing these strategies, my Google Business Profile became my #1 source of new clients. The best part? Once you set it up properly, it keeps working for you 24/7, bringing in qualified leads while you’re out doing what you love — caring for pets.
I wrote a step-by-step article on how I got to number one in Google via my GMB listing, you can view it over at Pet Biz Studio.
6. Establish policies and procedures
Clear policies protect both you and your clients, providing professional boundaries and setting expectations from the start.
A. Develop service agreements and waivers
Your service agreement should include:
- Detailed description of services
- Pricing and payment terms
- Cancellation policy
- Key handling procedures
- Emergency protocols
- Liability limitations
- Photo/video consent
- Veterinary release authorization
I require all clients to sign these documents before our first walk. While it might seem formal, clients actually appreciate the professionalism – it shows you take their pet’s care seriously.
B. Create emergency protocols
Hope for the best, plan for the worst. Your emergency plan should cover:
- Dog injury or illness during walks
- Dog escape procedures
- Extreme weather protocols
- Vehicle breakdown procedures
- Walker illness or emergency
- Lost keys protocol
I stored all vet contacts, emergency procedures, and alternative contacts in my Time to Pet app so I had them on hand any time I needed them
C. Establish clear boundaries and policies
Be explicit about:
- Service hours (and after-hours fees if applicable)
- Service area boundaries
- Breeds or behaviors you don’t accept
- Minimum notice for cancellations
- Holiday scheduling procedures
- How you handle aggressive behavior
Setting clear boundaries from the start prevents misunderstandings and helps manage client expectations. It’s much easier to establish policies early than to impose them later.
D. Create systems for key handling and home access
Clients are literally giving you the keys to their home. Treat this responsibility with appropriate security measures:
- Use a secure key storage system
- Never label keys with full addresses
- Have procedures for key return if service ends
- Consider lockboxes for clients’ homes
- Document key receipt and return
Before I implemented a lockbox system, I used a coded key safe in my office and a secure app to track which keys belong to which clients. The lockbox system proved invaluable when I hired my first employees.
7. Create a scheduling system
Efficient scheduling is the backbone of a successful dog walking business. As you grow, manual scheduling becomes increasingly unmanageable.
A. Choose the right scheduling tools
Options range from simple to sophisticated:
- Basic: Google Calendar or paper planner
- Intermediate: Pet business software like Time To Pet (this is what I used)
- Advanced: Full practice management systems with payment processing
The right software should help you:
- Schedule recurring walks
- Track cancellations and credits
- Send automated reminders
- Allow online booking (optional)
- Manage staff schedules (for future growth)
B. Establish a communication system with clients
Clients want to know their dogs are safe and having fun. Establish:
- How you’ll communicate during walks (photos, text updates)
- Your response time for messages
- Preferred communication methods
- How you’ll report any issues or concerns
- Regular check-ins about service satisfaction
I used DoggyLogs to send clients photos and updates after each walk. The app makes it incredibly easy to capture those tail-wagging moments and quickly share how the adventure went. This small touch takes just seconds out of my day but dramatically increases client satisfaction and retention. Pet parents love seeing their furry friends enjoying themselves while they’re away, and these visual updates provide peace of mind that their dog is receiving attentive, personalised care. It’s a simple solution that adds tremendous value to your service.
C. Set up reliable payment systems
Chasing payments is time-consuming and awkward. Establish clear payment expectations:
- Whether payment is required before or after service
- Accepted payment methods
- Late payment policies
- How you handle price increases
- Holiday or premium time surcharges
I required payment weekly in advance for regular clients, which eliminated cash flow issues completely.
D. Implement record-keeping systems
Keep detailed records of:
- Client contact information
- Pet details (medications, behaviors, preferences)
- Service history
- Incident reports
- Mileage (for tax deductions)
- Business expenses
Time to Pet does most of this for you, except yout mileage. I used GPS Logbook for this.
8. Invest in essential equipment and supplies
Having the right equipment makes your job safer, easier, and more professional. I learned through trial and error what’s essential versus nice-to-have.
A. Walking equipment essentials
Safety must-haves:
- High-quality, reflective leads (multiple lengths)
- Crash-tested safety harnesses for buckling dogs int he car
- Slip leads (for emergency backup)
- Treat pouch (for positive reinforcement)
- Portable water bowls and fresh water
- Waste bags and disposal system
- First aid kit (specifically for dogs)
- ID tags for your pack (in case of escape)
I carry duplicate essential items in my car and walking bag.
B. Transportation considerations
If you’ll be driving dogs to walking locations:
- Consider vehicle modifications (barriers, crates)
- Invest in seat covers and cleaning supplies
- Get proper ventilation systems
- Secure dogs to seatbelts with safety harnesses
- Consider signage for your vehicle (great marketing!)
