> ## Documentation Index > Fetch the complete documentation index at: https://firespark.cloud/docs/llms.txt > Use this file to discover all available pages before exploring further. # Concepts > Core ideas behind Fire spark — how merchants, stores, channels, menus, and orders fit together. Fire spark models your operation as a **merchant** connected to sales channels. Menus are rooted in your POS or RMS and **composed per context** (channel, store, fulfillment, schedule); orders flow back. These concepts are the vocabulary commercial and marketing teams share with product and operations. ## How the pieces connect ``` Merchant ├── Stores (where you operate) ├── Channels (where customers order) ├── Menus (what you sell) │ ├── Categories │ └── Products ├── Orders (what customers bought) └── Fulfillment (how orders complete) Brands — optional, for merchants running multiple brands CMS — optional, structured marketing content per entity ``` Most merchants start with **stores**, **channels**, and **menus**. **Brands** only matter when one legal entity sells under more than one brand name. Physical locations tied to your operation App, web, kiosk, and aggregators Catalog synced from your POS or RMS Purchases across every channel How menus are grouped for customers Items, pricing, modifier groups, and modifiers Pickup, delivery, and dine-in rules Multiple brands under one merchant (advanced) Marketing templates for brands, stores, and catalog