# 🤖 PRODUCT.md — Carloku

**What this site is.** carloku.com markets Carloku, the commercial cloud
offering of the open-source CARLOS platform. console.carloku.com is the
product; this site is the doorway. The framework and platform keep the
CARLOS name — Carloku is only ever the hosted offering.

**Audience.** Both at once: the solo dev with a side project and the small
team shipping product. One voice for both — personal and direct, no
enterprise theater. The reader is one person at a keyboard, whatever their
badge says.

## The one feeling: lightness

"Finally, simple." A visitor should exhale. Hosting they can hold in their
head. Supporting notes, in order: **calm** (deploys without dread, apps that
doze, going back is easy) and **trust through openness** (open source
underneath, nothing moves behind your back).

The audit for every sentence on the landing page: *does this make the
reader feel lighter — or merely better informed?* Better-informed-only
sentences belong on /get-started or in future docs. That is the whole
division of labor between the pages.

## Message map (fact → what the heart hears)

| Fact | What it means to the reader |
|---|---|
| `carlos ship` → private live URL | look at the real, running thing before anyone else does |
| promote serves the same bytes | what you approved is exactly what people get — nothing rebuilt behind your back |
| rollback = promote the previous release | changing your mind is allowed; back is the same small motion as forward |
| hibernation | quiet apps doze and wake on their own; nothing to switch off, nothing to babysit |
| automatic certificates | the padlock just appears; renewals are never your job |
| Keymail passkey sign-in | no password to invent, reuse, or leak |
| open-source platform underneath | hosted here, never locked here — you can read every moving part |

## Voice rules

- Second person, active. "You ship." The platform is the quiet one in the
  room.
- Short words, short sentences. Cut until it hurts, then once more.
- **The landing page's jargon budget is three code spans**: `carlos ship`,
  `carlos promote`, and one rollback mention. Commands appear as
  incantations — three words you can hold in your head — never as
  documentation.
- Never on the landing page: immutable, content-addressed, canary,
  signature/signed, provision, TLS, converge, infra, artifact, registry.
  All of it lives happily on /get-started ("Under the hood") or in docs.
- No pricing language until billing exists (AGENTS.md rule). Describe
  hibernation by behavior, never by cost.
- No claims we can't cash today. Where the product is young, say young —
  honesty reads as confidence.
- Em-dashes sparingly; exclamation marks never.

## Page roles

- **/** persuades. Heart first; the three commands are the only tech.
- **/get-started** instructs, still warmly. Install, sign in, first ship —
  plus "Under the hood," where the landing page's former spec-speak
  retired to.
- Docs (future) explain. Until they exist, /get-started links to
  carlosframework.com for the platform's full design.