Love dogs and enjoy being outdoors? Starting a dog walking business might be the perfect fit for you.
These days, more and more pet owners are working long hours or traveling frequently. That’s where you come in. If you’re reliable, responsible, and love spending time with animals, you can turn that passion into a rewarding and flexible source of income.
But before you start, you’ll need a solid plan. A clear business plan will help you stay organized, attract the right clients, and set yourself up for long-term success.
Not sure how to draft one?
No worries, we’ve put together a simple dog-walking business plan sample to help you take the first step with confidence.
Dog Walking Business Plan Sample
Explore a sample business plan of StrufflePaws, crafted to inspire and guide your own dog walking venture. Gain clear, actionable insights to confidently write each section of your plan.
1. Executive Summary
Business name: StrufflePaws
Location: 8123 Pine Hollow Road, Suite 2B, Seattle
Legal structure: Limited Liability Company (LLC)
Owner: Naomi Ellsworth
Industry: Pet Services (Dog Walking & In-Home Pet Care)
Business Overview
StrufflePaws is a boutique dog walking and pet care company. We offer premium, personalized on-leash adventures and in-home visits. Our services are designed for Seattle’s busy professionals, elderly pet owners, families, and apartment dwellers. We combine professional training with digital transparency and a strong personal touch.
Services include private and pack walks, puppy potty breaks, weekend pet sitting, and customized breed-based activity plans—all delivered by certified walkers and tracked via real-time GPS updates.
Vision & Mission
Mission: To provide compassionate, dependable, and enriching care that supports the physical and emotional well-being of every dog we walk.
Vision: To become Seattle’s most loved and trusted dog-walking brand by blending personal connection with professional service.
Key Differentiators
Our unique blend of professionalism, care, and innovation sets us apart:
- GPS-tracked walks with photo and note reports
- Customized care routines per dog
- Certified, background-checked walkers
- Eco-friendly operations
- Personalized service backed by a small, expert team
Sales and Marketing Strategy
StrufflePaws will drive revenue through recurring walk packages, puppy visits, and pet sitting, targeting busy urban pet parents in Seattle.
Sales growth will be fueled by:
- Local SEO and a strong Google presence
- Instagram and TikTok marketing to showcase daily walks
- Referral and loyalty programs to boost retention
- Partnerships with vets, pet stores, and apartments
- A client app for easy booking, payments, and communication
This blend of personal service and digital convenience supports consistent growth and long-term client relationships.
Financial Snapshot (Years 1–3)
Here’s a quick financial overview of StrufflePaws for Years 1–3:
| Metric | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Total Revenue | $135,000 | $200,000 | $270,000 |
| Net Profit After Tax | $19,160 | $44,560 | $71,600 |
| Operating Cash Flow | $18,660 | $43,660 | $71,800 |
| Ending Cash Balance | $5,160 | $45,820 | $115,620 |
| Break-Even Point | 286 walks/mo | - | - |
| Break-Even Reached By | Month 17-18 | - | - |
Funding Request
StrufflePaws seeks $38,000 in startup funding to cover walker equipment, liability insurance, a branded client app, digital marketing, and a small company vehicle for pet transportation.
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2. Business Description
Business Concept
StrufflePaws was founded to meet the growing demand for high-quality, dependable dog walking and pet care in Seattle. As urban life becomes increasingly busy, dog owners often need trusted partners to help care for their pets during the workday or while away.
We offer a range of services, from quick potty breaks to hour-long neighborhood adventures, all delivered by certified and trained walkers. Our mobile app keeps pet parents updated with GPS-tracked routes, photos, and real-time notes, offering peace of mind and a strong sense of connection.
Company Values
At StrufflePaws, our values shape every walk, visit, and client interaction:
- Compassion: Every dog is treated like family.
- Transparency: Real-time updates, honest communication.
- Reliability: Consistent, rain-or-shine service delivery.
- Professionalism: Certified walkers and structured service protocols.
- Sustainability: Eco-conscious practices and digital-first operations.
