In this exclusive Franchise Chatter FDD Talk post, you’ll learn the following:
Section I – Estimated initial investment (franchise costs) for The Dog Wizard franchise, based on Item 7 of the company’s 2023 FDD
Section II – Initial franchise fee, royalty fee, and marketing fee for The Dog Wizard franchise, based on Items 5 and 6 of the company’s 2023 FDD
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Section IV – News updates on The Dog Wizard franchise opportunity
Section V – Presentation and analysis of The Dog Wizard’s financial performance representations (average revenues and/or profits), based on Item 19 of the company’s 2023 FDD, including information on the:
- 2022 average total gross revenue, total expenses, net profit, number of trainers per franchise, and revenue per trainer for the 29 The Dog Wizard outlets that operated for the full calendar year 2022, grouped by number of trainers (1-2 trainers, 3-5 trainers, and 6+ trainers)
- 2022 average total gross revenue, SEO spend, other marketing spend, total leads generated, total evaluations, conversion rate of total leads generated to an evaluation, total evaluations converted to clients, conversion rate of total evaluations converted to clients, and average sale for the 29 The Dog Wizard outlets that operated for the full calendar year 2022, grouped by number of trainers (1-2 trainers, 3-5 trainers, and 6+ trainers)
- 2022 average, median, highest, and lowest gross revenue, and average net profit for the 29 The Dog Wizard outlets that operated for the full calendar year 2022, grouped by number of trainers (1-2 trainers, 3-5 trainers, and 6+ trainers) and whether the business is a mobile-only training business or a mobile and facility-based training business
Section VI – Key ratios, comparables, computations, and analyses for The Dog Wizard franchise opportunity (exclusive content for Platinum subscribers)
Section I – The Dog Wizard Franchise Costs
- The Dog Wizard franchise costs, based on Item 7 of the company’s 2023 FDD:
- Initial Franchise Fee: $50,000
- Travel and Living Expenses to Attend Initial Training: $1,000 to $3,000
- Initial Dog Training Fee: $8,000 to $24,000
- Start-up Marketing Kit: $8,500 to $10,800
- Pre-Opening Digital Marketing: $5,400 to $8,400
- Licenses: $1,000 to $1,500
- Computers, Software, Office Equipment, Furniture, Phones, Answering Service: $750 to $2,500
- Professional Fees: $0 to $2,500
- Insurance: $1,500 to $2,500
- Utilities and Operational Services: $250 to $500
- Vehicle Expenses: $0 to $5,000
- Vehicle Logo Wrap Installation: $1,000 to $2,500
- Inventory and Supplies: $500 to $750
- Additional Funds – 3 Months: $7,500 to $10,000
- Total Estimated The Dog Wizard Franchise Costs: $85,400 to $123,950
Section II – The Dog Wizard’s Initial Franchise Fee, Royalty Fee, and Marketing Fee
- The Dog Wizard’s initial franchise fee, royalty fee, and marketing fee, based on Items 5 and 6 of the company’s 2023 FDD:
- Initial Franchise Fee: $50,000
- Royalty Fee: 8% of Gross Revenues
- Brand Fund: 2% of Gross Revenues
- Local Advertising/Search Engine Optimization: $1,500 per month of which $600 is paid to The Dog Wizard towards Search Engine Optimization, Local Marketing Program, and Adwords Management (includes minimum required ad spend)
Section III – Number of Franchised and Company-Owned The Dog Wizard Outlets
Franchised
2020
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When I owned a UPS Store, I learned firsthand how much your ZIP code shapes your outcome. I sold my store at a premium because my territory was in a high-value area. The best areas go first, and once they're gone, they're gone. Enter your ZIP code, and a territory specialist will walk you through the franchises still available near you, drawing on information that isn't publicly accessible, saving you months of wasted research.🔴Free Webinar: 6 Under-the-Radar Franchise Concepts That Serious Buyers Should Know
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- Outlets at the End of the Year: 30
- Net Change: +4
2021
- Outlets at the Start of the Year: 30
- Outlets at the End of the Year: 34
- Net Change: +4
2022
- Outlets at the Start of the Year: 34
- Outlets at the End of the Year: 35
- Net Change: +1
Company-Owned
2020
- Outlets at the Start of the Year: 2
- Outlets at the End of the Year: 3
- Net Change: +1
2021
- Outlets at the Start of the Year: 3
- Outlets at the End of the Year: 1
- Net Change: -2
2022
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When I owned a UPS Store, I learned firsthand how much your ZIP code shapes your outcome. I sold my store at a premium because my territory was in a high-value area. The best areas go first, and once they're gone, they're gone. Enter your ZIP code, and a territory specialist will walk you through the franchises still available near you, drawing on information that isn't publicly accessible, saving you months of wasted research.📈Dreaming of Multi‑Unit Success? Lock In Prime Territories Before They're Gone.
