After registering, I see the value. 10 years ago, I used to have to plan websites by mocking up each page, printing them out, and taping them all up onto a giant wall with post-it notes explaining what the user can do on each page. This was the only way that management could really visualize and understand what changes we were making. This allows you to do that without the wall, and the collaboration is a nice addition. It's also a great way to look back and see how a project came to light. I often jot down these sorts of notes when planning a web app.
I recommend you reconsider being so inspired by 37signals that it's hard to tell your site apart from theirs. I think I'm being kind in how I'm describing this to you. It's very confusing for any user who is familiar with 37signals and it makes your product less trustworthy.