Change README focus from in-context to open source l10n (#1127)

README.md

@@ -1,32 +1,23 @@
 # Pontoon — Mozilla's Localization Platform
 
-### For localizers
+Pontoon is a translation management system used and developed by the
+[Mozilla localization community](https://pontoon.mozilla.org/). It
+specializes in open source localization that is driven by the community and
+uses version-control systems for storing translations.
 
-Pontoon enables localizers to translate web apps and websites in place with
+Check out our documentation to:
-context and spatial limitations right in front of them. A full list of extracted
-strings is also available, to help with strings that are hard to reach, e.g.
-error messages and the `<title>` tag.
 
-[Localizer Docs](https://mozilla-l10n.github.io/localizer-documentation/tools/pontoon/).
+* [Learn how to localize with Pontoon](https://mozilla-l10n.github.io/localizer-documentation/tools/pontoon/)
-
+* [Learn how to manage projects on Pontoon](https://mozilla-l10n.github.io/documentation/tools/pontoon/)
-### For app owners
+* [Make your project localizable with Pontoon](https://developer.mozilla.org/docs/Mozilla/Implementing_Pontoon_in_a_Mozilla_website)
-
-To enable localization of your site with Pontoon, include a script to overcome
-cross-frame scripting, and Pontoon will autodetect strings. Or, to make the best
-out of Pontoon, fully prepare your site with hooks that will mark strings for
-localization and include all the necessary tags.
-
-[Developer Docs](https://developer.mozilla.org/docs/Mozilla/Implementing_Pontoon_in_a_Mozilla_website).
 
 ## Installation
 
-Our [installation documentation](https://mozilla-pontoon.readthedocs.io/) is available on readthedocs.
+Our [installation documentation](https://mozilla-pontoon.readthedocs.io/) is available on `Read the Docs`:
 
-For local development, see [developer setup](http://mozilla-pontoon.readthedocs.io/en/latest/dev/setup.html) using `docker`.
+* For local development, see [developer setup](http://mozilla-pontoon.readthedocs.io/en/latest/dev/setup.html) using `Docker`
-
+* For production installation, see [deployment documentation](http://mozilla-pontoon.readthedocs.io/en/latest/admin/deployment.html)
-For production installation, use [deployment documentation](http://mozilla-pontoon.readthedocs.io/en/latest/admin/deployment.html).
+* For quick and easy deployment on the `Heroku` platform, click this button:
-
-For quick and easy deployment on the Heroku platform, click this button:
 
 [![Deploy](https://www.herokucdn.com/deploy/button.svg)](https://heroku.com/deploy)
 
@@ -34,13 +25,13 @@ For quick and easy deployment on the Heroku platform, click this button:
 
 You want to help us make Pontoon better? We are very glad!
 
-Start by [installing Pontoon locally using `docker`](https://mozilla-pontoon.readthedocs.io/en/latest/dev/setup.html). Once you have a working local environment, take a look at our [mentored bugs](https://wiki.mozilla.org/Webdev/GetInvolved/pontoon.mozilla.org). It is often better to start with those bugs, as they tend to be easier, and someone is committed to helping you get it done. To start working on a bug, verify that it isn't already assigned to someone else, and then ask on the bug for it to be assigned to you.
+Start by [installing Pontoon locally using Docker](https://mozilla-pontoon.readthedocs.io/en/latest/dev/setup.html). Once you have a working local environment, take a look at our [mentored bugs](https://wiki.mozilla.org/Webdev/GetInvolved/pontoon.mozilla.org). It is often better to start with those bugs, as they tend to be easier, and someone is committed to helping you get it done. To start working on a bug, verify that it isn't already assigned to someone else, and then ask on the bug for it to be assigned to you.
 
 Before you start writing code, make sure to read our [contribution docs](https://mozilla-pontoon.readthedocs.io/en/latest/dev/contributing.html). It contains information on how to style code, how to run tests, how to name your commits, etc. All things you will need to know if you want your work to be merged into Pontoon!
 
 Pontoon developers hang around in the `#pontoon` channel on [Mozilla's IRC server](https://wiki.mozilla.org/IRC). Please [join us there](https://cbe001.chat.mibbit.com/?url=irc:%2F%2Firc.mozilla.org%2Fpontoon) if you want to ask questions!
 
-If you want to go further, you can…
+If you want to go further, you can:
 
 * Check out development roadmap on the [wiki](http://wiki.mozilla.org/Pontoon)
 * File a [bug](https://bugzilla.mozilla.org/enter_bug.cgi?product=Webtools&component=Pontoon&rep_platform=all&op_sys=all)