Dog Training Business Plan
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Executive Summary
Business Overview
Wagging Tails Dog Training Center is a startup dog training company located in Portland, Oregon. The company is founded by Sandra Jackson, a dog trainer who has trained over two hundred dogs during the past ten years as an employee of the Complete Dog Training Company. Sandra has garnered several national and state awards as a dog trainer for specific breeds of dogs and she has groomed and trained over twenty national award-winning, pedigreed dogs in various competitive kennel club shows.
Product Offering
The following are the services that Wagging Tails Dog Training Center will provide:
- At-center or In-home training programs and plans
- Professional trainers with proven track records
- Puppy training packages
- All breeds, sizes, shapes, ages
- Remote collar training/no leash training
- Advanced K-9 Command training
- Personalized in-home consultations for troubled dogs
Customer Focus
All dogs and dog owners are welcomed at Wagging Tails Dog Training Center. Wagging Tails Dog Training Center will target dog owners and those who have puppies, have a newly-acquired dog or are preparing for a dog. Dogs who need training by law enforcement officers will be trained in an intensive 12-week program. Also, purebred dog clubs and other kennel clubs will be targeted.
Management Team
Wagging Tails Dog Training Center will be owned and operated by Sandra Jackson. She has hired two dog training professionals to serve with her, Jay Taylor and Kendra Samuelson, both of whom have experience in dog training and operational or administrative skills, as well.
Sandra Jackson holds a doctoral degree in veterinary medicine, earned at Auburn University in Alabama. She has trained over two hundred dogs during the past ten years as an employee of the Complete Dog Training Company. In addition, Sandra has garnered several national and state awards as a dog trainer for specific breeds of dogs and she has groomed and trained over twenty national award-winning, pedigreed dogs.
Jay Taylor is an experienced “remote collar” dog trainer with over six years of experience training off-the-leash K-9 dogs for law enforcement personnel. He is known and beloved by his clients for his caring warmth and dedication in training K-9 dogs to perfection. Jay also has experience in the oversight of professional kennels and maintenance; he will be assuming those duties upon startup of the Wagging Tails Dog Training Center.
Kendra Samuelson has been a dog trainer for five years, highly proficient at training small dogs in all areas of obedience through commands. Her style is to lead with gentleness, backed by a strong “parent-leader” role for the dog owner. She is also experienced in training center administration and will run the main office for the Wagging Tails Dog Training Center.
Success Factors
Wagging Tails Dog Training Center will be able to achieve success by offering the following competitive advantages:
- Friendly, knowledgeable, and highly qualified team of Wagging Tails Dog Training staff professionals.
- Comprehensive menu of services and plans for dog training via a number of avenues that best suit the dog owners and breed of dogs.
- Wagging Tails Dog Training Center offers the best package pricing for in-center or in-home training in the city of Portland. Their pricing structure is the most cost effective compared to the competition.
- Specialized law-enforcement programs are offered for officers and K-9 working dogs.
Download the Dog Training business plan template (including a customizable financial model) to your computer here <–
Financial Highlights
Wagging Tails Dog Training Center is seeking $200,000 in debt financing to launch its Wagging Tails Dog Training Center. The funding will be dedicated toward securing the office space and purchasing dog training equipment and supplies. Funding will also be dedicated toward three months of overhead costs to include payroll of the staff, rent, and marketing costs for Wagging Tails Dog Training Center. The breakout of the funding is below:
- Kennel and office space build-out: $20,000
- Kennel equipment, dog training supplies, and materials: $10,000
- Three months of overhead expenses (payroll, rent, utilities): $150,000
- Marketing costs: $10,000
- Working capital: $10,000
The following graph outlines the financial projections for Wagging Tails Dog Training Center.
Company Overview
Who is Wagging Tails Dog Training Center?
Wagging Tails Dog Training Center is a newly established, full-service dog training business located in Portland, Oregon. Wagging Tails Dog Training Center will be the most reliable, cost-effective, and efficient choice for private dog owners and professional dog owners in Portland and the surrounding communities. Wagging Tails Dog Training Center will provide a comprehensive menu of plans, formats, and services for any dog owner or prospective dog owner to utilize. Their full-service approach includes a comprehensive set of dog training plans and pricing structures.
