[{"data":1,"prerenderedAt":999},["ShallowReactive",2],{"handbook-\u002Fhandbook\u002Fmarketing\u002Fmessaging":3,"handbook-nav":289},{"id":4,"title":5,"body":6,"description":20,"extension":281,"meta":282,"navigation":284,"path":285,"seo":286,"stem":287,"__hash__":288},"handbook\u002Fhandbook\u002Fmarketing\u002Fmessaging.md","Messaging",{"type":7,"value":8,"toc":265},"minimark",[9,17,21,24,27,35,43,48,56,69,73,76,79,82,87,90,116,124,128,131,134,167,170,173,176,180,185,189,194,198,203,207,210,213,216,219,223,226,229],[10,11,13],"h1",{"id":12},"",[14,15],"binding",{"value":16},"navTitle",[18,19,20],"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.",[18,22,23],{},"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.",[18,25,26],{},"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.",[18,28,29,30],{},"For guidance on how to express our brand in writing and communication style, see\n",[31,32,34],"a",{"href":33},"\u002Fhandbook\u002Fmarketing\u002Fbrand-voice\u002F","Brand Personality, Tone of Voice & Character",[18,36,37,38,42],{},"Please also read the\n",[31,39,41],{"href":40},"\u002Fhandbook\u002Fcompany\u002Fstrategy\u002F#flowfuse%27s-mission","Company Mission"," before\ndiving into the messaging.",[44,45,47],"h2",{"id":46},"product-pillars-alignment","Product Pillars Alignment",[18,49,50,51,55],{},"Our core product messaging should reflect FlowFuse’s three ",[31,52,54],{"href":53},"\u002Fhandbook\u002Fengineering\u002Fproduct\u002Fstrategy\u002F#product-pillars","product pillars",":",[57,58,59,63,66],"ul",{},[60,61,62],"li",{},"Operational Scaling; delivering consistency at scale instead of one-off “snowflake” projects",[60,64,65],{},"System Agility; extending and adapting rigid vendor systems without rip-and-replace",[60,67,68],{},"Event-Driven Data Bridge; acting as a lightweight, event-based bridge that intelligently\nroutes data between the shop floor and the top floor.",[44,70,72],{"id":71},"audience","Audience",[18,74,75],{},"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.",[18,77,78],{},"FlowFuse often sells to IT teams that want to enable the OT teams to participate\nin digital solution building.",[18,80,81],{},"FlowFuse focusses on the engineer for messaging, this is due to the adoption of\nour software being grass-roots.",[83,84,86],"h3",{"id":85},"ideal-customer-profile-icp","Ideal Customer Profile (ICP)",[18,88,89],{},"FlowFuse appeals to a broad range of customers, many of which do not fall into\nour 'ICP'. That's not to say FlowFuse shouldn't cater to this audience, but does",[91,92,93,107,110,113],"ol",{},[60,94,95,96],{},"Manufacturing or industrial company\n",[91,97,98,101,104],{},[60,99,100],{},"Tier 1: Automotive, Pharma, Renewable energy",[60,102,103],{},"Tier 2: Electronics, Semiconductor, Chemical, Oil & Gas",[60,105,106],{},"Tier 3: Food & Beverage, Mining, Water & Wastewater",[60,108,109],{},"Greater than $500 million in annual revenue. The need to have sufficiently\nlarge budgets to purchase FlowFuse.",[60,111,112],{},"Greater than 500 employees. The company needs to be large enough to have\ninternal IT and\u002For OT people on staff.",[60,114,115],{},"Established Digitalization strategy",[18,117,118,119,123],{},"See also the description of\n",[31,120,122],{"href":121},"\u002Fhandbook\u002Fcompany\u002Fstrategy\u002F#the-market","our market",".",[83,125,127],{"id":126},"prospect-stages-node-red-awareness","Prospect Stages (Node-RED Awareness)",[18,129,130],{},"When considering messaging, sales conversations and how we communicate our value\nas a product and company, wan important factor for us at this stage is how aware\nof Node-RED the prospect\u002Fcustomer is.",[18,132,133],{},"We classify a customer into one of five \"stages\":",[57,135,136,143,149,155,161],{},[60,137,138,142],{},[139,140,141],"strong",{},"Stage 0: Unaware of Node-RED"," No knowledge of Node-RED and what is does",[60,144,145,148],{},[139,146,147],{},"Stage 1: Node-RED Discovery"," Aware of what Node-RED is, and may have\ndabbled with it a little, without