Dog Training Business Plan Template
If you want to start a successful dog training business or expand your current dog training services, you need a business plan.
Fortunately, you’re in the right place. Our team has helped develop over 100,000 business plans over the past 20 years, including thousands of dog training business plans.
The following dog training business plan template and example gives you the key elements you must include in your plan. In our experience speaking with lenders and investors, the template is organized in the precise format they want.
Dog Training Business Plan Example
I. Executive Summary
Business Overview
[Company Name] is a new dog training business located in [Location]. We provide several dog training services to help dogs of every age and breed reach their full potential. Our company provides multiple training services to do this, including puppy training, trick and basic command training, and behavioral training. We offer group classes, private sessions, and remote training options for all of our programs.
[Company Name] is founded by [Founder’s Name], who is an avid dog lover and experienced dog trainer. She has raised dogs her entire life and has worked at several dog shelters, vet clinics, and dog training businesses. Her expertise, experience, and knowledge makes her the company’s most valuable asset.
Products Served
[Company Name] will provide training service to dogs of all breeds and ages. There are a variety of concerns that come with raising a dog, meaning there are multiple reasons a dog may need training. To reach the widest demographic possible we offer three training services: puppy training, trick/command training, and behavioral training.
Customer Focus
[Company Name] will primarily serve the residents within a ten mile radius of our location. The demographics of these customers are as follows:
- 53,128 residents
- Average income of $72,500
- 43.1% married
- 55.2% in Mgt./Professional occupations
- Median age: 35 years
- 42% pet ownership
Management Team
[Company Name] is led by [Company Name] who has worked with dogs for her entire career. She has worked in several settings with dogs, including vet clinics, kennels, shelters, and other dog training facilities. [Founder’s Name] has extensive experience training dogs and a thorough knowledge of the most effective training techniques in the industry. Her expertise will be the company’s most valuable asset.
Success Factors
[Company Name] is uniquely qualified to succeed due to the following reasons:
- Our location is in a high-volume area with easy access from multiple residential and commercial district areas.
- The management team has a track record of success in dog training services.
- Dog training is a proven business and has succeeded in different communities throughout the United States.
Financial Highlights
[Company Name] is currently seeking $400,000 to launch. Specifically, these funds will be used as follows:
- Location design/build: $200,000
- Equipment and supplies: $50,000
- Working capital: $150,000 to pay for marketing, salaries, and lease costs until [Company Name] reaches break-even
Top line projections over the next five years are as follows:
| Financial Summary | FY 1 | FY 2 | FY 3 | FY 4 | FY 5 |
|---|---|---|---|---|---|
| Revenue | $560,401 | $782,152 | $1,069,331 | $1,379,434 | $1,699,644 |
| Total Expenses | $328,233 | $391,429 | $552,149 | $696,577 | $776,687 |
| EBITDA | $232,168 | $390,722 | $517,182 | $682,858 | $922,956 |
| Depreciation | $7,000 | $7,000 | $7,000 | $7,000 | $7,000 |
| EBIT | $225,168 | $383,722 | $510,182 | $675,858 | $915,956 |
| Interest | $6,016 | $5,264 | $4,512 | $3,760 | $3,008 |
| Pre Tax Income | $219,152 | $378,458 | $505,670 | $672,098 | $912,948 |
| Income Tax Expense | $76,703 | $132,460 | $176,985 | $235,234 | $319,532 |
| Net Income | $142,449 | $245,998 | $328,686 | $436,864 | $593,416 |
| Net Profit Margin | 25% | 31% | 31% | 32% | 35% |
II. Company Overview
Who is [Company Name]?
[Company Name] is a new dog training business located in [Location]. We provide several dog training services to help dogs of every age and breed reach their full potential. Our company provides multiple training services to do this, including puppy training, trick and basic command training, and behavioral training. We offer group classes, private sessions, and remote training options for all of our programs.
Our services ensure that we help train dogs through every phase of their life. This starts with our puppy training which helps with puppy basics such as socialization, potty training, and crate training. Next, we offer trick and command training to adult dogs who need to learn certain commands or tricks. Finally, we offer behavioral training to address unusual behavioral and disobedience concerns in dogs of all ages.
[Company Name] is founded by [Founder’s Name] who has been working with dogs here entire life. Her career has consisted of working at vet clinics, animal shelters, and other dog training companies. Her considerable experience and knowledge of dog training techniques makes her the perfect candidate to lead our company.
