Good Breeder Center

Good Dog's Path Forward: Understanding the New Pricing Structure

Read our co-founders' letter explaining the new pricing model, effective September 10th. Find detailed information and answers to common questions in our FAQ.

By Good Dog Team

Table of Contents

A letter from our co-founders

Hear directly from Josh and Lauren about our pricing changes, the reason behind them, and how these funds will be used to improve and expand Good Dog's services.

Dear Good Breeder,

Six years ago, we founded Good Dog to bring peace of mind to online dog placements. Our mission came to life when we found our own dog, Sally, through one of Good Dog's wonderful breeders.

Since then, we've grown into a thriving community, educated the public about responsible breeders, and empowered your program by providing:

  • Serious, qualified puppy buyers
  • A seamless, trusted placement process
  • High-quality education and certifications
  • Secure, guaranteed payments
  • Dedicated support specialists

We've delivered all of this while operating on a tight budget, relying on the optional Protection & Support fee some buyers choose to pay. The truth is, this no longer allows us to cover our costs and provide the experience you deserve. To ensure Good Dog remains viable and can grow, we need to make a change.

Starting September 10th, when you successfully place a puppy with a Good Dog buyer, we’ll begin deducting 6.5% from their payment. This will allow us to cover the costs of connecting you with qualified buyers, sustaining our operations, and ensuring everyone’s safety. It will also enable us to increase our marketing budget for the first time and reach more buyers so you can confidently place all your puppies through Good Dog.

Payments from buyers you refer to your Good Dog profile or those made through your payment link will remain free. A deduction will only be applied when we do the work of bringing you a buyer you decide to place a puppy with. You’ll also have full control over your listing price and desired payout, allowing you to adjust as needed to accommodate this change.

So you can see firsthand how this change will work, we’re offering every breeder a free placement after this change goes into effect. Additionally, any buyers who contact you before September 10th will be exempt from this deduction. Read these FAQs to learn more about this change and the other options we carefully considered.

Your trust and partnership mean everything to us. This change is a step towards building a stronger, more sustainable future together, ensuring you can rely on us to safely place your puppies in loving homes.

Warmly,

Lauren and Josh

Co-Founders of Good Dog


Important: The 6.5% deduction does not take effect until September 10, 2024. We're sharing this information now to give you time to familiarize yourself with the changes and make any adjustments to your pricing if you choose. Until September 10th, everything will continue to operate as it does now. Once in effect, the deduction will not apply to buyers who contacted you before September 10th, nor to your referrals (off-platform buyers you send to Good Dog).

A summary of what this means for our breeder community

  • Control of Your Payout Amount. You’ll stay in complete control of your listing prices and desired payouts. You can set these amounts to suit your needs, knowing exactly what you’ll receive. Adjust your listing price or payout anytime to accommodate this change in a way that works best for you.
  • No Listing Fees & No Risk. Listing your litters remains free. We’ll only deduct 6.5% from a buyer’s payment after we’ve successfully connected you with a buyer who you decide to place a puppy with—no upfront costs or risks involved.
  • Referral Links & Off-Platform Buyers. We’ll be providing you with a unique referral link to share with potential buyers. When buyers first visit Good Dog through this link, no deductions will be made from their payments to you. Off-platform transactions remain completely free of deductions.
  • Continued Free Access to Exclusive Benefits. All other Good Dog resources remain free, including your profile, certifications, educational materials, discounts, access to support teams, and our private community. You’ll continue to enjoy these benefits without any additional costs.
  • More Connections with Serious Buyers. This change enables us to invest more in marketing for the first time, reaching more serious puppy buyers. By expanding our marketing efforts, you’ll have even greater confidence in placing your puppies in loving homes through Good Dog.
  • Ensuring a Smooth Transition. To help you transition smoothly, we’re offering one free deposit payment and one free final payment after the change takes effect on September 10, 2024. Additionally, the deduction won’t apply to payments from buyers who first contacted you before September 10th.

Values that guided our approach

Aligned Incentives

This fee structure aligns our incentives with yours by focusing on successful placements, not just listings or membership. We only deduct when we've successfully connected you with a serious buyer who makes a payment, which incentivizes us to prioritize quality matches. This approach removes risk for you and reflects our commitment to win-win partnerships—Good Dog succeeds only when you successfully place a puppy.

Control

We wanted to maintain your control over payouts without increasing buyer fees. You have full control over your listing price and payout amount, allowing you to easily account for the cost in a way that works best for you.

Mission

Our mission is to be the supportive partner that responsible breeders deserve. This fee ensures the sustainability of our business while providing the resources needed to grow and expand Good Dog, so you can always rely on us to place your puppies in loving homes.

Frequently asked questions

Please don't hesitate to contact your Good Dog Specialist directly or email us at breederteam@gooddog.com with any questions.

When does this go into effect?

This change takes effect on September 10, 2024, and applies to Good Dog buyers who first contact you on or after this date. Importantly, it will not apply to buyers who contacted you before September 10th or who you refer to your profile or payment process on Good Dog. To help you get familiar with the changes, you’ll also receive one free deposit payment and one free final dog payment after the change takes effect.

