<![CDATA[This study aims to analyze the business potential and strategies for improving goat milk promotion in Padang Hilir District, Tebing Tinggi City. The study employed a descriptive qualitative approach, with data obtained through field activities at a goat milk farming business. The analysis focused on describing the condition of the farm, livestock management and milking processes, product processing, product diversification, distribution, promotional activities, as well as business constraints and development opportunities. The results indicate that the goat milk business has strong development potential, supported by the availability of Peranakan Etawa and Saanen goats, the implementation of sanitation practices during production, a production capacity of 35–50 liters per day, P-IRT and halal certification, and product diversification including fresh milk, pasteurized milk, powdered milk, goat milk soap, and the development of probiotic yogurt. Promotion is conducted through direct sales, resellers, marketplaces, TikTok, Instagram, and educational edufarm activities. The main challenges include public perceptions regarding the distinctive odor of goat milk, relatively high prices, fluctuations in feed costs, and the need to meet higher licensing standards. Recommended strategies include strengthening educational content, product identity and packaging, expanding reseller and marketplace networks, and developing innovative products to expand the market and improve business sustainability.]]>
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