Wagging Tails Dog Training Center will be able to manage dog training kennels, all training outdoor facilities, dog training processes and boarding of dogs, as needed. The team of professionals are highly qualified and experienced in several methods of dog training, kennel care, all-breed training and puppy consultations, as well. Wagging Tails Dog Training Center removes all headaches and issues of dog training and ensures all issues with dog obedience are carefully removed during the training process. Wagging Tails Dog Training Center takes care of the hardship of dog training while delivering the best customer service.
Wagging Tails Dog Training Center History
Since incorporation, Wagging Tails Dog Training Center has achieved the following milestones:
- Registered Wagging Tails Dog Training Center, LLC to transact business in the state of Oregon.
- Has a multi-year contract in place with a purebred dog kennel club for training services. Wagging Tails Dog Training Centers will manage to set up its kennel and operations areas of 30,000 square feet.
- Reached out to numerous contacts to include Wagging Tails Dog Training Center.
- Began recruiting a kennel staff of Wagging Tails Dog Training Center and office personnel to work in human resources, administration and bookkeeping areas of service.
Wagging Tails Dog Training Center Services
The following will be the services Wagging Tails Dog Training Center will provide:
- At-center or In-home training programs and plans
- Professional trainers with proven track records
- Puppy training packages
- All breeds, sizes, shapes, ages
- Remote collar training/no leash training
- Advanced K-9 Command training
- Personalized in-home consultations for troubled dogs
- Day to day dog-training management
Industry Analysis
The dog training industry is expected to grow over the next five years to over $825 million by 2028.
The growth will be driven by two areas of sector growth: law enforcement trained dogs for duties such as search and rescue, and privately owned dogs requiring training for obedience and good behavior for owners and families.
Dog training companies are expected to increase in number and size, as more families travel without their dogs and require kenneling, and more individuals are choosing to make dogs part of the family in significant ways. This requires extensive training for “remote collar” capabilities, no-leash obedience and other forms of well-designed training that keeps the dog “on the team” and “on the job” at all times.
Costs will likely be reduced, as dog kennel supplies have become more available, particulary with green products that are environmentally approved.
Download the Dog Training business plan template (including a customizable financial model) to your computer here <–
Customer Analysis
Demographic Profile of Target Market
All dogs and dog owners are welcomed at Wagging Tails Dog Training Center. Wagging Tails Dog Training Center will target dog owners and those who have a puppy, have a newly-acquired dog or are preparing for a dog. Dogs who need training by law enforcement officers will be trained in an intensive 12-week program. Also, purebred dog clubs and other kennel clubs will be targeted..
The precise demographics for Wagging Tails Dog Training Center are:
| Total | Percent | |
|---|---|---|
| Total population | 1,680,988 | 100% |
| Male | 838,675 | 49.9% |
| Female | 842,313 | 50.1% |
| 20 to 24 years | 114,872 | 6.8% |
| 25 to 34 years | 273,588 | 16.3% |
| 35 to 44 years | 235,946 | 14.0% |
| 45 to 54 years | 210,256 | 12.5% |
| 55 to 59 years | 105,057 | 6.2% |
| 60 to 64 years | 87,484 | 5.2% |
| 65 to 74 years | 116,878 | 7.0% |
| 75 to 84 years | 52,524 | 3.1% |
Customer Segmentation
Wagging Tails Dog Training Center will primarily target the following customer profiles:
- Private owners of dogs in need of training
- Law enforcement officers in need of training for K-9 working dogs
- Kennel club owners who need pre-show training for purebreds
Competitive Analysis
Direct and Indirect Competitors
Wagging Tails Dog Training Center will face competition from other companies with similar business profiles. A description of each competitor company follows:
Cop Dogs Training Grounds
Cop Dogs Training Grounds exists as a direct competitor to Wagging Tails Dog Training Center, as staff members train law enforcement K-9 dogs for service duty. The dogs are housed in kennels during training, which typically consists of 8 weeks in duration. Cop Dogs Training Grounds is located in Beaverton, Oregon on 10 acres of property. Private and group dog training sessions are not offered, nor are other services offered other than K-9 dog training and development as working dogs for life.
