Don’t sell dog walking ,-- sell dog training and it comes with dog walking options.

You could always try to find some form of “bonus”, like the first hour has a -20% discount for new customers, or for every 9 hours you get one free. I don’t know how aussie dollars translate, but if you feel like it’s a reasonable price, especially if it includes driving, insurance, proper taxation etc, I think it’s fair. Here dogs are often walked by schoolchildren (for free or cheap), but it has some risks, is dangerous if they’re a single kid for 3-4 big dogs, and of course is outside of any taxation or insurance.

I would heavily lean on the “premium” aspect of your qualifications. See how can you include your knowledge in training and qualifications (certifications?) into it. Also maybe make sure it’s clear that you include travel etc. Show it’s more than a walk. Don’t lower your pricing unless you’re offering worse service. (like having travel costs be paid separately, or whatever)

The economy is on a decline.

Look for some way to proved more worth. Include washing the dogs and/or something else.

Another thing to do is to price out a package. $X per week and it includes 3 walks, one bath, treats, etc. Leave a little personalized bag of treats each week for the owners after the bath with a weekly digest.

Also offer vet visits, etc.

Ma’am. I own 6 doggy daycare locations doing $80k - $1.8M in sales each, and I own a dog walking business that does over 1000 walks per day. I’m also one of the more expensive options in my region as I pay my staff higher than any of my competitors. Additionally, I live in one of the most expensive areas of the United States, and let me tell you,

My jaw dropped when I saw your price.

EDIT: But then I noticed something. You said $45/hr when, at least in the US, most dog walking services are listed by the half hour. If you said $22.50/30 min walk instead of “$45/hour”, you would be able to sell a lot more. I charge $25USD/30 min

Hey OP

Take it from someone who nearly gave up. Price your service to cover costs and to provide you a living and don’t budge.

You will always get negative people. It’s easy to but you should avoid reacting to one or two people saying they can’t afford your prices. That’s OK, they aren’t your target market.

Make sure you market to people in your demographic. I’m going to guess middle to upper middle class people.

If someone wants to open a budget training4u style service then let them.

I priced too cheap and felt like I was working for nothing. I hiked my prices 6% and nobody batted an eyelid, while I’m not huge I’m turning over about. 1500aud a day (I’m in the UK so roughly). I feel like I’m on a runaway train now but the first year was making mistakes and learning how to market.

You got this

I would pay up to 30. but I wouldn’t pay 45.

Im sure its high-end pricing but i believe i offer a very high quality service. I am registered, insured, and have to maintain my car as well. It is a family car so I’m not able to claim it 100% for the business, so I have to maintain it out of what I pay myself. The cost also includes treats, waste disposal, and travel to/from (as well as if I travelled to collect a few dogs to walk together).

Your pricing may be fine but nobody will care about what your business expenses are.

We all have costs associated with business, nobody cares.

Either your competitors are much cheaper or you’re marketing to the wrong clientele

That definitely isn’t too much. If someone is doing it for cheaper they are probably doing something illegal like not paying taxes.

If it is too expensive and you don’t get any clients then it means there is no market for professional dog walkers. Your rate for repeating customers is 35AUD/h. That’s $22 USD/h right? I doubt you can buy any other professionals time in Australia for that cheap. Can you?

However having people complain about your prices is not an issue. Any service you can provide is always going to be too expensive for some because buying services is a luxury. Very few people can afford to get their apartments and houses cleaned by maids. Doesn’t matter. There are enough well doing people to buy cleaning services. Find where the people live who can afford to get their dogs walked and target your sales in those areas. The neighborhood where all the rich people live in your area is probably a good start.