Before / After · Case Study
The JP Taylor Group operates seven distinct brands — the JPTG umbrella, JPTI, Taylor Metal, Roseville RV, Load & Go Dumpsters, eMotorack, and Sierra Stoves — each with its own domain and audience. Instead of seven WordPress sites drifting apart, the platform serves all seven from a single Next.js 16 repo: proxy.ts hostname routing maps each domain to its brand, Neon database branches isolate each brand's data, and the shared services — SES email, self-hosted VAPID web push, a Slack router for ops/leads/reviews, Vercel AI Gateway for LLM calls — are built once and inherited by every brand.
“The eighth site costs a config entry, not a rebuild — that's the whole argument for multi-tenant.”
Receipts — measured
The story
01 · Problem
Every brand needed a site, email, lead capture, and someone to notice when a form came in. As separate builds, that's seven of everything — and the apex WordPress site was fragile enough that it was returning 503s by capture day.
02 · Insight
A dumpster-rental lead and a wood-stove lead need the same machinery: a fast page, a form, a database row, a Slack ping, maybe a push. Multi-tenant architecture builds that machinery once and lets each brand keep a fully distinct face.
03 · Build
Next.js 16 with proxy.ts hostname routing; Neon branch per brand with shared Drizzle schema; SES email, self-hosted VAPID push, R2 media, Upstash, a Slack ops/leads/reviews router, and Vercel AI Gateway for the LLM surface — every brand inherits all of it.
04 · Pending
At capture time jptaylorgroup.com returned 503 on every variant while the new platform answered instantly on the Vercel host. DNS cutover of the seven brand domains is the remaining step — flagged to the operator.
Architecture
What changed
Each claim ships with concrete evidence — env vars, table names, cadence chips. No marketing fluff.
proxy.ts maps each inbound domain to its brand: theme, nav, catalog, copy. Taylor Metal and Roseville RV share zero audience but share every line of infrastructure. Standing up brand number eight is a routing entry, a Neon branch, and a theme — not a project.
Each brand's data lives on its own Neon branch — leads for the dumpster brand can never leak into the stove brand's queries, retention/deletion policies can differ per brand, and a migration can be rehearsed on one branch before touching the rest.
Transactional email is shared SES; web push is self-hosted VAPID (no OneSignal-class vendor holding the subscriber list); and a Slack router fans ops events, inbound leads, and review alerts into per-brand channels so the right person sees the right brand's signal.
The agent backbone keeps the brand earning after hours. The owner approves; the system runs.
Inbound leads, ops events, and review alerts fan out through the Slack router to per-brand channels the moment they land — seven brands, zero shared-inbox triage.
Self-hosted VAPID web push notifies brand subscribers directly — the subscriber list stays first-party, and no third-party vendor sits between a brand and its audience.
