OEM Vs ODM Smart Pet Feeder: Which Is Right For Your Brand?

Trying to choose the right OEM vs ODM smart pet feeder path for your brand?

That choice feels simple at first, then expensive very fast. If you sell on Amazon, run a DTC pet brand, or buy for wholesale, your sourcing model will shape launch speed, product control, compliance workload, and how painful returns become later.

APPA’s latest U.S. industry stats project $165 billion in pet sales for 2026, with 95 million U.S. households owning a pet, so this category is large enough to reward smart moves and punish rushed ones.

If you’re talking with a smart pet feeder manufacturer, I’ll walk you through the trade-offs in plain English, so you can choose the model that fits your margins, timeline, and brand goals.

Key Takeaways

• ODM is usually the faster way to launch a smart pet feeder, especially if you want a small pilot order, lower tooling exposure, and a quicker read on market fit.
• OEM gives you deeper control over housing, firmware, app control, wireless features, and packaging, but it usually brings higher MOQ, longer lead time, and more certification work.
• For U.S. launches, wireless models using wi-fi or bluetooth need closer FCC planning, food-contact parts need documented material compliance, and battery-backed units should come with a UN 38.3 test summary.
• If you plan to market the product under your own brand with Bluetooth branding, Bluetooth SIG rules make qualification your responsibility, not just the factory’s.
• For many B2B buyers, the best move is phased: start with ODM to test demand, then shift into OEM once reorders, margins, and feature plans justify a custom smart pet feeder.

Why OEM vs ODM is more than a product choice

An OEM vs ODM smart pet feeder decision shapes much more than a single SKU. It affects how much you can change, how fast you can launch in North America, and who owns the risky parts of the project, such as firmware, app control, wireless testing, and post-sale support.

That matters more now because buyers expect more than a timed food dispenser. They compare wifi, smartphone control, voice record & playback, feed now features, portion accuracy, slow feed options, dual power supply, and how reliable the app feels after month three, not just on day one.

How the right sourcing model affects cost, speed, and brand growth

Pick the model that protects your next 12 months, not just the quote on the first spreadsheet.

OEM raises your upfront spend, but it also gives you a real shot at differentiation. If your roadmap includes Alexa, Amazon Echo, Tuya Smart, HD camera monitoring, RFID pet recognition, a meal splitter, or a branded app instead of a shared factory app, OEM usually makes more sense.

ODM keeps the learning curve cheaper. It works well if you want to test smart pet feeders with app control, dual trays, automatic & manual feeding, or a camera-ready design before you commit cash to molds, firmware ownership, and a larger after-sales team.

Who this guide is for: Amazon sellers, pet brands, wholesalers, and DTC brands

This guide is for Amazon premium sellers, European and American pet brands, importers, and wholesale buyers who need clean decision criteria.

If you need a small MOQ smart pet feeder supplier for a pilot run, want to compare pet feeder OEM ODM options, or need a reliable pet feeder supplier that can support growth after the first reorder, you’re in the right place.

I’ll also point out the details that top-ranking supplier pages often skip, such as who owns the Bluetooth qualification, what battery paperwork matters for export, and why a pretty sample can still become an expensive warranty problem.

What Is OEM in Smart Pet Feeder Manufacturing?

In an OEM project, the factory builds your automatic pet feeder to your brand’s specifications. You are not just choosing a shell color. You are deciding what the product should do, how it should look, and which parts of the user experience you want to own.

Watch an OEM smart pet feeder video overviewDefinition of OEM in the pet product industry

OEM means the factory manufactures to your brief, while your brand drives the product direction.

That brief can include industrial design, PCB layout, feeding logic, voice control, app control, packaging, and cloud behavior. This model is the better fit for brands that want more than a private-label version of an existing smart feed automatic dog and cat feeder, 2nd generation style product.

It also fits brands that care about IP protection. If your long-term plan involves exclusive functions for cats and dogs, branded onboarding, or a feeder that pairs with a smart pet water fountain or other connected accessories, OEM gives you more room to build a moat.

What buyers can usually customize under an OEM model

OEM gives you control across both visible and hidden layers of the product.

