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 and shop for a young specialty coffee company. Four versions in 2026, from a hand-built page to a content-driven site with a shop, cart and subscriptions in preview.
A creator tool that renders long-form and short-form ambience videos from reusable scenes, overlays and audio. The render engine works; the web app is in early-access testing. Not public yet.
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 creator tool that renders long-form and short-form ambience videos from reusable scenes, overlays and audio. The render engine works; the web app is in early-access testing. Not public yet.
Oct 2026From a Still Image to Three-Hour RendersA 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.
Content Engine pivoted to ambience video and now has a real render engine with masked overlays, layered audio, vertical shorts, and long renders that only encode a few minutes of video.
The render engine now sits behind a web app with accounts, a project editor and a render queue. The masked rain overlay came out of the public samples because it didn't look right yet.
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.
Renamed to Woodfox Coffee and added a shop, product pages, a cart and subscribe-and-save, all clearly marked as preview until real products and payments are ready.
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.