Get 10% off Your First HGS order to celebrate our launch with code LAUNCHYAY10
Get 10% off Your First HGS order to celebrate our launch with code LAUNCHYAY10
Starting your own equine business is a big deal. It’s exciting, a little nerve-wracking, and usually full of “Where do I even start?” moments. The good news? You don’t need to have it all figured out right away. You do need a roadmap — and these five steps will help you go from idea to official launch without getting lost in the weeds.
This is the least glamorous part of starting a horse business, but it’s also the one that will save you from headaches later. Start with the basics: pick a business name you love and double-check it isn’t already taken — not just legally, but also on social media and as a website domain. There’s nothing worse than falling in love with a name and realizing someone else already grabbed the .com.
While you’re at it, take a look around at who else is offering similar services in your area. Notice what they’re doing well, but also pay attention to what’s missing. Maybe no one in your area is offering kids’ riding lessons with a confidence-building focus. Maybe every equine massage therapist is marketing themselves the same way. Your goal isn’t to copy them; it’s to see how you can do things differently.
And don’t skip the legal stuff. Licenses, permits, insurance… it’s boring, but it’s what separates a real business from a side hustle that fizzles out the moment things get tricky.
Finally, put your ideas into a business plan. Yes, an actual business plan. So many horse businesses collapse not because the people weren’t good with horses, but because they never thought through the numbers or the long-term strategy. This is where you decide not only what you’ll offer, but who you’re offering it to. “Anyone with a horse” isn’t a target audience. Get clear: are you talking to first-time horse moms, competitive riders, barn managers? The more specific you are, the easier it is to market to them.
Branding isn’t just a pretty logo and some colors you like because they match your saddle pad. It’s about shaping the way your clients experience your business from the very first interaction.
Here’s where I recommend starting: think about your ideal client as if you’re sketching a character. Who are they? What do they care about? What problem do they need solved? Creating a client persona can feel a little silly, but it works. And it keeps you from building a brand that only appeals to you and not the people you’re actually trying to reach.
(If you want a little help, check out our Ideal Client Workbook)
Once you’ve got that client in mind, nail down your brand strategy. What values do you want people to associate with your business? How do you want to sound in your captions, your emails, or your website copy? Reliable? Warm and approachable? Bold and cutting-edge? Your brand strategy is the anchor that keeps all of your visuals and messaging consistent.
Only then do you move into the design side: the logo, the fonts, the color palette.
Your website is your home base. Social media is great, but you don’t own those platforms. Algorithms change, accounts get hacked, and suddenly your only marketing channel is gone. Your website is where you’re in control.
Before you dive into design, do a little groundwork. Look at competitor websites with a critical eye. What feels clear and welcoming? What makes you want to click away? Use that research to figure out how your site can stand out.
Next, write your website copy. Don’t just slap words on a page. Think about what your ideal client needs to know to feel confident hiring you. Your services, your story, and your values should all come through.
When it comes to design, keep it clean and professional. Use high-quality photos, and choose your own over stock whenever possible. Carry your brand visuals through the site so everything feels cohesive. Your website doesn’t have to be complicated — but it does need to feel intentional.
Social media can feel like an extra full-time job, but it’s often where your first few clients will discover you. The key is to pick a platform that makes sense for your audience — not just the one everyone else is buzzing about.
For example, if your barn is full of moms signing up their kids for lessons, Facebook is still gold. If you’re an equine photographer selling prints or booking styled shoots, Instagram is probably your best friend. And if you’re building a personal brand or you’re not shy about video, TikTok can be surprisingly powerful for reaching a wider audience fast.
Don’t overwhelm yourself by trying to juggle everything at once. Choose one platform you can commit to consistently. Post like you’re letting people peek into the barn aisle — give them behind-the-scenes moments, quick tips, and stories that show your personality. That connection is what will make people
Once you’ve launched, the next challenge is making sure people actually find you. Clients don’t just materialize because you built a pretty website — you’ve got to lead them there.
This is where your marketing plan comes in. Maybe it’s basic SEO so that when someone searches “hunter jumper trainer near me,” your site pops up. Maybe it’s building an email list so you can nurture relationships and stay top-of-mind. Or maybe it’s collaborating with another local business — the saddle fitter, the tack shop — to share referrals.
The point is, marketing isn’t a one-time box to check. It’s the steady, ongoing effort that keeps your business in motion long after the initial excitement of launch has worn off.
Launching an equine business isn’t something you knock out in a weekend. It takes thought, planning, and patience — but if you tackle it step by step, it suddenly feels doable. Start with the paperwork, build your brand, create a website you’re proud of, choose your social platform, and map out a plan to market yourself.
These are the building blocks that separate businesses that last from those that quietly disappear after a few months.
And the best part? You don’t have to figure it out on your own. That’s why I built The Horse Girl Startup — to give you templates, workbooks, and resources that make the process a whole lot easier.