Business Model
StrufflePaws operates on a service-based, recurring revenue model. Clients book dog walks and pet care visits through the StrufflePaws website or mobile app, either as one-time services or through monthly subscription packages.
Key revenue streams include:
- Dog walking services (primary driver)
- Puppy potty break visits
- Weekend and holiday pet-sitting
- Walk package subscriptions (e.g., 5, 10, or unlimited monthly walks)
Startup History or Background
StrufflePaws was founded by Naomi Ellsworth, a lifelong dog lover and former animal rescue volunteer. After years of working in pet care and seeing a gap between gig-based platforms and truly personalized service, Naomi envisioned a company that combined professionalism with heart.
Launched in Seattle, StrufflePaws was designed to serve pet parents who want peace of mind, consistent walkers, and a transparent, tech-enabled experience. Naomi personally trained the first walkers and developed service protocols that emphasize safety, communication, and long-term dog-walker relationships.
Business Objectives (First 3 Years)
StrufflePaws is focused on steady, strategic growth with clear milestones to guide its first three years of operation:
- Establish a client base of 100+ recurring customers within the Seattle metro area.
- Launch the StrufflePaws mobile app and achieve 90% active client usage.
- Hire and train a team of 6+ certified walkers and administrative staff.
- Reach monthly profitability by the end of Year 2.
- Expand to include pet transport and advanced wellness services by Year 3.
3. Market Analysis
Industry Overview
The U.S. pet services industry is booming, driven by rising pet ownership and a cultural shift toward treating pets as family members.
Americans spent over $150 billion on pet services like grooming, walking, and boarding in 2024, a figure that continues to grow year over year. Seattle, known for its dog-friendly culture and dense urban living, is a hotspot for pet care demand.
Target Market
StrufflePaws focuses on dog owners in urban Seattle neighborhoods such as Ballard, Capitol Hill, Green Lake, and Queen Anne. Our key customer segments include:
- Busy professionals working long hours who want reliable midday care for their pets.
- Senior pet owners who need support with dog walking due to physical limitations.
- Apartment dwellers without private outdoor spaces for dogs.
- Families with multiple pets seek efficient, bundled care.
- New pet parents need help establishing routines and training consistency.
Competitor Analysis
Direct competitors in Seattle:
- Rover & Wag!: Nationwide apps offering flexible, peer-to-peer pet care. Often lack consistency, personal relationships, and vetting compared to boutique providers.
- Sniff Seattle: Reputable local competitor is known for scheduled pack walks and team-based service.
- Out for a Walk Seattle & Fetch! Pet Care: Other regional providers with good brand presence but limited customization and technology integration.
StrufflePaws' competitive edge:
- Smaller walker-to-client ratio for more personal care
- Customized activity plans based on breed and energy
- Pet CPR-certified staff
- Real-time GPS tracking and walk reports
- Eco-conscious business model
- Proprietary onboarding and care protocols
SWOT Analysis
4. Services Offered
StrufflePaws provides personalized, professional dog walking and pet care services to fit the needs of busy Seattle pet parents.
Core Services
15-minute dog walks
Ideal for senior dogs, puppies, or quick relief walks. Great for midday check-ins.
30-minute dog walks
The most popular option—offering a balance of physical activity and mental stimulation.
60-minute dog walks
For high-energy dogs or clients looking for premium service, this is a full adventure walk that includes route variety and enrichment.
Private walks
One-on-one attention is perfect for dogs who are shy, reactive or have special needs.
Pack walks
Small group outings (2–3 dogs max) for social and well-mannered pets.
Puppy potty breaks
Short, nurturing visits for puppies that include cleanup, playtime, and training reinforcement.
Special Features & Technology
StrufflePaws blends personal care with smart technology to deliver a seamless, stress-free experience for both pets and their owners.
| Feature | Description |
|---|---|
| Real-Time GPS Tracking | All walks are GPS-tracked with digital time stamps, distance reports, and route history shared via the StrufflePaws app. |
| Custom Activity Plans | Each client's dog receives a care plan tailored to their breed, age, and energy level. |
| Walk Reports & Photos | After every visit, pet parents receive a detailed report with notes and snapshots from the walk. |
| Client App Portal | Integrated with pet care software for bookings, payments, two-way messaging, and service updates. |
Unique Selling Points
At StrufflePaws, we believe dog walking should be personal, professional, and planet-friendly.
