Building your Dog Washing and Grooming Business

Professional dog grooming services are in huge demand and growing all the time. During the pandemic, there was a 20 percent increase in dog ownership in Australia. However, the number of professional groomers hasn’t grown in line with this. A dog grooming business offers not only a fun career, but also enormous potential for growth – with a million extra dogs in Australia since covid!

So if you are dog lover with an entrepreneurial flair, why not combine your passion for pooches with the potential to generate an income? Entrepreneurship requires a strong love for what you are doing and a belief that you can drive the business to succeed. With your passion and this helpful step-by-step guide you’ll be on the way to building a successful dog washing and grooming business.

What is Dog Grooming?

Dog grooming involves washing, styling, and overall zhushing of dogs. Though customers visit dog groomers to make their dog look and smell fabulous, grooming also serves a health purpose – ensuring a dog’s skin, fur & nails are kept healthy. Dog grooming services typically include bathing, fur brushing and trimming, nail trimming, ear and eye care.

Training and Dog Groomer Skills

While no formal qualifications are required to launch a dog grooming business, it is a good idea to do some training prior to launch. This will improve your ability to train and monitor your future staff, as well as improve the service you offer your customers.

Core skills required to be a good dog groomer include:

• Comfortable working with and handling animals
• Basic animal health knowledge, particularly around fur, skin & nails
• Able to manage difficult animal behaviour
• Physically capable of working on feet and lifting dogs
• Attention to detail and patience
• Good organisation
• Client communication skills

There are a range of courses that teach basic canine health education and grooming tips, grooming schools, or a TAFE Certificate in Animal Care, or dog grooming certificate could be a great starting point.

Starting a Pet Grooming Business: The Basics

Working as a dog groomer is a dream come true for any pet lover. Starting your own business is a rewarding venture – careful planning and preparation will help to make it a successful one. Read on for some tips on how to set up your dog grooming business:

1. Select a location. You probably have a preferred location in mind for your new business. Maybe it is an area you have always liked, it is an easy commute, or you have noticed a lot of pets there. At this stage it would be wise to do some research on the number of pets in the area and the pet spending status of its residents. Your chosen district is only as good as the number of potential customers & local competition.
2. Research your target market and local competition. With a location in mind, it’s important to asset competition & your target market. By researching the local market needs, you can determine what types of dog grooming services are in demand with locals, what your competitors offer, and how to compete against them.
   To research the competition, try visiting local dog grooming salons with your dog to see what services they offer, what works and what doesn’t. Visit groomers in some other locations too, to explore what’s not being offered in your preferred business location. Through this research you may spot market gaps your business can fill, for example offering specialty soap for dogs with sensitive skin, specialised cutting styles, or after appointment pet care services.
   To explore your target market, talk to dog owners in your chosen location and understand their expectations regarding price and service. Finding dog owners to talk to could be as easy as paying a visit to the local dog park, vet clinic, pet store, or dog training facility.
   If you see good potential customers and a gap in the market, the next step is to secure a shopfront (if not, return and assess more suitable locations then repeat step 2).
3. Organise finances & insurance. Prepare plans to ensure you are prepared to be profitable with all expenses considered & insured for any unexpected issues. Accommodate for estimated costs of rent/purchase of the salon, training, licences, permits, insurance, equipment and advertising. A broker can assist with finding the correct insurance for working with animals.
4. Establish a shopfront. With budget in mind, explore available shop fronts based on rental costs, layout and accessibility. Ensure the monthly cost of your commercial lease is on budget and ensure the selected space permits pet businesses on site. When inspecting each property, carefully consider the floor plan and layout is conducive to your requirements. Finally, ensure your business will be as visible and easily accessible as budget permits. A store on a busy street can encourage a stream of walk in trade. Parking should also be a key consideration, as many people will drive their dogs to your salon.
5. Develop a menu of pet grooming services. With a solid knowledge of the target market and competition, it will be easier to develop a range of pet grooming services. Start by offering the basics to get customers through the door. Then consider service add-ons such as de-shedding, flea treatments, de-matting, facials, and pedicures for increased revenue.
6. Develop a niche. Consider developing a niche to attract a loyal base of customers who also view you as an expert in your field. By specialising in a specific style of dog grooming, focusing on a particular breed, or offering a unique service like dog day spa treatments, you can also command higher prices. If you offer something totally unique to the market, it can open up many opportunities for you & your business. Some niche dog groomers have risen to worldwide fame, such as Japanese groomer Kenichi Nagase who appeared on the Netflix series ‘Dogs’ for his unique dog styling skills.

