Now, this is novel ! Everybody wants to know how to mate their bitch and make money on the pups. You want to start at the other end (as it were

)
First question: What's the dog's pedigree like? He's AKC registered but that only tells me he's a pedigree dog. What I'd be looking for is a bloodline that's winning
now. What's been winning in Pembrokes at Westminster or in the important breed shows? If there's one prefix that crops up a lot in the winners and you've got that then that's good news [
prefix: Champion
Bancroft Little Beauty ] . There is a shocking amount of 'fashion' within breeds; a certain conformation is 'in' one year and out next; not to mention the politics and the infighting that goes on among breeders.
(Did you ever see the film
Best in Show? Well, it's a lot worse than in that but not as funny)
If you have the same breeding in your dog as a winner's then, naturally you are best placed.
Second question: Have you shown this dog? My guess is no.That's partly because, if you had, you'd not be asking

. If you have then you'll have done a lot of travelling and a lot of shows to try to get him his tickets ( certificates to show he's won or been placed in a qualifying show). In that travelling you'll have got an idea how good he is thought to be.You may even have met people in the breed, showing there, who'll help you (but, knowing dogdom, I would not bet on it !)
You may however find the local breed club secretary for your area helpful. These people tend to be benign as well as being genuine enthusiasts.He or she (it's usually 'she' ) may well know of people who might like your dog for their bitches, quite apart from helping you in other ways. The AKC is sure to have a list of breed club secretaries.
It is not necessarily a problem if you've not shown him. My mother never showed any of her poodles in twenty years but everyone wanted to use her stud dogs and get pick of her pups. That was because the bloodline was such a winner. The offspring would win anywhere.
Third question: Whose bitches are you hoping for? You have matters the right way around in that sense. Better to have a stud dog, even if nobody much uses him, than have a bitch whose litter you can't shift (even though a Pembroke only throws a few

). Here your breed club can help, if only because they know where young bitch puppies have gone. You can, of course, advertise. If I were you I'd be fussy over which bitches I permitted. There's no harm in being snooty ! There is sure to be a market for their pups
if the breed is known to the public.That makes the pet market much easier. Pembrokes are
so much sweeter than Cardigans and much more attractive. (though they'll still try to nip you in the ankle
it's only in fun 
[Note: That remark is not to be taken too seriously. "No ankles were harmed in the making of this post" ]
Oh, and just be thankful you are not an Irish Wolfhound breeder. The dam of one of mine produced thirty-one pups in just two litters and they all survived. Imagine having to feed that lot once they were weaned; they are not ready for quite a while;let alone trying to sell them all. (How many three foot plus dogs does the area need? )