Here’s how we stand out:
- Trained & certified staff: All walkers are background-checked and trained in pet CPR, leash handling, and dog behavior basics.
- Eco-friendly: We use biodegradable waste bags and reusable water bottles.
- Continuity of care: Consistent walker assignments for trust and routine.
- Transparent operations: Clients are kept informed at every step.
5. Marketing and Sales Strategy
StrufflePaws uses a multi-channel marketing approach focused on local visibility, digital engagement, and referral-based trust to attract and retain clients in Seattle’s urban neighborhoods.
Marketing Strategy
Search engine optimization (SEO)
- Optimize website and blog content to rank for high-intent keywords like “dog walker Seattle,” “Seattle pet sitter,” and “private dog walking service.”
- Utilize Google My Business to enhance local map visibility and gather client reviews.
Social media marketing
- Active presence on Instagram and TikTok featuring walk highlights, pet photos, behind-the-scenes videos, and user-generated content.
- Stories and reels showcase dog adventures and build emotional engagement with the audience.
Introductory offers & promotions
- “First Walk Free” offers to build trust and reduce buyer hesitation.
- The Welcome Pack includes a care guide, a referral card, and a treat bag.
- Loyalty discounts and pre-paid monthly walk subscriptions to encourage retention.
Community-based outreach
- Partner with local veterinarians, pet stores, and groomers for co-promotions and flyer placements.
- Distribute branded flyers and business cards at dog parks, apartment buildings, and coworking spaces.
- Attend local pet fairs, rescue events, and dog meetups to connect with ideal clients.
Email & SMS campaigns
- Monthly newsletters with pet care tips, seasonal offers, and customer highlights.
- Automated service confirmations and follow-ups to enhance communication and reliability.
Sales Strategy
Client onboarding
- New clients complete an online intake form via the StrufflePaws app.
- An optional in-person meet-and-greet to evaluate the dog’s needs and temperament.
- Walk plans and pricing are customized during this process.
Pricing strategy
- Premium pricing reflects personalized care, certified staff, and real-time tech features.
- Transparent pricing is listed on the website with package options (e.g., 5-walk or 10-walk bundles).
- No hidden fees—cancellations, surcharges, and holidays are clearly outlined.
Customer retention tactics
- Consistent walker-client matching to build trust and routine.
- Loyalty rewards for long-term clients and milestone perks (e.g., “100 Walks Club”).
- Referral incentives, such as free walks or discounted packages.
Distribution channels
- Direct-to-consumer via the StrufflePaws website and mobile app.
- Local referrals from pet professionals and satisfied clients.
- Social media and email marketing are driving traffic to service booking.
6. Organization and Management
StrufflePaws operates as a Limited Liability Company (LLC) registered in the state of Washington. The company is solely owned by Naomi Ellsworth, who also serves as the CEO and visionary behind the business.
Management Team
Naomi Ellsworth – CEO & Owner
With over 10 years of experience in animal care and dog behavior, Naomi brings deep compassion and leadership to the business. Her work in animal rescue and training ensures each walker follows a high standard of care.
Josh Reyna – COO
Josh manages day-to-day operations, scheduling, and walker coordination. With a background in customer service and team logistics, he ensures seamless service delivery and excellent client experiences.
Ella Park – CFO
Ella is responsible for financial oversight, budgeting, and long-term planning. She brings accounting expertise and small business finance experience to support the company’s sustainability and growth.
Rosie Kim – Receptionist & Admin
Rosie handles scheduling, client communication, and back-office organization. Her friendly demeanor and sharp attention to detail help maintain smooth operations and high client satisfaction.
