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How To Start A Dent Repair Business

How To Start A Dent Repair Business

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How To Start A Dent Repair Business

How To Start A Dent Repair Business

Starting a dent repair business can be an exciting opportunity for anyone thinking about getting into the automotive industry. Whether you’ve been working on cars for years or are simply interested in starting a low-cost business with good earning potential, launching your own dent repair business can be a rewarding journey.

In this guide, we’ll provide an overview of the dent repair business and steps to get you up and running.

Business Overview

A paintless dent removal (PDR) business specializes in repairing dents on vehicles from hail damage and parking lot dings without damaging the vehicle’s paint. They sometimes repair dents on other metal items like appliances.  Paintless dent repair is very popular because it is inexpensive and can make a huge improvement to how a vehicle looks.

As a mobile dent repair technician, you can provide dent repair services at dealerships, body shops, or directly to vehicle owners at their home or office.

Industry Summary

The dent repair industry is a subsector of the broader car body shop industry. While specific data for paintless dent repair isn’t available, we can see that car body shops generated $59.3 billion in 2022, which has been growing at an average of .5% over each of the last five years.

Paintless dent repair has seen growth over the past few years, thanks to advancements in technology and an increase in consumer demand for quick, affordable, and quality repairs. As consumers continue to value their vehicles’ appearance and keep their vehicles longer, the need for professional dent repair services is expected to remain steady.

Target Market

The target market for a paintless dent repair business is quite diverse, encompassing various groups who share a common need: quick, cost-effective, and high-quality repair of minor vehicle dents. Here are some key segments:

  1. Individual vehicle owners: This is the most obvious group. Whether it’s a grocery cart mishap or a hailstorm, dents are a common annoyance for car owners.
  2. Used car dealerships: These businesses often need to repair dents in used cars before putting them on the sales floor.
  3. Rental car companies: To maintain the aesthetic quality of their fleet, these companies require regular dent repair services.
  4. Fleet operators: Think of businesses that operate multiple vehicles like delivery services, taxi companies, or utility services. They need their vehicles to look good and be in optimal shape.
  5. Insurance companies: Many insurance companies prefer paintless dent repair because it is more cost-effective and quicker than traditional repair methods. They might refer clients to you.
  6. Auto body shops: Some auto body shops may not offer paintless dent repair as part of their services and might outsource this work to specialists.

Steps To Start A Dent Repair Business

Step 1: Assess the Market

Starting a dent repair business may seem like a great idea, but before you start acquiring tools or scouting locations, you need to pause and look around. Is there a genuine demand for dent repair services in your area? And if so, how will your business stand out in what’s likely a crowded market?

The first step in assessing market demand for a PDR business is to look at factors such as population density, demographics, and income levels in your area. These factors can impact the demand for your services, so it’s essential to research them thoroughly. You can also look at the number of car dealerships, car washes, and auto body shops in your area. The more car-related businesses in your area, the higher the likelihood that there is demand for your services.

Another way to assess demand for dent repair businesses is to look at online search trends. By exploring Google’s Keyword Planner, you can see how many people in your area search for terms such as “dent repair” and “dent removal” each month. If these numbers are high, it’s an indicator that there is significant demand for your service in your area.

Also, consider who your potential customers could be. Beyond individual car owners, look into partnerships with local businesses like used car dealerships or rental agencies. These can provide you with steady work and help build your reputation. By talking with them, you can find out if they have a preferred provider or whether they would be willing to try your service out.

Last, check out your competition. Find out what services they offer, pricing, and customer reviews. This information can give you an idea of how you can differentiate yourself from your competition. If there are already numerous dent repair services, how can you carve out your niche?

Step 2: Create a Business Plan

With a good understanding of the market, the next step in the startup process should be to write a business plan. It serves as a reality check, forcing you to take an objective and critical look at your business. Not only that, lenders will expect one if you are seeking funding.

Here are the key sections that I feel are particularly important when seeking funding for a dent repair business:

Market Analysis

In this section, you’ll need to explain why your business will succeed. This involves detailing your understanding of the market size, trends, growth rate, and customer demographics. You should also outline your competitive advantage – what sets you apart from other dent repair businesses. Lenders want to see that you understand the market landscape and have a strategy to carve out your own niche.

Management Team

The management team section is where you detail the qualifications and experience of the business owners and any key team members. Lenders put a lot of weight behind the management team because the success of a business often hinges on the people running it. Highlight relevant experience, skills, and achievements that demonstrate your ability to run a successful dent repair business.


Whether you’ll be operating out of a fixed location or as a mobile service, you need to explain why your chosen mode of operation is ideal for your business. If you opt for a fixed location, discuss its accessibility, proximity to customers, and suitability for your operations. If you’re going mobile, explain how this will provide convenience for your customers and a competitive advantage for your business.

Financial Projections

Banks will go over your financial projections with a fine-tooth comb. They want to ensure not only that the business will be profitable, but also that you have a solid understanding of the numbers. Be prepared to defend your numbers and assumptions, ensuring they are based on sound research and realistic expectations.

