- handbook
- Company
- Company
- Board & Investors
- Communications
- Decision making and project management
- Guides
- KPIs and OKRs
- principles
- Remote Work
- Security
- Asset Management Policy
- Business Continuity & Disaster Recovery Policy
- Information Security Roles and Responsibilities
- Operations Security Policy
- Risk Management Policy
- Third-Party Risk Management Policy
- Human Resources Security Policy
- Incident Response Plan
- Cryptography Policy
- Secure Development Policy
- Access Control Policy
- Information Security Policy and Acceptable Use Policy
- Data Management Policy
- strategy
- values
- Operations
- Product
- Blueprints
- Feedback
- Market Segments
- Metrics
- Node-RED Dashboard
- Personas
- Pricing Principles
- Principles
- Responsibilities
- Strategy
- Versioning
- Engineering & Design Practices
- Design
- Engineering
- Certified Nodes
- Contributing
- Front End
- Packaging Guidelines
- Platform Ops
- Deployment
- Incident Response
- Observability
- FlowFuse Dedicated
- Staging Environment
- Production Environment
- Project Management
- Releases
- Security Policy
- Team NPM Registry
- tools
- Website A/B Testing
- Internal Operations
- People Ops
- Code of Conduct
- Compensation
- Expenses
- Hiring
- Holiday & Leave
- Job Descriptions
- PeopleOps Policies
- Performance review
- Summit
- Marketing department
- Marketing
- blog
- Brand Voice
- Community
- Company Messaging
- Customer Stories
- FlowFuse for Education
- How we work
- Lead Generation
- Marketing - Website
- Social Media
- Trade Shows
- Video
- Webinars
- Sales department
- Sales
# Company Messaging
Clear and consistent messaging serves as a cornerstone for our company to achieve growth and a bigger market presence. The messaging framework is essential for the company to communicate its value, purpose, and differentiation, to in turn effectively acquire and retain our customer base.
Consistency of messaging is important; with our growing company we’ve got limited resources and thus it’s imperative to make a significant impact quickly. If that fails, the company must learn quickly and iterate. When the messaging is consistent the company can learn faster and have a structured approach to these iterations.
For guidance on how to express our brand in writing and communication style, see Brand Personality, Tone of Voice & Character
Please also read the Company Mission before diving into the messaging.
# Audience
FlowFuse is a business to business (B2B) company in the industrial markets to innovate with software through low-code development. The end user is a skilled worker, but not always skilled in automation through software.
FlowFuse often sells to IT teams that want to enable the OT teams to participate in digital solution building.
FlowFuse focusses on the engineer for messaging, this is due to the adoption of our software being grass-roots.
# Ideal Customer Profile (ICP)
FlowFuse appeals to a broad range of customers, many of which do not fall into our 'ICP'. That's not to say FlowFuse shouldn't cater to this audience, but does
- Manufacturing or industrial company
- Tier 1: Automotive, Pharma, Renewable energy
- Tier 2: Electronics, Semiconductor, Chemical, Oil & Gas
- Tier 3: Food & Beverage, Mining, Water & Wastewater
- Greater than $500 million in annual revenue. The need to have sufficiently large budgets to purchase FlowFuse.
- Greater than 500 employees. The company needs to be large enough to have internal IT and/or OT people on staff.
- Node-RED interested
- Established Digitalization strategy
See also the description of our market.
# Prospect Stages (Node-RED Awareness)
When considering messaging, sales conversations and how we communicate our value as a product and company, wan important factor for us at this stage is how aware of Node-RED the prospect/customer is.
We classify a customer into one of five "stages":
- Stage 0: Unaware of Node-RED No knowledge of Node-RED and what is does
- Stage 1: Node-RED Discovery Aware of what Node-RED is, and may have dabbled with it a little, without using it in-depth
- Stage 2: Value of Node-RED User has used Node-RED in their own personal projects, or for professional proof-of-concepts
- Stage 3: Node-RED in Production Person has built and deployed Node-RED in a professional, production, environment
- Stage 4: Node-RED at Scale User has over 5 x Node-RED instances running in a production environment
Independent of the stage a customer is at, we need to ensure we have consistent messaging around the value of FlowFuse, but be aware of other value (e.g. the pure value of Node-RED) which can still be factored into the conversation.
# Messaging
FlowFuse is an Industrial application platform.
# Tagline
Unlock Industrial Data. Integrate Everything. Optimize Faster.
# FlowFuse in one sentence
FlowFuse empowers teams to integrate digital systems with their physical ecosystems, to create and automate workflows through a low-code, end-to-end platform.
# About FlowFuse - 50 Words
FlowFuse is the platform for building and operating self-built industrial data solutions that digitalize processes and operations. The platform seamlessly integrates into your IT and OT environments leveraging Node-RED, an open source low-code programming technology, making it easy for OT-engineers to quickly connect, collect, transform, and visualize data to interact with industrial processes. Companies use FlowFuse to manage, scale and secure their industrial Node-RED solutions.
# About FlowFuse - 150 Words
For industrial companies, competition is more intense than ever. Achieving growth targets while maintaining profits takes continuous commitment to process improvement. But to innovate, your team needs seamless access to data, and the ability to rapidly build applications that can transform data into operational insights. The faster your team can collect and transform data directly from your operations, the faster you can make process adjustments that create true business value and profit.
FlowFuse is the leading open source platform for building and operating self-built industrial data solutions that digitalize processes and operations. The platform leverages Node-RED, a low-code programming technology that makes it easy for your OT-engineers to quickly connect, collect, transform, and visualize data for interacting with industrial processes. Node-RED seamlessly integrates with thousands of industrial devices and 100s of protocols and data services.
Founded in 2021 by Nick O’Leary, co-creator of Node-RED, companies use FlowFuse to manage, scale and secure their industrial Node-RED solutions.
# FlowFuse's Definition
Built on the simplicity of Node-RED, FlowFuse adds the tools teams need to scale automation workflows with confidence. FlowFuse is a platform that helps organizations build and manage powerful low-code data applications using Node-RED. We make it easy to connect systems, automate processes, and build industrial or digital solutions — all while giving IT teams the control, security, and scalability they need. Whether you’re an engineer, a developer, or a company scaling up operations, FlowFuse bridges the gap between innovation and reliability.
# FlowFuse in-depth
FlowFuse is a software platform that helps companies manage and scale applications built with Node-RED, a popular visual programming tool used to automate tasks and connect systems. While Node-RED allows users to quickly create powerful applications by wiring together different building blocks, it becomes difficult to manage once used across many devices, teams, or environments. That’s where FlowFuse comes in.
FlowFuse adds the structure, tools, and safety needed to use Node-RED in professional and industrial settings. It allows companies to organize and control multiple Node-RED instances, whether they’re running on the cloud or on physical machines like factory equipment. With FlowFuse, users can develop applications, test them safely, and deploy them to different environments without fear of breaking things. Teams can work together more effectively thanks to user access controls, audit logs, and centralized monitoring. It supports both SaaS and self-hosted models, so companies can keep full control when needed, especially in industries with strict security or privacy requirements.
Ultimately, FlowFuse transforms the speed and flexibility of Node-RED into something reliable, scalable, and secure — making it suitable not just for individual developers or hobbyists, but for entire organizations running critical systems. It gives companies the confidence to innovate quickly while staying in control.