Taking the path of petpreneurship is an exciting choice! However, deciding to start a new pet business can be complicated. It’s important to consider everything that will go into your new pet industry business.

Like adopting a new dog, starting a new business is a commitment. It will demand your love and attention, keep you up at night, and throw surprises your way. You’ll probably have a few messes to clean up, too!

I started my first business when I was 22 years old. I ran social media accounts for local businesses and grew it to six figures per year. I’ve been running this website, Wear Wag Repeat, since 2013. I help pet parents, and pet industry pros find the advice and resources they need to live pet-obsessed lives.

With over 15 years of experience as an entrepreneur – and 10 of those years in the pet industry – I’m always happy to share how I do what I do.

I put together 25 questions you should ask yourself before becoming a petpreneur. Even if just 1 of these questions helps you, I’ve done my job!

Before You Start A Pet Business, Ask Yourself These Questions

Are you ready to start your own pet industry business? How exciting! Before you dive in, make sure to consider all the possibilities. Or should I say PAWsilbites? Pet puns are a requirement if you work in this field.

I’ve had my pet business for over 10 years, and I want to see your new business stand the test of time, too. These questions will inspire you to reflect on your passion for pets, how you can help pet owners, your capabilities, and what your dream pet business looks like.

Take plenty of time to consider how you would respond to each of these questions below.

Maybe you want to journal or talk about it with like-minded pet pros. I have a free group for petpreneurs just like us. You’re welcome to join and brainstorm about your new business idea there.

If you want more personalized support and strategy around marketing your new pet-focused career, I also offer 1-on-1 sessions. You can learn more about that and set up a petpreneur strategy session with me.

Do the Work Now to Set Your New Pet Business Up for Success

I’m passionate about helping people start pet industry businesses that will be around long-term. To stand the test of time, you need to do a lot of pre-work to set your business up correctly.

Whether you’re starting a dog walking business, want to become a pet sitter, or have ideas for a local product business or online store, there are basic questions you’ll need to ask yourself.

Take your time going through this list. Not only are these the questions I would ask myself, but these are the topics that continue to come up when I interview established experts in the pet world.

Alongside each question, I’m sharing advice that I got from women I interviewed on the Wear Wag Repeat Podcast. With over 300 episodes, I’ve interviewed established experts on everything from starting a dog-sitting business to how to get pet products manufactured.

And I’m happy to share their expertise about starting and growing pet businesses with you!

Let’s start with what you need to ask yourself before pursuing your pet industry dream.

FIRST THING… Is my heart truly in this?

This is the most important thing to get clear on early on. You will not be in business 10 years from now if you’re only getting into this for the money. There will be ups and downs. To stick around, you will need to have a deep love of animals.

According to Susan Briggs of The Dog Gurus, “Passion is the first step to success in any business. Without genuine passion, it’s hard to weather the ups and downs that come with entrepreneurship.”

When you have a passion for pets and what you do, it will show to everyone you work with.

In other words, “authenticity in your business is what sets you apart. People can tell when you’re genuine, and that’s what builds long-term trust.” Great advice from Adina Silberstein of Queenie’s Pets in Philadelphia.

Find what you’re authentically passionate about and make sure your heart is in it for the right reasons.

2. Running a new pet business can be stressful. What resources do I have available to manage stress?

With the constant pressure to be available, be online, and over-deliver for your potential customers, it’s easy to get stressed out.

Since we’re so passionate about serving pets and helping dog owners, it’s hard to say no. However, juggling a lot of tasks can get stressful.

I want to share more advice from Adina of Queenie’s Pets, who has been in the pet care and retail business since 2006. “Burnout is something that happens to all of us. Set boundaries and create systems that allow you to take a break when needed.”

Building self-care into your schedule is important, too. When you’re scheduling work appointments, make sure to schedule time for yourself. Take a walk, read a book, or do another activity that helps you de-stress. Your health is just as important as the pet health of your clients!

3. Am I willing to stick with it even when I encounter hurdles in growing my business? You will face roadblocks and hurdles. Things won’t work, people won’t show up, and technology will break. Are you prepared to stick with it?

To keep your pet care business or pet products in business for the long haul, you need to stick with it and consistently show up. Pet lovers need you and your business!

This is especially important when it comes to marketing your business. It will most likely be slow at first. But Mikaela Vargas of Pet Marketing Unleashed reminds us that, “consistency is key in building an audience. Whether through blog posts, emails, or social media. Showing up regularly is what builds trust.”

That trust is how you’ll nurture a loyal customer base and grow a successful business.

4. Am I truly an effective leader, or will I need to hire a manager to help run the business?

You might need to lead a team depending on what type of pet business you want to start. Are you ready to lead by example and set a positive, inspiring tone for your team?

