Reference: Glossary
Short definitions of the terms used throughout PlumPMM and these docs.
| Term | Definition |
|---|---|
| Audit | An LLM-scored evaluation of a landing page across 13 positioning questions in 5 dimensions, each rated 0–10 with findings and fixes. |
| Audit-unit (AU) | The metering unit for billable work. Each plan has a monthly AU quota; running an audit costs 1 AU, other actions cost more. See Plans and pricing. |
| ATF (above-the-fold) | The hero copy of a landing page — headline, subheading, CTA — generated and A/B-compared in a draft. |
| BTF (below-the-fold) | Everything under the hero — Features, FAQ, Proof, Metrics, Founder Story, Why Us, Closing CTA — generated per section in a draft. |
| Competitor | A competitor URL you track in the Competitive tab (under Research), audit on demand, and reference from a project. Kept separate from your Landing Pages quota. |
| Dimension | One of the 5 groupings the 13 audit questions roll up into (User Audience, Positioning, Messaging, Proof, Lift). |
| Draft | A working copy document inside a project — ATF + BTF variations, a rendered preview, a simulated audit, and versions. See Projects, drafts & pages. |
| Fasttrak | The URL → full positioning playbook orchestrator: paste a URL and get a project + ICPs + draft + ATF/BTF + preview audit + comparison in minutes. See Fasttrak. |
| ICP (ideal customer profile) | A target-customer candidate on a project — name, description, characteristics, pain points, and messaging variations. |
| Landing page | A URL you track: link it to a project + draft, run audits, and view history to detect positioning drift. |
| Market research | An LLM market-landscape report (category, key players + how each is positioned, ICP signals) that grounds a project’s positioning. Distinct from competitor Research. See Market research. |
| Monitor | A scheduled re-audit of a landing page (weekly / monthly) that emails you when the score moves past a threshold. See Monitors. |
| Organization (org) | The tenant that owns projects, drafts, pages, and a subscription. Users belong to one or more orgs with a role. |
| Positioning statement | A framework-shaped articulation of your positioning (JTBD, Category Design, Contrarian, …); a project generates five variations and you star a winner. |
| Project | The top-level container for a positioning effort — brief, positioning, ICPs, and its drafts. |
| Role | A member’s permissions in an org: owner (full + billing authority), editor (author), viewer (read). |
| Seat | One member slot in an org; each plan includes a fixed number. |
| Snapshot / version | A read-only copy of a draft’s current state (e.g. “v1 before we ship”); can be restored as a new draft. |
| UVP (unique value proposition) | The core “why us” statement produced by positioning generation. |
| Variation | An alternative generated option — an ATF variation, an ICP messaging variation, or a positioning-statement variation. |
See also: Audits · Plans and pricing · the docs index.