[Company Name]’s History
After surveying the local customer base, and finding a potential location, [Founder’s Name] incorporated [Company Name] as an S-Corporation on [date of incorporation].
Currently, the business is being run out of [Founder’s Name] home office, but once the lease on [Company Name]’s location is finalized, all operations will be run from there.
Since incorporation, [Company Name] has achieved the following milestones:
- Found a commercial space and signed Letter of Intent to lease it
- Developed the company’s name, logo, social media accounts, and website located at [website]
- Determined equipment and fixture requirements
- Began recruiting key employees
[Company Name]’s Products/Services
We offer three types of dog training services.
Puppy training: This is a service offered to those who just adopted a new puppy. Training includes potty training, socialization with other pups, getting used to human touch, and learning to be calm.
Trick training: This is a more specialized service depending on the tricks and commands that our clients want their dogs to learn. These commands can be as simple as learning to sit or stay or be more fun such as rolling over or shaking hands.
Behavioral training: Not all dogs immediately behave well. This is especially true when dogs are adopted from shelters and have had negative prior living experiences These experiences can cause them to be extremely aggressive or overlay anxious. Behavioral training teaches dogs to respond more positively to humans and other pets. Though most of these services are private to address specific concerns, we also offer group classes that help dogs become positively socialized with other canines.
III. Industry Analysis
You can download our Business Plan Template (including a full, customizable financial model) to your computer here.
Basic training is essential to make sure that a new pet acclimates well into their new home. Though many owners successfully train their pets on their own, it can still be a difficult process that can be improved by the help of professionals. This is especially true for pet owners who don’t have the time to train their pets or owners who have pets with behavioral issues.
There are many different types of dog training services, with the most popular services being puppy training and obedience training. Puppy training ensures a new puppy masters the basics of living in a new home and includes potty training, socialization training, and crate training. Obedience training ensures that a young or adult dog remains obedient to their human. These services include leash training, basic commands, and learning to stay focused and calm in all situations.
According to Allied Market Research, the pet training services market was valued at $3.83 billion in 2021 and is projected to grow at a CAGR of 6% from now until 2031. This shows that many pet owners still require the services of dog trainers to help their dogs reach their fullest potential. Therefore, this is a perfect time to start a dog training business.
IV. Customer Analysis
Demographic Profile of Target Market
[Company Name] will serve the community residents of [Location] and its surrounding areas. The community has a high pet ownership rate and favors owning dogs over other animals. The community will benefit from another dog training company.
Customer Segmentation
[Company Name] will primarily target dog owners in the area. This can include people who have just adopted a new puppy as well as people who have had dogs for several years.
V. Competitive Analysis
Direct & Indirect Competitors
The following establishments are located within a ten mile radius of [Company Name], thus providing either direct or indirect competition for customers:
Puppy Preschool
Puppy Preschool is a dog training business that focuses on training newly adopted puppies. They offer all the services required for a puppy to get acclimated to their new home. These services include potty training, socialization with humans and other dogs, getting acclimated to human touch, learning basic commands (such as sit and stay), and crate training.
Happy Dog Training Services
Happy Dog Training Services helps dog owners whose dogs are disobedient, aggressive, extremely anxious, or have other behavioral issues. The trainers utilize a multitude of services and methods to help dogs with these concerns. They not only help address the root of the behavioral issues but also help the humans learn how to better connect and work with their pets. These services are typically private, but classes are offered for dogs who may improve from socializing with other canines.
Canine Classroom
Canine Classroom is a dog training school that focuses on teaching basic tricks and commands and addresses common obedience issues. Some of these services include leash training, crate training, basic commands (like sit and stay), and more. These services can either be private, remote, or in a class with other dogs for socialization.
Competitive Advantage
[Company Name] has several advantages over its competitors. The following are some of its major advantages:
- Expert Trainers: [Company Name] only hires the best dog trainers who have excellent skills working with humans and dogs.
- Great service at an affordable price: The services offered by [Company Name] are similar in quality to its most premium positioned competitors but offers more affordable prices.
- Management: Our management team has years of dog training experience that allows us to market to and serve customers in a much more sophisticated manner than our competitors.
VI. Marketing Plan
The [Company Name] Brand
The [Company Name] brand will focus on the company’s unique value proposition:
- Convenient location
- Expert dog trainers
- Moderate price point
- Fun, energetic, and customer-focused environment
Promotions Strategy
[Company Name] expects its target market to be individuals working and/or living within a ten mile radius of its location.The following are [Company Name]’s promotions strategy to reach these individuals:
Website/SEO
[Company Name] will develop a professional website that displays images and explanations of our training classes. It will also invest in SEO so that the company’s website will appear at the top of search engine results.