using it in-depth",[60,150,151,154],{},[139,152,153],{},"Stage 2: Value of Node-RED"," User has used Node-RED in their own personal\nprojects, or for professional proof-of-concepts",[60,156,157,160],{},[139,158,159],{},"Stage 3: Node-RED in Production"," Person has built and deployed Node-RED in\na professional, production, environment",[60,162,163,166],{},[139,164,165],{},"Stage 4: Node-RED at Scale"," User has over 5 x Node-RED instances running in\na production environment",[18,168,169],{},"Independent of the stage a customer is at, we need to ensure we have consistent\nmessaging around the value of FlowFuse, but be aware of other value (e.g. the\npure value of Node-RED) which can still be factored into the conversation.",[44,171,5],{"id":172},"messaging",[18,174,175],{},"FlowFuse is the open-source Industrial Application Platform.",[83,177,179],{"id":178},"tagline","Tagline",[18,181,182],{},[14,183],{"value":184},"site.messaging.tagLine",[83,186,188],{"id":187},"flowfuse-in-one-sentence-under-150-characters","FlowFuse in one sentence - Under 150 characters",[18,190,191],{},[14,192],{"value":193},"site.messaging.subtitle",[83,195,197],{"id":196},"about-flowfuse-short-form","About FlowFuse - Short form",[18,199,200],{},[14,201],{"value":202},"site.messaging.shortDescription",[44,204,206],{"id":205},"flowfuse-in-depth","FlowFuse in-depth",[18,208,209],{},"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.",[18,211,212],{},"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.",[18,214,215],{},"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.",[18,217,218],{},"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.",[44,220,222],{"id":221},"selection-criteria-our-messaging-commandments","Selection Criteria: Our messaging commandments",[18,224,225],{},"This captures how we believe an ICP team is thinking about how to choose their next generation software platform for digitalizing their industrial process. This captures the following questions and our answers.",[18,227,228],{},"These are the FlowFuse Messaging Commandments.\nEvery message that comes out from the team has to stick to one or many of these commandments. Otherwise it is wrong, because it’s not really helping sales.",[91,230,231,246,257],{},[60,232,233,234,123,238],{},"Connect all your machines and assets in my industrial process to make it ",[235,236,237],"em",{},"fully observable",[57,239,240,243],{},[60,241,242],{},"FlowFuse can be extended with over 5,000 plug-ins for collecting data from any machine, protocol, ERP, MES, or other services.",[60,244,245],{},"FlowFuse enables scalable agent deployment to unify data from any source or protocol across the industrial edge.",[60,247,248,249],{},"Convert all data across any protocol so separate systems work as a cohesive unit.",[57,250,251,254],{},[60,252,253],{},"FlowFuse unifies separate systems and industrial protocols on a single, low-code platform.",[60,255,256],{},"Accelerated by an AI assistant, FlowFuse makes it faster than ever to build and deploy logic for real-time data transport between any source and destination.",[60,258,259,260],{},"Easy tag and store data collected in any data platform",[57,261,262],{},[60,263,264],{},"Transform raw data into a structured and unified information model with our AI-assisted low-code tools. Simply describe the data transformation you need in plain English, and our platform will help generate the necessary logic, from SQL queries to JavaScript functions.",{"title":12,"searchDepth":266,"depth":266,"links":267},2,[268,269,274,279,280],{"id":46,"depth":266,"text":47},{"id":71,"depth":266,"text":72,"children":270},[271,273],{"id":85,"depth":272,"text":86},3,{"id":126,"depth":272,"text":127},{"id":172,"depth":266,"text":5,"children":275},[276,277,278],{"id":178,"depth":272,"text":179},{"id":187,"depth":272,"text":188},{"id":196,"depth":272,"text":197},{"id":205,"depth":266,"text":206},{"id":221,"depth":266,"text":222},"md",{"navTitle":283},"Company 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