⚠ Preliminary Scores — Pending partner validation · Internal research use only
Jaime Tetrault
2Hudson

Jaime Tetrault

President & Chairman of the Board

$2.5B
US Commercial Boiler Market Size (2024)
5.7%
Commercial Boiler Market CAGR (2025-2034)
$268
LL97 Penalty per Metric Ton CO2e Over Cap
FoundedMiller Proctor Nickolas dates to 1959 and Mobile Steam Boiler Rental to 1969. Hudson Clean Heat launched in 2026 as the decarbonization brand, all now under the 2Hudson holding company.
ScaleThree operating brands serving the NYC tri-state area, 100% employee-owned, with offices in Sleepy Hollow, Mount Vernon, and Hauppauge.
Key signalMPN's mobile high-efficiency heating trailer won the Empire Technology Prize, and the family is now betting its next chapter on building decarbonization through Hudson Clean Heat.
The 7 on 7+ Assessment

7 on 7+ Score

Website Score
12 / 49
Website effectiveness as evidence of leadership thinking — 7 criteria, each scored 1–7. Build on methodology developed by Alan Power & Gair Maxwell.
IDEA Score
15 / 49
Power of your complete digital presence, including social, search, gen-AI - to generate PULL.
Website Score
12
Tracks your website effectiveness.
+
IDEA Adjustment
2
Adjusts for your complete digital footprint.
=
7 on 7+ Score
14
Your legend-building signal.
Category Leader
Brightcore Energy
30
Website
30
IDEA
A named decarbonization methodology, a recognizable founder voice, national recognition, and a genuine thought-leadership engine give it the strongest first impression and off-site signal in the family's competitive set.

Executive Takeaway

2Hudson is three companies in three different markets under one roof: Mobile Steam in emergency boiler rental, Miller Proctor Nickolas in boiler sales and service, and Hudson Clean Heat in building decarbonization. Each operating brand publishes on its own, and the strongest of them, MPN, runs a genuine content engine with a documentary series and thousands of followers. The holding company meant to tie them together is the quietest voice in the family: 2hudson.com is a single page that routes visitors elsewhere, and its social accounts mostly repost the brands. The same team clearly runs one content calendar across all three logos, yet a buyer who meets one brand has no cue the other two exist, and the leader who could connect them, Jaime Tetrault, appears everywhere as a subject and never as an author. The leverage point is a single idea the family can stand for and a leadership voice to carry it, so that seventy years of equity, employee ownership, and a real bet on the clean-heat transition read as one company rather than three separate feeds.

Website Score — By Criterion

Seven criteria, each scored 1–7 by Alan Power and Gair Maxwell. The sum is your website score out of 49. Vistage room average: 13–14. A score above 20 is genuinely strong.

2
First Impression
Immediate 2-3 sec WOW factor. Instant clarity on who this brand speaks to.
A visitor lands on a single page with the line 'Responsible solutions for environmental comfort' and three cards for Mobile Steam, MPN, and Hudson Clean Heat. Within two seconds it reads as a directory for a family of companies rather than a business with a story of its own. Nothing on the page gives the visitor a reason to stay.
2
Impact
Signature homepage video. Genuine human connection, cinematic and story-based.
There is no video and no homepage narrative beyond the three brand links and a contact line. The page communicates corporate structure, not a reason to care. A first-time visitor learns who 2Hudson owns, not what 2Hudson does for them.
2
Originality
Highly distinctive identity. Instantly recognizable. Not a template.
The tagline is generic and there is no named methodology, point of view, or founding story on the site. The page positions 2Hudson purely as a parent company. The one genuinely distinctive fact about the family, that it is 100% employee-owned, does not appear here at all.
1
Culture
Video evidence from real people indicating a destination employer. Not a values list.
The site shows no team, no employee voices, and no mention of the employee-ownership that defines the company. For an employee-owned business, the absence of any people or culture content on the holding-company page is the most visible gap.
1
Consistency
Track record of publishing current, original content across platforms.
There is no blog, news, or insights section, and the page appears to be static. A visitor gets no signal that the company is active, publishing, or evolving.
2
Audience Reach
Numbers indicating a growing community. Evidence of genuine engagement.
The site does not speak to a specific buyer. It routes everyone to three brands without explaining which door fits which need, leaving the visitor to self-sort with no guidance.
2
Visuals
Cohesive visual elements reflecting brand spirit. Distinctive design language.
The page uses a clean, modern build with stock boiler-room photography and clear brand logos. It looks tidy but generic, with nothing that distinguishes the family visually beyond the three logos.
IDEA Score — The Signal Before the Click