• Hardware: housing shape, hopper size, auger design, bowl layout, camera placement, and materials for kibble contact parts.
• Electronics: PCB structure, sensors, power design, dual power supply, battery backup, and module choices for wi-fi, bluetooth, or zigbee.
• Software: app control, feed now behavior, portion logic, voice recorder settings, remote control permissions, and firmware updates.
• Brand experience: packaging, inserts, QR setup flow, labels, onboarding screens, and retailer-ready carton markings.
• Feature roadmap: slow feed, meal splitter, HD camera, voice record & playback, security & sensors, and integrations with Alexa or a private cloud.

If food touches the hopper, tray, or sealing parts, do not stop at a sales line like “food-grade plastic.” The FDA regulates food-contact substances, so ask for the exact resin declaration, additive information, and the component-level paperwork tied to the actual material used in your feeder.

When OEM makes sense for brands that need more product control

OEM makes sense when product control directly supports margin. That is usually the case for premium Amazon listings, retailer-exclusive SKUs, and pet brands that want their own app, cleaner packaging, better materials, or a feature set competitors cannot copy in one sourcing cycle.

It also becomes the right move once your product brief goes beyond cosmetic changes. If you want a custom smart pet feeder with wet food handling, RFID separation for multi-pet homes, improved silent pump behavior in a combo feeder, or a new app flow tied to energy management or broader smart-home controls, you are already in OEM territory.

For U.S. launches, wireless features are one of the biggest reasons OEM projects grow in complexity. FCC guidance treats wi-fi and bluetooth transmitters as intentional radiators, which means they generally need certification before the product can be imported or marketed in the United States. That is why even a “small” wireless change can reset your calendar.

What Is ODM in Smart Pet Feeder Manufacturing?

ODM means the manufacturer already has the design, and your brand buys into that platform with selected changes. You move faster because the expensive design work has mostly been done before you show up.

Watch an ODM smart pet feeder video overviewDefinition of ODM for smart pet feeders

An ODM smart pet feeder usually arrives as a ready-made product with a stable mechanical structure, tested circuit board, and a known software stack. For many buyers, that is the shortest path to launching smart pet feeders with timed feeding, app control, remote control, feed now commands, and standard bowls for cats or dogs.

This is why ODM is so common in the B2B market. You get to move from sample approval to packaging and sales prep much faster than a full custom development cycle.

What parts of an ODM product can still be customized

You still get useful room to shape the offer, just not unlimited room.

• Usually easy: logo, color, carton design, labels, manuals, and gift-ready packaging.
• Sometimes possible: bowl material, hopper volume, voice recorder language, app skinning, and accessory bundles.
• Usually limited: core mechanics, PCB redesign, antenna layout, deep firmware rewrites, and cloud architecture.
• Best use: testing positioning, price points, and customer reaction before you fund a deeper OEM build.

A common shortcut in ODM is a shared app ecosystem, often through platforms like Tuya Smart or a factory-managed app shell. That can work well for speed, but you should ask early who owns the server account, firmware release rights, bug-fix schedule, and customer data access.

Why ODM is often faster for small and mid-sized buyers

ODM is faster because you are buying into a proven structure. The molds already exist, the assembly flow is already known, and the firmware has usually been through more real-world usage than a first-generation OEM build.

That speed matters in the U.S. market. APPA reports that 51% of pet product buyers typically shop online, so getting a good-enough product live quickly can teach you more than spending months polishing features customers may not care about.

Just do not assume ODM removes compliance work from your plate. PHMSA’s current guidance still expects lithium batteries to have a UN 38.3 test summary, and Bluetooth SIG states that your supplier cannot qualify your Bluetooth products on your brand’s behalf. Private label is still your brand in the eyes of regulators and platform operators.

OEM vs ODM Smart Pet Feeder: Key Differences at a Glance

Here is the side-by-side view that most supplier pages should show much earlier.

Watch a side-by-side OEM vs ODM comparison videoComparison table: OEM vs ODM

Factor	OEM	ODM	Best fit
Design ownership	Your brand drives the product brief	Factory owns the base design	OEM for differentiation, ODM for speed
Customization depth	High, including structure, firmware, app, and wireless stack	Low to medium, usually cosmetic and selected feature swaps	OEM for custom smart pet feeder plans
Typical MOQ	Higher, often hundreds to thousands once tooling is involved	Lower, often better for pilot orders	ODM for cautious testing
Lead time	Longer because of prototyping, testing, and approvals	Shorter because molds and production flow already exist	ODM for fast seasonal launches
Upfront cost	Higher due to tooling, app work, and new testing	Lower because the design already exists	ODM for lower cash exposure
Compliance workload	Heavier, especially after wireless or material changes	Lighter if the model already has a mature file set	ODM for simpler first launches
Brand moat	Stronger	Weaker	OEM for long-term margin defense
After-sales complexity	Higher at first because bugs and spare parts are more custom	Lower if the model is mature	ODM for operational simplicity

Product development cost

OEM is the expensive path up front. Your original article had the right idea here: once you add new molds, app work, firmware tuning, and certification, the bill rises fast.

