Starting Your Dog Training Business: The First 90 Days

Key takeaways

• Anyone training dogs commercially in Germany needs a permit from the relevant veterinary authority under Section 11 of the Animal Welfare Act. Submit this application first, not last.
• Sort out business registration, your permit and liability insurance in the first two weeks. Everything else builds on these foundations.
• Base your prices on your actual costs, not your gut feeling. Include travel time, preparation and days without income.
• In the first 90 days, local visibility beats any major campaign. Vets, animal shelters and a Google listing help bring in your first clients.

The best way to start your dog training business is to get three essentials in place: the right permit, liability insurance and a clear service offering. Sorting these out in the first two weeks saves you costly surprises later and lets you focus on what matters: dogs and their people.

I'm Michael, a mantrailing trainer from Vienna, and I've been working with my two dogs, Petra and Siegfried, for years. In this article, I'll walk you through your first 90 days. Step by step, with checklists and an honest look at the pitfalls. No promises about what you'll earn. Those figures depend on you.

Business registration, insurance and permits: getting started in Germany, Austria and Switzerland

The most important rule first: in Germany, you need a permit before you train dogs commercially. This is set out in the Animal Welfare Act. Specifically, anyone who commercially trains dogs for others or instructs owners in training their dogs requires a permit from the relevant authority (Section 11 of the Animal Welfare Act, Federal Ministry of Justice). Your local veterinary authority handles this.

What this means for you: submit this application at the start, not at the end. You'll generally need proof of competence and a description of your activities. Allow time for this, as the authority will review your application.

You also need to register your business with the local trade office. This is straightforward and must be done before your first paid appointment. The fee is small and varies by municipality.

Checklist for weeks 1–2 (Germany):

• Apply for a Section 11 permit through your local veterinary authority
• Prepare or obtain your proof of competence
• Register your business
• Take out business liability and dog trainer liability insurance
• Apply for a tax number from the tax office

Austria and Switzerland have their own regulations. In Austria, trade law applies, alongside animal welfare requirements set by the federal states. In Switzerland, federal and cantonal rules govern the requirements for trainers. Please get a definitive answer from the relevant local authority. I'm offering guidance, not legal advice.

Good liability insurance is essential in all three countries. You're working with other people's animals and with people you don't know. If a dog injures someone or damages something, you'll want to be covered.

Define your services and target audience

Before setting your prices, decide what you offer and who it's for. A focused offering makes it easier to attract clients than a long list that covers everything. Start with two or three clearly defined services rather than ten half-developed ones.

Ask yourself three questions. What problem do you most enjoy solving? Which dogs and owners are a good fit for you? And what are you genuinely good at? For me, it's mantrailing. I work on scent work with Petra and Siegfried every day, and people notice that.

Your target audience doesn't have to be huge. It has to be right for you. Specialising in puppies, everyday training or a particular behavioural issue helps people recognise your expertise sooner. It also makes referrals easier, because people know exactly what to recommend you for.

If you're still unsure about your positioning, deliberately set aside time to work on it. A clear niche is worth more at the start than a broad programme.

How to sharpen your offering:

• Give each service a clear name, such as Puppy Starter Course
• Describe the outcome, not the method
• Decide on your training formats and settings: one-to-one, groups, at home, outdoors
• Drop anything you only offer half-heartedly

Calculate realistic prices

Your prices should come from your costs, not your gut feeling. Work from the bottom up: how much revenue do you need to keep your business running? Only then will you know what you need to charge per hour.

Many new trainers only count the hour spent with the client. That's the mistake. A paid training hour often involves half an hour of travel, fifteen minutes of preparation and documentation afterwards. If you don't factor in all that work, you'll be undercharging.

Include these items in your calculations:

• Travel time and expenses
• Preparation and follow-up for each appointment
• Insurance, business registration and professional development
• Days without income due to holidays, illness or weather
• Money set aside for taxes

Divide your target revenue by the hours you can realistically bill for. That's considerably fewer than the total hours in a working week. This is exactly where many calculations fall short. It's better to be conservative.

Lowering prices is easy; raising them is hard. So don't start too low. You'll find a detailed guide with worked examples in Calculating Your Dog Training Prices: How to Get It Right.

Your first clients: getting noticed locally

In your first 90 days, you'll find clients locally, not through major campaigns. The market is there: around 10.0 million dogs live in German households (ZZF, Pets in Germany, 2025 Market Data). Many of their owners are looking for support nearby. Your job is to make sure they can find you.

First things first: get noticed where dog people already spend time. Introduce yourself in person to local vets, animal shelters and pet shops. A business card and a brief, genuine conversation have more impact than any advert.

At the same time, set up a Google Business Profile. This helps you appear when someone in your area searches for dog training. Add your opening hours, a good photo and a clear description. Ask happy clients for an honest review.

Your first marketing channels in the early weeks:

• A Google Business Profile with a photo and a clear description of your services
• Personal introductions to vets and animal shelters
• A simple website with your services, prices and contact details
• A locally focused social media channel showing your real day-to-day work

When building your website, keep it simple to begin with. Your services, prices, contact details and a few authentic photos are enough. A clear website is better than an overloaded one.

A tip from my own experience: show real moments rather than polished promotional photos. Petra picking up a trail in a meadow is more convincing than any slogan. People want to see how you work.

Keep processes, appointments and bookkeeping simple

Keeping things simple from the start means using fewer tools and having clear routines. You don't need an elaborate system in your first 90 days. You need one you can stick to every day.

Decide on three things: how people book appointments with you, how you issue invoices and where you keep receipts. Once these three processes are in place, the rest becomes easier.

For bookkeeping, save every receipt straight away, not at the end of the year. A folder or a simple app is enough. Put money aside for taxes every month to avoid an unpleasant surprise. If you're unsure, a tax adviser can help, especially when you're starting out.

Your streamlined setup:

• One calendar with a consistent booking process
• Templates for invoices and appointment confirmations
• A fixed time each week for paperwork
• Money set aside monthly for taxes
• A clear cancellation and no-show policy

Keep your tech setup deliberately small. Every extra tool takes time and attention. A simple process you actually use is better than ten programs you never open.

Don't put pressure on yourself to be perfect in your first 90 days. You're allowed to adjust things. What matters is getting started and keeping going.

If you want to check where your business still has gaps, try Schnauze's free Business Check. Answer a few questions to see which foundations are already in place and where you still need to do some work. It's a useful next step before your first client arrives.

Frequently asked questions

Do I need a permit to work as a dog trainer?

In Germany, yes. Anyone who commercially trains dogs or instructs owners in training them needs a permit from the relevant authority under Section 11 of the Animal Welfare Act. Your local veterinary authority handles this. Austria and Switzerland have their own rules, which you should check locally.

How much does business registration cost?

Business registration in Germany is inexpensive and usually involves a one-off fee. Your municipality sets the exact amount. Register your business before your first paid appointment, or you risk a fine.

How much should a one-to-one session cost?

There is no fixed benchmark. Start with your costs: travel time, preparation, insurance, professional development and days without income. Divide the total by the hours you can realistically bill for. This gives you a sustainable price.

How do I find my first clients?

Locally and in person. Introduce yourself to local vets, animal shelters and pet shops. Set up a Google Business Profile and offer a clearly defined initial service. Recommendations from happy owners are your strongest channel when you're starting out.