C. Weather-specific gear
New Zealand weather can change rapidly, so be prepared:
- Rain gear (for you and optional dog coats)
- Sun protection
- Appropriate footwear for various terrains
I keep seasonal gear kits ready to go.
D. Professional appearance
How you present yourself matters to clients:
- Branded clothing (even simple t-shirts with your logo)
- Name badge
- Clean, appropriate footwear
- Business cards to share on walks
I wore branded clothing on all walks. This not only looks professional but makes you instantly recognisable to clients and serves as walking advertisement.
How to Scale Your Dog Walking Business In New Zealand
9. Begin to market your business strategically
With your foundation established, it’s time to market strategically to build your client base and reputation.
A. Create a systematic client onboarding process
First impressions matter enormously. Develop a consistent process for:
- Initial consultation (meet both owner and dog)
- Collecting crucial information (health, behavior, preferences)
- Setting expectations clearly
- Trial walk procedures
- Welcome packet materials
My client onboarding includes a 30-minute home visit, detailed intake form, welcome packet with policies, and a free first outing or visit. This structured approach converts about 90% of inquiries into regular clients.
B. Leverage design tools for professional marketing
You don’t need expensive designers to look professional:
- Use Canva for creating social media posts, business cards, and flyers
- Create templates for regular communications to maintain brand consistency
- Develop a recognizable color scheme and logo
- Use high-quality photos of real dogs in your care (with permission)
I spend about 2 hours monthly creating social media content in Canva, which I then schedule to post throughout the month.
C. Build strong networks with complementary businesses
Some of my best referrals come from related pet businesses:
- Veterinarians
- Pet stores
- Groomers
- Trainers
- Doggy daycares
- Pet photographers
I built these relationships by:
- Introducing myself in person
- Leaving business cards (that stand out!)
- Referring my clients to them
- Offering special discounts for their clients
- Featuring them occasionally on my social media
These relationships take time to build but become invaluable referral sources.
D. Consider introductory offers
Strategic introductory offers can reduce the perceived risk for new clients:
- Discounted trial week
- Free first walk
- Free meet-and-greet consultation
- Referral discounts for existing clients
One thing that brought quite a few clients was offering existing clients a free walk when they refer a friend who books a regular slot.
10. Create a plan for growth and potentially hiring employees
From day one, I built my business with growth in mind. This forward thinking allowed me to scale smoothly when demand increased.
A. Plan for scaling operations
Consider how your business will handle growth:
- How many dogs can you personally manage?
- At what point will you need help?
- How will you maintain quality as you grow?
- What systems need to be in place before hiring?
- How will your pricing structure accommodate staff costs?
I planned my pricing to include a 50% margin for eventual staff costs, which meant I didn’t have to raise prices dramatically when I hired my first walker.
B. Develop a comprehensive training program
Before hiring, create:
- A detailed operations manual
- Training protocols for new staff
- Quality control systems
- Performance evaluation criteria
- Safety protocols and emergency procedures
My training program included one week of shadowing, pet first aid certification, and ongoing training requirements. This ensured all dogs received the same high-quality care regardless of which team member walked them.
C. Create a thoughtful hiring process
Finding the right people is crucial when pets’ safety is involved:
- Write clear job descriptions
- Develop screening questions that reveal values and experience
- Include practical assessments (handling dogs)
- Check references thoroughly
- Consider trial periods
- Require police checks and first aid certification
I learned the hard way that hiring dog lovers isn’t enough – you need reliable, professional dog lovers with actual handling skills. I have a robust hiring system I can share with you, feel free to reach out if you need help.
D. Establish systems for team management
Once you have staff, you’ll need:
- Clear communication channels
- Schedule management tools
- Performance tracking systems
- Regular team meetings and training
- Feedback mechanisms
I use a combination of team management apps and weekly in-person meetings to keep everyone aligned and informed about the specific needs of each dog.
11. Continuously improve and adapt
The pet care industry evolves constantly, and successful businesses grow with it.
A. Stay updated on industry trends and best practices
Commit to ongoing education:
- Join professional associations
- Attend workshops and conferences
- Take specialised training courses
- Subscribe to industry publications
- Connect with other pet professionals
B. Regularly seek and implement client feedback
Create systems for gathering feedback:
- Regular check-in emails or calls
- Annual satisfaction surveys
- Follow-up after any service changes
- Exit interviews if clients leave
The most valuable improvements I’ve made to my business came directly from client suggestions. For example, adding GPS tracking with client access was inspired by a client’s concern about where exactly her dog was walked.