Colin started as a team member at 21 and now owns 6 locations in Tampa Bay. Lisa came from marketing and built 21 in San Diego. The most successful multi-unit owners move early and secure markets with room to grow. Use our free tool to search multiple ZIP codes and find franchises where you can still stack locations, before someone else does. A franchise specialist will be in touch to present what's available.- Outlets at the Start of the Year: 1
- Outlets at the End of the Year: 3
- Net Change: +2
Section IV – News Updates on The Dog Wizard Franchise
Section V – Financial Performance Representations (Average Revenues and/or Profits) for The Dog Wizard Franchise (Item 19, 2023 FDD)
- Parts 1 and 2 below show average figures based on operating outlets that are divided into three different cohorts, A, B, and C.
- Cohort A is defined as those outlets that have 1 to 2 dog trainers, Cohort B is those outlets that have 3 to 5 trainers, and Cohort C is outlets that have 6 or more trainers working for the outlet on a full-time basis.
- Based on this definition, there are 14 outlets that comprise Cohort A, 12 outlets that comprise Cohort B, and 3 outlets that comprise Cohort C.
- Of the 35 total outlets that operated in 2022, only 29 outlets operated for the full calendar year 2022. Four outlets were not included in the data set because they did not operate for the full calendar year.
- Cohort B includes an outlet with three contiguous territories reporting as a single outlet.
Part 1 – Average Total Gross Revenue, Expenses, and Net Profit, by Cohort
Cohort A (1-2) Trainers
- Number of Franchisees in Cohort: 14
- 2022 Average Total Gross Revenue: $232,947
- 2022 Average Total Expenses: $194,841
- 2022 Average Net Profit: $91,349
- 2022 Average Net Profit Margin: 39%
- Average Number of Trainers Per Franchise: 1.7
- Average Revenue Per Trainer: $135,886
Cohort B (3-5) Trainers
- Number of Franchisees in Cohort: 12
- 2022 Average Total Gross Revenue: $526,866
- 2022 Average Total Expenses: $470,539
- 2022 Average Net Profit: $161,779
- 2022 Average Net Profit Margin: 31%
- Average Number of Trainers Per Franchise: 3.6
- Average Revenue Per Trainer: $147,032
Cohort C (6+) Trainers
- Number of Franchisees in Cohort: 3
- 2022 Average Total Gross Revenue: $1,456,631
- 2022 Average Total Expenses: $1,369,174
- 2022 Average Net Profit: $371,201
- 2022 Average Net Profit Margin: 25%
- Average Number of Trainers Per Franchise: 7.3
- Average Revenue Per Trainer: $198,631
- Average Total Gross Revenue is defined as all monies received in connection with the operation of the Franchised Business from the sale of any authorized products or services under, using or in connection with The Dog Wizard’s Marks. The figure does not include any refunds, discounts made to clients, or sales, excise or other taxes that are separately stated and that you are required by law to collect from clients and pay to any governmental tax authority. Tips and gratuities are not included in calculating Average Total Gross Revenue.
- Some of the outlets’ reported gross revenue includes revenue from dog boarding; however, this only applies to revenue obtained from dogs that are boarded as a part of the training process. Therefore, revenues from strictly boarding are not included in the figure.
- Average Total Expenses for these Cohorts are: all expenses incurred in the operation of the Franchised Business, including cost of goods sold, rent, labor, supplies, marketing, royalties and brand fund, vehicle related expenses, business loan expenses, insurance, tech fees, computers, software licenses, legal and accounting fees, professional dues and fees, office supplies, utilities, travel, trainer education fees, and other miscellaneous fees/expenses.
- Average Total Expenses include owner wage, distributions, or expenses not typical to the franchised business. Average Total Expenses do not include income taxes, depreciation, or amortization.
- Royalties and brand fund fees paid by franchisees were normalized to reflect the royalties and brand fund fees you would pay as a franchisee. The actual royalties and brand fund fees paid may have been different than reflected in the tables.
- Average Net Profit is defined as Average Total Gross Revenue minus total actual franchisee expenses plus owner wages, distributions, and expenses not typical in operating the franchised business.