Related: How to write a business plan

Step 3: Secure Funding

Ensuring you have the necessary funds before diving into the remaining steps is highly recommended. Not having funding in place, in the beginning could not only stall your launch but also cripple your business shortly after takeoff.

Personal savings are the first source to look at when a new business. PDR businesses are one of the lower cost businesses to start, and many start without needing outside sources. However, personal savings alone may not be enough to cover all your startup costs, so let’s look at these other sources.

Lenders: Traditional bank loans are a common source of funding for businesses. Banks usually require the borrower to invest 15% to 25% of their personal funds towards the total cost of the project, have a good credit score, and provide sufficient collateral. If a bank considers the loan too risky, they might opt for an SBA (Small Business Administration) loan guarantee, which can provide the lender with a degree of protection against default.

Friends and family: Turning to friends and family is another option. However, mixing personal relationships with business can be tricky. To protect both sides, always put terms and agreements in writing. Detail how the money is to be repaid and what happens if the business doesn’t go as planned.

Microloans: If your funding needs are relatively low or you’re unable to secure a traditional loan due to a lower credit score, consider a microloan. These are smaller loans, often accompanied by business training. Organizations offering microloans are usually more flexible in their requirements and offer the added benefit of mentorship or business advice.

Related: Finding the money to start a business

Step 4: Register the Business

Registering your dent repair business and making it legal involves a series of important steps. While the specifics can vary from state to state, here are some general guidelines to follow:

Choose a business structure: The first task is to register the business structure. There are four main types which include the sole proprietorship, general partnership, corporation, and Limited Liability Company (LLC).

  • Sole proprietorship: This is the simplest form and the least expensive to set up. It offers you complete control but also places all liability directly on you.
  • General partnership: If you’re going into business with someone else, this might be an option. Like sole proprietorships, partnerships are easy to form but offer no liability protection.
  • Corporation: This structure provides liability protection but is complex and costly to set up and maintain.
  • Limited Liability Company (LLC): LLCs offer a mix of liability protection and simpler administration.

Sole proprietorships and LLCs are popular choices as the sole proprietorship is easy and inexpensive, while the LLC offers liability protection and has potential tax advantages.

Related: Comparison of business structures

Forming an LLC sounds complicated and expensive, but using an entity formation service guides you through the process so you know it was done right.

Some popular LLC formation services include:

IncFile - $0 plus state fees & free registered agent for 1 year!

ZenBusiness - Best for beginners. $0 plus state fees & free registered agent for 1 year!

Northwest - Best privacy protection. $39 plus state fees & free registered agent for 1 year!

Business name registration: After registering the business structure, you may need to register your business name. This process will vary depending on what business structure you pick. Sole proprietors and partnerships will often be required to register a “Doing Business As” (DBA), while corporations and LLCs register with the state during the formation process.

During this time, it’s also a good idea to check if the name you want is available as a web domain, even if you’re not ready to set up a website yet.

Related: Finding a domain name for your business

Obtain business licenses and permits: While there aren’t specific licensing requirements for a dent removal business, some general local, state, and federal registrations that are common for businesses include a sales tax permit and an Employer Identification Number.

Related: What licenses does a dent repair business need?

Step 5: Set Up Operations

With the business officially registered and funding in place, it’s time to set your eyes on setting up operations.

First off, you’ll want to get your location set up. Whether operating out of a fixed location or as a mobile service, you will need to acquire the property and/or a vehicle, and then purchase tools and equipment.

Next, some PDR businesses start with just the owner, and some will hire staff with operations. If you decide to hire from the start, consider looking for technicians with experience and a solid work ethic. Providing training for your staff is also crucial to ensure they’re up-to-date with the latest techniques and practices so they don’t damage a customer’s vehicle.

Last, investing in management software can greatly simplify your operations. These systems can help with scheduling appointments, managing inventory, invoicing, and more.

Step 6: Determine Pricing

Determining the right pricing strategy for a paintless dent repair service involves looking at several factors.

One of these is to see what competitors in your area are charging for similar services. Make sure you’re comparing apples to apples; different types of dent repair can have significantly different costs. Factor in the level of service and speed, as some customers are willing to pay a premium for fast or high-quality service.

Knowing your competitor’s pricing is just one piece of the puzzle as you must have a clear understanding of your costs as well. This includes everything from the cost of materials like tools and paint, to labor costs, and overhead like rent and utilities if you have a physical location. Add these up to get a baseline for the minimum you need to charge to break even. If your break-even is higher than what your competitors are charging, its time to reevaluate your concept.

Step 7: Prepare to Launch!

Once you’ve registered your business and determined your pricing, there are several other steps to consider before launching your dent repair business. Each business is unique, so you might not need to tackle all of these, but they’re pretty common to most new ventures in this industry.

Business insurance: Business insurance is crucial to protect your business from potential risks. For a dent repair business, you might need general liability insurance, workers’ compensation insurance, and commercial auto insurance. Consult with an insurance professional to understand what coverages are right for your business.