Social Media
[Founder’s Name] will create the company’s social media accounts and invest in ads on all social media platforms. The company will use targeted marketing to appeal to our target demographics.
Direct Mail
[Company Name] will blanket neighborhoods surrounding its locations with direct mail pieces. These pieces will offer discounts and/or provide other inducements for people to try out our services.
Local Publications
[Company Name] will announce its opening several weeks in advance through publicity pieces in multiple local newspapers and publications. Advertisements will also run to maintain exposure to relevant markets. Community newspapers, school publications, youth sports programs, and similar channels will be a major promotion effort.
Ongoing Customer Communications
[Company Name] will maintain a website and publish a monthly email newsletter to tell customers about new services, classes, and basic dog training tips.
Publication Materials/Noticeboards
Posters and flyers will be posted on public notice boards. To target a more specific audience, [Company Name] will also contact companies for permission to hand out flyers in their vicinity. These companies may include kennels, vet clinics, and pet stores.
Pricing Strategy
The pricing for [Company Name] will be moderate so customers will feel they receive great value when using our dog training services.
VII. Operations Plan
Functional Roles
In order to execute [Company Name]’s business model, the company needs to perform many functions, including the following:
Administrative Functions
- Bookkeeping
- Marketing
- Website maintenance
- Hiring and training staff
Service Functions
- Book appointments
- Train dogs
- Monitor dog behavior
- Stock inventory and supplies
Milestones
The following are a series of steps that lead to our vision of long-term success. [Company Name] expects to achieve the following milestones in the following [xyz] months:
| Date | Milestone |
|---|---|
| [Date 1] | Finalize lease agreement |
| [Date 2] | Design and build out [Company Name] |
| [Date 3] | Hire and train initial staff |
| [Date 4] | Kickoff of promotional campaign |
| [Date 5] | Launch [Company Name] |
| [Date 6] | Reach break-even |
VIII. Management Team
Management Team Members
[Company Name] is led by [Company Name] who has worked with dogs for her entire career. She has spent the past twenty years working in various settings including, vet clinics, kennels, shelters, and other dog training facilities, giving her considerable experience in caring for and training canines. She is thoroughly educated in the most effective training methods, making her one of the best dog trainers in the area and our company’s most valuable asset.
Though [Founder’s Name] has never run her own business, she will hire several other staff to help her run the operations and other tasks she is unfamiliar with.
Hiring Plan
[Founder’s Name] will be the owner of [Company Name] and work as one of the trainers. In order to launch, the company needs to hire the following staff:
- Dog Trainers (3 to start)
- Receptionist (1 to start)
- Maintenance Crew (2 to start)
- Administrative Assistant (1 to start)
IX. Financial Plan
Revenue and Cost Drivers
The [Company Name]’s revenues will come from the fees charged for providing dog training services.
The major cost drivers for the company will include overhead, labor expenses, supplies and inventory costs, and marketing expenses.