How You Show Up in the World

The IDEA Score measures what happens before someone reaches your website — the off-site signal that shapes perception from the first search, the LinkedIn scroll, the founder post.

15
out of 49
IDEA Score — Digital Footprint

The Idea That Changes Everything

Seven axes. Each one measures a different dimension of how your off-site signal lands — not what your website says, but what the world hears before anyone clicks your URL.

Pull vs. push. Category of one vs. category of many. A founder voice vs. a corporate signal. These are the levers that determine whether a prospect arrives already interested — or arrives already skeptical.

2
Pull vs. Push
Content creates gravity vs. broadcast/promotional
Most posts announce events, holidays, and product launches rather than drawing an audience in. The exceptions come from MPN, whose 'Steam System Basics' webinar and Local Law 97 explainers do real pull work. Across the family, push still outweighs pull.
2
ONLY vs. Category
Proprietary language/named POV vs. sounds like every competitor
The family leans on category language, boilers, rentals, decarbonization, without a claim only 2Hudson could make. Employee ownership and a full-lifecycle offering are stated but never sharpened into an ownable position.
2
Audience Building
Clear who it's for AND building following beyond buyers
The three brands build separate, mostly small audiences: MPN around 2,275 LinkedIn followers, Mobile Steam around 373, Hudson Clean Heat around 39. Identical assets are cross-reposted between the accounts the same day, which inflates activity without building distinct communities.
2
Different-er vs. Better
Competes on distinctiveness/belief vs. features/specs/price
Messaging leans on credentials, seventy years, exclusive Cleaver-Brooks rep, employee-owned, more than on a distinctive idea. The most differentiating fact, that one owner can carry a building from rental to replacement to decarbonization, is rarely told as a story.
2
IDEA vs. Best Practices
Organizing belief visible across all channels vs. channel-by-channel
The 2Hudson lockup gives the family a visual through-line, but there is no verbal idea connecting the brands. Each account runs channel by channel with no shared belief expressed in words.
2
Founder/Leader Voice
Named human with consistent opinionated first-person presence
Jaime Tetrault appears constantly as a subject, at a golf tournament, an ESOP conference, a MARAD interview, and on camera in MPN's docuseries, but never posts in the first person. There is no leadership account carrying a consistent point of view.
3
Cultural Relevance
Signal connects to a larger shift in the world vs. exists in isolation
The family connects to real currents: employee ownership, the Local Law 97 decarbonization push through Hudson Clean Heat and MPN, and veteran and maritime ties through Jaime. These hooks are present but underused as a narrative spine.
Digital Footprint Scan

Where You're Showing Up — and Where You're Not

2Hudson Website (2hudson.com)
Weak
A single-page holding-company site that routes visitors to the three brand sites under a one-line tagline. It has no team, story, blog, or employee-ownership content of its own. The umbrella that should unify the family reads as a directory.
2Hudson LinkedIn
Weak
Around 69 followers, with a feed built mostly from reposts of the brand accounts. The holding company posts holidays and ESOP milestones but carries almost no independent voice.
Miller Proctor Nickolas (LinkedIn, YouTube, Instagram)
Active
The flagship and the strongest presence in the family. About 2,275 LinkedIn followers, 443 on Instagram, and a real YouTube channel with an Empire Technology Prize docuseries and Local Law 97 explainers. Publishes several times a week with genuine educational content.
Mobile Steam (LinkedIn, Instagram)
Active
The mature rental brand, around 373 LinkedIn followers, posting steadily for over a year with a clear seasonal rhythm around heating season. Runs its own recruiting motion at SUNY Maritime and its own domain email, though its audience stays small.
Hudson Clean Heat (LinkedIn, Instagram, YouTube)
Weak
Launched in 2026 with high output and a tiny audience: about 39 LinkedIn followers, 13 on Instagram, and a single YouTube launch film. The future-facing brand is publishing well ahead of anyone watching, which is expected this early but leaves it far behind category competitors.
Jaime Tetrault, President and CEO
Weak
Appears across every brand feed as a subject, at events, in interviews, and on camera in the docuseries, but does not post in the first person. There is no personal leadership channel carrying a consistent point of view, which is the family's most available and least used asset.
Industry Events and Recognition
Active
A real event and awards footprint: the New York Build Expo at the Javits Center, ASHRAE speaking slots, IFMA heating-trailer demos, the ESOP Association National Conference, and the Empire Technology Prize for MPN's mobile high-efficiency trailer.
Strategic Opportunity

