Why pricing is so hard to get right

Most dog groomers undercharge, often by 20-30%. The reason isn't lack of skill; it's lack of a pricing system. When you work from intuition rather than numbers, you end up matching competitors rather than charging what your service is actually worth.

This guide gives you a framework to price confidently, charge what you deserve, and stop leaving money on the table.

Start with your costs, not the competition

The first step is knowing your floor: the minimum you need to charge to cover your costs and make a living. Work out:

  • Fixed costs: rent, equipment, insurance, software (monthly)
  • Variable costs: shampoo, blades, energy per groom
  • Your target income: what do you need to take home each month?
  • Hours available: how many dogs can you realistically groom per day/week?

Divide your total required monthly revenue by the number of grooms you can do. That's your floor price per groom. Most groomers are shocked to find their floor is £10-£20 higher than what they're currently charging.

Breed-based pricing

Flat pricing is the enemy of a sustainable grooming business. A Chihuahua and a Standard Poodle both get a "bath and brush" on your booking page, but they're not the same service. Breed-based pricing solves this.

Group your services into size tiers (XS, S, M, L, XL) or by breed complexity. Charge more for high-maintenance coats, double coats, and matted dogs. Build a surcharge policy and communicate it upfront so clients aren't surprised.

Adjust for your market

Once you know your floor, research your local market. Look at what 3-5 comparable groomers charge in your area. You don't need to be the cheapest. Being in the middle or slightly above average often builds more trust.

Premium positioning works in pet grooming. Clients who care deeply about their dog's welfare will pay more for a groomer who communicates well, keeps detailed records, and sends before-and-after photos.

Review your prices every 6 months

Costs go up. Your skills improve. Your reputation grows. Prices that made sense 18 months ago may no longer be fair to you. Build in a review every six months. A 5-10% increase is usually well-received by loyal clients when communicated professionally in advance.

One last thing: zero commission matters here

If you're on a marketplace that takes 15-20% per booking, every price increase you make is actually giving a larger cut to the platform. On a flat-fee model like Mutt Den, 100% of every price increase goes directly to you. That's why commission structure matters as much as the prices you set.