Portfolio inventory¶
Read by the scorer to assess "do we actually have proof for this brief?". Update this file every time a new portfolio piece ships.
Last updated: 2026-05-21
Current real portfolio (Hustle landing pages / CRO)¶
Live and provable - PRIMARY (matches current positioning)¶
- Kiwi Storage - paid-social storage landing page. Built on Next.js + Tailwind. 3.01% → 11.89% conversion (3.95x). CPL -74.7%, leads +5.51x. Lead-gen form vertical. UK/local service. Live: https://quote.kiwistorage.com/mobile-storage-lp
- Kiwi Movers - paid-search removals landing pages. Built on Next.js + Tailwind. CPL -37.1%, 33.71% combined CR. UK/local service. Live: https://quote.kiwimovers.co.uk/brand-lp
- Hustle's own site - 98/99 PageSpeed Insights mobile + desktop. Demonstrates Core Web Vitals competence on a real production site.
Legacy back-pocket (NOT current positioning - mention only if asked)¶
- Stormline - full e-commerce overhaul (WP + WooCommerce, legacy stack). 39.6% CR uplift, page load 1.44s, A-grade GTmetrix, 22.58% server cost reduction. Use ONLY for briefs explicitly requiring WordPress/WooCommerce CRO history. Don't volunteer this for modern-stack LP briefs.
- La Pizarra - 100% AI-designed restaurant site, typography-led. Useful for "design quality" proof, not as primary LP example.
Recent¶
- Vibe-coded MVP - Jonny's personal project, concept to working product in 2 weeks. Demonstrates daily Claude / Claude Code usage and ship discipline. Not a landing page per se - use only if the brief specifically asks for AI-build proof.
Verticals we CAN credibly bid on¶
| Vertical | Have it? | Evidence |
|---|---|---|
| Local service (storage, removals, plumbing, conveyancing) | ✅ STRONG | Kiwi Storage + Kiwi Movers |
| B2C e-commerce | ✅ STRONG | Stormline |
| Hospitality / restaurant | 🟡 OK | La Pizarra (design only, no CRO number) |
| Core Web Vitals / page speed | ✅ STRONG | Hustle site 98/99, Stormline A-grade GTmetrix |
| WordPress / WooCommerce | ✅ STRONG | Stormline |
| Conversion Rate Optimisation / A/B testing | ✅ STRONG | Kiwi Storage A/B methodology |
Tools / platforms we DELIBERATELY DO NOT BUILD ON¶
Decided 2026-05-26. Productised service requires fast turnaround. These tools break the unit economics or are paradigm-mismatched to AI-prompt-first builds:
| Tool | Why rejected | Status |
|---|---|---|
| WordPress / Elementor / Divi | Theme/plugin chaos, slow per-build, can't templatise | REJECT briefs that mandate it |
| Webflow | Visual-builder designer paradigm, not prompt-first | REJECT briefs that mandate it |
| Wix / Squarespace | Closed platform, low margin | REJECT |
| ClickFunnels / Kajabi / GHL | Funnel-builder ecosystem, locked-in | REJECT |
| Unbounce / Instapage / Leadpages | Page-builder SaaS, no real differentiation | REJECT |
| Shopify (+ Replo) | Phase 2 - revisit once Next.js system is operational; need to learn Replo workflow first | DEFERRED |
| Framer | Designer-first visual builder, not prompt-native; could revisit if AI-prompt mode matures | DEFERRED |
If a brief explicitly requires one of the REJECTED tools, skip - even at high budget. The unit economics don't work.
Verticals we DO NOT YET have proof for¶
If a brief asks for one of these and we don't have a portfolio piece in it, the brief should be SCORED DOWN. The scorer should treat "must have X experience" as a hard penalty when X is on this list:
| Vertical | Status | Plan |
|---|---|---|
| B2B SaaS pricing pages | ❌ NO | Build spec page "Stridepay" (invoicing for freelancers) |
| Lead-gen for professional services (legal, financial advisor, etc) | ❌ NO | Build spec page "Northfield Conveyancing" |
| App download / mobile-first | ❌ NO | Build spec page "Routely" (cycling route app) |
| Healthcare / wellness | ❌ NO | Build spec page "Calmkit" (mental health app for SMEs) |
| Course / cohort sign-up | ❌ NO | Build spec page "Ship & Tell" (founder writing cohort) |
| Single-product DTC food / drink | ❌ NO | Build spec page "Saltcastle" |
| Shopify-specific (Replo) | ❌ NO | Build spec page (vertical TBD) |
| US healthcare HIPAA-compliant | ❌ HARD GAP | Not in scope - skip these briefs |
| Crypto / Web3 | ❌ NO | Not currently in scope - skip these briefs |
| Enterprise B2B (€5K+ build) | ❌ NO | Build spec page after first 5 JSS contracts land |
Positive-match keywords (scorer should treat these as direct lane match)¶
Brief mentions of any of these signal a strong fit for the AI-prompt-first landing-page positioning:
- "lovable", "lovable.dev"
- "claude code", "claude-code"
- "claude design"
- "vibe coding", "vibe coded", "vibe-coded"
- "cursor" (when paired with build briefs)
- "next.js", "nextjs", "next js"
- "vercel"
- "netlify"
- "tailwind"
- "ai-built", "ai built", "ai-generated", "built with ai"
- "rapid prototype", "ship fast", "24 hour", "48 hour"
Tools / platforms we can credibly claim¶
| Tool | Have used? | Evidence |
|---|---|---|
| Lovable | ✅ | Recent personal MVP, ongoing use |
| WordPress | ✅ | Stormline, Hustle clients |
| WooCommerce | ✅ | Stormline |
| Next.js + Vercel | ✅ | Personal projects, Hustle site |
| GTmetrix / PageSpeed Insights | ✅ | Stormline, Hustle |
| Google Tag Manager / GA4 | ✅ | Kiwi clients |
| Google Ads conversion tracking | ✅ | Kiwi Movers, Kiwi Storage |
| Make / Zapier | ✅ | Hustle internal automations |
| Pipedrive / HubSpot / Klaviyo | 🟡 PARTIAL | Hustle outbound, no production client install |
| Framer | ❌ | Not in stack |
| Webflow | ❌ | Not in stack |
| Shogun / Replo (Shopify page builders) | ❌ | Researched but not built with |
| Unbounce / Instapage | ❌ | Not in stack |
| ClickFunnels / Kajabi | ❌ | Not in stack |
How the scorer should use this file¶
When scoring a job:
1. Check if the brief names a specific vertical / industry requirement (e.g. "must have healthcare landing page experience")
2. Cross-reference against this file
3. Decision rules:
- Have it (✅): treat as positive signal, no penalty
- Partial (🟡): small penalty (-1 score), note in reason
- Don't have (❌): apply -2 to -3 score penalty AND flag the gap in red_flags ("brief requires X portfolio, we don't have one")
4. Same logic for tools - if brief names "must have built with Framer" and we don't have Framer experience, penalise.
5. Conversely, if brief names a tool we DO have (Lovable, Next.js, WordPress, Core Web Vitals), treat as positive signal.
This file will be updated as new portfolio pieces ship. The list of ❌ verticals shrinks over time.