Client
FeX Energy
A full commercial platform, built from scratch across four buyer segments.
FeX had strong technology and early investor interest — but no go-to-market strategy. ClimateDoor delivered a segment-specific commercialization platform: playbook, sales deck, website, animation, and CEO media, tuned to each target buyer.
FeX Energy
About
FeX had strong technology and early investor interest — but no go-to-market strategy. ClimateDoor delivered a segment-specific commercialization platform: playbook, sales deck, website, animation, and CEO media, tuned to each target buyer.
Industry
Energy & Storage
Headquarters
British Columbia, CA
Founded
2019
Stage
Seed → Series A
I see this as an astounding success. We now have professional communication assets that accurately reflect our bold vision and revolutionary technology.
Hayden Smith
CEO
The Challenge
Strong technology, investor interest, no go-to-market foundation.
When ClimateDoor first met FeX Energy, Hayden's team had built the Iron Arc Reactor — an iron-based thermochemical energy storage system delivering industrial heat up to 900°C — and had early investor interest. What they didn't have was the commercial platform that would let them turn four very different buyer segments into a coherent sales motion.
Industrial operators, remote mining sites, defense, and district energy networks each needed a different pitch, different economics, and different proof. The company had one message for all of them. That was the bottleneck.
What we did
Built the commercial platform. Five workstreams, one story.
ClimateDoor led strategy, defined the four priority segments, wrote the narrative spine, designed and shipped a multi-variant sales deck, launched fexenergy.com across eight pages, produced a custom mine-site animation film, and put Hayden on video and podcast for launch-ready media. Each asset is tuned to a specific buyer.
Outcomes
10+ assets, 4 segments, one platform the team can extend.
Custom sales assets developed
10+
Buyer segments defined
4
Mine-site animation film
1
CEO podcast episode
1
The work — chapter by chapter
Five workstreams. One platform.
Each chapter below is a deliverable you can browse. Strategy first — because every other asset downstream answers to it.
01
Strategy
02
Sales deck
03
Website
04
Strategy
05
CEO media
01 · Strategy
Four buyers, defined and ranked.
The first six weeks: interviews with prospective buyers across mining, industrial, defense, and district energy. Each segment got its own thesis, economics, and proof burden. This is the spine every other asset hangs from.
01
Industrial operators
Plant managers with hard decarbonization targets and cost-of-heat pain.
02
Remote mining sites
Off-grid operations paying premium diesel rates for process heat.
03
Defense
Forward bases needing storable, low-signature thermal energy.
04
District energy
Municipal networks modernizing heat infrastructure at scale.
02 · Sales deck
One story. Three audience-tuned decks.
A single deck system that swaps its opening framing, case studies, and commercial terms for mining, industrial, or campuses — same spine, three faces. PDF + pitch formats, handoff-ready.
03 · Website
Eight pages, tuned to the segment you walked in as.
Technical depth for diligence, commercial framing for operators, plain-language home for first-time visitors. One nav, four reading paths.
Technology
Deep-dive for due diligence
Industrial
Plant operators
Remote sites
Off-grid deployment
Campuses
Municipal + academic
04 · Brand film
Technical depth, turned into a story.
A founder-led film that opens with the problem — heat where the grid isn't — and closes with the product in deployment. Custom 3D animation for the mine-site sequence.
05 · CEO media
Launch-ready media, not PR-agency gloss.
A podcast + video episode recorded with the founder. Cut for web, clipped for social, transcribed for the website. The team owns every asset.
05 · CEO media
Full episode
1h 02m
Highlight reel
3m 12s
Social clips
6 × 30–60s
Transcript
Web + PDF
Every asset was built from first principles with FeX's team — no templates, no reskinning. The platform ships as a portable kit the company can continue to extend without us.
More stories we've helped write.
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If you're building the next one, we'd like to hear the thesis.
ClimateDoor works with a small number of founders each year on capital strategy, investor narrative, and climate impact quantification.