Cop Dogs Training Grounds promises to deliver fully-trained and equipped dogs for law enforcement service and guarantees are offered if dogs do not obey commands. They provide housing in kennels, food, veterinary services, and professional trainer services. They follow a multi-step process and have a motto that indicates their client target market: “Trained to Serve 24/7.”
Les Enfants Puppy Training Service
Les Enfants Puppy Training Service is a direct competitor of Wagging Tails Dog Training Center. Les Enfants Puppy Training Service takes 9 week to 16 week puppies into in-kennel boarding and care while training them for private owners. Training includes: potty training, crate training, remote collar training and “off leash” training. Owners may choose 4-week or 8-week programs, depending on the length of training desired or the temperament of the puppy. The Les Enfants Puppy Training Service offers a money-back guarantee and has been in business for three years as a C-corporation. There are 4 employees who work with the puppies on a daily basis, with 2 additional employees in the administration office. Located in Newhall, Oregon, the facilities are mostly on lawn or clipped turf with kennels that are heated or cooled, as needed.
CoExist Dog Trainers
CoExist Dog Trainers is a direct competitor to Wagging Tails Dog Training Center. CoExist Dog Trainers works with dogs of all sizes and age levels, providing in-kennel training or private in-home training. The company has been in business for two years and specializes in crate-training dogs for owners who are absent during the daytime hours. Packages and pricing services are offered, with recommendations for care when dogs are anxious or acting out in the evenings when owners return.
CoExist Dog Trainers is a sole proprietorship, owned by Mackie McCall, who has been a dog trainer and poodle breeder for twenty-five years. The property is two acres with ten large kennels in the outdoor area. Two part-time employees assist Mackie McCall in breeding and raising dogs.
The philosophy of CoExist Dog Trainers is that dogs should be free to run and play in any environment; therefore, training is centered on the owner’s responsibility to contain dogs in public places as the dogs run freely and without leash constraints.
Download the Dog Training business plan template (including a customizable financial model) to your computer here <–
Competitive Advantage
Wagging Tails Dog Training Center will be able to offer the following advantages over their competition:
- Friendly, knowledgeable, and highly qualified team of Wagging Tails Dog Training staff professionals.
- Comprehensive menu of services and plans for dog training via a number of avenues that best suit the dog owners and their furry friends.
- Wagging Tails Dog Training Center offers the best package pricing for in-center or in-home training in the city of Portland. Their pricing structure is the most cost effective compared to the competition.
- Specialized law-enforcement programs for officers and K-9 working dogs.
Marketing Plan
Brand & Value Proposition
Wagging Tails Dog Training Center will offer the unique value proposition to its clientele:
- Highly-qualified team of skilled personnel, including a veterinarian, that is able to provide a comprehensive set of training options, including packages for all types of dogs and working K-9 dog programs.
- Unbeatable pricing to its clients, including long-term contracts for professional training of purebred and K-9 dogs. They will offer the most cost-efficient training in Portland, Oregon.
Promotions Strategy
The promotions strategy for Wagging Tails Dog Training Center is as follows:
Word of Mouth/Referrals
Wagging Tails Dog Training Center has built up an extensive list of contacts over the years by providing exceptional service and expertise for clients. They have communicated to Sandra Jackson that they have been very satisfied with her service as a dog trainer and veterinarian during prior years and would like to continue using the services of Wagging Tails Dog Training Center when it opens. In addition, one long-term contract has already been signed for Sandra Jackson as a trainer of a purebred kennel club dog show trainer. This will assist in word of mouth referrals and additional attention focused with potential clients at the new Wagging Tails Dog Training Center.
Professional Associations and Networking
Sandra Jackson is accredited by the National Association of Veterinarians and has been networking for the past several years at association conventions. She will continue to build interest via networking. Jay Talor and Kendra Samuelson will also join and network with contacts they have to assist in the process.
