Again thank you for all the replies! Very helpful! I'll pop some bullet points here to clarify things and see if that changes anyone's mind/would be willing to pay a different amount...
Other businesses here that I've researched:
£15/18/20 for group walks for 1hr is normal. This includes pick up/drop off so unsure of actual walk time in some cases.
All are insured and I'd assume registered self employed. 50/50 in terms of a dog walking qualification
Can afford a lower cost per dog due to walking up to 6 dogs at one time
Majority require advance booking, repeat clients and don't offer solo walks
What I am thinking about:
1-2-1 walks only (or with dogs from same household) for £20 for 1 hour of actual walking time. Travel time not chargeable and no extra charge for other dogs in the household.
Fully insured, registered self-employed, would redo Canine first aid certificate and undertake some training courses. Particular interest in more learning about reactive dogs.
The ability to book at short notice, with no commitment to book regular walks. Perhaps a small discount for those who DO book in advance or regular repeat clients?
Photographs and a GPS tracked walk.
Dogs cleaned off/dried if required.
This would NOT be me main job, but simply a sideline for myself as its something I enjoy ans have a fair amount of free time and I'd like to offer a quality service. I think Borrow My Doggy/Rover can be great but equally as I'd want to ensure I am making the minimum wage after tax/NI and business outgoings. I'm not a student or teenager looking for pocket money.
Once again, I really appreciate all the comments ans points made so far! I do think some folk also need to remember that there is people who rely on dog walking as a full-time income and they aren't comparable to Borrow My Doggy or slinging a teenager a few quid.