My favorite dog toy brand, HuggleHounds, has grown so much since it started in 2009. When I talked to co-founder Julie Krauss, she shared how important it is to set the tone and lead by example. This will not only impact your team but also help you connect with customers.

“As a pet entrepreneur, you’re always a role model. You’re not just selling a product, you’re promoting a lifestyle that people can connect with.” – Julie Krauss, co-founder of HuggleHounds.

Whether starting a sole proprietorship or growing a team, you will need to be a role model and lead by example in some way.

5. How do I find a mentor in the pet industry?

One of the most essential things in starting a new business is having people you can ask for advice. Sure, your friends and family can be helpful. But it’s worth it to find a pet industry mentor or a group of peers to bounce ideas off of.

Almost every woman I’ve interviewed on my podcast in the past five years has mentioned that her business would not be a success if she didn’t seek help and connect with others who’ve been down this road before.

Shahrina Ankhi-Krol is a pet industry attorney who believes in the power of reaching out and connecting. She told me, “Networking is still one of the most powerful tools in growing your business. Attending trade shows, events, and even virtual meetups can open doors.”

You can also join groups designed to help grow your new small business and save you the time of figuring it all out on your own. Wear Wag Repeat Society is a membership I’ve been hosting since 2021. We have monthly lessons on various topics related to growing your pet business. The best part is when we get on Zoom calls and help each other.

If you want to be part of a supportive community that will help you grow your pet business, I would love to have you as a Wear Wag Repeat Society member! 

6. What’s my backup plan if the pet industry or my circumstances change? Of course, we want your pet business to succeed! But what if it doesn’t? Do you have a backup plan?

It’s also good to consider, “How long will I try this until I reassess and make a change?” I’m not saying you must throw in the towel after a month. You need at least 1 year to give your new business everything you’ve got.

However, you should set aside time each month or quarter to assess your business and see what changes need to be made. You could find a way to save time, earn extra money, or make a bigger impact on your furry clientele.

And if it all just doesn’t work out, that’s OK. Just because you have a passion for something doesn’t mean it will work as a viable business long term. There are more factors to consider. Which brings us to the questions about your target market, technology, legal concerns, and more.

Ready to answer the questions that will help you write a thorough business plan?

Figure Out The Target Market for your New Pet Biz

7. Am I clear who my target market is and what they need help with? There are a lot of animal lovers in the world! Which ones do you want to reach with your pet business?

To figure out who your target market is, the best place to start is by asking around in your community. What do pet lovers need help with? What skills or products can you offer them? You can ask around at dog parks, busy dog-friendly breweries, or in local Facebook groups.

How much money are pet lovers in your target market willing to spend on things like dog walking, pet sitters, dog food, pet accessories, and more? It pays to do some market research!

You can create something called an Ideal Customer Avatar. That’s basically a write-up of everything your potential customers like, their lifestyle, and any other details you need to know to figure out who you’ll be serving in your new small business.

8. Do I have a committed community of pet parents who will support my new business? Beyond the pet lovers who live in your neighborhood, you can reach a whole world of pet parents online!

Expert dog trainer Laura Gendron of Miss Behavior explains, “Building a strong online presence takes time, but it pays off. Consistently showing up online helps you stay connected with your audience.”

9. Is my business idea clear and easy to explain to pet parents?

As one of my business idols, Marie Forleo, puts it, “Simplify to Amplify.”

You can’t be everything to everyone. Especially when you’re starting a new business, so take the time to identify your niche market and rehearse an easy-to-explain description of your business and what you do.

Here’s where it helps to get specific. Instead of saying, “I’m a dog walker, ” you will get more of a reaction from your target audience if you give more information, such as, “I do trail walks with urban dogs at a park just 15 minutes from town. That way, your dog can have an enriching nature experience while you’re at work.”

In an interview, pet product developer Jen Fox of Bumblebee Pet Company shared, “Finding your niche is key. For us, focusing on enhancing dog walks allowed us to serve a specific market that we could dominate.

Jen created a waste bag holder for your dog leash that holds the full poop bags. Since she made this product, this market sector has grown to include many competitors! However, Jen still has a sustainable business because she’s clear about what she does and who she serves.

10. Does my pet business idea fill a void in the market? Just like how Jen created a product to make walking your dog more enjoyable, you need to develop an idea for your own business that fills a void.

Maybe your market is saturated with dog walkers who do pack walks. So think of how you could be different and serve dogs who don’t like a group setting.

Jen said, “The best way to innovate is by listening to your customers.” 

If you don’t have customers yet, reach out to people who would be your ideal customers when you launch. Ask them about the problems they face with their pets. Use this feedback to come up with your unique offer.

Marketing, Technology, and Customer Relations

Even if you plan to start a pet-sitting business or offer dog-walking services, some level of technology will still be involved. This is a good thing! The right software can be a powerful tool for keeping your schedule organized.