Print Advertising
Print advertising will be employed in the form of direct mailers to every household in the Portland, Oregon area. This effort will reach dog owners with dog-training needs and include the surrounding areas of Portland in the launch effort.
Website/SEO Marketing
Wagging Tails Dog Training Center will utilize their website as a primary driver of marketing. The website will be well organized, informative, and list all their services that Wagging Tails Dog Training Center is able to provide. The website will also list the descriptions of packages and pricings for each plan of training. Jay will manage the website presence with SEO marketing tactics so that anytime someone types in the Google or Bing search engine “Portland dog training” or “dog training near me,” Wagging Tails Dog Training Center will be listed at the top of the search results.
Pricing
The pricing of Wagging Tails Dog Training Center will be moderate and on par with competitors so customers feel they receive excellent value when purchasing their services.
Operations Plan
The following will be the operations plan for Wagging Tails Dog Training Center.
Operation Functions:
- Sandra Jackson will be the Owner and President of the company. She will oversee all staff and manage client relations. She has spent the past year recruiting the following staff:
- Kendra Samuelson will be the Office Manager who will manage the office administration, client files, and accounts payable. In addition, she will be a Dog Trainer and provide puppy consultations, as well.
- Jay Taylor will be the Senior Dog Trainer and specialize in K-9 dog training. He will oversee and be responsible for the kennel maintenance and general grounds of the facilities.
Download the Dog Training business plan template (including a customizable financial model) to your computer here <–
Milestones:
Wagging Tails Dog Training Center will have the following milestones complete in the next six months.
- 5/1/202X – Finalize contract to lease grounds and office location space
- 5/15/202X – Finalize personnel and staff employment contracts for the Wagging Tails Dog Training Center
- 6/1/202X – Finalize contracts for Wagging Tails Dog Training Center clients
- 6/15/202X – Begin networking at association events
- 6/22/202X – Begin moving into Wagging Tails Dog Training Center grounds and office
- 7/1/202X – Wagging Tails Dog Training Center opens for business
Management Team
Wagging Tails Dog Training Center will be owned and operated by Sandra Jackson. She recruited Jay Taylor and Kendra Samuelson to be dog trainers and to hold the specific roles of kennel director (Jay) and training center administrator (Kendra).
Sandra Jackson holds a degree in veterinary medicine, earned at Auburn University in Alabama. She has trained over two hundred dogs during the past ten years as an employee of the Complete Dog Training Company. In addition, Sandra has garnered several national and state awards as a dog trainer for specific breeds of dogs and she has groomed and trained over twenty national award-winning, pedigreed dogs. She has successfully secured a long-term contract with a professional kennel club for dog training at the new Wagging Tails Dog Training Center.
Jay Taylor is an experienced “remote collar” dog trainer with over six years of experience training off-the-leash K-9 dogs for law enforcement personnel. He is known and beloved by his clients for his caring warmth and dedication in training K-9 dogs to perfection. Jay also has experience in the oversight of professional kennels and maintenance; he will be assuming those duties upon startup of the Wagging Tails Dog Training Center.
Kendra Samuelson has been a dog trainer for five years, highly proficient at training small dogs in all areas of obedience through commands. Her style is to lead with gentleness, backed by a strong “parent-leader” role for the dog owner. She is also experienced in training center administration and will run the main office for the Wagging Tails Dog Training Center.
Financial Plan
Key Revenue & Costs
The revenue drivers for Wagging Tails Dog Training Center are the fees they will charge to the private dog owners, purebred owners, and kennel club contracts for their services. Most other dog trainers charge hourly prices that are more expensive than the package and price plans offered by Wagging Tails Dog Training Center for their services.
The cost drivers will be the overhead costs required in order to staff, run and operate the Wagging Trails Dog Training Center. The expenses will be the payroll cost, rent, utilities, office supplies, and marketing materials, as needed.