How to Build Your Legend

Short Term (0–6 months)

Answer the B.H.O.Q. for the whole family
Right now 2Hudson has activity across three logos, not an iconic identity. The Big Hairy Open Question is who the family is beyond boilers, rentals, and retrofits. The strongest answer on the table is the one thing 2Hudson can be the only for: a single employee-owned team that carries a building through its entire heating life, from emergency rental to replacement to full decarbonization. Find that IDEA first, and it becomes the true north the three brands organize around.
Give the IDEA a founder's voice
A story that isn't told can't change anything, and the family's most credible storyteller is silent. Jaime brings a Caterpillar career, a Navy and marine-engineering background, and a front-row seat to the energy transition, yet he shows up only as a subject, never as an author. A consistent first-person voice on LinkedIn is the fastest way to stop pushing and start pulling: a named human building an audience that does the family's marketing for it.
Turn 2hudson.com into iconic identity
Today the umbrella site is a router, a tagline and three links. Once the IDEA is set, this is where it becomes iconic identity: positioning, language, and a brand story the market remembers. Lead with the employee-ownership story, show why the three brands belong together, and let a visitor feel what 2Hudson stands for before they choose a door. The parent brand should carry the IDEA, not the org chart.

Medium Term (6–18 months)

Make Hudson Clean Heat different-er, then commit
Commoditization never sleeps, and the clean-heat category is already crowded with well-funded voices selling the same best practices. Hudson Clean Heat leads by being different-er and then committing: a clear point of view on Local Law 97, published projects, and named results that only the family's lifecycle IDEA can frame. Best practices blur brands. A committed IDEA with proof behind it is what lets HCH lead the transition instead of following it.
Run the family as a media company
The team already publishes constantly across three logos, but it is repeating assets rather than building an audience. A growth-stage brand is a media company first. Shift the single calendar from cross-reposting identical graphics into a real engine on LinkedIn and YouTube where each brand plays a distinct role in the same lifecycle story. Content that earns attention, distributed and repurposed with intent, turns the audience into the marketing engine.
Make employee ownership the proof the IDEA is true
The family leans on expertise: seventy years, exclusive rep status, 24/7 service. Expertise alone is the whole category. Employee ownership is the most ownable difference 2Hudson has, and it barely surfaces. Told well, employee-owner stories embed the IDEA in the culture and prove it in the market, a recruiting edge in a tight trades labor market and a trust signal for buyers weighing vendors who all claim the same competence.
Competitive Landscape

