In 2022, the Heratec team investigated the business case of porous electrodes with localized wettability for use in hydrogen fuel cells via the TTT-Proof of Concept Ticket. The technology can be leveraged to enhance power density and water management in hydrogen fuel cells. We assessed the viability of the technology as a basis for a spin-off by investigating the market demand, legal environment, financial feasibility, product potential and team structure. Based on the market feedback, the upcoming PFAS regulation in the European Union, and the conducted financial analysis we decided to discontinue further business development for the technology. While we value the technical potential of the concept, it proved challenging to build a spin-off company based on a single fuel cell component. However, we extracted valuable learnings from the conducted material and business development for the design and economics of our future systems. The Heratec team is currently pivoting towards the development of a highly efficient water electrolyzer stack to produce low-cost, green hydrogen with earth-abundant materials.