Internal Project — our own operating company
Chamber I · Opening
AC Direct Supply.
A real, legally transacting online HVAC store we built, operate, and answer for — every decision from sales-tax compliance to fraud posture is ours. Live at acdirectsupply.com.
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Chamber II · The problem
Real-money stakes from day one.
Selling HVAC equipment online means destination-based sales tax across Georgia's county patchwork, freight-class shipping, fraud exposure on high-ticket orders, financing expectations, and buyer trust for a brand nobody has heard of yet.
This is the fullest story in our portfolio because nothing about it is hypothetical — the store transacts, and we answer for every decision in it.
Chamber III · The intelligence
What we built — and the discipline behind it.
- Storefront and catalog on WordPress/WooCommerce (Astra child theme + Elementor Pro): catalog, checkout, GoDaddy Payments.
- Automated sales tax, live and validated — a written vendor decision matrix (WooCommerce Tax vs Avalara vs TaxCloud vs manual) before a line of config, then validated on the live cart.
- Conversion and trust UX in code — a custom child-theme PHP hook renders a responsive trust row across 33 product pages, plus AJAX add-to-cart, live SKU search, and quick-view as child-theme functions.
- Financing via Affirm surfaced on product pages; fraud posture in authorization-before-capture with a written order-review procedure.
- Deliverability engineering — diagnosed the host's SMTP block, moved transactional mail to an HTTP API provider, brought SPF/DKIM/DMARC to passing.
- Live-edit discipline — the platform publishes instantly, so every edit is preceded by a dated backup and followed by byte-match verification. A full rollback trail exists for the whole build.
Chamber IV · The evidence
Real captures from the live store.
Nothing staged — the storefront, a product page, and the quote funnel, exactly as they transact today.
A store that transacts
WooCommerce catalog, checkout, and payments — live in production, with a dated-backup rollback trail behind every edit.
A trust row on every product page
A custom child-theme PHP hook renders a responsive trust row across 33 product pages, with Affirm financing surfaced inline.
A quote funnel, verified end-to-end
Form → thank-you flow with lead capture and anti-spam, tested through to delivery.
Verified, not claimed
- Sales tax validated live across four jurisdictions — Paulding 7% · Cobb 6% · Atlanta 8.9% · out-of-state $0. All four correct.
- Deliverability engineered to passing — SPF, DKIM, DMARC green; 8.7/10 on mail-tester after moving transactional mail off a blocked SMTP host.
- Fraud posture — payments run authorization-before-capture with a written order-review procedure.
Chamber V · Future vision
Where this is heading.
Future Vision · Concept AC Direct Supply is a live storefront we built and operate today; the direction we are designing toward is a wider HVAC catalog spanning more brands and equipment classes, with deeper automation across pricing, tax, fulfillment, and post-sale support so the store can scale without adding manual overhead. Picture a buyer configuring a full system and financing it in one guided flow, with fraud and deliverability handled invisibly underneath. This is a proposed direction only — a concept of where the operation could grow, carrying no promised metrics, revenue, or outcomes.
Chamber VI · The foundation
Launched, order-ready, and honest about the rest.
The store is live and order-ready, early-stage commercially. Analytics instrumentation and demand generation are in progress — so no traffic or revenue figures are published. Numbers appear here only when they're real.
Want a store that transacts correctly on day one?
This build maps to our Presence and Systems clusters — plus the operating discipline (backups, validation, runbooks) most agencies skip. The AI Opportunity Diagnostic applies the same discipline we run this store on to your operation — nine scored areas, evidence behind every score, and a list of things not to buy.