ODM keeps that first check smaller because the factory is reusing a tested bill of materials, packaging structure, and software base. For brands that want to validate pricing, demand, and review quality before going bigger, that matters more than fancy engineering language.

Customization depth

OEM is where deep pet feeder product customization lives. It is the better route if you want special feeding logic, a camera angle that actually helps owners, better app control, improved kibble flow, or a feeder that works with your own private app instead of a shared generic shell.

ODM is better for choosing from a menu. You can usually change the look, some packaging, and a few option sets, but you are still working inside the factory’s structure.

Lead time

ODM wins on speed because the product already exists. OEM takes longer because every choice, from antenna placement to hopper material to box artwork, creates another review point.

If your launch window is tied to Prime Day, holiday traffic, or a retailer set date, calendar certainty matters almost as much as unit cost.

MOQ

MOQ is where strategy gets real. A lower MOQ gives you room to test demand, ad creative, bundle ideas, and pricing without trapping too much cash in inventory.

Higher OEM MOQ can still be worth it, but only when you have enough confidence that the extra differentiation will lift conversion, reduce price competition, or support a stronger wholesale pitch.

Branding flexibility

OEM gives you more than logo space. It gives you room to shape the full customer impression, from unboxing to app setup to support language.

ODM gives you a quicker visual identity, but it will not fully protect you from lookalike products if other brands are using the same platform.

Quality stability

ODM often starts with better stability because the design has been used before. That does not make every ODM supplier good, but it does reduce first-generation surprises.

OEM can be excellent in the long run, yet early builds deserve extra caution. New mechanics, new firmware, and new packaging combinations create more places for defects to hide.

Compliance readiness

ODM often comes with a stronger starting document pack. That can include existing FCC, CE, or RoHS files for the base model, which saves time if your branding changes do not alter the technical core.

OEM brings more responsibility onto your team because each new wireless, battery, or food-contact change can create fresh paperwork or re-testing needs.

After-sales risk

After-sales risk is where cheap quotes turn expensive. A mature ODM line may cost a little more than the weakest offer on the market, yet it often saves money through fewer returns, fewer firmware headaches, and faster spare-parts support.

OEM can absolutely win here too, but only if your supplier has a disciplined pilot process, clear firmware version control, and a real support plan after launch.

Supply chain predictability

ODM usually gives you steadier replenishment because the factory already knows the component mix and assembly rhythm. OEM programs often depend on more custom parts, which makes them more sensitive to delays, substitutions, and engineering changes.

That is why a reliable pet feeder supplier is not the one with the cheapest quote. It is the one that can repeat quality and delivery after your first successful order.

MOQ and Order Flexibility: Which Model Fits Small-Batch Buyers Better?

Small-batch buyers care about one thing above all: learning without overcommitting.

That is why MOQ matters so much in pet feeder OEM ODM decisions. A low MOQ lets you test reviews, price elasticity, bundle performance, and repeat purchase behavior before you lock money into a bigger plan.

Why MOQ matters for market testing and cash flow

Cash flow is what keeps your next move open. If you spend too early on tooling and large inventory, you lose room for advertising, packaging fixes, app support, and replacement stock.

Lower MOQ also helps you test channel fit. You can try Amazon first, then add retail, or test a DTC bundle with a smart pet water fountain before placing a deeper wholesale order.

• Use low MOQ if you still need proof of demand.
• Use low MOQ if your first goal is review quality, not margin optimization.
• Use higher MOQ only when your reorder plan is already visible.
• Protect cash for warranty support, not just purchase orders.

When ODM is better for low-risk trial orders

ODM is the safer move for trial orders because it cuts the number of unknowns. You are testing the market, not testing whether a first-generation mechanism will jam after 60 days.

