Dog Kennel Business Plan

Love dogs and dreaming of turning that passion into a full-time business?

Pet parents are always on the lookout for a safe, friendly place where their pets can stay while they’re away. And if you’ve got the space, the patience, and a genuine love for dogs, this might just be your perfect calling.

But before you start, you’ll need a solid business plan to guide your setup, pricing, services, and marketing strategy.

Not sure how to create a plan?

This dog kennel business plan example will help you get started!

Dog Kennel Business Plan Example

Pawvora Kennels is a pet-first dog boarding and daycare service that grows on trust, safety, and comfort. Explore its sample dog kennel business plan for practical insights and structured guidance to help you craft your own with confidence.

1. Executive Summary

Business name: Pawvora Kennels
Location: Franklin, Tennessee
Business type: Limited Liability Company (LLC)
Industry: Premium Pet Care Services

Pawvora Kennels is a boutique dog boarding and daycare facility designed for pet owners who demand more than the basics, they expect enrichment, safety, and personalized care.

Located in Franklin, Tennessee, the business offers climate-controlled indoor/outdoor suites, supervised daycare, grooming, obedience training, pet transport, and a retail section. With 24/7 trained staff and personalized services for high-anxiety or special-needs dogs, Pawvora Kennels serves as a home away from home for pets and peace of mind for their owners.

Services Offered

Pawvora provides a comprehensive suite of pet care solutions under one roof:

• Dog boarding with private indoor/outdoor suites and custom routines
• Dog daycare with structured playgroups, agility, and socialization
• Professional grooming, including baths, haircuts, and de-shedding
• Dog training programs focused on obedience and behavior consulting
• Pet transportation for convenient pickup/drop-off
• Retail corner selling trusted treats, toys, and grooming essentials

These offerings are designed to meet both daily and long-term care needs, ensuring high customer lifetime value.

Market Opportunity

In the rapidly growing Franklin–Nashville market, pet ownership is high and underserved by facilities that combine upscale boarding with personal attention. Pawvora Kennel's targets:

• Busy professionals
• Families with active lifestyles
• Anxious or high-maintenance pet owners
• First-time dog parents seeking trust and reliability

These groups are ready to invest in quality care over convenience.

Sales & Revenue Strategy

Pawvora uses a consultative and high-convenience sales approach, blending emotional trust with upsell opportunities. Key tactics include:

• Online booking platform with built-in upselling of grooming or training services
• First-time client discounts to reduce trial hesitation
• Loyalty programs that reward repeat visits and referrals
• Email and social media engagement to drive repeat bookings and retention
• Referral partnerships with vets, pet stores, and influencers

Financial Highlights

The business operates with high gross margins (~93.5%) and low debt, supported by recurring revenue from loyal clients and diversified services.

Funding Request

Pawvora is seeking $120,000 to support:

• Land preparation and facility buildout
• Kennel equipment, fencing, and technology
• Initial staffing and supplies
• Marketing and brand launch

The business is investor-ready, with scalable systems, strong early cash flow, and multiple exit or expansion pathways, including franchising or acquisition.

2. Business Description

Pawvora Kennels is a premium dog care facility located in Franklin, Tennessee, offering a suite of services including boarding, daycare, grooming, training, and pet transportation. Built on the principle of treating every dog like family, the business provides a boutique experience that prioritizes safety, comfort, and personalized attention.

Location and Facility

The business operates out of a custom-built facility in Franklin, Tennessee, ideally situated to serve residents of the greater Nashville area. The location features:

• Climate-controlled indoor/outdoor dog suites
• Dedicated play yards with agility equipment
• On-site grooming and training rooms
• Retail space for treats, toys, and pet essentials
• Secure fencing and surveillance for maximum safety

Mission Statement

To provide a safe, nurturing, and joyful environment where dogs are treated like family and pet owners enjoy complete peace of mind.

Vision Statement

To become the most trusted and beloved dog care facility in the greater Nashville area, known for exceptional care, cleanliness, and personalized attention.

Founding Story

Frustrated with the impersonal experience of large chain kennels and inspired by a lifelong passion for dogs, founder Melina Carston envisioned a facility that would offer more than just pet sitting.

With a mission to create a true "home away from home," she designed Pawvora Kennels to provide structured, enriching care delivered by compassionate professionals in a clean, calm, and social setting.

Business Objectives

Here are the business objectives that will guide Pawvora Kennels toward steady growth and lasting impact:

• To achieve break-even operations within the first 3 months.
• To maintain a customer retention rate of over 80% by Year 2.
• To expand services by adding mobile grooming or a second location by Year 3.
• To build strong community ties through partnerships with local vets and pet influencers.

