The Two Feet Forward Blog

Are you Missing Out on Allowable Tax Deductions for Your Dog Walking Biz?

By guest author Marie Poliseno, CPA and managing partner of Dollars & Scents Accounting Services

Jack Russell terrier dog wearing glasses, holding books, and with a pencil in his mouth.Too often, self-employed professional dog walkers find themselves owing taxes at the end of the year, in part because they weren’t aware of things they could or should have done during the year to avoid a tax bill. This includes understanding tax deductions that are appropriate for a dog walking business.

First and foremost, planning is key: Don’t just get handed a tax bill at the end of the year. Learn advantageous ways to manage it. Make sure you are tracking your income and expenses accurately, and don’t be afraid to ask questions.

Too often clients fail to engage in a dialogue with their tax preparer. A good CPA who understands your industry will take initiative, but it never hurts to ask about tax strategies that could lower your tax bill, including allowable deductions you may be leaving on the table.

Where to Start
The first step is setting up a separate business bank account from your personal one. Once you’ve committed to a discipline of depositing all of your business income and paying business expenses from your business account, you’ve gone a long way toward helping yourself understand your financial picture and the taxes you’ll owe.

The second step is learning to properly categorize your revenue and expenses to determine their tax deductibility. There are various ways to get help with this step, including engaging a CPA knowledgeable about your industry, attending tax related webinars, or doing some research on your own.

Next, engage in a dialogue with a tax professional to answer some essential questions, such as:

  • Are there any tax advantages to purchasing certain assets for my business, like a car or an SUV? Does one type of vehicle have a tax advantage over another?
  • I am planning to invest in my business this year, including purchasing a new computer and software to manage my scheduling of dog walking and invoicing. How will this affect my tax bill?
  • I am planning to attend a conference this year or enroll in an education or certification program away from home. What expenses can I deduct while traveling to and from these events?
  • Are there any tax strategies I should be employing to lower my bill?

Don’t be afraid to ask questions. You know your business better than anyone, so if something is on your mind, speak up! Your tax preparation should not just consist of handing over some files or receipts to an accountant once a year. Having a consistent dialogue with your CPA throughout the year helps lay out a plan for managing your taxes and provides an opportunity to do something about them proactively. This will often save you money and unpleasant surprises, like owing more than you’ve budgeted for.

Often-Overlooked Tax Deductions
I see too many clients paying more taxes than necessary simply because they didn’t know they could take certain kinds of deductions. Here are some of the most commonly missed ones:

The Home Office Deduction. Did you know that a portion of your home or apartment used exclusively for your business is tax deductible? Your home office space is the most obvious candidate. And if you provide boarding or daycare in your home, which is often the case—because as your clients’ dog walker, you are probably the first person they will approach to provide this service—the space you use for crating the dogs in your care could also be considered when calculating the square footage of your home used for business. Think about not only the additional revenue source but the tax advantages of deductions associated with it, like the laundry, pet food costs, and other supplies. Translation: tax savings!

Business Use of Your Vehicle. Especially for dog walkers who spend a lot of their time traveling to, picking up, and dropping off clients’ dogs, getting the best possible deduction for the use of your vehicle can save tax dollars big time. Many people believe the mileage deduction is always the most advantageous way to deduct the business use of their vehicle, but this isn’t always true. Often times, especially with new vehicles, the depreciation deduction far outweighs the mileage calculation. It’s worth asking your accountant which strategy is best given your vehicle and how it’s used.

Meals While Away From Home. This is often a topic of conversation because most dog walkers work in close proximity to their homes. In those cases, meals while out and about during the work day are NOT tax deductible. However, if your dog walking takes you more than 20 miles from home, the cost of your meals could be tax deductible.

Conference and Workshop Expenses. While most people realize the cost of enrollment in a conference or class is a business expense, many dog walkers overlook costs while attending such events. For example, you can deduct meals, the cost of travel to/from the workshop including car expenses (mileage or gas), parking, tolls, and lodging (even if it’s an RV park!), and any other expenses directly related to the activity.

Communication is the Key
The rules around deductions change often—another reason to keep that dialogue going with your accountant. Knowing about tax law changes can help you make good decisions about a range of things, including when to purchase something, what to buy, and how to purchase it. Should you buy a new or used car? This year or next? How much should you spend on it? Should you own it or should the business? Your tax professional can also guide you in decisions about the use of your space, or even which expenses to keep track of.

