Hey dog people!
Running a dog training business often feels like juggling a dozen different balls—marketing, training sessions, client communication, and the never-ending to-do list.
With so much going on, it’s easy to lose sight of your long-term vision and the purpose that got you started in the first place.
Setting intentional, actionable goals is the antidote to chaos. It provides the clarity and structure needed to grow your business in a way that feels authentic and sustainable.
Whether you’re new to the game or a seasoned pro looking to scale, this guide will help you craft goals that align with your values, bring stability, and reignite your passion for the work.

Why Goal-Setting is Non-Negotiable
Goals do more than give your business direction—they are the North Star that guides your decisions and energy. Without them, you risk being stuck in survival mode, reacting to the latest fire drill instead of working toward meaningful progress.
Here’s why goal-setting is crucial:
Clarity and Focus: Know what to prioritize so your energy isn’t spread too thin.
Motivation: Goals provide a sense of purpose and drive, especially on tough days.
Measurable Progress: Celebrate wins—big and small—by tracking milestones.
Begin with your “why.” Why did you start your dog training business? Aligning your goals with your deeper mission ensures they’re not just another item on your checklist.
Mapping the Big Picture: Long-Term Vision vs. Short-Term Goals
Your long-term vision is the dream scenario: Where do you see your business in five or ten years? Short-term goals are the bite-sized pieces that make the dream achievable. You need both to create momentum.
Examples of Long-Term Visions:
Becoming the go-to expert in your niche, like reactivity or puppy training.
Generating a six-figure income while maintaining work-life balance.
Launching a scalable online course that serves dog owners nationwide.
Short-Term Goals That Get You There:
Hosting a free workshop to attract new clients.
Building your email list to 500 subscribers in six months.
Gaining five new training clients every month.
The Classic Framework: SMART Goals
When it comes to goal-setting, the SMART framework is a game-changer. It ensures your goals are clear, actionable, and realistic.
Specific: Clearly define what you want to achieve.
Measurable: Attach numbers to track progress.
Achievable: Set a goal that’s challenging but realistic.
Relevant: Align the goal with your business and values.
Time-Bound: Set a deadline to create urgency.
Here are a few examples:
Specific & Measurable: "Enroll 10 new clients in my reactive dog training program by the end of the quarter."
Relevant & Achievable: "Collaborate with three local vets to establish a referral network."
Time-Bound: "Launch my website by March 15."
Align Goals with Your Core Values
Your values, like compassion, authenticity, and ethical practices, should anchor every goal you set. Misaligned goals can lead to burnout and make your business feel inauthentic.
Not sure what your core values are? You might want to take a step back and get to know your business from the ground up. Knowing what you stand for is an important first step in building a sustainable business.
Break Big Goals into Bite-Sized Action Steps
Big goals can feel daunting, but breaking them into smaller tasks makes them manageable and actionable.
Big Goal: Attract 20 new clients in 3 months.
Action Steps:
Launch a referral program with local pet stores and groomers.
Post twice a week on Instagram with educational content and success stories.
Offer a one-time discount for new clients who sign up within the month.
Goals that Grow With Your Business
Goal-setting isn’t a “set it and forget it” process. Regular check-ins are essential to measure progress and tweak your strategy if necessary.
Tools to Help You Stay on Track:
Trello or Asana: Manage and visualize tasks.
Google Sheets: Track revenue, inquiries, or social media growth.
Journaling: Reflect on wins, challenges, and lessons learned.
Flexibility isn’t failure. Adjusting your goals as you learn more about your business and audience is a sign of growth.
Celebrate Every Milestone
Whether it’s landing a new client, hitting a revenue target, or launching a project, don’t skip the celebration. Rewarding yourself for progress keeps you motivated and helps you stay connected to your “why.”
Ideas for Celebration:
Treat yourself to a favorite meal or activity.
Post a milestone celebration on social media to share your win with your audience.
Take a day off to recharge and reflect.
Goal Setting for Dog Business Growth
Goal-setting isn’t just a productivity hack; it’s a powerful tool to bring your vision to life.
By aligning goals with your values, breaking them into actionable steps, and tracking your progress, you’ll build a business that supports your dreams and your lifestyle.
If you want to stop guessing and hoping and build your dog business from the ground up following proven, sustainable strategies...
Join the waitlist for my new program, The Sustainable Dog Biz.
This 4-week live implementation program combines personalized 1:1 coaching, community support, and actionable strategies to help you build a thriving, values-driven business.
Together, we'll dig deep into your core values, strengthen your business infrastructure, and create a visibility plan tailored to your goals.
With practical resources and a focus on sustainable growth, you’ll walk away with the tools to cultivate a resilient business that lasts for years to come.
Spots are super limited - this is a live program with 1:1 coaching, so I only work with a small number of dog business owners during each live container.
About Me
I’m Mattison Skoog-Simpson, a certified dog trainer and behavior consultant (CPDT-KA, CDBC) with a degree in advertising and a background in corporate system solutions.
I help professional dog trainers and dog business owners implement strategic Organic Marketing plans in their business and use social media to reach their dreamiest clients without breaking the bank or burning out.
Follow me on Instagram @TheDogBizNerd and @FreedbyTraining.

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