- 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
- Hardware Security Policy
- strategy
- values
- Operations
- Product
- Blueprints
- Feedback
- Glossary
- Market Segments
- Metrics
- Node-RED Dashboard
- Personas
- Pricing Principles
- Principles
- Product Growth
- Strategy
- Versioning
- Engineering & Design Practices
- Design
- Engineering
- Contributing
- Front End
- Packaging Guidelines
- Platform Ops
- Incident Response
- Observability
- FlowFuse Dedicated
- Staging Environment
- Production Environment
- Deployment
- Update Stacks on Production
- Project Management
- Releases
- Security Policy
- Support
- tools
- Website A/B Testing
- Internal Operations
- People Ops
- Coaching Plans
- Code of Conduct
- Compensation
- Expenses
- Hiring
- Holiday & Leave
- Job Descriptions
- CEO
- CTO
- Account Executive
- Product Marketer
- Dashboard Engineer
- Engineering Manager
- Solutions Engineer
- VP of Sales
- Developer Relations Advocate
- Chief of Staff
- Product Manager
- PeopleOps Policies
- Performance review
- Summit
- Marketing department
- Marketing
- blog
- Brand Voice
- Community
- Company Messaging
- Customer Stories
- Events
- FlowFuse for Education
- How we work
- Lead Activation
- Lead Generation
- Marketing - Website
- Marketing Programs
- Social Media
- 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 the open-source Industrial Application Platform.
Tagline
Get Connected. Collect Data.
Start Building. Scale It.
With FlowFuse AI.
FlowFuse in one sentence - Under 150 characters
FlowFuse helps manufacturers and IoT teams connect every machine to the Cloud and AI. Providing confidence in decisions and your organisation's response to keep operations running smoothly.
About FlowFuse - Short form
FlowFuse is the enterprise platform that bridges the gap between physical assets and enterprise IT. Powered by Node-RED, teams now unify real-time data through workflows, AI agents, and industrial applications. FlowFuse gives organizations the confidence to innovate, adapt, and unlock new value in industrial automation.
FlowFuse in-depth
FlowFuse is the industrial platform built for speed, intelligence, and operational confidence—enabling organizations to orchestrate their most critical applications, data, and automation at scale. Founded in 2021 by Nick O’Leary, the visionary behind Node-RED, FlowFuse takes the best of low-code integration and supercharges it with enterprise governance, robust security, and built-in AI. FlowFuse’s platform puts advanced automation and artificial intelligence at the heart of industrial innovation—empowering teams to connect any machine or system, unify diverse data streams, and deploy automated logic and visualizations in record time. With AI Copilot tools, domain experts and engineers can transform, structure, and analyze industrial data—simply and intuitively—accelerating solution development beyond traditional approaches. Security and reliability are never compromised: from audit trails and access controls to blueprint-driven deployments and version automation, FlowFuse is engineered for mission-critical, production environments. Whether you choose cloud, self-hosted, or hybrid, FlowFuse gives you complete control while driving the agility you need to lead the market. By blending trusted open-source roots with relentless product innovation and a clear focus on tangible outcomes, FlowFuse is the competitive advantage for industrial teams ready to deliver results faster, more securely, and smarter than ever before.
Selection Criteria: Our messaging commandments
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.
These are the 11 FlowFuse Messaging Commandments. Every 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.
- Connect all your machines and assets in my industrial process to make it fully observable.
- FlowFuse can be extended with over 5,000 plug-ins for collecting data from any machine, protocol, ERP, MES, or other services.
- FlowFuse enables scalable agent deployment to unify data from any source or protocol across the industrial edge.