Here are a few things you need to consider when it comes to marketing and technology and how they help you communicate with current and potential customers. These questions go beyond the basics, like creating marketing materials and business cards or wearing a branded t-shirt while you work.

11. Am I comfortable being the face of my business and posting on social media? Marketing your pet business these days is a big part of it!

Especially if you have a business caring for people’s pets, customers want to know who they’re handing their beloved fur child over to. Even for product-based businesses or online retailers, customers like to know the person behind the business.

So, be prepared to be visible on social media and in photos on your website (if you have one).

Dog trainer and behavior consultant Laura Gendron says, “Don’t be afraid to get out there and do live videos or webinars. The more you practice, the more confident you’ll become, and your audience will appreciate your effort.”

12. What kind of technology or software will I need to run my pet industry business? A type of software you’ll probably need is a scheduling tool.

There are apps specific to the pet industry, like Time to Pet and Pet PocketBook, and others, like Acuity Scheduling or Calendly. Some of these are robust enough to take payments and email confirmations to clients.

Speaking of email, don’t overlook this! Email marketing is a great way to keep in touch with current and potential clients. You can use your regular email newsletter to share what’s going on in your area, update on services you provide, or share when there’s an opening.

My friend Mikaela at Pet Marketing Unleashed is also a big fan of email marketing, and she works with a lot of dog trainers and pet sitters to teach them how to do it effectively.

“Don’t be afraid of marketing. There are ways to promote your business that don’t feel sleazy. Focus on community and providing value, and the sales will come.” – Mikaela Vargas, Pet Marketing Unleashed.

13. Do I understand the digital landscape of growing a modern pet business? If pet parents can’t find you, how will they buy from you? Search engine optimization is a marketing strategy you’ll need to embrace so dog owners, cat lovers, and other pet parents can find you!

“Building your online presence is critical. Today, pet businesses need to be digital-first, whether through social media platforms or a well-designed website.” That’s advice from Stacie Bowers, a Certified Professional Dog Trainer and founder of Curious Canines, a rewards-based training business in California.

Another expert I talked to about this is Susan Briggs of The Dog Gurus. Susan has over 18 years of experience in the pet industry, including 12 years as co-owner and operator of a successful dog daycare, lodging, grooming, and training business in Houston, Texas.

She said it’s essential that your pet business is active online. “You’re going to need a logo, website, social media, and much more to run a successful pet business today.”

14. How will I handle customer service feedback or complaints? If you’re working with passionate pet parents today, there’s a good chance you’ll have some complaints at some point.

It’s important to be understanding and patient when dealing with clients, even the frustrating ones. But this will take time and attention away from your day-to-day operations.

So ask yourself, how are you at conflict resolution? Can you write out possible answers to common questions and concerns to save you time when the questions come in?

Adina at Queenie’s Pets in Philadelphia recommends that you “create systems early on in your business. Even if they don’t work perfectly initially, having a process in place helps you grow without chaos.”

Financial + Legal Concerns of Starting a New Pet Business

15. Do I have enough savings or income to sustain me while the business grows? Your new business will likely not take off right away. You need to have a contingency plan to continue to pay your bills (and feed yourself and your dog!) while the business gets rolling.

Having another part-time job while you grow your dream business is OK. A lot of aspiring petpreneurs think it needs to be all or nothing. But that’s not the case. Do what works for you to sustainably grow your pet business long-term.

16. What kinds of seasonal ups and downs in the pet industry can I prepare myself for? There will likely be seasonal fluctuations in your business. Your business might be very slow in the summer, or it might be very slow in the winter. Are you prepared to plan for that?

Financially, you will want to budget for this and put aside money during your most prosperous months. 

If you have a business with many employees or independent contractors, you might have to cut back during lean months or find a way to continue to pay them even when less revenue is coming in.

17. Have I done my homework on regulations or insurance? Susan Briggs has been in the pet industry for over 18 years and knows, “Having insurance is a must for any pet business. It shows you care about your clients and their pets and that you’re professional in your approach.”

If you have an in-person business with a physical location, you will want to research any local regulations or laws and make sure that you can meet them. Also, a business license will be needed to pay local sales taxes.

18. What are the legal considerations of starting your business? You can find a lot of advice online, but it’s a good idea to seek legal help if you’re concerned about setting your new business up properly.

Shahrina Ankhi-Krol is an attorney who specializes in the pet industry. She says, “Legal protection is often overlooked by new pet business owners. Setting up the right business entity and insurance early on protects you in the long run.”

19. How will I manage finances for my business? Is there an accounting system I should follow? Before you start making sales, you need to have a clear financial plan. Do you know how you will keep track of revenue, expenses, taxes, and paying yourself or employees?

From the beginning, you need to have a clear plan for pricing, expenses, and profit margins.

