diff --git a/README.md b/README.md
index 149671a..ee5deb0 100644
--- a/README.md
+++ b/README.md
@@ -1,15 +1,25 @@
 
 # Public Lab Pi Camera Kit
 
+This project is designed to easily generate bootable SD card images from a plain "Raspbian" original image, with additional software already installed and configured. The output images are made available for download and flashing onto an SD card (see below). 
+
+You can do this from the GitHub repository directly by opening a pull request, which will trigger a new image to be built. 
+
 The Public Lab Pi Camera Kit includes an operating system which is built upon the efforts of many people.
 
 The build scripts have been forked from the Hypriot project.
 
 ## Build instructions
 
-**Automatic build**: For the purposes of facilitating quick development of this image, we've setup [automatic builds](https://jenkins.laboratoriopublico.org/job/Raspberry%20Kit%20Image/) on git commits to **master** branch. Downlod the [latest development build](https://jenkins.laboratoriopublico.org/job/Raspberry%20Kit%20Image/ws/hypriotos-rpi-dirty.img.zip).
+**Easy pull request build process**
+
+The easiest way to generate a new image is to open a pull request with changes to the basic image; a new one will be generated by GitLab and be available for download and flashing onto an SD card. See [pull requests](https://github.com/publiclab/image-builder-pi/pulls) for examples of this, with downloadable images already built. 
 
-Pre-requisites: You'll need to have Docker installed.
+**Automatic build**: For the purposes of facilitating quick development of this image, we've setup [automatic builds](https://jenkins.laboratoriopublico.org/job/Raspberry%20Kit%20Image/) on git commits to **master** branch. 
+
+Download the [latest development build here](https://jenkins.laboratoriopublico.org/job/Raspberry%20Kit%20Image/ws/hypriotos-rpi-dirty.img.zip).
+
+Pre-requisites for running locally: You'll need to have Docker installed.
 
 ```
 make sd-card
@@ -19,7 +29,9 @@ This will create an image called `hypriotos-rpi-dirty.img.zip`.
 
 ## Flash instructions
 
-You'll need the [Hypriot flash tool](https://github.com/hypriot/flash)
+You can use the cross-platform Etcher program to flash the output images onto an SD card: https://etcher.io
+
+You can also use the [Hypriot flash tool](https://github.com/hypriot/flash)
 
 ```
 git clone https://github.com/hypriot/flash
@@ -29,7 +41,7 @@ cd flash
 
 ## Usage instructions (tested on Pi W Zero)
 
-Place the flashed microSD card into your Pi device, power it up and give it a minute or two to start the embedded access point "**00-PiCamera**", with password **publiclab**.
+Place the flashed microSD card into your Pi device, power it up and give it a minute or two to start the embedded access point `00-PiCamera`, with password `publiclab`.
 
 Once you are connected to this wifi network, the Pi has hostname `pi` with IP address `172.24.1.1` and can be reached with from the `pi.local` or `pi.localdomain` address (either avahi or dns).