3. Market Analysis

The pet care industry in the United States continues to grow, with total spending surpassing $152 billion in 2024. The demand for premium pet services has surged post-pandemic as more pet owners return to work and travel, increasing reliance on dog daycare, boarding, and grooming providers.

Modern pet owners, particularly millennials and Gen Z, treat their dogs as family and seek high-quality, personalized care options.

This shift presents a prime opportunity for boutique facilities like Pawvora Kennels, which emphasize emotional well-being, cleanliness, safety, and individualized attention.

Target Market

Pawvora Kennels is designed to serve:

• Busy professionals and frequent travelers needing safe, reliable boarding options
• Suburban families with dogs requiring daytime care, exercise, and grooming
• Owners of high-anxiety or special-needs pets looking for a calm, specialized environment
• First-time dog owners in need of training, support, and trusted service providers
• Local residents who want grooming and retail services under one roof

These groups value trust, transparency, and convenience, and are willing to pay more for it.

Buyer Persona

Check out the detailed buyer persona of our Pawvora Kennels business:

Competitive Analysis

Key competitors in the Franklin/Nashville region include:

• Camp Bow Wow – Franklin, TN (national brand, larger facility model)
• PetSuites – Nashville, TN (corporate feel, wide service menu)
• The Dog Spot and Nashville Pet Spa (regional players)
• Franklin Kennels (local, smaller operation)

How Pawvora stands out:

• Boutique experience vs. high-volume, chain-style care
• Indoor/outdoor climate-controlled suites
• 24/7 staff presence and real-time pet updates
• Grooming, training, transport, and retail under one roof

Pawvora’s intimate, relationship-driven model appeals to owners who expect a higher standard of care.

SWOT Analysis

4. Services Offered

Pawvora Kennels provides a full-service experience customized to the emotional, physical, and behavioral needs of dogs while offering convenience and peace of mind to their owners.

Here’s a list of services we offer:

Dog boarding

• Private indoor/outdoor suites that are climate-controlled and designed for comfort.
• Daily exercise, enrichment, and customized feeding schedules.
• 24/7 on-site staff provide monitoring, emotional care, and emergency readiness.

Dog daycare

• Structured playgroups are organized by size, energy level, and temperament.
• Safe socialization, toys, and agility equipment to encourage movement and stimulation.
• Supervised by trained staff who monitor interactions and ensure safety throughout the day.
• Flexible scheduling: full-day and half-day options.

Grooming services

Professional grooming services include:

• Baths and blow-dry
• Breed-specific haircuts
• Nail trimming and ear cleaning
• De-shedding and coat conditioning

Pet transportation

• Local pickup and drop-off for boarding and grooming clients.
• Ideal for busy pet parents, elderly owners, or clients without transportation.
• Safe, climate-controlled vehicles and secure crate systems are used.

Retail corner

On-site retail space offering:

• Natural treats and dental chews
• Leashes, harnesses, and collars
• Grooming tools and enrichment toys

Unique Selling Points

Here’s why pet parents choose us time and again:

• 24/7 on-site supervision by trained professionals.
• Climate-controlled indoor/outdoor dog suites.
• Integrated services allow for seamless, one-stop care.
• Personalized care plans for high-anxiety or special-needs dogs.
• Real-time pet updates and photos shared with owners.
• Loyalty rewards program to increase client retention.

5. Marketing and Sales Strategy

Pawvora Kennels blends digital marketing, local partnerships, and personalized service delivery to attract and retain a loyal customer base.

Marketing Plan

Local SEO & Google My Business

• Optimized for high-intent search terms such as “dog boarding Franklin TN” and “kennel near me.”
• Maintains a robust Google profile with updated photos, reviews, and posts.
• The website is SEO-optimized with service-specific pages and blog content to drive organic traffic.

Social media advertising

• Active presence on Instagram and Facebook, showcasing: facility tours, grooming transformations, playtime videos, and first-time client experiences
• Paid campaigns target local pet owners with promotions and compelling visual content.
• Real-time stories and updates build emotional engagement.

Influencer & community outreach

• Collaborations with local pet influencers, trainers, and dog bloggers for brand endorsements.
• Engagement in pet-friendly events, local expos, and charity partnerships increases visibility.
• Word-of-mouth encouraged through social media features and client shoutouts.

Referral & loyalty program

• Clients earn points for bookings, grooming visits, and referrals, redeemable for discounts or free services.
• Referral partners (vets, pet stores) are incentivized through cross-promotion or commissions.

Open house events

• Quarterly “Yappy Hour” or open house tours allow pet parents to experience the facility.
• Provides transparency, builds community trust, and generates immediate leads.

Sales Strategy

At Pawvora Kennels, our sales strategy focuses on building trust, showcasing value, and turning first-time visitors into loyal clients.

6. Organization and Management

Legal Structure

Pawvora Kennels is organized as a Limited Liability Company (LLC), registered in the state of Tennessee. The business is solely owned by Melina Carston, who also serves as Chief Executive Officer (CEO).

As the primary investor and founder, she brings a personal passion for animals and a commitment to building a community-centered pet care brand.

Management Team

Melina Carston – CEO (Owner)
Melina oversees overall business operations, strategic planning, and customer experience. With a background in both small business management and animal welfare, she sets the tone for the company's high service standards, facility design, and employee training. She is also responsible for community outreach and major partnership development.

Jonah Reese – Chief Operating Officer (Kennel Manager)
Jonah handles day-to-day facility operations, employee scheduling, dog care protocols, and safety compliance. With years of experience managing kennels and dog behavior programs, he plays a vital role in delivering a consistent and nurturing experience to canine guests.

Riley Simmons – Chief Financial Officer (Accountant)
Riley manages the business’s financial health, including budgeting, forecasting, and vendor payments. She ensures compliance with financial regulations and supports long-term fiscal planning through detailed performance reporting.

Daniella Moore – Receptionist & Admin Coordinator
Daniella is the primary contact for customers. She handles front-desk duties, appointment scheduling, customer inquiries, and digital communications. Her warm demeanor and organizational skills create a seamless experience from the first call to pick up.

Organizational Chart

Veterinary Advisor

Dr. Kayla Brigham

Dr. Brigham is a licensed veterinarian who provides expert guidance on dog health, emergency protocols, dietary recommendations, and behavioral wellness. While not a full-time staff member, she advises on operational standards and contributes to staff training on animal health and safety best practices.

Staffing Plan

At launch, Pawvora Kennels will employ:

• 2–3 Full-Time Kennel Assistants to help with feeding, cleaning, and playgroup supervision
• 1 Part-Time Groomer/Trainer to provide grooming services and basic obedience classes
• 1 Full-Time Receptionist/Admin Coordinator
• 1 Part-Time Veterinary Advisor (as needed)

As the business grows, additional roles such as marketing support, a second groomer, or a customer experience manager may be introduced to support expansion and customer volume.

7. Financial Projections

The following financial projections present a detailed outlook of Pawvora Kennels' expected performance over its first three years of operation.

Income Statement

The income statement outlines projected revenues, costs, and net profit for Pawvora Kennels over the first three years. These figures reflect expected growth in service demand and gradual scaling of operations.

Cash Flow Statement

This statement details anticipated cash inflows and outflows, including operating, investing, and financing activities.

Balance Sheet

The projected balance sheet presents the business's financial position at the end of each fiscal year. It includes expected assets, liabilities, and owners’ equity, offering insight into the kennel’s asset base and long-term financial stability.

Break-Even Analysis

The break-even analysis estimates the minimum revenue required to cover fixed and variable expenses. It confirms that Pawvora Kennels is expected to surpass its break-even point early in its first year, reinforcing its viability and revenue potential.

8. Funding Request

Capital Requirement

Pawvora Kennels is seeking a total of $120,000 in funding to support its startup and initial operating phase. This funding will cover facility development, staffing, equipment, marketing, and core systems needed to successfully launch and sustain operations for the first 6 months.

Use of Funds

Funding Structure

The business is open to securing funding through:

• Equity investment (with partial ownership for investors)
• Small business loans (traditional or SBA-backed)
• Owner investment with supplemental financing (if partial funds are raised)

Details of return, equity stake, or repayment terms can be modified based on investor preferences and financing structure.

Return on Investment (ROI) Potential

• Break-even projected within 2–3 months of launch
• Year 1 net profit projected at $142,460
• The cumulative cash balance by Year 3 is expected to exceed $600,000
• Revenue is recurring and scalable, offering long-term profitability and exit opportunities

Download Free Dog Kennel Business Plan Template

Ready to start writing your dog kennel business plan from scratch? But feeling a little overwhelmed? Don’t worry; download our free dog kennel business plan template (PDF) to make planning easy and stress-free.

This beginner-friendly and customizable template walks you through every important section of your plan, from your mission to financial projections. Whether you're offering overnight boarding, daycare, or grooming, this template helps you lay out everything clearly.

Conclusion

We hope this sample dog kennel business plan gives you the confidence to move forward with your dog kennel plan.

However, if you’re still not sure how to organize your ideas or where to start, try using Bizplanr, an easy-to-use AI-powered business plan creator. Just share a few details about your dog kennel business, goals, services, and Bizplanr will generate a complete plan for your business.

It's simple. Fast. Done within a few minutes.