[{"data":1,"prerenderedAt":1168},["ShallowReactive",2],{"handbook-\u002Fhandbook\u002Fmarketing\u002Fmessaging\u002F":3,"handbook-nav":299},{"id":4,"title":5,"body":6,"description":16,"extension":292,"meta":293,"navigation":294,"path":295,"seo":296,"stem":297,"__hash__":298},"handbook\u002Fhandbook\u002Fmarketing\u002Fmessaging.md","Company Messaging",{"type":7,"value":8,"toc":268},"minimark",[9,13,17,20,23,31,39,44,47,60,64,67,70,73,78,81,86,89,155,159,162,166,171,185,189,212,220,224,227,231,235,239,242,246,249,253,256,259,262,265],[10,11,5],"h1",{"id":12},"company-messaging",[14,15,16],"p",{},"Clear and consistent messaging serves as a cornerstone for our company to\nachieve growth and a bigger market presence. The messaging framework is\nessential for the company to communicate its value, purpose, and\ndifferentiation, to in turn effectively acquire and retain our customer base.",[14,18,19],{},"Consistency of messaging is important; with our growing company we’ve got\nlimited resources and thus it’s imperative to make a significant impact quickly.\nIf that fails, the company must learn quickly and iterate. When the messaging is\nconsistent the company can learn faster and have a structured approach to these\niterations.",[14,21,22],{},"This is an iterative process - as of May 2026, following work at the Athens Summit in Greece, this messaging will be evolving based on company feedback. When this messaging is finalised, this page will be updated.",[14,24,25,26],{},"For guidance on how to express our brand in writing and communication style, see\n",[27,28,30],"a",{"href":29},"\u002Fhandbook\u002Fmarketing\u002Fbrand-voice\u002F","Brand Personality, Tone of Voice & Character",[14,32,33,34,38],{},"Please also read the\n",[27,35,37],{"href":36},"\u002Fhandbook\u002Fcompany\u002Fstrategy\u002F#our-belief","Company Mission"," before\ndiving into the messaging.",[40,41,43],"h2",{"id":42},"product-pillars-alignment","Product Pillars Alignment",[14,45,46],{},"Our core product messaging should reflect FlowFuse’s three product pillars:",[48,49,50,54,57],"ul",{},[51,52,53],"li",{},"Operational Scaling; delivering consistency at scale instead of one-off “snowflake” projects",[51,55,56],{},"System Agility; extending and adapting rigid vendor systems without rip-and-replace",[51,58,59],{},"Event-Driven Data Bridge; acting as a lightweight, event-based bridge that intelligently\nroutes data between the shop floor and the top floor.",[40,61,63],{"id":62},"audience","Audience",[14,65,66],{},"FlowFuse is a business to business (B2B) company in the industrial markets to\ninnovate with software through low-code development. The end user is a skilled\nworker, but not always skilled in automation through software.",[14,68,69],{},"FlowFuse often sells to IT teams that want to enable the OT teams to participate\nin digital solution building.",[14,71,72],{},"FlowFuse focusses on the engineer for messaging, this is due to the adoption of\nour software being grass-roots.",[74,75,77],"h3",{"id":76},"ideal-customer-profile-icp","Ideal Customer Profile (ICP)",[14,79,80],{},"FlowFuse attracts customers from all verticals and sizes due to the breadth of Node-RED. However, our ICP remains focused on industrials in both Mid-market and Enterprise. The firmographics below are a guideline.",[82,83,85],"h4",{"id":84},"firmographic-tiers","Firmographic tiers",[14,87,88],{},"Both tiers require multi-site accounts with a corporate buying committee.",[90,91,92,107],"table",{},[93,94,95],"thead",{},[96,97,98,101,104],"tr",{},[99,100],"th",{},[99,102,103],{},"Mid-Market",[99,105,106],{},"Enterprise",[108,109,110,122,133,144],"tbody",{},[96,111,112,116,119],{},[113,114,115],"td",{},"Employees",[113,117,118],{},"500+",[113,120,121],{},"5,000+",[96,123,124,127,130],{},[113,125,126],{},"Revenue",[113,128,129],{},"$500M+",[113,131,132],{},"$1B+",[96,134,135,138,141],{},[113,136,137],{},"ASP",[113,139,140],{},"$10k–99k\u002Fyear",[113,142,143],{},"$100k+",[96,145,146,149,152],{},[113,147,148],{},"Sales cycle",[113,150,151],{},"~100 days",[113,153,154],{},"~200 days",[82,156,158],{"id":157},"discrete-manufacturers","Discrete manufacturers",[14,160,161],{},"FlowFuse targets discrete manufacturing — companies producing distinct, countable units (as opposed to continuous\u002Fbatch process manufacturing).",[82,163,165],{"id":164},"primary-verticals-actively-hunted","Primary verticals — actively hunted:",[167,168,170],"h5",{"id":169},"primary-actively-hunted","Primary - Actively Hunted",[48,172,173,176,179,182],{},[51,174,175],{},"Automotive",[51,177,178],{},"Industrial Machinery",[51,180,181],{},"Building Materials",[51,183,184],{},"Energy",[167,186,188],{"id":187},"secondary-inbound-only","Secondary - Inbound only",[48,190,191,194,197,200,203,206,209],{},[51,192,193],{},"Aerospace Components",[51,195,196],{},"Aviation & Aerospace",[51,198,199],{},"Electronics & Appliances",[51,201,202],{},"Renewables",[51,204,205],{},"Semiconductors",[51,207,208],{},"Food & Beverage",[51,210,211],{},"Life Sciences",[14,213,214,215,219],{},"See also the description of\n",[27,216,218],{"href":217},"\u002Fhandbook\u002Fcompany\u002Fstrategy\u002F#the-market","our market",".",[40,221,223],{"id":222},"messaging","Messaging",[14,225,226],{},"FlowFuse is the open-source Industrial Application Platform.",[74,228,230],{"id":229},"tagline","Tagline",[232,233],"site-value",{"path":234},"messaging.tagLine",[74,236,238],{"id":237},"flowfuse-in-one-sentence-under-150-characters","FlowFuse in one sentence - Under 150 characters",[232,240],{"path":241},"messaging.subtitle",[74,243,245],{"id":244},"about-flowfuse-short-form","About FlowFuse - Short form",[14,247,248],{},"FlowFuse is the enterprise platform that bridges the gap between physical assets\nand enterprise IT, delivering consistency at scale instead of one-off project\n\"snowflakes.\" Powered by Node-RED, teams unify real-time data through workflows,\nAI agents, and industrial applications, extending rigid vendor systems with a\nlow-code agility layer that adapts without rip-and-replace. FlowFuse\norchestrates lightweight, event-based data flows between the shop floor and the\ntop floor only when real-world events occur, giving organizations the confidence\nto innovate and unlock new value in industrial automation.",[40,250,252],{"id":251},"flowfuse-in-depth","FlowFuse in-depth",[14,254,255],{},"FlowFuse is the industrial platform built for speed, intelligence, and operational\nconfidence—enabling organizations to orchestrate their most critical applications, data,\nand automation at scale with consistency rather than one-off project “snowflakes.” Founded\nin 2021 by Nick O’Leary, the visionary behind Node-RED, FlowFuse takes the best of low-code\nintegration and supercharges it with enterprise governance, robust security, and built-in AI.",[14,257,258],{},"FlowFuse’s platform puts advanced automation and artificial intelligence at the heart of\nindustrial innovation—empowering teams to connect any machine or system, unify diverse data\nstreams, and deploy automated logic and visualizations in record time. By acting as a low-code\nagility layer on top of existing MES, SCADA, and other vendor systems, FlowFuse turns rigid\nsoftware into a flexible business asset that can be extended and adapted without rip-and-replace.",[14,260,261],{},"With our AI-driven FlowFuse Expert, domain experts and engineers can transform, structure, and\nanalyze industrial data—simply and intuitively—accelerating solution development beyond traditional\napproaches. Security and reliability are never compromised: from audit trails and access controls to\nblueprint-driven deployments and version automation, FlowFuse is engineered for mission-critical,\nproduction environments. Whether you choose cloud, self-hosted, or hybrid, FlowFuse gives you complete\ncontrol while driving the agility you need to lead the market.",[14,263,264],{},"By blending trusted open-source roots with relentless product innovation and a clear focus on tangible\noutcomes, FlowFuse becomes a lightweight, event-based bridge between the shop floor and the top\nfloor—triggering data movement, transformation, and storage only when real-world events occur, and\navoiding the “dump everything to the cloud” cost trap. This makes FlowFuse the competitive advantage\nfor industrial teams ready to deliver results faster, more securely, and smarter than ever before.",[40,266],{"id":267},"",{"title":267,"searchDepth":269,"depth":269,"links":270},4,[271,273,285,290,291],{"id":42,"depth":272,"text":43},2,{"id":62,"depth":272,"text":63,"children":274},[275],{"id":76,"depth":276,"text":77,"children":277},3,[278,279,280],{"id":84,"depth":269,"text":85},{"id":157,"depth":269,"text":158},{"id":164,"depth":269,"text":165,"children":281},[282,284],{"id":169,"depth":283,"text":170},5,{"id":187,"depth":283,"text":188},{"id":222,"depth":272,"text":223,"children":286},[287,288,289],{"id":229,"depth":276,"text":230},{"id":237,"depth":276,"text":238},{"id":244,"depth":276,"text":245},{"id":251,"depth":272,"text":252},{"id":267,"depth":272,"text":267},"md",{},null,"\u002Fhandbook\u002Fmarketing\u002Fmessaging",{"title":5,"description":16},"handbook\u002Fmarketing\u002Fmessaging","aL9FTk1JFmv2FnWZPoRZzvqsH05RT8-Q5SFAQvjRz0c",[300],{"title":301,"path":302,"stem":303,"children":304},"Handbook","\u002Fhandbook","handbook",[305,307,433,465,694,780,842,983,988],{"title":301,"path":302,"stem":306},"handbook\u002Findex",{"title":308,"group":308,"icon":309,"order":310,"path":311,"stem":312,"children":313},"Company","i-lucide-building-2",1,"\u002Fhandbook\u002Fcompany","handbook\u002Fcompany\u002Findex",[314,315,319,323,327,346,350,354,358,425,429],{"title":308,"path":311,"stem":312},{"title":316,"path":317,"stem":318},"Board 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