diff --git a/contrib/Makefile b/contrib/Makefile
index 786a44c..a9cb88c 100644
--- a/contrib/Makefile
+++ b/contrib/Makefile
@@ -1,26 +1,45 @@
-all:
-	@echo "Build targets: "
-	@echo "build			Build an image for building tools with Docker"
-	@echo "run			Run a shell using the above image with Docker"
-	@echo "podman-pull       	Pull in the podman tkey builder"
-	@echo "podman-build       	Build an image with podman"
-	@echo "podman-run		Run a shell using above image with podman"
-	@echo "podman-run-make		Run the above image with podman and build the FPGA bitstream"
 
-build:
-	docker build -t tkey-builder .
+# image produced by build-image targets
+BUILDIMAGE=tkey-builder-local
+
+# default image used when running a container
+IMAGE=ghcr.io/tillitis/tkey-builder:1
+
+all:
+	@echo "Targets:"
+	@echo "run                   Run a shell using image '$(IMAGE)' (Podman)"
+	@echo "run-make              Build the FPGA bitstream using image '$(IMAGE)' (Podman)"
+	@echo "run-make-no-clean     Like run-make but without cleaning first, useful for iterative firmware dev"
+	@echo "run-make-clean_fw     Like run-make but cleans only firmware"
+	@echo "pull                  Pull down the image '$(IMAGE)' (Podman)"
+	@echo "build-image           Build a toolchain image named '$(BUILDIMAGE)' (Podman)"
+	@echo "                      A newly built image can be used like: make IMAGE=$(BUILDIMAGE) run"
+	@echo "docker-run            Run a shell using image '$(IMAGE)' (Docker)"
+	@echo "docker-build-image    Build a toolchain image named '$(BUILDIMAGE)' (Docker)"
 
 run:
-	docker run --rm --mount type=bind,source="`pwd`/../",target=/build -w /build -it tkey-builder /usr/bin/bash
+	./podman-run $(IMAGE) / /usr/bin/bash
 
-podman-pull:
-	podman pull ghcr.io/tillitis/tkey-builder:1
+docker-run:
+	docker run --rm --mount type=bind,source="`pwd`/../",target=/build -w /build -it $(IMAGE) /usr/bin/bash
 
-podman-build:
-	podman build -t tkey-builder .
+run-make:
+	./podman-run-make $(IMAGE) clean application_fpga.bin
 
-podman-run:
-	podman run --rm --mount type=bind,source="`pwd`/../",target=/build -w /build -it tkey-builder /usr/bin/bash
+run-make-testfw:
+	./podman-run-make $(IMAGE) clean application_fpga_testfw.bin
 
-podman-run-make:
-	podman run --rm --mount type=bind,source="`pwd`/../hw/application_fpga",target=/build -w /build -it tkey-builder make
+run-make-no-clean:
+	./podman-run-make $(IMAGE) application_fpga.bin
+
+run-make-clean_fw:
+	./podman-run-make $(IMAGE) clean_fw application_fpga.bin
+
+pull:
+	podman pull $(IMAGE)
+
+build-image:
+	podman build -t $(BUILDIMAGE) .
+
+docker-build-image:
+	docker build -t $(BUILDIMAGE) .