Getting started
This guide walks you from sign-up to a fully drafted landing page in about 30 minutes. By the end you’ll have run an audit, built positioning for one ICP, generated above-the-fold and below-the-fold copy, and seen how your draft scores against your live page.
1. Create your account
Sign up at the marketing site, verify your email via the OTP code, and you’ll land on the home page. New accounts default to the Free plan — the full product, usage-capped: 20 audit-units/month, 1 project, 1 draft, 1 landing page. Enough to run the whole workflow once end-to-end; you upgrade to lift the caps.
2. Run your first audit
The home page is the audit form. Paste any public URL — your own page, a competitor’s, anything you can load in a browser.
https://your-product.comClick Audit page. The scrape + LLM run takes 20–40 seconds. You’ll get back a structured report:
- Overall rating (0–10, average of 13 dimensions)
- Per-dimension scores with what the page said, why it scored that way, and 2–4 concrete fixes per dimension
Read the headline_appeal and aha_moment rows first — those usually tell you in one glance whether the page communicates the product within five seconds.
→ Full reference: Concept: Audits
3. Create your first project
Projects is in your sidebar from day one — Free includes one (paid plans lift the cap to 3, 10, or unlimited). A project holds the positioning artifacts for one product (or one positioning experiment). Click + New project, give it a name (e.g., “Acme Cloud — 2026 launch”), and you’ll land in the project workspace.
Two ways to seed positioning:
- From scratch — fill the brief manually (product name, what it does, target customer, pain points, differentiators, key benefits)
- From documents — upload PDFs, decks, or paste URLs (your own site, internal docs, competitor pages). PlumPMM extracts a brief from them.
Click Generate positioning — you’ll get an Initial ICP with UVP, positioning statement, and differentiators.
4. Generate ICP variations
Most products have more than one ICP. From the project workspace, click + New ICP variation to generate a distinctly different persona — different role, different pain points, different buying context.
For each ICP, you can:
- Regenerate UVP — try a fresh framing
- Regenerate positioning statement — across five frameworks: April Dunford, Geoffrey Moore, Jobs to Be Done, Category Design, Outcome-First. Pick the framework that fits your category.
- Regenerate differentiators — get a tighter list
Pick a winner statement variation (the ⭐ marks the chosen one). That ICP + chosen statement seeds the draft.
5. Create a draft
A draft is a full landing page in copy form — ATF + BTF + FAQ + proof + metrics + founder story + CTA — built against one ICP. From the project workspace, click + New draft and pick which ICP to draft for.
Inside the draft workspace, you’ll see tabs:
- Above the Fold — generate headline + subheading + CTA variations across multiple strategies. Pick winners.
- Below the Fold — features, FAQ, proof items, metric items, why-us comparison, founder story, BTF CTA
- Preview — full landing page mock (grayscale on purpose, so you focus on copy not brand)
- Versions — snapshot the draft state at any point (“v1 — pre-launch”, “v2 — after sales feedback”)
- Landing Pages — link the draft to one or more live pages so audits compare automatically
Click Generate ATF, then Generate BTF, then any of the lower sections. Each one is a single-shot LLM call — about 10 seconds. Tweak headlines manually inline.
6. Compare your draft to your live page
This is where positioning becomes measurable. From Preview → Compare to live page:
- PlumPMM runs a simulated audit on your draft copy (audits the draft as if it were live)
- It runs a fresh audit on your linked live page
- Generates a side-by-side narrative — “Headline appeal moved 4→8 because the new version names the buyer’s role explicitly” — with what to try next
Use this to pick which draft variation actually moves positioning before you ship.
→ How-to: Compare audit runs
7. Upgrade to lift the caps
You’ve just run the whole workflow on Free (1 project, 1 draft, 20 audit-units/month). Upgrade when you need more projects, drafts, audit-units, audit history, monitors, or seats. From Settings → Billing, pick your plan (monthly or annual):
| If you… | Pick |
|---|---|
| Run positioning solo across a few products | Solo Founder — $79/mo or $799/yr — 3 projects, 10 drafts, 100 audit-units/mo, monitors |
| Have a small team | Team — $149/mo or $1,499/yr — 10 projects, 50 drafts, 500 audit-units/mo, 3 seats |
| Need unlimited + more seats | Business — $249/mo or $2,499/yr — unlimited projects/drafts, unlimited audit-units, 10 seats |
→ Full matrix: Plans and pricing
What’s next
| Goal | Read |
|---|---|
| Skip the manual workflow — paste a URL and let PlumPMM draft everything | Fasttrak |
| Watch a live page over time for positioning drift | Monitors |
| Track competitor positioning as benchmarks | Competitive |
| Understand audit-unit budgeting | Plans and pricing |