In short, maintaining an active relationship with a CPA and keeping up on tax laws can keep more money in your pocket at tax time. Who doesn’t like that?

 

Marie Poliseno is the managing partner of Dollars & Scents Accounting Services. She is a certified public accountant (CPA) as well as a professional dog trainer (CPDT-KA) and honors graduate of the SFSPCA Academy for Dog Trainers (CC). To work with Marie on your financial and tax matters, email [email protected], or visit www.dog-pro-cpa.com to learn more about her services.

Maximizing Client Referrals

A referral is worth a thousand words—and thousands of dollars, too. So it pays to have a strategic referral plan to help keep your dog walking schedule—and your bank account—full.

If you don’t like marketing, that’s all the more reason to cultivate client referrals: Encouraging and rewarding referrals is one of the easiest, least stressful ways to market your business, and it’s a great ego and confidence booster, too. No marketing budget to speak of? Client referrals cost little, and you spend money only when you’re making it.

There’s another advantage, too. If you like your clients, there’s a good chance you’ll also like their friends. As any successful business owner knows, enjoying who you work for is one key to longevity.

If we’ve convinced you, here are some easy tips for putting your client referral plan into action.

Creating Your Referral Plan

Just ask. If you’re like most dog pros, asking for referrals can feel uncomfortable. But it doesn’t have to be. There are lots of simple, unobtrusive ways to let clients know you have open spots. You can include a small message at the bottom on your monthly invoices or in your daily or weekly written communications, telling clients why you’re asking them in particular. For example, “I’ve got a couple spots open in my walking schedule. If you know any clients and dogs as wonderful as you and Fido, I’d be grateful for referrals. Thank you, and thank you for trusting Fido to my care!” A note like this softens the discomfort of asking for referrals by focusing on the client rather than just your request. You can also include similar messaging in your email newsletter, holiday cards, and any other written communications.

Use positive reinforcement. Human clients enjoy treats just as much as canine clients, and positive reinforcement increases behavior no matter what the species. So don’t miss an opportunity to reward referral behavior. It doesn’t have to be anything elaborate. For example, a hand-written note with a gift card to a local coffee shop is a great, simple way to say thank you.

Keep your costs and admin time down. The cost of such gifts is generally lower than discounting your services or offering free walks, and they carry a larger emotional impact for the client. It does require more work on your part, though, so it’s best to organize ahead. Start by pre-purchasing thank you cards (branded ones lend a nice touch!) and ten gift cards. Set a goal to use all ten within a year.

Celebrate Return On Investment. You’ll spend a small amount on gift cards and a bit of energy finding simple ways to request referrals. Chances are, these efforts will generate at least one new regular client during the course of the year, potentially adding thousands of dollars of revenue. Not a bad return on investment!

Maintaining Your Referral Plan

Keep it timely. As soon as you’ve received a referral, jot the name of the client and the source of the referral on your follow-up list for this week to be sure you get a note and a treat out right away.

Keep it relative. For those clients who send referrals frequently, be sure to change up your reinforcement so your thank-you efforts don’t begin to feel forced and stale. Change up the gift card source and, for clients who refer often, up the ante with a larger gift like a dinner certificate, massage voucher, or basket full of dog treats and toys. Work to match the gift to the client, remembering that positive reinforcement only works if the recipient finds it rewarding.

Return all calls. It only takes one person telling their friend that she never heard back from you to dry that well up. Be sure to follow through on every referral sent your way, even if it’s only to offer an alternate referral of your own.

Share results by staying in contact. Place each new client and the client who referred her on your calendar again for a month down the road. Leave a note or send an email to let the referring client know how much you’re enjoying the dog and client she sent your way. It’s a nice touch and may help encourage her to send another friend or colleague your way. Chances are the compliment will be passed on to the new client, too.

Get Started!
Client referral marketing makes building and sustaining your business easier by cutting down on the time needed to search out new clients. So set aside some time now to set up your referral plan, then enjoy the benefits of a growing business over the coming year.