Setting up bookkeeping: Proper bookkeeping is essential for managing your finances, tracking income and expenses, and preparing tax returns. You might use accounting software like Wave Accounting (FREE) or Quickbooks, or hire a professional accountant.

Contracts: Contracts are a critical part of any business. In the dent repair business, you may need service agreements outlining the terms of the repair work, including pricing, payment terms, and warranties.  RocketLawyer and Law Depot have free and inexpensive templates that may be helpful.

Opening a business bank account: A separate business bank account helps keep your personal and business finances separate, which is important for record-keeping and tax reasons.

Accepting credit cards: Being able to accept credit cards can make it easier for your customers to pay and can increase your sales. Look into merchant services providers like Square or Stripe that offer competitive rates and reliable service, even on the go.

Marketing strategy: Develop a marketing strategy to let potential customers know about your new business. This could include creating a professional logo and website, utilizing social media, and using local SEO strategies to attract customers in your area.

Industry associations: Joining industry associations like the National Alliance of Paintless Dent Repair Technicians (NAPDRT) can provide networking opportunities, access to industry news and trends, and professional development resources.

Greg’s Tip: If you don’t already have experience, get trained in proper PDR techniques. Hands-on training at a body shop or specialty school will teach you how to massage out dents properly and not damage a customer’s vehicle.

Greg's Business Tip

Common Questions When Starting A Dent Repair Business

How much does it cost to start a dent repair business?

Starting a mobile dent repair business can cost between $10,000 to $40,000 for initial start-up costs, depending on your location and equipment selections.

Common costs to budget for include:

Training courses: $2,000 to $5,000 for hands-on PDR training.

Equipment: $3,000 to $10,000 for a quality starter set of PDR tools, lights, generators, etc.

Vehicle: A van or enclosed trailer will run $5,000 to $15,000.

Shop space: If leasing, first/last month’s rent and deposit will be $2,000 to $5,000.

Business registration: $500 to $2,000 covers licenses, permits, insurance, etc.

Marketing: $1,000 to $3,000 for a logo, website, cards, basic ads.

Initial inventory and supplies: $500 to $2,000 for polish, cleaners, tools, etc.

Keep in mind that this ballpark figure is a starting point, and the actual costs will depend on various factors like location, the quality of your equipment, and your approach to marketing.

How profitable is a dent repair business?

Industry statistics show that an experienced dent repair technician can complete up to approximately 100 repairs per month, with an average revenue of $150 per repair.

For a solo mobile technician working full-time, this would equate to roughly $15,000 in monthly revenue (100 repairs x $150 per repair). Of course, revenues will be lower when first starting out and ramp up as you gain experience and customers.

Typical expenses for a mobile dent repair business range from 40% to 50% of revenue. This covers costs like equipment, insurance, marketing, supplies, vehicle expenses, and other overhead. Using 50% of revenue as a conservative estimate, monthly expenses would be around $7,500 based on $15,000 in revenue.

Subtracting expenses of $7,500 from $15,000 in monthly revenue results in an estimated monthly profit of $7,500 for an established dent repair technician working full-time. Annually, the profit would be around $90,000 per year. This demonstrates the strong earning potential of successfully running your own mobile dent repair business once up and running.

Of course, profits will vary greatly based on technicians’ speed, pricing, costs, and number of customers served. But with hard work and smart business practices, six figure earning potential is achievable in the dent repair field.

Peak demand typically occurs during hail season, which runs between April and September in most areas.  While living on the road can be tough, a mobile dent repair business chasing hail storms can be very profitable.

What skills are helpful in running a dent repair business?

Running a successful dent repair business requires a blend of technical and entrepreneurial skills. Here are some of the key skills that can be helpful:

Technical skills: Proficiency in Paintless Dent Repair (PDR) is essential. This involves understanding how to use hand tools and other equipment effectively to repair dents without damaging the paintwork.

Problem-solving skills: Dent repair often requires creative problem-solving to figure out the best way to fix a dent without causing further damage. This can involve assessing the damage, selecting the right tools, and choosing the most effective technique.

Customer service skills: Ensuring customer satisfaction is crucial in this industry. You need to be able to communicate effectively with customers, handle complaints professionally, and deliver high-quality service consistently.

Business management skills: Running a successful business requires knowledge in areas like finance, marketing, and human resources. Understanding how to manage the day-to-day operations of a business, such as tool maintenance and advertising, can make a significant difference in your success.

Continuous learning: The dent repair industry is constantly evolving, so it’s important to stay updated with the latest techniques and tools. This might involve attending training programs or workshops, earning certifications, or participating in industry events.

Ethics and integrity: As an entrepreneur, defining your ethics and running your business with integrity can help build trust with your customers and set you apart from competitors.

What is the NAICS code for a dent repair business?

The NAICS code for a dent repair business is 811118.

The NAICS code (North American Industry Classification System) is a federal system to classify different types of businesses for the collection and reporting of statistical data.

Related: What is a NAICS code and how to find yours

How To Start A Dent Repair Business

How To Start A Dent Repair Business

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