This matters most for Amazon sellers and DTC brands that need real-world feedback on app pairing, portion control, bowl shape, and how owners react to features like voice recorder, timed schedules, or automatic & manual feeding.

When OEM becomes worthwhile despite higher initial commitment

OEM becomes worthwhile once your demand is stable and your product brief is no longer cosmetic. If customers keep asking for a better app, quieter mechanics, smarter smartphone controls, stronger wi-fi behavior, or a true dual-pet feeding system, you are leaving value on the table by staying in a stock ODM shell.

A good rule is simple: if your next growth step depends on a feature competitors cannot easily copy, OEM deserves a hard look.

Customization Flexibility and Brand Control

Here is the question that makes this whole choice easier: what do you actually need to control?

If the answer is just color, logo, and box art, ODM may be enough. If the answer includes firmware, app access, wireless stack choices, or long-term brand ownership, OEM starts looking much more practical.

Cosmetic customization vs structural customization

Cosmetic customization changes what the buyer sees. Structural customization changes how the feeder works.

Customization type	Examples	Usually possible in ODM?	Usually better in OEM?
Cosmetic	Logo, carton, color, manual, sleeve, labels	Yes	Yes
Functional light-touch	Capacity option, bowl type, limited app skin, voice prompt language	Sometimes	Yes
Structural	PCB layout, auger design, camera module, sensor package, new hopper shape	Rarely	Yes
Software ownership	Source access, API rights, cloud account control, branded app roadmap	Rarely	Yes

Private label, packaging, feature selection, and app options

Private label sounds easy, and sometimes it is. The catch is that many brands confuse label ownership with product ownership.

If the supplier owns the app account, the firmware release cadence, and the cloud admin access, you do not fully control the customer experience, even if your logo is on the lid.

If your brand does not control the software path, your product is only partly yours.

If you plan to market Bluetooth as part of your brand promise, there is one more trap to avoid. Bluetooth SIG says your company must complete qualification for products you brand as your own, so do not assume a supplier’s module paperwork finishes the job for you.

How much control brands really need at different stages

Early-stage brands usually need just enough control to look credible and collect feedback. That points to ODM.

Established brands usually need more. If you want better differentiation against Petwant-style products, tighter app behavior than a generic Tuya Smart layer, or a more polished experience than buyers expect from the my petsafe® app category, deeper control starts paying back.

A hybrid path works well too. Launch with ODM, learn fast, then rebuild the winners through OEM once you know exactly which features matter.

Lead Time and Speed to Market

Lead time is where the emotional part of this decision disappears. You can love a product concept, but if it misses the season, it still loses.

Typical reasons OEM projects take longer

OEM takes longer because there are more approval gates. New housings, CAD revisions, prototype fixes, firmware testing, toolmaking, packaging validation, and pilot runs all stack on top of one another.

Then the regulatory side adds more time. For U.S. wireless models, FCC testing and equipment authorization planning can sit right in the critical path, and food-contact material changes can force another round of document review.

1. Industrial design and engineering brief approval
2. Prototype build and revision cycle
3. Tooling and pilot run
4. Firmware and app stability testing
5. Compliance file completion and mass-production release

Why ODM shortens sourcing and launch cycles

ODM compresses the first three steps because the design, tooling, and base firmware already exist. You spend more time on branding and packaging, and less time on invention.

That is a huge advantage if you need to react to a trend quickly, enter a retailer presentation with a live sample, or put a new smart pet feeder wholesale supplier into your sourcing mix without waiting for a full R&D cycle.

How faster delivery helps seasonal selling and trend response

Fast delivery helps twice. First, it gets you into the sales window. Second, it gives you time to reorder if the product works.

For Amazon sellers, missing the window hurts more than lost revenue. It also slows review buildup, ranking momentum, and ad efficiency.

Development Cost and Overall Sourcing Risk

Most articles stop at unit price. That is the wrong lens.

The better question is this: what will this sourcing model cost you after tooling, re-testing, support tickets, replacement parts, and delayed launch opportunities show up?

Upfront product development cost in OEM

OEM projects front-load cost. Your original ranges still hold up as a useful planning frame: tooling can run from roughly $5,000 to $50,000, app work can add $20,000 or more, and certification work can add another meaningful layer on top.