Rules of Engagement for Great Dog Walks

By Pat Blocker, Denver, CO Dog Walking Academy Instructor and Owner of Peaceful Paws Dog Training

Imagine a parallel universe where dogs are as compelled to respond to their person as humans are to instantly answer our cell phones­—anytime, anywhere. A decidedly essential skill for dog walkers is the ability to overcome canine distraction. This can be a tall order. For instance, hailing a dog away from a fascinating pee-mail would be like having me notice your eye color while Johnny Depp walked through the room.

Two vital skills needed for successful and safe walks are the capacity to engage dogs while walking and getting a reliable recall. Whether you walk dogs on or off leash, whether you walk dogs singly or multiple dogs together, you’ll want to master the rules of engagement.

Off on the right paw
It’s important to engage dogs before the walk as well as during. For example, ask dogs to sit and focus when you enter their home and again before exiting. This sets the tone for your outing. If you are transporting a dog to a trail or off-leash park, you’ll set the mood with a polite sit before loading, after unloading from your vehicle, and again before heading on to the trail.

On the walk
If a dog is engaged during the walk, he’s not completely absorbed in his own world where things can get risky. Talk to the dog. Have him check in. In the meantime, you’re practicing situational awareness to see potential distractions early. With dogs engaged, you can redirect if necessary and reinforce proper behavior. If you’re connecting with the dog, you’ll be proactive instead of reactive. When you’re proactive, would-be problems are more easily averted. Preventing a situation is always less complicated than dealing with its aftermath.

Circle up
Engage dogs by circling them up. This means having dogs gather close, sit, focus on you, and wait for treats. Whether walking on or off-leash, single or multiple dogs, you’ll want the ability to circle them up. It turns distracting situations and potential problems into a positive, safe experience.

When to circle up

  • Other dogs passing by at a distance
  • People passing by (especially joggers, skateboarders, cyclists, etc.)
  • Before loading into your vehicle
  • After unloading from your vehicle
  • Before crossing the street
  • Highly distracting situations (think squirrels)

Teaching circle up
It’s easiest to teach behaviors to individual dogs as opposed to group learning. If you walk multiple dogs, have each one reliable on the behavior before attempting a whole-group circle up.

To teach circle up, start with little or no distraction. With the dog on leash, call him to you. Then cue him to sit and treat him for doing so. Next, practice off leash. Even if you don’t walk dogs off lead, you’ll want the ability to circle up in the event of a dropped or broken leash.

For a group circle up, call all dogs to you and cue a sit. As each dog sits, say his name and treat him. Speaking each dog’s name teaches the dogs to wait their turn for treats.

Bonus: Passersby will marvel at your dogs’ polite behavior under distraction. You are a model for your business. Be sure to carry your business cards!

Reliable recalls
It’s been said that dogs come when called and cats come when they’re interested. In reality, dogs also need to be interested. We want to build a rapport with our charges that has them interested and knowing that compliance is worthwhile.

A reliable recall allows us to

  • Call dogs away from danger
  • Call dogs out of an escalating situation
  • Call dogs away from distractions

Rules of recall

  • Be ridiculously happy. Even if you’re feeling scared and frustrated, use a happy, high-pitched voice.
  • Resist the urge to chase. Running toward a dog will incite him to run away, either from fear or because it’s fun. Do the counterintuitive thing and run away from the dog while calling him.

Teaching recall

  • Enthusiastically call the dog’s name. Be very animated by slapping your knees or clapping your hands.
  • When you have the dog’s attention, move away from him and say, “Come.”
  • Upon the dog’s arrival, lavish on praise and treats.

To teach successful recalls, begin with little or no distraction. If a dog can’t come when it’s easy, he can’t do it when it’s difficult. Don’t begin training recall on the trail or at the park where dogs are susceptible to fun induced deafness. Start easy and work up to increasingly difficult situations.

Practice makes perfect
If you only call dogs to come or circle up when you’re ready to leave the trail or park, they’ll quickly learn that these cues mean the fun is over. To avoid this consequence, practice the cues randomly throughout the walk. Praise, treat, and let the dogs return to whatever fun they were having

With training, understanding, and fun, dogs will be happy to comply with the rules of engagement—anytime, anywhere.

Balance Your Dog Walking Marketing Plan

Think of a three-legged stool. It stands—and supports your weight—only because each leg has been built to do its part; it’s perfectly balanced. Remove, or even shorten, just one leg and the stool topples. Like the stool, a balanced marketing plan requires three legs. Unfortunately, it’s rare to see a dog business marketing plan that gives careful attention to all three.