Standard Dog Groomer Services

• • Brushing. Many pet owners bring their dogs to the salon for a brush, as groomers use appropriate brushes for different coat types.
  • Bathing. Dog washing is an essential part of grooming, and requires the dog to be cleaned with water, shampoo and conditioner. In a dog grooming salon, this can be in a bathtub, a specifically designed bathing station or a mobile dog washing station.
  • Eye and ear cleaning. Dog owners often hesitate to clean their dog’s eyes and ears, so leave it up to dog groomers.
  • Trimming and styling. All dog grooming salons offer hair trimming services, from a simple trim to a fashionable hairstyle.
  • Nail trimming. This is crucial to the dog’s overall health, and most dog owners are not skilled enough to perform it.
  • Teeth brushing. Brushing a dog’s teeth removes tartar and promotes hygiene.

Getting the Appropriate Dog Grooming Equipment

When purchasing equipment and supplies, it is important to invest in high-quality and safe products. Good quality equipment and products are more likely to last longer and are essential for the health and safety of the dogs you are grooming. Cheaper equipment may seem like a good deal initially, but it may not last as long or perform as well as more expensive equipment.
Equipment types for a dog grooming business include grooming tools, cleaning supplies, shampoos and grooming products, safety equipment, styling tools, and furniture.

• • Bathing Station. Consider a K9000 Groom Easy, an Australian made self contained dog washing station that handles dog shampoo, conditioner, flea treatment & drying.
  • Brushing/Clipping Table. Grooming table, fit for purpose.
  • Grooming tools. There are many suppliers of dog scissors, clippers, brushes, shears, nail trimmers and combs. Oz Grooming World has many options covered.
  • Grooming products. Skin and fur treatments, ear and eye solutions, and dental supplies.
  • Styling accessories. Depending on your service, you might like to add styling accessories like pet bandanas, bows, and ribbons.
  • Cleaning supplies. Disinfectants, floor cleaners, surface cleaners, soaps, paper towels, mops, brooms, and rubbish bins.
  • Safety equipment. Muzzles, restraints, and leashes may be required on hand to ensure safety for you, other dogs, and the dog you are grooming.

With any professional equipment, it is imperative that it is kept in prime condition with regular maintenance checks. Clipper blades and grooming scissors should always be sanitised and hair removed, while mechanical equipment should be checked over, repaired, and serviced.

Deciding on Your Dog Grooming Prices

It is not unusual for new business owners to find setting prices challenging. To ensure your time and effort are being adequately rewarded, factors to consider when setting the price include breed size, temperament, skills required, time frame, and the number of services to be performed. A smaller dog like a chihuahua might cost less than a rottweiler to wash. If the dog’s hair is matted, brushing could be time-consuming and will need to be quoted at a higher price. Finally, the number of services required for the grooming session is a factor. A standard nail trim will be less expensive than a dog who needs a wash, detangle, teeth, and ear cleaning.

Another option is to set pricing standards. Basically, this means you charge by the hour rather than the dog or service. This way, you are guaranteed to be paid for the time the grooming takes and accounts for unexpected issues like a difficult dog that may cause delays. The downside is you can only give an estimated price to a customer.

To calculate the appropriate prices to charge for your business, research what the competitors are charging. The right pricing strategy is essential, yet you must consider still being able to make a profit. Look at your outgoings to see how competitive you can be in the market, while still earning an income.

Marketing for Small Businesses

With a great location, a menu of grooming services, and equipment in place, it’s time to let the public know about your business. Here are some marketing ideas you can start tapping into straight away.

• Build a website. In this digital world, a website is a must to be found locally and to show potential customers what you do. A website can act as a gallery to display the salon, the services, and the portfolio of happy pets. You can also use it as an online booking system and for reviews.
• Social media. Everyone loves looking at cute animals, and for a dog grooming business, Facebook, Instagram, and Pinterest are brilliant ways to promote your business to a huge audience. You can also do giveaways and organise paid ads on social media to boost exposure. You’ll also be able to generate great free social media content with your phone & recently pampered pooches (and approval of their proud parents).
• Community involvement. By participating in community events, you expose your business to potential clients. Perhaps set up a stall at a local market or animal-specific event in the area.
• Online directories. Potential clients searching for dog groomers in the area can find you online when you are listed on online directories like Yelp, Google My Business, Bing, Google Maps, etc.
• Business cards and pamphlets. This might be an old-fashioned way to advertise, but business cards and pamphlets are a low-cost way to get your business name out there.
• Collaborate with other pet businesses. Utilising the market of other businesses in the pet industry is a good marketing tool. This could be with a vet, pet store owner, or through a company that makes self-serve dog washes that work collaboratively within your business to boost traffic, leading to more in-store sales.

The rewards for running your own business are immeasurable. Now you have all the tools and information you need to build a successful dog washing and grooming business, get ready to enjoy your exciting journey as an entrepreneur!