[p91paul]

> Besides, can we even attract experienced developers to a non-glamorous industry like logistics?

I wouldn't worry about this. For some devs the industry might matter, but for many code is code, independently if it's for finance, healthcare or logistics. Just make sure salaries are in line with the market.

Internalizing devs will likely produce cost savings long term unless off the shelf tools are good enough for you, but it's an investment that needs long term commitment. Initially you'll still have to pay for your existing product plus the devs, so it'll feel like you just added a cost. Make sure you are committed enough to pass that phase. Your first hires should be able to work independently, talking directly with employees about requirements, without requiring extensive documentation or dedicated PMs before starting. Too much structure initially would be detrimental, you'll probably want to keep the team small anyway.