More often dog walking businesses put emphasis in one area, ignoring or underserving the others. Sometimes the focus is on marketing to referral sources, sometimes on getting out in front of the general public of potential clients, but most often on staying in touch with current and past clients. But the most powerful marketing plans balance a bit of all three, because each has a specific role to play in the success of your dog walking business.

Referral Sources
Referral sources—other dog professionals who send clients your way— are the most critical audience as you start out, and they’re what will feed your business for long-term sustainability as well. Get a few good referral sources on your side and your business will build much more quickly.

Referral sources such as veterinarians, dog trainers, dog daycares, pet sitters, and pet supply stores tend to come into contact with people precisely when they need your services the most. Potential clients may complain to a veterinarian or dog trainer about their dog’s destructive or hyper behavior, be told by a daycare that their dog isn’t a good fit for group play, or worry out loud to a pet sitter or store clerk about an overly long workday. You want fellow dog pros to have your name on the tips of their tongues when this happens.

When courting referral sources, think about what you might do for their businesses, rather than what you’re hoping they’ll do for yours. For example, ask any potential referral source for 10 minutes to interview them for an article about their business in your newsletter. Invite dog trainers and pet sitters out to coffee or lunch. Ask trainers what you can do to help reinforce their training work on your walks. Surprise a vet clinic or dog daycare with a pizza lunch on a busy day. Starting relationships this way allows you to avoid the discomfort of cold requests for referrals. And referrals will follow if you make other dog pros’ lives easier and find ways to show them your expertise and professionalism.

Potential Clients
Marketing to potential clients is about building your brand awareness and recognition. It takes time for people to become actively aware of a new business or service, so start early and be consistent. Success here requires staying in front of people so they’re already aware of you and know just who to go to when they decide it’s time to hire a dog walker. So the more marketing you do, the more effect it will have.

Don’t confuse marketing to potential clients with marketing to the general public. The more you narrow your focus, the less money and effort you’ll need to spend on your marketing, and the more successful returns you’ll see. You really don’t want all people with dogs to call you anyway. For one thing, you only want people within your service area. Make that too broad and you’ll spend more time driving than walking. And there’s no point in marketing your services to people who can’t afford them, so economic factors come into play as well.

You may wish to further narrow your focus to specific sub-culture groups. For example, you might tailor your message to busy families. Maybe you want to appeal to the green-minded in your community. Or to the gay community or to churchgoers. It’s not necessary to focus your audience in this way, but the more specific you are, the easier it will be to both tailor your message and target your marketing efforts.

Writing articles for the local paper, distributing a printed newsletter, providing informational fliers (Why Hire a Professional Dog Walker, for example, or 5 Things To Ask Before You Hire a Dog Walker) to local dog businesses, distributing custom branded trading cards for the dogs you walk instead of business cards, wearing logo clothing when out walking—these are just a few examples of public marketing projects you might employ.

Current And Past Clients
Retention marketing is key to longevity. This should be the smallest portion of your marketing plan as you start out, because you have few people to keep in contact with at first, but should grow in importance as your business grows. You’ll spend time and resources landing your clients; it makes no sense not to keep them in your marketing loop. This is not only good customer service, it’s also how you build word of mouth over time. Get enough happy clients talking and you’ll end up with more happy clients.

That said, if you’re just getting started and you’ve put all your weight on this leg of the stool, back off a bit and make sure you stabilize the referral and public legs of your marketing plan—you have to get clients first before you retain them!

E-mail newsletters, blogs, and social media outlets like Facebook and Instagram are the most common forms of retention marketing for dog walkers. These tools allow you to show your current clients what you do for them every day. Seeing their dogs out having fun, and getting daily or weekly reports from you via images or anecdotes, cements brand loyalty. It also gives them something to pass on to friends, family, and coworkers—inadvertently spreading the word about your dog walking service.

Building Your Sturdy Marketing Plan
Take a few minutes to consider the marketing you’re currently doing. Which leg of the stool does each project fall under? Given the stage your business is in, which legs could use some attention? Achieving the right marketing balance maximizes your efforts and helps you reach your goals that much faster.