Why is Good Dog making this change?

Good Dog was founded to bring peace of mind to dog placements by connecting responsible breeders with serious, qualified buyers. While we’ve tried different ways to sustain our operations, including offering optional Protection & Support fees and even exploring other revenue streams like insurance, these efforts haven’t been enough to cover our costs. To ensure we can continue delivering the high-quality experience you deserve, we’re introducing a 6.5% deduction on payments from Good Dog buyers, starting September 10th.

This change allows us to cover the costs of running our platform, expanding our marketing to reach more buyers, and ensuring the safety and quality of our community. You’ll still have full control over your payout amount and can adjust your prices as needed. We believe this adjustment is essential for building a stronger, more sustainable future for Good Dog and our breeder community.

How did Good Dog determine the percentage amount?

We carefully analyzed the costs to run Good Dog and the investment needed to expand our marketing reach to connect you with more serious buyers. The 6.5% deduction allows us to cover operational costs and invest in marketing to deliver high-quality buyers when you need them. This approach helps us grow as a community, ensuring we continue to deliver on our mission to be the supportive partner responsible breeders deserve.

Is there a fee to list my litter/puppies?

No, listing your litters remains free. The 6.5% deduction is applied only when a Good Dog buyer’s payment is processed after you’ve successfully placed a puppy with them.

How will I know how much money I’ll get in my payout?

Starting September 10th, when listing or editing a litter, you’ll be able to set your exact listing price and payout amount. This ensures you have complete control over your desired payout and know what to expect. You’ll also see your payout amount clearly summarized when requesting or accepting a payment from a buyer.

Can I adjust my listing price to control my payout amount?

Yes. When listing a litter, you have full transparency and control over setting both your listing price (which buyers see throughout Good Dog) and your desired payout amount. If you want to receive the same payout you’re currently getting, you can adjust your listing price accordingly. We’ve made this process easy by showing you exactly how your listing price and payout amount change as you edit each when listing a litter.

Example screen where you can see and edit your listing price and payout amount

Example screen where you can see and edit your listing price and payout amount

When will the fee be applied?

The 6.5% deduction applies when a Good Dog buyer makes a successful payment, whether it’s a deposit or final payment, after you decide to place a puppy with them. Once the payment is completed, we’ll deduct 6.5% from the total amount (based on your listing price or payment request). You’ll then receive your desired payout amount transferred to your chosen payout method.

This deduction will not apply to payments categorized as “Other” payments, such as those for transportation, training, or other miscellaneous costs. Additionally, payments from buyers who contact you on Good Dog using your unique referral link and payments from off-platform buyers will remain exempt from the deduction. We’ll send your referral link to you soon, ensuring these transactions stay free.

What if I posted my litter before this change was announced?

The deduction only applies to placements with Good Dog buyers who first contact you on or after September 10th. For litters already posted, we’ll send you a reminder before September 10th, giving you the opportunity to adjust your listing price and set your desired payout for any puppies not yet placed.

What if I want to use secure payments on Good Dog with a non-Good Dog buyer?

You’re always welcome to use Good Dog’s payment system with off-platform buyers by sending them a payment request or using your unique payment link. No deduction will be applied for these buyers. Off-platform buyers are those who didn’t initially connect with you via Good Dog. Since we didn’t bring these buyers to you, the 6.5% deduction won’t apply to your payout for these transactions.

What if I refer buyers to Good Dog from my website or social pages?

We’ll soon provide you with a new unique referral link to share your Good Dog profile or application with external buyers. This link helps us identify these buyers as your referrals, ensuring no 6.5% deduction on their payments to you. Your referred buyers can explore our site freely, and we’ll still recognize them as your referrals. If there’s ever a mistake, you can always reach out to us to correct it.

Remember, you can also request and receive payments from non-Good Dog buyers using your unique payment link without the 6.5% deduction. This will be clearly reflected when you request or accept a payment.

What will Good Dog use these funds for?

This change ensures Good Dog remains viable as your trusted partner in puppy placements, delivering a high-quality, safe process for you and your buyers. In addition to ensuring that we'll be able to cover our operational costs such as salaries and software expenses, this will also allow us to significantly increase our marketing investment, reaching many more buyers and connecting you with high-quality homes when needed. Our goal is to support your program by being a place you can always rely on to place your puppies in loving homes.

What type of marketing will Good Dog be investing in?

We’re committed to reaching the highest quality, serious puppy buyers for you with our marketing efforts. We’ll initially focus on expanding our targeted search engine advertising, especially on Google, and search engine optimization (SEO). We’ll also expand into various digital marketing channels, including social media, content marketing, and email campaigns, all designed to attract and engage high-quality buyers who are committed to the well-being of their future pets. And, as a community, we’re able to invest in marketing much more efficiently and effectively than any individual could.

What is Good Dog doing to make sure the buyers I get are serious?

We’ve made key changes to ensure you’re connecting with serious, informed buyers. Buyers can no longer contact breeders directly from the search results pages—they must view the puppy’s details first, ensuring they’re more informed before reaching out. We’ve also brought the application process back to Good Dog, which allows you to better vet buyers. We have many plans to further enhance the quality of buyers on Good Dog, including initiatives to boost buyer response rates and implement advanced technology for additional verification, ensuring you’re connecting only with those who are seriously interested.