Funding Requirements and Use of Funds
Wagging Tails Dog Training Center is seeking $200,000 in debt financing to launch its property management business. The funding will be dedicated toward securing the office space and purchasing office equipment and supplies. Funding will also be dedicated toward three months of overhead costs to include payroll of the staff, rent, and marketing costs for the print ads and association memberships. The breakout of the funding is below:
- Kennel and office space build-out: $20,000
- Kennel equipment, dog training supplies, and materials: $10,000
- Three months of overhead expenses (payroll, rent, utilities): $150,000
- Marketing costs: $10,000
- Working capital: $10,000
Download the Dog Training business plan template (including a customizable financial model) to your computer here <–
Key Assumptions
The following outlines the key assumptions required in order to achieve the revenue and cost numbers in the financials and in order to pay off the startup business loan.
- Number of packages sold and contracts in place per month: 112
- Average fees per month: $50,000
- Office lease per year: $100,000
Financial Projections
Income Statement
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| Revenues | ||||||
| Total Revenues | $360,000 | $793,728 | $875,006 | $964,606 | $1,063,382 | |
| Expenses & Costs | ||||||
| Cost of goods sold | $64,800 | $142,871 | $157,501 | $173,629 | $191,409 | |
| Lease | $50,000 | $51,250 | $52,531 | $53,845 | $55,191 | |
| Marketing | $10,000 | $8,000 | $8,000 | $8,000 | $8,000 | |
| Salaries | $157,015 | $214,030 | $235,968 | $247,766 | $260,155 | |
| Initial expenditure | $10,000 | $0 | $0 | $0 | $0 | |
| Total Expenses & Costs | $291,815 | $416,151 | $454,000 | $483,240 | $514,754 | |
| EBITDA | $68,185 | $377,577 | $421,005 | $481,366 | $548,628 | |
| Depreciation | $27,160 | $27,160 | $27,160 | $27,160 | $27,160 | |
| EBIT | $41,025 | $350,417 | $393,845 | $454,206 | $521,468 | |
| Interest | $23,462 | $20,529 | $17,596 | $14,664 | $11,731 | |
| PRETAX INCOME | $17,563 | $329,888 | $376,249 | $439,543 | $509,737 | |
| Net Operating Loss | $0 | $0 | $0 | $0 | $0 | |
| Use of Net Operating Loss | $0 | $0 | $0 | $0 | $0 | |
| Taxable Income | $17,563 | $329,888 | $376,249 | $439,543 | $509,737 | |
| Income Tax Expense | $6,147 | $115,461 | $131,687 | $153,840 | $178,408 | |
| NET INCOME | $11,416 | $214,427 | $244,562 | $285,703 | $331,329 |
Balance Sheet
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| ASSETS | ||||||
| Cash | $154,257 | $348,760 | $573,195 | $838,550 | $1,149,286 | |
| Accounts receivable | $0 | $0 | $0 | $0 | $0 | |
| Inventory | $30,000 | $33,072 | $36,459 | $40,192 | $44,308 | |
| Total Current Assets | $184,257 | $381,832 | $609,654 | $878,742 | $1,193,594 | |
| Fixed assets | $180,950 | $180,950 | $180,950 | $180,950 | $180,950 | |
| Depreciation | $27,160 | $54,320 | $81,480 | $108,640 | $135,800 | |
| Net fixed assets | $153,790 | $126,630 | $99,470 | $72,310 | $45,150 | |
| TOTAL ASSETS | $338,047 | $508,462 | $709,124 | $951,052 | $1,238,744 | |
| LIABILITIES & EQUITY | ||||||
| Debt | $315,831 | $270,713 | $225,594 | $180,475 | $135,356 | |
| Accounts payable | $10,800 | $11,906 | $13,125 | $14,469 | $15,951 | |
| Total Liability | $326,631 | $282,618 | $238,719 | $194,944 | $151,307 | |
| Share Capital | $0 | $0 | $0 | $0 | $0 | |
| Retained earnings | $11,416 | $225,843 | $470,405 | $756,108 | $1,087,437 | |
| Total Equity | $11,416 | $225,843 | $470,405 | $756,108 | $1,087,437 | |
| TOTAL LIABILITIES & EQUITY | $338,047 | $508,462 | $709,124 | $951,052 | $1,238,744 |
Cash Flow Statement
| FY 1 | FY 2 | FY 3 | FY 4 | FY 5 | ||
|---|---|---|---|---|---|---|
| CASH FLOW FROM OPERATIONS | ||||||
| Net Income (Loss) | $11,416 | $214,427 | $244,562 | $285,703 | $331,329 | |
| Change in working capital | ($19,200) | ($1,966) | ($2,167) | ($2,389) | ($2,634) | |
| Depreciation | $27,160 | $27,160 | $27,160 | $27,160 | $27,160 | |
| Net Cash Flow from Operations | $19,376 | $239,621 | $269,554 | $310,473 | $355,855 | |
| CASH FLOW FROM INVESTMENTS | ||||||