Making the Right Travel Deductions for Your Dog Walking Business

As a dog pro CPA, dog walkers often ask me what types of business expenses are deductible on their tax returns. Vehicle-related tax deductions seem to cause the most concern and confusion. Common questions include “I use my car for both business and personal use. How much of my insurance can I deduct?” “I drive 50 miles per day picking up my clients’ dogs, taking them to the beach, and then returning them home. When does the mileage start to count and how much can I deduct for the gas and tolls I pay during this time?” “Because I’m driving around so much I had to buy new tires for my car. Can I deduct them?” These are great questions, and getting the answers right matters. So let’s take a look to clarify what about your car is—and is not—tax deductible.

Good records matter.
First and foremost, the records you keep are the most important factor in determining the tax deductible portion of your vehicle’s expenses. Your records don’t need to be pretty or even very sophisticated, but they do need to be accurately maintained. You don’t need a printout from a fancy computer program or an Excel spreadsheet to document miles driven for business purposes to justify the expense. A handwritten notebook or log is a completely acceptable record. There are also easy-to-use mileage apps like Mile IQ that make tracking business and personal miles easy. But whatever form of documentation you choose, you must at a minimum keep a record of these three things:

  1. Total miles driven
  2. Miles driven for personal use
  3. Miles driven for business use

Every time you get in your car, note the date, beginning odometer reading, end odometer reading, and how many and what kind of miles you drove—business or personal. If you did a bit of each (for example, a detour for personal errands on the way home after dropping off the dogs), be sure to note how many miles for each. (Apps like Mile IQ do most of this work for you.) If you do this every day (work and non-work days), you’ll have a complete and accurate record of the miles you drove and their purpose, to calculate the amount of your tax deduction at the end of the year.

How much can I deduct?
There are two different methods for determining the amount of your tax deduction. Comparing the two will allow you to choose the one that gives you the greater deduction.

  • The standard mileage method
  • An allocation of actual expenses

Method #1: The standard mileage method. The mileage method simply multiplies the number of business miles driven by a pre-set amount-per-mile the IRS determines each year. For 2016, the amount is 54 cents per mile. In order to calculate your deduction, all you need to do is multiply your total business miles driven by the mileage rate. Easy? Yup! For most dog walkers with vehicles more than a few years old, or for walkers stacking up a ton of business miles driving dogs to and from the park or trailhead, this method will likely result in the largest deduction.

Method #2: Allocation of actual expenses. Still, it’s best to check both methods to make sure you get the biggest tax benefit. To calculate the amount under the allocation method, you’ll still log all your miles. But in addition you need to keep track of the actual amount spent on:

  • Gas
  • Tolls
  • Parking
  • Garage rent
  • Repairs and maintenance
  • Insurance
  • Property tax
  • Tires
  • Rental fees
  • Interest (if you are financing your car)

In addition, your accountant will compute depreciation on your vehicle, which is another deductible expense when using this method.

Again, record keeping is paramount. If you are of the George Costanza variety and like to keep receipts in your wallet, that will do the trick. But using a business debit or credit card is the easiest way to track gas purchases and the like—and your card is much less likely to blow away on a windy day.

How do I know whether miles are personal or for business?
Here are a few typical situations to help keep your personal and business miles straight:

  • Travel from home to pick up or drop off your clients’ dogs is of course business.
  • Travel between clients’ homes is business.
  • Travel to the location you take your clients’ dogs for walks is business.
  • Travel to the gym after you drop off your last dog but before you go home would be considered personal (and should be subtracted from the total miles driven that day for business purposes).
  • Travel to the store to buy harnesses for your dogs would be considered business, but travel to the grocery store for food (unless it’s for making dog treats for your walks) is personal.

Situations in which mileage or a vehicle-related expense could be considered business or personal (or a bit of both) may require careful reasoning and judgment. Keeping good records and discussing them with your tax professional will help guide you when the answer murky, keeping you out of trouble and making sure you aren’t missing any legal deductions.

 

Marie Poliseno is the Managing Partner of Dollars & Scents Accounting Services. She is a Certified Public Accountant (CPA) as well as a professional dog trainer (CPDT-KA) and honors graduate of the SF/SPCA Academy for Dog Trainers (CC). To work with Marie on your financial and tax matters, e-mail [email protected] or visit www.dog-pro-cpa.com to learn more about her services.