I use the ProfitFirst accounting system. You can learn all about it in the book by Mike Michalowicz. Following this system has allowed me to budget for software and invest in myself with online courses and additional certifications.

Following the ProfitFirst accounting system has also helped me pay myself a consistent amount each month regardless of my monthly revenue. We had an amazing guest speaker teach a lesson on this in my membership, Wear Wag Repeat Society. Truly, it was one of the best lessons we’ve ever had!

20. Do I need to protect my business ideas and intellectual property? I’m so thankful that I had a conversation with attorney Shahrina Ankhi-Krol. She educated me on the podcast about legally protecting yourself and your business.

“Legal protection, like trademarks and copyrights, ensures that your business ideas and intellectual property are safe.” – Shahrina Ankhi-Krol, Pet Industry Attorney

–> I had another attorney guest on the show recently who talked to me at length about intellectual property. If your new pet business idea will involve any content creation or influencer posts, you need to check out my episode with Kara Conway Love! 

How Much Time Can You Dedicate To Your New Business

21. Can I commit the time to launch and grow my business? If you’ve had enough time to read this blog post this far, then I think you have time to launch your business! lol

Seriously, you can’t underestimate how much time and attention your new business baby will require. There will most likely be a lot of time upfront. Hopefully, you can take some of the advice in this article and get systems and software in place that will help streamline things in the future.

“Running a pet business is like training a dog—consistency is key. You need to have systems in place and be willing to adjust them as needed, but the most important part is sticking to a plan.” – Marilyn Pianelli, Headlight Harness.

22. Will I be able to balance running my business with caring for my pet? This is a big one for me! I got into the pet industry so that I could spend more time at home with my dogs and have the flexibility to walk them when I want or go on adventures.

“As business owners, it’s easy to work all the time, but setting limits is crucial for long-term success.” That’s excellent advice from Adina Silberstein, who has had a pet care business since 2006 and has her own pack of pets at home.

23. What kind of certification is needed to run the pet business of my dreams? Some certifications can help you fill a void with your target market. For pet sitters, you might want to get certified in Pet First Aid and CPR.

There’s also the Fear Free certification for all kinds of pet-related businesses. 

Of course, dog trainers might want to consider a certification or professional development from the Certification Council for Professional Dog Sitters.

In addition to certifications, some great associations can help you grow your business and find educational resources. I recommend Pet Sitters International and the American Pet Products Association.

Being associated with these groups helps to build trust with pet parents. “In the pet industry, trust is everything. You have to build credibility with both the pets and their owners to succeed,” Julie Krauss, HuggleHounds.

–> I’m speaking at Pet Sitters International’s conference this year. I can’t wait to meet members in person and connect!

You made it this far… So, How Will You Measure Your New Pet Business’ Success?

24. What metrics will I use to measure the success of my new pet business? As you start a business, you should clearly identify how you will measure success.

Setting goals to know when you’re reaching them (and you can celebrate!) is essential. Or, if you don’t reach your goals, you’ll know it’s time to reassess and pivot.

Some metrics you might want to consider are:

• Monthly Revenue
• Number of sales
• Average order value
• Email Sign-ups
• Email open/click rate
• Social Media followers
• Leads generated

25. Do I have a 5-year or 10-year goal for my pet business to grow? I know there are a lot of business strategies and financial and legal considerations when starting your new pet business. But please go back to question number 1: Is your heart really in this?!

Allow yourself to daydream for a little bit about what your big 5-year or 10-year dreams are for your business and your life. Once you have a clear dream, you can plan to get there.

Wrapping Up 25 Questions to Ask Before You Start a New Pet Business

I know that is a lot to consider. I tried to be thorough in this post so you would get a good idea of everything that goes into starting your new pet business.

I don’t want you to feel overwhelmed, so take your time and respond to each of these questions on a Google Doc or in a journal. I promise that going through all of this before you make major business decisions will set you up for success.

If only I had this guide when I started my pet business over 10 years ago! If I can leave you with one piece of advice, it is to reach out for help with your new business.

Starting something new can be lonely and overwhelming. You’ll probably work long hours and put off many of the things that keep you sane—like going for dog walks, making healthy meals, and hanging out with friends.

You can’t grow your pet business alone. You need petpreneurs who get it to cheer you on, and you’ll need a dedicated community of customers. 

I can help with the petpreneur support part of that! Consider joining my Wear Wag Repeat Society membership to learn how to grow your pet business online with help from me and dozens of other petpreneurs just like us.

Did you like this post? I have more resources to help you grow your pet business:
What is a Petpreneur: A Guide to Become a Pet Industry Entrepreneur
How to Figure out the Best Blog Topics for Your Pet Business
Best Social Media Platforms for Pet Businesses 
Ideal Petpreneur Playlist Quiz – Get a custom playlist of my podcast!
Expand Your Pet Business with Digital Products: 12 Ideas You Can Do Today