Organizational Chart 
Veterinary Advisor
Dr. Malia Trent
A licensed veterinarian, Dr. Trent provides expert guidance on canine health and safety protocols. Her advice ensures staff are trained for wellness checks and emergency preparedness.
7. Financial Projections
StrufflePaws’ financial projections reflect a path to sustainable growth, profitability, and service expansion over the first three years.
Key assumptions
- Average price per walk: $30
- Walks per day (year 1 start): 10
- Operational days per month: 26
- Monthly walk growth rate: ~10%
- Gross margin: ~70% (after walker pay, insurance, and variable costs)
- Fixed monthly costs: ~$6,000 (marketing, insurance, admin, app, vehicle)
Income Statement (Years 1–3)
This projected income statement outlines StrufflePaws' expected revenue, costs, and profitability over the first three years of operations:
| Category | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Revenue | |||
| Dog Walks | $100,000 | $145,000 | $190,000 |
| Puppy Visits | $20,000 | $30,000 | $42,000 |
| Weekend Pet Sitting | $15,000 | $25,000 | $38,000 |
| Total Revenue | $135,000 | $200,000 | $270,000 |
| Cost of Goods Sold (COGS) | |||
| Dog Walker Compensation | $47,250 | $70,000 | $94,500 |
| Insurance | $3,000 | $3,200 | $3,400 |
| Supplies | $1,500 | $2,200 | $2,800 |
| Total COGS | $51,750 | $75,400 | $100,700 |
| Gross Profit | $83,250 | $124,600 | $169,300 |
| Operating Expenses | |||
| Marketing & Advertising | $8,000 | $9,000 | $11,000 |
| Software Subscriptions | $1,800 | $2,000 | $2,200 |
| Administrative Wages | $24,000 | $30,000 | $36,000 |
| Rent & Utilities | $12,000 | $13,000 | $14,000 |
| Fuel & Maintenance | $4,800 | $5,200 | $5,800 |
| Equipment & Replacement | $3,200 | $3,500 | $3,800 |
| Professional Services | $3,000 | $3,200 | $3,500 |
| Miscellaneous | $2,500 | $3,000 | $3,500 |
| Total Operating Expenses | $59,300 | $68,900 | $79,800 |
| Net Profit Before Tax | $23,950 | $55,700 | $89,500 |
| Income Taxes (20%) | $4,790 | $11,140 | $17,900 |
| Net Profit After Tax | $19,160 | $44,560 | $71,600 |
Cash Flow Statement (Years 1–3)
The projected cash flow for Years 1–3 is outlined below:
| Category | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Operating Activities | |||
| Net Profit After Tax | $19,160 | $44,560 | $71,600 |
| Depreciation | $1,500 | $1,800 | $2,000 |
| Change in Accounts Receivable | -$4,000 | -$2,500 | -$1,500 |
| Change in Accounts Payable | $2,000 | -$200 | -$300 |
| Net Cash from Operations | $18,660 | $43,660 | $71,800 |
| Investing Activities | |||
| Vehicle Purchase | -$10,500 | - | - |
| Equipment & Gear | -$7,000 | -$1,500 | -$1,000 |
| Net Cash from Investing | -$17,500 | -$1,500 | -$1,000 |
| Financing Activities | |||
| Loan Proceeds | $5,000 | - | - |
| Loan Repayment | -$1,000 | -$1,500 | -$1,000 |
| Net Cash from Financing | $4,000 | -$1,500 | -$1,000 |
| Net Cash Flow | $5,160 | $40,660 | $69,800 |
| Opening Cash Balance | $0 | $5,160 | $45,820 |
| Ending Cash Balance | $5,160 | $45,820 | $115,620 |
Balance Sheet (Years 1–3)
The following balance sheet projections provide a snapshot of StrufflePaws’ financial position over the first three years:
| Category | Year 1 | Year 2 | Year 3 |
|---|---|---|---|
| Cash | $6,000 | $26,000 | $72,000 |
| Fixed Assets (Van, Gear) | $18,000 | $17,000 | $15,500 |
| Accounts Receivable | $4,000 | $6,000 | $7,000 |
| Total Assets | $28,000 | $49,000 | $94,500 |
| Liabilities | $5,000 | $4,000 | $2,500 |
| Owner Equity | $23,000 | $45,000 | $92,000 |
8. Funding Request
StrufflePaws is seeking $38,000 in initial funding to support the business’s launch, growth infrastructure, and early-stage operations.