C. Monitor and adjust your business plan
Review your business plan regularly:
- Quarterly financial review
- Annual goal setting
- Regular pricing assessments
- Service offering evaluations
I review my business metrics monthly and adjust my plan quarterly. This regular check-in prevented me from continuing ineffective marketing efforts and helped identify new service opportunities.
D. Embrace technology and innovation
Look for tools that can improve efficiency or service quality:
- GPS tracking apps
- Client communication platforms
- Social media scheduling tools
- Specialized pet business software
- Online training resources
Investing in the right technology saved me countless hours of administrative work, allowing me to focus on providing excellent care to the dogs.
12. Manage your work-life balance
This final step might be the most important for long-term success. Dog walking can be physically and emotionally demanding, and burnout is common without proper boundaries.
A. Set clear business hours and stick to them
Establish and communicate:
- Your regular operating hours
- Emergency protocols outside hours
- Response time expectations
- Holiday schedules well in advance
I learned this lesson the hard way. In my first few years, I took calls at all hours and rarely said no to last-minute pet-sitting requests. Before I knew it, I was working 364 days a year, including Christmas Day. The relentless schedule I had created for myself meant I hadn’t taken a proper holiday in years, I was working every weekend and public holiday with no end in sight. Eventually, I made the difficult decision to drop pet sitting services completely, focusing solely on adventure walks to regain some balance.
If I were to do it again, I’d establish clear boundaries from day one. I would set defined business hours (7am-7pm Monday-Friday) and charge a premium for services outside those times. I’d block out vacation time annually—non-negotiable breaks that would be clearly outlined in the client contract. I’d also designate certain days as completely off-limits, like Christmas and New Year’s Day. What I’ve learned is that clients actually respect these boundaries, especially when they’re established from the beginning of your working relationship.
Remember that pet care is a service industry where clients might assume you’re available 24/7. It’s up to you to set healthy boundaries from day one.
B. Plan for time off and holidays
Self-employment doesn’t mean you never get holidays. Plan for:
- Regular days off each week
- Scheduled holidays at least once yearly
- Coverage arrangements for your absence (network with other walkers if there is no scope for hiring)
- Clear client communication about your time away
Taking breaks isn’t just nice—it’s necessary for preventing burnout. I now block out holiday time at the start of each year and notify clients months in advance. I’d also built relationships with two other trusted dog walkers who’d cover for me while I was away, and I would do the same for them.
C. Develop a support network
Dog walking can be surprisingly isolating. Build connections with:
- Other pet professionals in your area
- Business mentors or coaches
- Friends who understand self-employment challenges
- Online communities of dog walkers
I’m in the process of setting up coffee meet-up with other local pet business owners. I want to share tips, vent frustrations, and help each other problem-solve.
D. Take care of your physical and mental health
The physical demands of dog walking are substantial:
- Invest in proper footwear and clothing
- Develop a stretching/exercise routine to prevent injuries
- Consider physical therapy or massage for repetitive strain
- Schedule regular health check-ups
The mental demands are just as real:
- Set boundaries with difficult clients
- Have protocols for managing stress
- Take breaks throughout your day
- Celebrate your wins, no matter how small
After developing plantar fasciitis (from walking 15+ km daily in inadequate shoes), I started investing in professional-grade hiking shoes. Similarly, I learned to build small breaks into my day—10 minutes of quiet time in my car between walks helps me reset mentally and provide each dog with my full attention and patience.
Final Thoughts: Building a Business That Lasts
Starting a dog walking business in New Zealand might seem simple on the surface, but creating a sustainable, professional operation requires thoughtful planning and execution. The time you invest in proper setup will pay dividends in client trust, reduced stress, and greater financial success.
I’ve seen many enthusiastic dog lovers jump into dog walking without proper preparation, only to burn out within a year, or face liability issues they weren’t prepared for. By following these 12 steps, you’ll build a solid foundation for a business that can grow and thrive for years to come.
Remember that your success isn’t just measured in client numbers or revenue—it’s also about creating a business that:
- Provides exceptional care to the dogs who depend on you
- Offers you a sustainable income and lifestyle
- Contributes positively to your community
- Brings you genuine satisfaction and joy
Dog walking done right is more than just a job—it’s a rewarding profession that makes a real difference in the lives of pets and their people. I wish you all the best as you embark on this adventure!
If you have questions about starting your dog walking business or want personalised advice, feel free to reach out. You can get my complete guide to starting a profitable pet business, also download The Pet Biz Breakthrough, a free guide I put together to empower you to create the successful pet business you’ve always dreamed of. I’m passionate about helping new pet professionals succeed and raising the standard of care for all New Zealand pets.
About the Author: Lesley ran VIPets Dog Walking and Pet Sitting for 10 years before focusing on creating organic, human-grade dog treats through the VIPets Barkery. She’s committed to improving professional standards in the pet care industry through education and support.
