# Key Terms

A quick reference for terminology used throughout the GrowthFactor platform, organized alphabetically.

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#### 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.

#### 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 [Organization Settings](https://docs.growthfactor.ai/getting-started/organization-settings).

#### GrowthFactor Score

An AI-powered composite rating (1–100) evaluating a site across customizable scoring dimensions called "lenses." Default lenses include [Visibility](https://docs.growthfactor.ai/analyze-site-intelligence-and-selection/growthfactor-score#visibility), [Demographics Fit](https://docs.growthfactor.ai/analyze-site-intelligence-and-selection/growthfactor-score#demographics-fit), [Foot Traffic](https://docs.growthfactor.ai/analyze-site-intelligence-and-selection/growthfactor-score#foot-traffic), [Competition Analysis](https://docs.growthfactor.ai/analyze-site-intelligence-and-selection/growthfactor-score#competition-analysis), and [Market Potential](https://docs.growthfactor.ai/analyze-site-intelligence-and-selection/growthfactor-score#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.

#### 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.

#### 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 (Foot Traffic)

A trade area boundary derived from actual visitor data, showing where a location's customers come from based on observed foot traffic patterns. More accurate than theoretical drive times for understanding true customer geography.

#### 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.