Funding Amount Requested
- Total capital: $38,000
- Form of investment preferred: Equity investment or small business loan
Use of Funds
| Category | Estimated Cost | Purpose |
|---|---|---|
| Walker Gear & Uniforms | $4,500 | Purchase of leashes, harnesses, waterproof gear, safety vests, and branded apparel. |
| General & Liability Insurance | $5,500 | Coverage to protect walkers, pets, and clients—required for legal and operational security. |
| Branded Mobile App & Software | $7,000 | Licensing or customizing scheduling, communication, and walk-tracking software. |
| Digital Marketing Campaigns | $8,000 | Website SEO, paid ads, social content production, and initial promo offers. |
| Company Vehicle (Used Van/SUV) | $10,500 | Safe transport of pets for sit visits or emergencies; branded and insured vehicle. |
| Miscellaneous Launch Costs | $2,500 | Admin setup, printed materials, licenses, and early staff onboarding. |
Timeline for Fund Deployment
Expected Outcomes
With this investment, StrufflePaws aims to:
- Secure and serve 100+ recurring clients by Year 2
- Achieve positive monthly cash flow by Month 18
- Build brand trust and visibility in the Seattle market
- Expand into premium pet transport or specialized services by Year 3
Download Free Dog Walking Business Plan Template
Want to start your dog walking business but don’t know how to write a business plan? We’ve got you covered! Download our free dog walking business plan template (PDF) to help you organize your goals, pricing, marketing strategy, and more.
This easy-to-follow template walks you through each section of your plan, from services offered and target clients to budgeting and scheduling. So you can create a plan that fits your vision, your lifestyle, and your market.
Conclusion
With this dog walking business plan sample and template, you’ve got the tools to take your idea from “maybe” to “let’s go!”—and start building a real business doing something you love.
Still, feeling stuck or short on time? Try using an AI business plan generator like Bizplanr. It’s an easy-to-use tool that helps you create a polished, professional plan in just minutes.
Just answer a few simple questions about your dog walking services, and the AI Assistant handles the rest.
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Frequently Asked Questions
Why do I need a business plan for dog walking services?
Even if you're starting small, a business plan gives your dog walking service direction and purpose. It helps you define your goals, pricing, marketing, and operations. Plus, it's essential if you’re seeking funding or partnerships. Think of it as your roadmap, keeping you focused and organized as you grow.
What marketing strategies are more effective for a dog walking business?
Some of the effective marketing strategies include:
- Build profiles on Google Business, Yelp, and local directories
- Share pet photos and testimonials on social media
- Partner with vets, pet stores, and apartments
- Give referral discounts to clients
Start small and build your reputation through word of mouth and positive reviews.
How to make my dog walking business plan stand out to investors?
Investors want to see more than just your love for dogs—they’re looking for clear business thinking. Make your plan stand out by:
- Defining a unique value proposition (What makes you different?)
- Including real data on your target market and pricing strategy
- Laying out realistic financial projections
- Showcasing any tech features (like a booking app or GPS tracking)
- Sharing your short- and long-term growth goals
Show them you’ve done your homework and you’re serious about scaling.
When should a dog walking business plan be updated?
It’s good practice to update your dog walking business plan regularly—ideally once a quarter or at least once a year. You should also revise it whenever major changes happen, like adding new services, adjusting your pricing, or revising revenue forecasts. Keeping it current helps you stay on track and adapt to your business’s growth.
How long does it take to write a solid dog walking business plan?
Writing a solid dog walking business plan from scratch usually takes about 7 to 10 days. However, using predefined templates or business planning tools can significantly speed up the process and help you finish much faster.
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