Those numbers are why OEM belongs in a real business case, not a guess. If the product will not support stronger margin, repeat orders, or a clearer market position, the extra spend is hard to defend.

Lower initial investment in ODM

ODM keeps the first move lighter. You skip most of the design cost and push your budget toward samples, listings, paid traffic, retail presentations, and fast learning.

That is why ODM is so attractive for brands entering smart pet feeders for the first time. It lets you validate the category before you build custom complexity into it.

How to evaluate hidden costs: delays, defects, revisions, and support

Hidden cost usually hides in four places:

• Re-testing: a wireless, battery, or material change can trigger fresh compliance work.
• Software upkeep: app bugs, cloud hosting, and firmware maintenance continue after launch.
• Returns: bad feeding accuracy, jammed kibble flow, or pairing issues crush margin fast.
• Spare parts: motors, lids, adapters, bowls, and PCB replacements need a real plan.

PHMSA’s current guidance on lithium battery test summaries is a good example of a hidden-cost trap. If your feeder has a lithium battery backup and the supplier cannot hand over a current UN 38.3 test summary, your shipping timeline can get messy long before the first customer review appears.

Product Compliance and Export Readiness

This is the section most buyers should read twice.

Compliance is not paperwork for after the order. It is part of product design, especially for U.S. launches involving wi-fi, bluetooth, app control, batteries, and food-contact plastics.

Why compliance matters in smart pet feeder sourcing

A smart pet feeder touches three high-friction areas at once: electronics, food contact, and shipping. That alone makes sloppy documentation expensive.

In the latest FDA guidance for food-contact substances, the agency makes it clear that materials that contact food must fit an authorized pathway. In practical terms, if your supplier changes resin, colorant, or additive in a hopper, bowl, or internal chute, you need updated support, not a recycled old declaration.

How OEM and ODM differ in certification preparation and documentation support

ODM usually starts with a stronger document base because the model already exists. If the base wi-fi or bluetooth design is unchanged, the supplier may already have the technical file set that speeds launch.

OEM shifts more responsibility to your side. New wireless features, new boards, new batteries, or even a new accessory can mean new tests, new labels, or new manuals.

What B2B buyers should confirm before launching in overseas markets

Use this U.S.-focused checklist before you release any purchase order:

Document or check	Why it matters	Who often has it first
FCC grant or test package for wi-fi or bluetooth functions	Wireless transmitters generally need certification before U.S. import or sale	ODM supplier for base model, OEM project team for custom builds
Food-contact material declaration for hopper, tray, seals, and coatings	Shows whether the actual materials used are suitable for food-contact use	Material supplier and factory
UN 38.3 test summary for lithium battery packs	Supports battery shipping compliance	Battery supplier or pack assembler
User manual, warnings, and carton labels	Needed for retail, customs, and platform review	Brand and factory together
Firmware version record and change log	Critical for traceability and after-sales fixes	Factory software team
Bluetooth qualification evidence, if Bluetooth is marketed under your brand	Bluetooth SIG places qualification responsibility on the branding company	Your brand

If a product includes a remote or accessory with a button cell or coin battery, add one more checkpoint. CPSC rules under Reese’s Law apply to consumer products manufactured or imported on or after October 23, 2023 for general-use products, and they cover battery compartment security, warning labels, and compliance certificates. That is a detail many pet brands miss because it sits outside the feeder body itself.

Quality Stability, After-Sales Risk, and Product Reliability

Returns do not come from the spec sheet. They come from the small failures buyers live with every day.

Why mature models often reduce return and complaint rates

Mature ODM models usually benefit from more field use, more firmware cleanup, and more refined assembly methods. That does not guarantee perfection, but it does reduce first-wave surprises.

If your first order is mainly a market test, stability often matters more than uniqueness. A stable feeder with decent app control and clean portioning can outperform a flashy custom build that still needs two firmware patches.

How early-stage customization can introduce new risks

Early-stage OEM work creates new failure points. A custom auger can jam differently. A new app flow can confuse setup. A new wireless module can behave fine in the lab and badly in real apartments with crowded home networks.

That is why quality control for OEM should include more than a nice golden sample. You want pilot-run feedback, failure logs, batch traceability, and a rollback plan for software updates.

