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 app.plumpmm.com and verify your email via the OTP code — you’ll land on the home page. (That’s the app itself; the marketing site is at www.plumpmm.com.) 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 |