Holstein sires (n = 340) with milk, milk fat, semen unit fertility, daughter stayability evaluations, and semen price for 1986 were studied. Effects of variation in sire fertility and daughter stayability on profitability of sire selection using the net present value criterion were estimated. The model estimated expected profit from a cow bred to pregnancy from future production and from cattle disposal and replacement after discounting costs and returns to the time of insemination. Effects of semen sexing and semen unit dilution on profitability to determine optimal breeding strategies for dairy herds were examined. Sire profitability increased with herd average conception rate and sire selection intensity. Daughter stayability had a greater impact on profitability than semen unit fertility when profit maximization was computed under the criterion of breeding a cow to pregnancy. Genetic progress for production was compromised when selecting to maximize profit. Dilution of semen units seems profitable only when semen availability is limited for high demand sires. The use of sexed female semen may only be appropriate when it can generate additional income from the sale of surplus heifers.