A subsector approach was used to determine and analyze the total picture of goat enterprising in the province of Pangasinan. Primary and secondary data generated from various sources were used in the analysis and ten major players in the goat subsector were identified and classified into three groups: goat producers (backyard and commercial raisers), traders (barrio agents, small and big traders, middlemen in the livestock markets, and live goat retailers) and processors (meat retailers, butchers and operators of goat eateries). In terms of  profitability, those involved in wholesaling of goats had the highest profit earnings, followed by operators of goat eateries or “kambingans”, small traders, commercial raisers, meat retailers, middlemen or “bookers” in livestock markets, live goat retailers, backyard raisers, butchers and barrio agents. Seven market channels catered to the needs of household and “dine-in” and “take-out” costumers for chevon and for the export of live goats to other provinces. Enterprises engaged in cooking chevon recipes and exporting of goats appeared to be the most dynamic considering the number of players and the economic opportunity involved. Opportunities for goat enterprising include raising of goats for milk production and producing halal goats. Leveraged interventions should be focused on improving the productivity of backyard raisers and development of policies that will improve the marketing system of the industry. In general, the prospects of raising goats in the area is high because of the increasing demand for chevon, strong support extended by local government units and other agencies and the presence of breeding farms for goats and livestock markets across the province.

Keywords: goat, micro and small-scale enterprises, subsector approach