| Investment | ($180,950) | $0 | $0 | $0 | $0 | |
| Net Cash Flow from Investments | ($180,950) | $0 | $0 | $0 | $0 | |
| CASH FLOW FROM FINANCING | ||||||
| Cash from equity | $0 | $0 | $0 | $0 | $0 | |
| Cash from debt | $315,831 | ($45,119) | ($45,119) | ($45,119) | ($45,119) | |
| Net Cash Flow from Financing | $315,831 | ($45,119) | ($45,119) | ($45,119) | ($45,119) | |
| Net Cash Flow | $154,257 | $194,502 | $224,436 | $265,355 | $310,736 | |
| Cash at Beginning of Period | $0 | $154,257 | $348,760 | $573,195 | $838,550 | |
| Cash at End of Period | $154,257 | $348,760 | $573,195 | $838,550 | $1,149,286 |
Dog Training Business Plan FAQs
What Is a Dog Training Business Plan?
A dog training business plan is a plan to start and/or grow your dog training business. Among other things, it outlines your business concept, identifies your target customers, presents your marketing plan and details your financial projections.
You can easily complete your Dog Training business plan using our Dog Training Business Plan Template here.
What are the Main Types of Dog Training Businesses?
There are a number of different kinds of dog training businesses, some examples include: Puppy Training, Dog Bootcamp, In-Home Training, and M&A Dog Training.
How Do You Get Funding for Your Dog Training Business Plan?
Dog Training businesses are often funded through small business loans. Personal savings, credit card financing and angel investors are also popular forms of funding.
What are the Steps To Start a Dog Training Business?
Starting a dog training business can be an exciting endeavor. Having a clear roadmap of the steps to start a business will help you stay focused on your goals and get started faster.
1. Develop A Dog Training Business Plan - The first step in starting a business is to create a detailed dog training business plan that outlines all aspects of the venture. This should include potential market size and target customers, the services or products you will offer, pricing strategies and a detailed financial forecast.
2. Choose Your Legal Structure - It's important to select an appropriate legal entity for your dog training business. This could be a limited liability company (LLC), corporation, partnership, or sole proprietorship. Each type has its own benefits and drawbacks so it’s important to do research and choose wisely so that your dog training business is in compliance with local laws.
3. Register Your Dog Training Business - Once you have chosen a legal structure, the next step is to register your dog training business with the government or state where you’re operating from. This includes obtaining licenses and permits as required by federal, state, and local laws.
4. Identify Financing Options - It’s likely that you’ll need some capital to start your dog training business, so take some time to identify what financing options are available such as bank loans, investor funding, grants, or crowdfunding platforms.
5. Choose a Location - Whether you plan on operating out of a physical location or not, you should always have an idea of where you’ll be based should it become necessary in the future as well as what kind of space would be suitable for your operations.
6. Hire Employees - There are several ways to find qualified employees including job boards like LinkedIn or Indeed as well as hiring agencies if needed – depending on what type of employees you need it might also be more effective to reach out directly through networking events.
7. Acquire Necessary Dog Training Equipment & Supplies - In order to start your dog training business, you'll need to purchase all of the necessary equipment and supplies to run a successful operation.
8. Market & Promote Your Business - Once you have all the necessary pieces in place, it’s time to start promoting and marketing your dog training business. This includes creating a website, utilizing social media platforms like Facebook or Twitter, and having an effective Search Engine Optimization (SEO) strategy. You should also consider traditional marketing techniques such as radio or print advertising.