diff --git a/.gitignore b/.gitignore
index 157a3d6..66aab1d 100644
--- a/.gitignore
+++ b/.gitignore
@@ -2,6 +2,7 @@
 .idea
 node_modules
 build
+gulp-build
 app/js/templates.js
 app/data
 *.py[cod]
diff --git a/MANIFEST.in b/MANIFEST.in
new file mode 100644
index 0000000..49c1f52
--- /dev/null
+++ b/MANIFEST.in
@@ -0,0 +1,9 @@
+# ignore these; pbr is putting everything in git
+# in the sdist, but we're a hybird package
+prune test
+prune gulp
+prune app
+
+# The html/js to view results; created by npm run build
+# installed in "html" via data-file in setup.cfg
+recursive-include gulp-build *
diff --git a/README.rst b/README.rst
index 41e6ba6..3a4fba6 100644
--- a/README.rst
+++ b/README.rst
@@ -64,8 +64,21 @@ The production application can be build using::
 
     gulp prod
 
-The result will be written to :code:`./build` and should be appropriate for
-distribution. Note that all files are not required:
+This will automatically build portable html/javascript and python
+utilities into ``dist/stackviz-VERSION.tar.gz``.
+
+You should probably install this into a ``virtualenv`` on the target
+system::
+
+  virtualenv stackviz
+  ./virtualenv/bin/pip install /path/to/stackviz-VERSION.tar.gz
+  # to run stackviz export
+  ./virtualenv/bin/stackviz-export
+
+Note the required html will be placed in ``virtualenv/share/stackviz-html``
+as a data-file (or elsewhere, if installed as a system package; this
+may vary on distributions).  This can be moved as required.  Note that
+all files in there are not required:
 
 - Directory structure (:code:`js/`, :code:`css/`, :code:`fonts/`,
   :code:`images/`): required.
@@ -77,10 +90,8 @@ distribution. Note that all files are not required:
 - Source maps (:code:`js/main.js.map`, :code:`js/main.js.map.gz`): only required
   for debugging purposes.
 
-Data should be written to :code:`build/data/` using :code:`stackviz-export` like
-above. Note that the static production code generated above is portable, and can
-be generated anywhere and copied to another host to be combined with exported
-data.
+Data should be written to :code:`stackviz-html/data/` using
+:code:`stackviz-export` like above.
 
 Testing
 =======
diff --git a/gulp/config.js b/gulp/config.js
index 5976d1d..36f15ec 100644
--- a/gulp/config.js
+++ b/gulp/config.js
@@ -8,17 +8,17 @@ module.exports = {
 
   'styles': {
     'src' : 'app/styles/**/*.scss',
-    'dest': 'build/css'
+    'dest': 'gulp-build/css'
   },
 
   'scripts': {
     'src' : 'app/js/**/*.js',
-    'dest': 'build/js'
+    'dest': 'gulp-build/js'
   },
 
   'fonts': {
     'src' : ['app/fonts/**/*'],
-    'dest': 'build/fonts'
+    'dest': 'gulp-build/fonts'
   },
 
   'views': {
@@ -31,14 +31,14 @@ module.exports = {
   },
 
   'gzip': {
-    'src': 'build/**/*.{html,xml,json,css,js,js.map}',
+    'src': 'gulp-build/**/*.{html,xml,json,css,js,js.map}',
     'rewrite': '**/*.html',
-    'dest': 'build/',
+    'dest': 'gulp-build/',
     'options': {}
   },
 
   'dist': {
-    'root'  : 'build'
+    'root'  : 'gulp-build'
   },
 
   'browserify': {
@@ -54,7 +54,7 @@ module.exports = {
 
   'data': {
     'src' : ['app/data/**/*'],
-    'dest': 'build/data'
+    'dest': 'gulp-build/data'
   }
 
 };
diff --git a/gulp/tasks/server.js b/gulp/tasks/server.js
index 08250c9..b69e385 100644
--- a/gulp/tasks/server.js
+++ b/gulp/tasks/server.js
@@ -17,7 +17,7 @@ gulp.task('server', function() {
 
   // Serve index.html for all routes to leave routing up to Angular
   server.all('/*', function(req, res) {
-      res.sendFile('index.html', { root: 'build' });
+      res.sendFile('index.html', { root: 'gulp-build' });
   });
 
   // Start webserver if not already running
@@ -33,4 +33,4 @@ gulp.task('server', function() {
 
   s.listen(config.serverPort);
 
-});
\ No newline at end of file
+});
diff --git a/package.json b/package.json
index fb39216..3299b09 100644
--- a/package.json
+++ b/package.json
@@ -72,6 +72,6 @@
     "postinstall": "if [ ! -d .venv ]; then tox -epy27 --notest; fi",
     "test": "gulp unit",
     "lint": "eslint ./",
-    "prod": "gulp prod"
+    "prod": "gulp prod; python setup.py sdist"
   }
 }
diff --git a/setup.cfg b/setup.cfg
index 548f13b..6f341bd 100644
--- a/setup.cfg
+++ b/setup.cfg
@@ -23,6 +23,7 @@ classifier =
 [files]
 packages =
     stackviz
+data-files = share/stackviz-html = gulp-build/*
 
 [entry_points]
 console_scripts =