Who's in the Conversation

A Heating Boiler Rentals
BOILER RENTAL
A Brooklyn family-owned temporary and emergency boiler rental company with roughly thirty years in the market, competing directly with Mobile Steam on fast delivery and 24/7 service across New York City. Its site is a basic template with repeated boilerplate and no named team, which leaves room for a more established operator to look more credible.
Blake Thermal Sales and Service
BOILER SALES AND SERVICE
A nearly century-old manufacturer's representative for Cleaver-Brooks and Camus with five locations across New York and New England, the closest structural mirror to MPN. It publishes a clear mission and values but reaches a small off-site audience of roughly 143 LinkedIn followers, well behind MPN.
Brightcore Energy
BUILDING DECARBONIZATION
A well-funded Armonk-based clean-energy firm delivering geothermal, solar, and efficiency retrofits to commercial and institutional clients, and the strongest digital operator in the space Hudson Clean Heat is entering. Backed by a recognizable president in Mike Richter, a named methodology, TIME and Inc. recognition, and more than 10,000 LinkedIn followers, it already owns much of the category conversation.
The Lifecycle Advantage
COMPETITIVE ADVANTAGE
No single competitor spans all three of 2Hudson's markets. A rental company cannot replace a boiler, a rep cannot decarbonize a building, and a decarbonization firm does not show up at 2 a.m. when a boiler fails. Only 2Hudson can carry a customer across the whole arc, emergency rental, permanent replacement, and full electrification, under one employee-owned roof. That continuity, told as one story, is the advantage none of them can copy.
Market Context

The Industry Around You

The US commercial boiler market reached about $2.5 billion in 2024 and is growing near 5.7% a year through 2034 (Global Market Insights, 2025), pulled increasingly by decarbonization mandates rather than replacement demand alone. In New York City, Local Law 97 now assesses penalties of $268 per metric ton of CO2e over a building's cap (NYC Local Law 97, 2026), turning every large building owner into a prospect for electrification and heat-pump retrofits. The market 2Hudson serves is shifting from keeping boilers running to helping buildings burn less.

$2.5B
US Commercial Boiler Market Size (2024)
Global Market Insights, 2025
5.7%
Commercial Boiler Market CAGR (2025-2034)
Global Market Insights, 2025
$268
LL97 Penalty per Metric Ton CO2e Over Cap
NYC Local Law 97, 2026
40%
Emissions Cap Reduction in 2030 Compliance Period
Urban Green Council, 2026

What Keeps You Up at Night

The forces shaping 2Hudson's competitive environment — and why standing still is not an option.

⚡
Three markets, one budget

The family spans emergency rental, boiler sales and service, and building decarbonization. Each has a different buyer, a different competitor, and a different sales motion, and they compete for the same limited marketing dollars.

Headwind
⚡
A silent holding company

2Hudson is meant to unify the brands, but its own site is a router and its social accounts mostly repost. A buyer who meets one brand gets no signal the other two exist or share an owner.

Headwind
⚡
The clean-heat category is already claimed

Hudson Clean Heat is entering a space where well-funded, digitally mature players already own the conversation and the search results. Launching with high output but almost no audience means starting far behind on visibility.

Headwind

Where the Opportunity Lives

The same forces creating pressure are also creating openings for firms willing to lead.

🎯
Decarbonization is now the growth driver

Boiler and heating demand is increasingly pulled by emissions mandates and energy codes rather than simple replacement, which raises the value of a partner who can both service equipment and decarbonize a building.

Global Market Insights, 2025 Tailwind
🎯
Local Law 97 turns every large building into a prospect

New York City now assesses penalties of $268 per metric ton of CO2e over a building's cap, and a beneficial electrification credit rewards owners who switch to heat pumps early.

NYC Local Law 97, 2026 Tailwind
🎯
A cleaner grid rewards electrification automatically

New York's grid carbon factor for the 2030 compliance period is set roughly 50% lower, so buildings that electrify now become lower-carbon over time with no additional work.

NYSERDA CLCPA, 2026 Tailwind
🔒
Unlock Your Full Roadmap

Your Future-State Brand Expression

We've built a vision of what 2Hudson could look like — a reimagined digital presence that matches the caliber of the operation behind it. Your full 7 on 7+ Score & Analysis includes:

Phase 1
Brand Identity Strategy
Clarify positioning, origin story, and visual identity to match the caliber of the operation, people, and relationships the company has actually built.
Phase 2
Brand Amplification Strategy
Build the content engine, thought leadership, and social presence that makes 2Hudson impossible to ignore in a category being reshaped in real time.
Phase 3
Media & Distribution Strategy
Launch the channels, campaigns, and conversion architecture that turn visibility into relationships and position 2Hudson as a category-defining brand.
Yes, I Want to Build a Legendary Brand. Let's Move to the Next Step.