Why can’t I pay a subscription or listing fee instead?

We chose this approach after extensive research and modeling because it reduces your risk—you only pay when a transaction is successful with a Good Dog buyer—and ensures we have the necessary resources to deliver qualified buyers and run our platform. This model aligns our success with yours, maintaining the right incentives to prioritize quality, and is fair regardless of the size of your breeding program. Listing puppies remains free, and we only deduct 6.5% when a Good Dog buyer makes a successful payment, charging only when we’ve brought you a serious buyer for your puppy.

Will the deduction be applied for deposits and final payments?

Yes, the 6.5% deduction will be applied to both the deposit payment (if you use deposits) and the final dog payment. This is equal to 6.5% of the total listing price, just paid in two parts.

Will the deduction be applied to my other payments, such as for transportation or training?

No. The deduction only applies to deposits and final puppy payments. It does not apply to “Other” payments for things like transportation, training, or other miscellaneous costs.

Is there a free trial period? 

Yes. After this change takes effect on September 10th, you’ll receive one free deposit payment and one free final dog payment, so you can see firsthand how this change will work without any cost to you. The 6.5% deduction will not be taken out of your first deposit and first final payout that happens at any point after September 10th. And, as a reminder, the deduction will not apply to buyers who contacted you before September 10th.

What if a Good Dog buyer requests to pay me outside of Good Dog?

All Good Dog buyers must pay you through Good Dog for community safety, in compliance with our On-Platform Payment Policy and Terms of Service. Buyers agree to these policies and must make both deposit and final puppy payments on the platform. We’ve added additional payment education to our buyer experience to ensure they understand this policy. Compliance with our Payment Policy is essential to keeping our community safe and is a condition of using Good Dog.

If any Good Dog buyers ask you to make or receive an off-platform deposit or dog payment (e.g., cash, check, Zelle, Paypal, Venmo, etc.), please let us know by contacting breederteam@gooddog.com. Our team is here to support you.

Who is considered a Good Dog buyer?

A Good Dog buyer is someone who first contacts you on Good Dog and was not referred by you through your unique referral link. Our system can distinguish these buyers, whom we brought to you through our various efforts and other channels, from those you refer to Good Dog yourself.

What happens if I need to refund a buyer?

If you need to process a refund, go to your payments dashboard and start the refund process. You’ll be guided to return your payout amount. We’ll handle reimbursing the buyer the full list price they paid (including the 6.5% deduction) directly to their payment method. You can also contact breederteam@gooddog.com for help with processing refunds.

Is there still an On-Platform Payment Policy?

Yes. Our Payment Policy remains in effect and requires that all deposit and dog payments, including payments at pickup, between Good Breeders and Good Dog buyers be made securely on Good Dog. All buyers agree to abide by our policies and are required to pay you securely on Good Dog. We’ve added additional payment education to our buyer experience to ensure all buyers are aware of this policy.

Compliance with our Payment Policy is a condition of using Good Dog because it is the only way we can keep our community safe. Any violations may result in warnings, loss of standing, and ultimately loss of membership.
If any buyers ask you to make or receive an off-platform deposit or dog payment, please let us know by contacting breederteam@gooddog.com. Our team is always here to support you!

Will you still offer buyers Protection & Support?

Yes, buyers will still have the option to include Protection & Support with their payments. This helps us guarantee their payments, run our platform, and provide free high-quality education and support.

What if I no longer want to list my puppies on Good Dog because of this change?

The decision to list your puppies is entirely up to you. Remember, listing your litter on Good Dog is always free, and the deduction only applies when we’ve successfully connected you with a serious buyer, and you’ve received payment. We hope and believe that all Good Breeders will ultimately see the value and quality we deliver as we continue working hard to be the supportive partner you deserve. However, we understand that change can be challenging. If you choose not to list your puppies at this time, you’ll still have access to all the other benefits, education, resources, and support that Good Dog provides—completely free of charge.

What if I change my prices?

If you decide to adjust your prices to accommodate the deduction (or for any other reason), our system makes it easy to see your new payout amount as you modify your listing price. You’ll also have the flexibility to send a payment request for any amount at any time using our payment request system, which will always clearly display your payout amount before you confirm the request. This transparency ensures you’re fully informed and in control of your earnings.

Special thanks to the breeders who spoke with us

We put a great deal of thought into this decision, and we knew it was essential to involve breeders in the conversation. We want to extend our heartfelt thanks to the breeders who took the time to speak with us one-on-one, sharing their honest and valuable opinions. Your insights were invaluable in shaping this decision and ensuring it reflects the needs of our community.

Connect with your Breeder Specialist

We understand that you may have specific questions or feedback about these changes, and your personal Breeder Specialist is here to support you. Please don’t hesitate to reach out to your Specialist directly. You can also email us anytime at breederteam@gooddog.com. We’re here to help. Thank you for being a vital part of our breeder community—your dedication truly makes Good Dog what it is today.