Capital Requirements and Use of Funds
[Company Name] is currently seeking $400,000 to launch. Specifically, these funds will be used as follows:
- Location design/build: $200,000
- Equipment and supplies: $50,000
- Working capital: $150,000 to pay for marketing, salaries, and lease costs until [Company Name] reaches break-even
Key Assumptions
The following table reflects the key revenue and cost assumptions made in the financial model:
| Number of clients per day | Per location |
|---|---|
| FY 1 | 10 |
| FY 2 | 15 |
| FY 3 | 20 |
| FY 4 | 25 |
| FY 5 | 30 |
5 Year Annual Income Statement
| Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | ||
|---|---|---|---|---|---|---|
| Revenues | ||||||
| Product/Service A | $151,200 | $333,396 | $367,569 | $405,245 | $446,783 | |
| Product/Service B | $100,800 | $222,264 | $245,046 | $270,163 | $297,855 | |
| Total Revenues | $252,000 | $555,660 | $612,615 | $675,408 | $744,638 | |
| Expenses & Costs | ||||||
| Cost of goods sold | $57,960 | $122,245 | $122,523 | $128,328 | $134,035 | |
| Lease | $60,000 | $61,500 | $63,038 | $64,613 | $66,229 | |
| Marketing | $20,000 | $25,000 | $25,000 | $25,000 | $25,000 | |
| Salaries | $133,890 | $204,030 | $224,943 | $236,190 | $248,000 | |
| Other Expenses | $3,500 | $4,000 | $4,500 | $5,000 | $5,500 | |
| Total Expenses & Costs | $271,850 | $412,775 | $435,504 | $454,131 | $473,263 | |
| EBITDA | ($19,850) | $142,885 | $177,112 | $221,277 | $271,374 | |
| Depreciation | $36,960 | $36,960 | $36,960 | $36,960 | $36,960 | |
| EBIT | ($56,810) | $105,925 | $140,152 | $184,317 | $234,414 | |
| Interest | $23,621 | $20,668 | $17,716 | $14,763 | $11,810 | |
| PRETAX INCOME | ($80,431) | $85,257 | $122,436 | $169,554 | $222,604 | |
| Net Operating Loss | ($80,431) | ($80,431) | $0 | $0 | $0 | |
| Income Tax Expense | $0 | $1,689 | $42,853 | $59,344 | $77,911 | |
| NET INCOME | ($80,431) | $83,568 | $79,583 | $110,210 | $144,693 | |
| Net Profit Margin (%) | - | 15.00% | 13.00% | 16.30% | 19.40% |
5 Year Annual Balance Sheet
| Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | ||
|---|---|---|---|---|---|---|
| ASSETS | ||||||
| Cash | $16,710 | $90,188 | $158,957 | $258,570 | $392,389 | |
| Accounts receivable | $0 | $0 | $0 | $0 | $0 | |
| Inventory | $21,000 | $23,153 | $25,526 | $28,142 | $31,027 | |
| Total Current Assets | $37,710 | $113,340 | $184,482 | $286,712 | $423,416 | |
| Fixed assets | $246,450 | $246,450 | $246,450 | $246,450 | $246,450 | |
| Depreciation | $36,960 | $73,920 | $110,880 | $147,840 | $184,800 | |
| Net fixed assets | $209,490 | $172,530 | $135,570 | $98,610 | $61,650 | |
| TOTAL ASSETS | $247,200 | $285,870 | $320,052 | $385,322 | $485,066 | |
| LIABILITIES & EQUITY | ||||||
| Debt | $317,971 | $272,546 | $227,122 | $181,698 | $136,273 | |
| Accounts payable | $9,660 | $10,187 | $10,210 | $10,694 | $11,170 | |
| Total Liabilities | $327,631 | $282,733 | $237,332 | $192,391 | $147,443 | |
| Share Capital | $0 | $0 | $0 | $0 | $0 | |
| Retained earnings | ($80,431) | $3,137 | $82,720 | $192,930 | $337,623 | |
| Total Equity | ($80,431) | $3,137 | $82,720 | $192,930 | $337,623 | |
| TOTAL LIABILITIES & EQUITY | $247,200 | $285,870 | $320,052 | $385,322 | $485,066 |
5 Year Annual Cash Flow Statement
| Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | |
|---|---|---|---|---|---|
| CASH FLOW FROM OPERATIONS | |||||
| Net Income (Loss) | ($80,431) | $83,568 | $79,583 | $110,210 | $144,693 |
| Change in working capital | ($11,340) | ($1,625) | ($2,350) | ($2,133) | ($2,409) |
| Depreciation | $36,960 | $36,960 | $36,960 | $36,960 | $36,960 |
| Net Cash Flow from Operations | ($54,811) | $118,902 | $114,193 | $145,037 | $179,244 |
| CASH FLOW FROM INVESTMENTS | |||||
| Investment | ($246,450) | $0 | $0 | $0 | $0 |
| Net Cash Flow from Investments | ($246,450) | $0 | $0 | $0 | $0 |
| CASH FLOW FROM FINANCING | |||||
| Cash from equity | $0 | $0 | $0 | $0 | $0 |
| Cash from debt | $317,971 | ($45,424) | ($45,424) | ($45,424) | ($45,424) |
| Net Cash Flow from Financing | $317,971 | ($45,424) | ($45,424) | ($45,424) | ($45,424) |
| SUMMARY | |||||
| Net Cash Flow | $16,710 | $73,478 | $68,769 | $99,613 | $133,819 |
| Cash at Beginning of Period | $0 | $16,710 | $90,188 | $158,957 | $258,570 |
| Cash at End of Period | $16,710 | $90,188 | $158,957 | $258,570 | $392,389 |