Part 2 – Certain Key Performance Indicators (KPIs), by Cohort
Cohort A (1-2) Trainers
- Number of Franchisees in Cohort: 14
- 2022 Average Total Gross Revenue: $232,947
- Average SEO Spend: $4,334
- Average Other Marketing Spend: $3,343
- Total Marketing Spend as % of Revenue: 3.30%
- Average Total Leads Generated: 559
- Average Total Evaluations: 554
- Average Conversion Rate of Total Leads Generated to an Evaluation: 99.1%
- Average Total Evaluations Converted to Clients: 130
- Average Conversion Rate of Total Evaluations Converted to Clients: 27.7%
- Average Sale: $1,520
Cohort B (3-5) Trainers
- Number of Franchisees in Cohort: 12
- 2022 Average Total Gross Revenue: $526,866
- Average SEO Spend: $4,879
- Average Other Marketing Spend: $7,331
- Total Marketing Spend as % of Revenue: 2.32%
- Average Total Leads Generated: 981
- Average Total Evaluations: 886
- Average Conversion Rate of Total Leads Generated to an Evaluation: 90.3%
- Average Total Evaluations Converted to Clients: 393
- Average Conversion Rate of Total Evaluations Converted to Clients: 44.3%
- Average Sale: $1,342
Cohort C (6+) Trainers
- Number of Franchisees in Cohort: 3
- 2022 Average Total Gross Revenue: $1,456,631
- Average SEO Spend: $4,880
- Average Other Marketing Spend: $26,209
- Total Marketing Spend as % of Revenue: 2.13%
- Average Total Leads Generated: 2,568
- Average Total Evaluations: 1,682
- Average Conversion Rate of Total Leads Generated to an Evaluation: 67.1%
- Average Total Evaluations Converted to Clients: 664
- Average Conversion Rate of Total Evaluations Converted to Clients: 39.5%
- Average Sale: $2,194
- Average Other Marketing Spend includes all additional marketing activities such as digital advertising, event sponsorship, print, radio, etc.
- Cohort A includes 4 locations participating in SEO plus and 7 locations participating in PPC efforts. Cohort B includes 6 locations participating in SEO plus and 8 locations participating in PPC efforts. Cohort C includes 1 location participating in SEO plus and 1 location participating in PPC efforts.
Part 3 – Average Total Gross Revenue and Net Profit for Mobile-Only Training Business and Mobile and Facility-Based Training Business, by Cohort
Cohort A – Mobile-Only Training Business
- Average Gross Revenue: $227,409
- Number and Percentage of Outlets That Achieved or Surpassed Revenue Average: 3 (37.5%)
- High Gross Revenue: $506,983
- Low Gross Revenue: $100,868
- Average Net Profit: $104,916
- Number and Percentage of Outlets That Achieved or Surpassed Profit Average: 2 (25%)
Cohort A – Mobile and Facility-Based Training Business
- Average Gross Revenue: $240,331
- Number and Percentage of Outlets That Achieved or Surpassed Revenue Average: 2 (33.3%)
- High Gross Revenue: $377,805
- Low Gross Revenue: $181,370
- Average Net Profit: $73,261
- Number and Percentage of Outlets That Achieved or Surpassed Profit Average: 2 (33.3%)
Cohort B – Mobile-Only Training Business
- Average Gross Revenue: $441,971
- Number and Percentage of Outlets That Achieved or Surpassed Revenue Average: 1 (50.0%)
- High Gross Revenue: $571,896
- Low Gross Revenue: $312,046
- Average Net Profit: $237,198
- Number and Percentage of Outlets That Achieved or Surpassed Profit Average: 2 (66.6%)
Cohort B – Mobile and Facility-Based Training Business
- Average Gross Revenue: $543,844
- Number and Percentage of Outlets That Achieved or Surpassed Revenue Average: 4 (40.0%)
- High Gross Revenue: $1,025,296
- Low Gross Revenue: $307,604
- Average Net Profit: $147,164
- Number and Percentage of Outlets That Achieved or Surpassed Profit Average: 5 (50.0%)
Cohort C – Mobile-Only Training Business
- Average Gross Revenue: $888,862
- Number and Percentage of Outlets That Achieved or Surpassed Revenue Average: 1 (100%)
- High Gross Revenue: $888,862
- Low Gross Revenue: $888,862
- Average Net Profit: $165,274
- Number and Percentage of Outlets That Achieved or Surpassed Profit Average: 1 (100%)
Cohort C – Mobile and Facility-Based Training Business
- Average Gross Revenue: $1,740,515
- Number and Percentage of Outlets That Achieved or Surpassed Revenue Average: 1 (50%)
- High Gross Revenue: $2,068,400
- Low Gross Revenue: $1,412,630
- Average Net Profit: $474,165
- Number and Percentage of Outlets That Achieved or Surpassed Profit Average: 1 (50%)
- The data presented here was provided to The Dog Wizard by its franchisees. The Dog Wizard has not audited these figures.
- Some outlets have earned this amount. Your individual results may differ. There is no assurance you will earn as much.
Section VI – The Dog Wizard Franchise Ratios, Comparables, Computations, and Analyses (Exclusive Content for Platinum Subscribers) ⬇️
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