Business

'How Often Should You' typography
Three small dog figurines stand on a blue credit card, with dollar signs floating above and around them.
'Raise Your Prices?' typography
By Laura Laaman
She economy has been anything but predictable over the past few years. From post-COVID inflation and high interest rates to rising wages, higher taxes and a soaring cost of living, business owners have had to navigate uncharted territory. And with major financial institutions like JPMorgan and Goldman Sachs placing the odds of a 2025 recession at 45-60%, uncertainty continues to loom large.

Travel is struggling, too—and our overnight care demand is closely tied to human travel. According to the U.S. Travel Association, overseas travel is down 12%, and domestic air travel this past March was virtually flat compared to the year prior. After a record-setting 332 million visits in 2024, National Park visits saw a downward trend that began in the latter part of last year and continued throughout the first quarter of 2025.

With so much unpredictably, it’s easy to freeze your prices. But now is a critical time for business owners to ask themselves when the last time was you adjusted your rates. Stagnant pricing can quietly and steadily erode profitability and take the wind out of your sails at a time you need it most.

Most successful pet care businesses adjust their pricing at least once per year; however, it can be beneficial to adjust prices two, three or even four times per year. Why? Because regular, well-planned pricing adjustments are necessary to ensure the sustainability and success of any business. Here’s why (and how) to establish a price strategy that not only keeps you afloat but propels you ahead in even the choppiest waters.

A figurine of a woman walks two dog figurines on leashes. Dollar signs float around them.
Most involved owners have conflicting emotions about adjusting prices; they know a price adjustment is necessary, but they’re worried about losing customers.

Start with an Outside Pricing Analysis

Pricing in pet care is a delicate balance. Your fees need to be “reasonable” to your customers while allowing you to meet the financial demands of running a high-quality business. This often requires a comprehensive look at the bigger picture—and some outside perspective.

Business owners are often among the worst people to make pricing decisions. Most involved owners have conflicting emotions about adjusting prices; they know a price adjustment is necessary, but they’re worried about losing customers. They’re scared of how “Mrs. Smith,” who is on a fixed income and has been coming for 30 years, will react. And they think about how many reservations they’ve already booked at the current price. This conflict often paralyzes owners into taking the path of least resistance: small, infrequent, delayed and/or inappropriate price adjustments.

A professional, third-party analysis shines a light on your true cost of deliverables and other expenses which otherwise might be overlooked. An outside consultant will analyze the value of your services and amenities, study your region and market, evaluate the level of care you provide, and measure your operating costs—including staffing, utilities, insurance, facility maintenance, supplies and everything else.

There are a lot of moving parts and hidden factors to consider; it isn’t something you want to guess or play by ear. Bringing in a specialist removes doubt and gives you a good look from all angles at the reality of your pricing situation.

Three miniature figurines of women, viewed from the back, stand wearing green shirts and blue pants.
Attracting and retaining enough great people is challenging and costs a lot. If your prices aren’t appropriate, you won’t have the funds to pay new employees what they expect while providing similar raises to your existing team.
Supporting Hidden Expenses
Here’s another important reality: our buildings take on a shocking amount of abuse. Sure, just like human hotels, or even personal houses, things break down over time and become dated. But our situation is so much worse. Our floors, enclosures, outside areas, lobbies, appliances, and HVAC equipment all have a certain lifespan and must eventually be replaced.

Forward-thinking business owners anticipate this many years in advance. They start and grow a “roof fund” or capital improvement savings over time. Unfortunately, this is nearly impossible to actually do without accurate, timely and sometimes uncomfortable price adjustments.

Similarly, business owners often struggle to accurately anticipate future staffing costs. Wages in similar service industries have increased substantially in recent years. Attracting and retaining enough great people is challenging and costs a lot. If your prices aren’t appropriate, you won’t have the funds to pay new employees what they expect while providing similar raises to your existing team.

Without these investments, your business can enter an ugly downward spiral. If maintenance or upgrades are neglected, it can be challenging to justify necessary price adjustments. You’ll attract fewer quality, new clients and will be left with an aging, price-sensitive client base, which will again make necessary price adjustments that much harder.

Along the same lines, low pay and poor benefits will eventually lead to a weak staff dominated by underperformers resistant to change—yet another obstacle to a proactive price strategy.

In many cases, an assessment reveals significant room for improvement. Depending on the outcome, a large price adjustment will likely be necessary to bring you back up to a sufficient level. This initial jump may feel like more of a leap, and if so, you’ll need proper guidance and preparation to explain the necessary price adjustment to your customers.
How to Successfully Adjust Prices
This initial rate adjustment is a lot like removing a thorn. It can be painful, but the right treatment heals the wound and sets you up for a stronger, healthier future. Once you’ve identified the appropriate prices for your business, here’s how to successfully implement them:

1. Get your staff on board.
If your team isn’t confident your services are worth the price, your customers certainly won’t buy in either. Before implementing new rates, make sure your team understands why they’re necessary and how important they are to the continued health of the business. There’s no need to get into nitty-gritty financial details, but a straightforward explanation of the cost of doing business can help employees put a price change into proper perspective and turn them into champions of your new rates.

2. Prepare positive messaging.
The way your prices are presented to the client matters whether they’re first-time visitors or long-time regulars. Make sure the client understands what their pet is receiving for their money—the wonderful experience at your facility, a full staff of highly trained professionals, security measures, any special amenities, certifications and any other differentiating factors you have. It can help to provide your team with responses in the event of pushback so they can reaffirm your company’s commitment to the best possible standards.

3. Build pricing into your long-term strategy.
Price adjustments shouldn’t be reactive; they should be part of a proactive, ongoing, growth-minded business strategy. Map out a plan for annual or semi-annual reviews of your pricing structure to ensure you’re keeping pace with rising costs and market expectations going forward. Regular, thoughtful adjustments help stabilize revenue growth, making it easier to plan facility upgrades, add new services or invest in staff without scrambling to catch up financially later.

Implementing Smaller, More Frequent Adjustments
In the long term, small and steady adjustments are more digestible and better reflect the gradual rise in your own operating costs. Think about your favorite coffee shop. They don’t wait a year to adjust prices, they change them based on their expenses. Why? Because postponing price adjustments can be deeply costly. Waiting a year between adjustments dramatically cuts into your earnings, especially in inflationary periods like we’ve seen recently.

It may be time to re-evaluate your rates if your company…

  • Hasn’t adjusted prices in the past six months
  • Can’t afford to offer raises or competitive wages to staff
  • Maintains good volume, but profits haven’t grown
  • Can’t afford needed improvements or expansions
  • Provides high-quality service that isn’t reflected in your current prices

In today’s rapidly shifting economy, staying still is falling behind. The most successful pet care businesses aren’t just surviving; they’re actively adapting, and proper pricing is a key part of that strategy. Regular, intentional price adjustments allow you to protect your margins, support your team, and continue delivering the exceptional care your clients expect and deserve.

If it’s been a while since your last pricing update, now is the time to act. Don’t wait until profits drop or costs outpace your rates—be proactive, be confident and make pricing a routine part of your growth strategy. With the right insights and preparation, you can steer your business through today’s stormy economy and come out stronger on the other side.

Laura Laaman is president of Outstanding Pet Care. If you’re interested in the strategies discussed in this article and want to grow your revenue with our proven, guaranteed services, schedule a consultation by calling 1-888-836-8740 or visiting www.outstandingpetcare.com/contact

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