Plain-English definitions.
The terms LoopWorker uses, defined the way we'd say them at a kitchen table. No jargon. No filler.
Action Sheet
A ranked, dated, owner-named list of next moves. The last page of every Sprint brief.
Average Order Value (AOV)
Average revenue per transaction — total revenue divided by total orders.
Owned Audience
The list of people who chose to hear from you directly — email, SMS, app, push, not algo-mediated.
Buyer Language
The exact words customers use to describe your product — usually different from how you describe it.
Customer Acquisition Cost (CAC)
The total cost to land one new paying customer — everything in, divided by new customers.
Category Positioning
Where your brand fits inside an existing market category — and what role you play within it.
Channel Saturation
When adding more spend on a channel stops compounding — the point where you should switch channels, not double down.
Churn
The rate at which paying customers stop being customers — cancellation, expiration, leave.
Competitor Mapping
Identifying every brand a buyer compares you to — direct, adjacent, and replacement.
Decision Brief
A short PDF document that ranks a business's next move and shows the evidence behind every recommendation.
Demand Signal
A measurable indicator that buyers want your product before they tell you.
Differentiation
The specific reason a buyer picks you over the next-best alternative.
Distribution
How your product reaches your buyer — channels, partnerships, awareness mechanics.
Go-to-Market Strategy
The plan for how a product reaches its buyer — channels, message, pricing, motion.
Ideal Customer Profile (ICP)
A specific description of the customer you most want — who they are, what they need, why they buy.
Jobs to Be Done
The functional + emotional outcome a customer "hires" your product to deliver.
Lifetime Value (LTV)
Total revenue you earn from one customer across their entire relationship with you.
Competitive Moat
A structural advantage that protects margin and market share over time — hard to copy.
Category Narrative
The story you tell about why the world needs your category to exist — bigger than your product.
Positioning Statement
A short, structured paragraph that captures who you serve, what you do, and why you win.
Brand Positioning
The specific job your brand does in a buyer's mind — the one thing they'd say if a friend asked what you do.
Price Anchoring
Setting a reference point that makes another price feel cheap or premium by comparison.
Pricing Band
Where your pricing sits relative to 5-10 comparable competitors — the floor, ceiling, and anchor of your category.
Product-Market Fit
The state where your product makes enough buyers happy that they pull more from you than you can push.
Proof Gap
The credibility your buyers need but you haven't given yet. The reason they don't convert.
Customer Segment
A group of buyers with shared needs, behavior, and willingness to pay.
Signal Intelligence
Pulling visible public market evidence (scraped competitor pages, ads, pricing, search demand) into a working view before making decisions.
Market Research Sprint
A focused 14-21 day market intelligence round that delivers a ranked decision brief — instead of a 12-week consulting engagement.
Total Addressable Market (TAM)
The total revenue available if your product reached every possible customer in your category.
Value Proposition
The one-line answer to "why should I buy from you instead of the alternatives?"
Anchor Pricing
The top-tier price that sets the reference point — used to make the modal tier feel like the obvious choice.
Buyer Journey
The full path from awareness to renewal — each step has different language and different objections.
Category Design
The work of defining and naming a new market category that you naturally win. Distinct from positioning.
Competitive Moat
Structural advantage hard to copy — network effects, switching costs, scale, brand, regulatory, proprietary data.
Conversion Rate
The percentage of visitors who take the desired action at each funnel step. Compounds across the funnel.
Customer Segment
A group of buyers with shared characteristics, problems, and willingness to pay. Predicts shared buying patterns.
DAU / MAU Ratio
Daily active users divided by monthly active users. Stickiness benchmark — how often a monthly user comes back.
Discovery
The pre-funnel moment buyers learn the category exists or the problem has a name. Before buyer intent.
Evidence Chain
The traceable line from a recommendation back to the public signal that supports it. Defensible, replaceable.
Growth Loop
A self-reinforcing cycle where output of one cycle becomes input of the next. Distinct from funnels.
Hypothesis Quality
How well-defined a strategic bet is before execution. Names the change, predicts the outcome, sets the threshold.
Market Pull
When buyers actively seek your category or product before you push to them. High pull = lower CAC, slower build.
Net Revenue Retention
NRR includes expansion. Above 100% = company grows from existing customers alone.
Offer Architecture
The structure of what you sell — tiers, packages, bundles, add-ons. Distinct from pricing.
Pull Marketing
Marketing built around buyers seeking you out, not the reverse. SEO, content, brand, community.
Retention Cohort
Customers grouped by sign-up period, tracked over time. Reveals whether retention is improving or decaying.
Share of Voice
Your portion of category attention vs total. Tracks share of market with a 6-12 month lead.
Time to Value (TTV)
How long from signup until the buyer feels the product worked. Strongest churn predictor in SaaS.
Willingness to Pay
The maximum price a buyer would pay before walking away. Often higher than current price for differentiated offers.