Estimating the cost of an ESD for software and subsequent updates for the software. First program instructions determine a cost of the ESD associated with packaging together components of the software. Second program instructions receive a selection from an operator whether to push or pull the subsequent updates to a customer, and determine a cost for distributing the subsequent updates based on the selection. Third program instructions estimate a cost of the ESD associated with a type of program used by the customer to create images of the software. Fourth program instructions estimate a cost of the subsequent updates associated with distributing the updates to a remote distribution site.