Next Hydrogen

Innovation in Water Electrolysis. Next Hydrogen, an Ontario-based hydrogen electrolyser startup, was about to have a very good year. They’d closed on a significant round of funding and were gearing up for continued product validation and an expanding sales effort. Despite — and because of — this success, the company realized it needed a sound positioning strategy and consistent messaging. Next Hydrogen engaged Posit Partners to create that strategy and messaging, a seminal sales presentation, web copy and a company overview brochure.

Posit Partners conducted an online competitive brand audit of Next Hydrogen and three of its closest competitors; we also conducted internal and external interviews, gathering information about the company itself and the marketplace it serves. What we discovered was something as novel as the technology itself: while Next Hydrogen sells hydrogen generation equipment, they were not simply an on-site hydrogen generation company. People wanted a capability, and not a piece of capital equipment. In fact, for a very particular market, Next Hydrogen could be the best provider of the ability to generate clean energy, reliably, economically and in a wide variety of conditions.

Following this realization, Posit Partners worked with Next Hydrogen to address two very different target audiences: industrial buyers and renewable energy buyers. We identified distinct value propositions for each and unified the two with one positioning statement. We then created a messaging guide, a sales presentation, website copy, and a company overview brochure. And Next Hydrogen continues their alchemy of turning water into usable, clean energy.

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