What buyers should ask suppliers about QC, spare parts, and support

• What is your incoming, in-line, and pre-shipment quality control process?
• Can you show recent inspection reports and burn-in test data?
• How long will motors, boards, adapters, and bowls remain available as spare parts?
• Who handles firmware updates after launch, and how are versions tracked?
• What does the warranty flow look like for Amazon, wholesale, and DTC claims?

If a supplier cannot answer those questions clearly, the risk is not theoretical. It is already in the project.

Supply Chain Stability: The Overlooked Factor in OEM vs ODM Decisions

Supply chain stability is the part people notice only after it fails.

A weak partner can turn a good product into stockouts, inconsistent batches, and margin loss, even if the sample looked excellent.

Why stable production matters more than a lower quote

A lower quote only helps if the product ships on time and works as promised. Missed shipments hurt Amazon ranking, retailer confidence, and internal forecasting.

That makes stable supply far more valuable than a one-time savings on unit price. A steady supplier protects sales momentum.

How supplier capacity and process maturity affect repeat orders

Process maturity shows up in repeatability. You want a partner that can hold the same quality standard on order two, not just on the sample line.

Ask about capacity by month, not just by year. Ask whether the feeder shares key parts with other high-volume programs. Ask what happens if a wi-fi module, motor, or adapter suddenly goes short.

What to look for in a long-term smart pet feeder manufacturing partner

A strong long-term partner should be able to show these things without hesitation:

• Lead-time history and realistic production planning
• Stable sub-suppliers for motors, adapters, battery packs, and wireless modules
• Version control for BOM changes and firmware releases
• Clear export file management for U.S. and EU markets
• Spare-parts planning that extends beyond the first shipment
• A support team that can actually respond after launch

If you are sourcing from East Asia for North America, this matters even more. The farther your supply chain is from your customer, the more expensive every surprise becomes.

Which Model Is Right for Your Brand?

This is the practical answer.

Choose ODM if you need faster launch, lower risk, and lower MOQ

Choose ODM if your first goal is speed. It is the right move when you want to test a smart pet feeder with app control, wi-fi, automatic & manual feeding, voice record & playback, or a standard camera option without spending months on engineering.

It also fits brands that still need proof on pricing, review quality, or channel fit. If your next step depends on learning, ODM is usually the better starting point.

Choose OEM if you need deeper customization and stronger product differentiation

Choose OEM if you need a feature set competitors cannot easily copy. That may include RFID control for multi-pet homes, a branded app, better Alexa support, stronger smartphone onboarding, improved quiet feeding mechanics, or a true premium experience built around your brand rather than the factory’s template.

OEM is also the better path if you want a product family, not just a single feeder. Once you are thinking about connected bundles, special packaging, proprietary accessories, or tighter control over firmware and cloud services, OEM starts paying back.

Hybrid approach: start with ODM, then move into OEM as your brand grows

For many brands, the smartest path is hybrid. Launch with ODM, collect real sales and return data, then rebuild the winning concept into OEM with better materials, better app ownership, and sharper differentiation.

That approach gives you speed first, then control once the numbers justify it. It is also the cleanest way to protect cash while still building something stronger than a generic private-label copy.

Conclusion

The best OEM vs ODM smart pet feeder choice depends on what your brand needs most right now: speed or control.

Choose ODM if you need a faster launch, lower MOQ, and a simpler path into the market. Choose OEM if you need a custom smart pet feeder with stronger differentiation, deeper app control, and clearer long-term ownership of the product experience.

For many B2B brands, the smartest move is to test with ODM, then scale with OEM once demand, margins, and compliance planning are solid.

FAQs

1. What is the difference between OEM and ODM for a smart pet feeder?
OEM means your brand orders a product made to your specs, like building a house from the ground up. ODM means the maker designs and builds the product and you stick your label on it, like buying a furnished home.

2. Which option fits a small brand with low volume?
Pick ODM to test the waters, since suppliers often offer lower MOQ and faster lead time. OEM gives full custom design control but costs more up front and takes longer. Many small brands start with ODM to hit the market fast.

3. Do product demo videos and software developers matter in the choice?
Yes, product demo videos and software developers matter because ODM may include app work and demo assets, while OEM may force you to create marketing materials and hire developers.

4. How do I decide for long-term brand growth?
List your needs: control over features, timeline, and budget, then match them to manufacturing options. Consider custom design, lead time, MOQ, and the cost to produce product demo videos and to hire software developers.