Docs update on fm purpose (#329)

* be more explicit on what FlexMeasures is

Signed-off-by: Nicolas Höning <nicolas@seita.nl>

* be more explicit on what FlexMeasures is and mention community interaction & guidelines

Signed-off-by: Nicolas Höning <nicolas@seita.nl>

Readme.md

@@ -7,29 +7,40 @@
 [![Code style: black](https://img.shields.io/badge/code%20style-black-000000.svg)](https://github.com/psf/black)
 [![Documentation Status](https://readthedocs.org/projects/flexmeasures/badge/?version=latest)](https://flexmeasures.readthedocs.io/en/latest/?badge=latest)
 
-The *FlexMeasures Platform* is a tool for building real-time energy flexibility services, rapidly and scalable. 
+The *FlexMeasures Platform* is the intelligent backend to support real-time energy flexibility apps, rapidly and scalable. 
 
-- Developing energy flexibility services (e.g. to enable demand response) is crucial, but expensive.
+- Developing energy flexibility apps & services (e.g. to enable demand response) is crucial, but expensive.
 - FlexMeasures reduces development costs with real-time data integrations, uncertainty models and API/UI support.
 
 ![Separation of concerns ― FlexMeasures enhancing Energy Service Company services](https://raw.githubusercontent.com/FlexMeasures/screenshots/main/architecture/SeparationOfConcerns.png)
 
+As possible users, we see energy service companies (ESCOs) who want to build real-time apps & services around energy flexibility for their customers, or medium/large industrials who are looking for support in their internal digital tooling. However, even small companies and hobby projects might find FlexMeasures useful! 
 
-With services and data integrations built on top of FlexMeasures, energy service companies (ESCOs) can offer real-time services around energy flexibility.
+## What does FlexMeasures provide?
 
 FlexMeasures provides three core values:
 
-1. Real-time data integration support, with advice for the rest of the day. For example, forecasts and schedules are made available via API (designed with [the USEF framework](https://usef.energy) in mind).
+1. Real-time data intelligence and integration, with advice for the rest of the day. For example, forecasts and schedules are made available via API (designed with [the USEF framework](https://usef.energy) in mind).
 2. Energy sensor and environment data have multiple sources and their forecasts are uncertain. FlexMeasures uses the [timely-beliefs library](https://github.com/SeitaBV/timely-beliefs) to model this well.
 3. Developer support ― building customer-facing services is where energy flexibility hits the road. FlexMeasures reduces developer workload with a well-documented API, data visualisation and multi-tenancy, and supports plugins to customise and extend the platform to your needs.
 
 
 ![Integration view of the FlexMeasures platform architecture](https://raw.githubusercontent.com/FlexMeasures/screenshots/main/architecture/FlexMeasures-HighLevel.png)
 
-FlexMeasures is developed by [Seita BV](https://www.seita.nl) in The Netherlands.
 
-We made FlexMeasures freely available under the Apache2.0 licence. Please get in contact if you use FlexMeasures or are considering it.
-See also [Seita's Github profile](https://github.com/SeitaBV), e.g. for FlexMeasures plugin examples.
+## Getting started
 
 Head over to our [documentation](https://flexmeasures.readthedocs.io), e.g. the [getting started guide](https://flexmeasures.readthedocs.io/en/latest/getting-started.html). Or find more information on [FlexMeasures.io](https://flexmeasures.io).
 
+See also [Seita's Github profile](https://github.com/SeitaBV), e.g. for FlexMeasures plugin examples.
+
+
+## Development & community
+
+FlexMeasures was initiated by [Seita BV](https://www.seita.nl) in The Netherlands in order to make sure that smart backend software is available to all parties working with energy flexibility, no matter where they are working on their local energy transition.
+
+We made FlexMeasures freely available under the Apache2.0 licence.
+
+Within the FlexMeasures project, [we welcome contributions](https://github.com/FlexMeasures/tsc/blob/main/CONTRIBUTING.md). You can also [learn more about our governance](https://github.com/Flexmeasures/tsc/blob/main/GOVERNANCE.md).
+
+You can connect with the community here on Github (e.g. by creating an issue), on [the mailing list](https://lists.lfenergy.org/g/flexmeasures), on [the FlexMeasures channel within the LF Energy Slack](https://slack.lfenergy.org/) or [by contacting the current maintainers](https://www.seita.nl/contact).

documentation/index.rst

@@ -6,18 +6,18 @@ Planning ahead allows flexible assets to serve the whole system with their flexi
 e.g. by shifting or curtailing energy use.
 This can also be profitable for their owners.
 
-The *FlexMeasures Platform* is a tool for building real-time energy flexibility services, rapidly and scalable.
+The *FlexMeasures Platform* is the intelligent backend to support real-time energy flexibility apps, rapidly and scalable. 
 
 - Developing energy flexibility services (e.g. to enable demand response) is crucial, but expensive.
 - FlexMeasures reduces development costs with real-time data integrations, uncertainty models and API/UI support.
 
-The target group for FlexMeasures are energy service companies (ESCOs), who can build services and data integrations on top of FlexMeasures, fitting their use case and customers.
+As possible users, we see energy service companies (ESCOs) who want to build real-time apps & services around energy flexibility for their customers, or medium/large industrials who are looking for support in their internal digital tooling. However, even small companies and hobby projects might find FlexMeasures useful! 
 
 Let's take a closer look at the three core values:
 
 
-Real-time data updates & advice
-----------------------------
+Real-time data intelligence & integration
+-----------------------------------------
 
 Energy flexibility services need to interact multiple times per day or hour. We equipped FlexMeasures with: