Jonathon Pena Houston, Texas
I build software, automation, dashboards and websites around real operational and business problems: the kind I've spent years working inside of, not just reading about.
Selected work
Website for a young specialty coffee roaster, rebuilt three times as the brand found its voice. Static, fast, and structured so the menu can change with the harvest.
A configurable pipeline that turns visual assets, audio and a project config into long-form ambience videos, without hours of manual editing per render.
A research and prioritization engine for B2B sales, so salespeople spend less time finding and qualifying accounts and more time talking to the right ones.
A lightweight, phone-first CRM for independent salespeople and small teams, built around the salesperson's day. Now a working app with accounts, a pipeline, tasks and push reminders. Pre-launch.
This site, treated as a product. Built as a living record of what I'm building, testing and learning, not a static resume.
Currently building
Unfinished on purpose. Each one is labeled with where it actually stands.
A configurable pipeline that turns visual assets, audio and a project config into long-form ambience videos, without hours of manual editing per render.
Oct 2026Audio Layers Are NextA research and prioritization engine for B2B sales, so salespeople spend less time finding and qualifying accounts and more time talking to the right ones.
Oct 2026Why I'm Building a Lead EngineA lightweight, phone-first CRM for independent salespeople and small teams, built around the salesperson's day. Now a working app with accounts, a pipeline, tasks and push reminders. Pre-launch.
Oct 2026The CRM Is a Working App NowCapabilities
Operations taught me to understand the workflow before touching the software. Everything below starts there.
Repeatable systems for processes that would otherwise mean the same manual steps every day: pipelines, scripts and workflows that run the boring parts.
Getting scattered information into views people can act on: what is open, what is late, what matters next. Operations, sales and inventory data mostly.
Websites and interfaces built around one specific goal for one specific audience, then refined until the structure and copy actually serve it.
Years on the operations side taught me to map the workflow before touching software. Most friction is in the handoffs, not the tools.
Taking an idea from a rough problem statement to something you can click on, quickly enough to find out whether it deserves more time.
Toolkit
Build log
An engineering notebook: what I did, what broke, what's next.
Two days after the clickable concept, the CRM has real accounts, a database, a Today view built around daily routines, and push reminders that arrive even when the app is closed. Not launched yet.
Early concept for a lightweight CRM built around a salesperson's day, not a database schema. Prototyped the pipeline board and account drawer.
Replaced a one-page static site with a content-driven site built around projects, a build log, writing and experiments.
The video side of the pipeline renders correctly for the Rainy High-Rise Fireplace prototype. Next I'm separating fire, rain and music into configurable audio layers.
Writing
AI makes me faster. It doesn't get to decide what the system is. A few rules I use to keep it that way.
Most operational pain isn't missing software. It's an unclear process that software then makes faster at being unclear.
Tutorials teach you the happy path. Building something real teaches you what happens when the path runs out, and that's most of the job.
Build something
An idea, a messy workflow, a site that should work better. If it's a real problem, I'd like to hear about it.