Projects, drafts, and landing pages

PlumPMM organizes positioning work in three levels — projects, drafts, and landing pages. Projects hold strategy (who you’re for, what you say, why it’s different). Drafts hold copy (a full landing page worth of it, written against one ICP). Landing pages hold the live URLs you actually ship and audit.

You can use any level standalone — paste a URL into the home audit form and skip projects entirely. But the levels chain naturally: a project seeds drafts, a draft links to a landing page, audits run against pages and feed back into the next draft.

The hierarchy

Level	What it holds	Created from
Project	One product or positioning experiment. Brief, ICP variations, positioning artifacts.	Manual brief, uploaded docs, or a URL via Fasttrak
ICP variation	One persona inside a project. Pain points, UVP, positioning statement, messaging variations.	Generated from the project brief; multiple per project
Draft	A full landing page in copy form, scoped to one ICP.	Inside a project — pick which ICP to draft for
Landing page	A live URL you’ve audited or want to monitor.	Pasted URL or auto-linked from a Fasttrak source page

A project can have many ICP variations, and a draft is built against exactly one ICP. A landing page can link to one project and one draft (the linked draft drives draft-vs-live comparisons).

Projects

A project holds the strategic layer — everything before you write copy. Open the project workspace and you’ll see tabs for Brief, Positioning, Drafts, and Competitive.

The brief is the seed: product name, what it does, target customer, pain points, differentiators, key benefits. You can fill it manually, paste in URLs and PDFs, or run Fasttrak to scrape a brief from a URL. Either way, the brief drives ICP generation and positioning.

Each ICP variation gets its own UVP, positioning statement (across five frameworks — April Dunford, Geoffrey Moore, Jobs to Be Done, Category Design, Outcome-First), differentiators, and a list of messaging variations — alternative phrasings of the same positioning.

Use one project per product or per major positioning experiment. If you’re testing two fundamentally different strategic directions for the same product, two projects beats forcing both into one. A project can have several ICPs, but ICPs are about who you’re targeting, not which strategy you’re trying.

Drafts

A draft is a full landing page in copy form — built against one ICP variation from the parent project. Inside the draft workspace you’ll see tabs for Above the Fold, Below the Fold, Preview, Versions, and Landing Pages.

ATF holds headline + subheading + CTA variations across multiple strategies. BTF holds feature items, FAQ items, proof items (quotes, metrics, stories), metric items, a founder story, a “why us” comparison, and a BTF CTA. Each variation tracks who created it (used by attribution UI and the per-card edit gates in multi-user orgs).

The Preview tab renders the full draft as a grayscale landing page mock — grayscale on purpose so you focus on copy, not brand colors. Click Generate preview audit and PlumPMM scores the draft as if it were live.

Landing pages

A landing page is a live URL you’ve added to PlumPMM. It carries the URL, an optional label, tags, and the list of audits run against it. The Page workspace has tabs for Dashboard, Audit, Monitor, and History.

A landing page can link to one project (so audits know the strategic context) and one draft (so draft-vs-live comparisons run automatically). Linking is optional — an unlinked page still works for audits and monitors.

Versions and snapshots

A draft is mutable; a version is a frozen, read-only snapshot of a draft at one point in time. Snapshot before a major rewrite, before sharing with a stakeholder, or before letting the AI regenerate everything. From the Versions tab you can preview any old snapshot or restore from one — restoring creates a new draft seeded from that snapshot, leaving the historical version intact.

Versions don’t count against your draft quota.

Per-tier limits

Plan	Projects	Drafts	Landing pages
Free	1	1	1
Solo Founder	3	10	10
Team	10	50	50
Business	Unlimited	Unlimited	Unlimited

→ Audit-unit budgeting and the full plan matrix: Plans and pricing