> For the complete documentation index, see [llms.txt](https://docs.growthfactor.ai/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.growthfactor.ai/getting-started/key-terms.md). # Key Terms A quick reference for terminology used throughout the GrowthFactor platform, organized alphabetically. *** #### Analog An existing store used as a comparison point for forecasting new site performance. Analogs are selected based on similarity to the proposed site across demographics, competition, traffic, and other key variables. The core principle: a new site will perform similarly to existing stores that share its characteristics. #### Annotation A note pinned to a place on a study map, visible to everyone with access to that study. Used to record why a site stayed in or dropped out. See [Annotations and Comments](/study/annotations-and-comments.md). #### Cannibalization The estimated overlap between a proposed site's trade area and your existing store trade areas. Expressed as a percentage—a 25% cannibalization rate means approximately 25% of an existing store's customers fall within the new site's trade area and may shift to the new location. #### Complement A business whose customers are likely to also shop with you. Unlike competitors, complements create beneficial co-tenancy—their traffic becomes potential traffic for your store. Configured in [Workspace Settings](/getting-started/workspace-settings.md). #### GrowthFactor Score An AI-powered composite rating (1–100) evaluating a site across customizable scoring dimensions called "lenses." Default lenses include [Demographics Fit](/data-and-analytics/growthfactor-score.md#demographics-fit), [Foot Traffic](/data-and-analytics/growthfactor-score.md#foot-traffic), [Competition Analysis](/data-and-analytics/growthfactor-score.md#competition-analysis), and [Market Potential](/data-and-analytics/growthfactor-score.md#market-potential). Each lens receives its own sub-score, and organizations can add, remove, or reweight lenses to match their brand's priorities. #### Isochrone A boundary showing all points reachable within a specific travel time. Drive-time trade areas are isochrones—unlike circular radiuses, they follow actual road networks and account for real-world travel patterns. #### LOI Letter of Intent—a preliminary agreement expressing serious interest in leasing a property. Commonly used as a pipeline stage indicating active negotiation. #### Pin A point placed on a study map. A pin can represent a candidate site, a competitor, or anything else worth marking. Your existing stores appear on the map already, so they don't need pins. Any pin can become a deal. See [Pins](/study/pins.md). #### PSF Per Square Foot—sales expressed relative to store size (e.g., $150 PSF means $150 in annual sales per square foot). Normalizes performance across different store sizes for easier comparison. #### Shape An area on a study map, either drawn by hand or generated. Polygons, circles, and extracted real-world boundaries are all shapes. Shapes can be combined with union, intersect, and difference. See [Shapes](/study/shapes.md). #### Study The workspace for an analysis: one map holding the pins, shapes, trade zones, and annotations you're working with, plus the agent. Private to its creator until shared with the workspace. See [Studies Overview](/study/overview.md). #### Territory A single shape representing everything a market currently covers, built by drawing a trade zone around each store in that market and combining them with **Union**. See [Shapes](/study/shapes.md). #### Trade Area The geographic region from which a retail location draws its customers. Can be defined by radius, drive/walk time, or foot traffic patterns. All site analysis (demographics, competitors, projections) is calculated within the selected trade area. #### Trade Zone In a study, the area attached to a pin or an existing store. Generated three ways: a ring in miles, a walk or drive time in minutes, or a foot-traffic percentage. Demographics, cannibalization, and the businesses counted at a location are all measured inside it. See [Trade Zones](/data-and-analytics/trade-zones.md). #### VPD Vehicles Per Day—the average daily traffic count on a road segment. Higher VPD indicates greater drive-by exposure and visibility potential. #### Whitespace Market areas with customer demand but limited competitor presence—gaps in coverage representing potential expansion opportunities. In a study, whitespace is found by subtracting your combined coverage from the boundary you're planning against. See [Shapes](/study/shapes.md). #### Workspace An organizational unit within your GrowthFactor account that scopes data and access. Workspaces form a hierarchy—your organization's root workspace contains all data, while child workspaces partition it by region, department, or any structure your team needs. Each member can have a different role (Viewer, Member, Admin) per workspace. See [Workspaces](/getting-started/workspaces.md). --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation dynamically by asking a question. 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