From MNV to Market Ready

How KANVL helped an Australian APM Mining startup generate 20+ Demos?

Client Overview

Industry: Industrial SaaS – Asset Performance Management (Mining)
Stage: MVP / Early Beta
Engagement: Fractional GTM & Marketing Partner

An early-stage APM platform built for mining operations, helping teams centralize asset data, surface operational risk, and move from reactive maintenance to predictable performance.

The Challenge

Despite a technically strong MVP, the startup struggled with go-to-market execution:

Complex product that was hard to explain to non-technical decision-makers

No clear positioning or repeatable GTM narrative

Ad-hoc launch efforts with heavy founder dependence

Urgent need to onboard beta users and drive demos

Risk: A strong product with weak market traction.

The Objective

KANVL partnered with the client to:

Clarify the product story and positioning

Make the MVP feel credible and market-ready

Build a simple, repeatable engine to drive beta interest and demos

KANVL’s Approach

KANVL focused on clarity before scale:

Defined ICPs and buyer personas within mining operations

Repositioned the MVP as an operations command center, not just a feature set

Designed a simple GTM journey:
Awareness → Education → Beta Interest → Demo

What We Built?

Product brochure and MVP one-pagers

Module-level one-pagers (Risk Matrix, Task Bundling, Asset View)

Beta nurture email sequence

LinkedIn GTM system (2–3 posts per week: education, carousels, explainers)

All assets shared a single, repeatable message spine.

Results

200% increase in LinkedIn followers during the beta launch phase

20+ qualified demo bookings for the MVP

Clearer sales conversations and faster buyer understanding

Reduced founder effort in explaining the product

The Takeaway

A strong MVP needs more than features, it needs a clear, repeatable market story.

KANVL helps technical and founder-led teams turn complex products into demo-driving GTM systems.

Explore a similar engagement at kanvl.com

From MNV to Market Ready

Client Overview

The Challenge

The Objective

KANVL’s Approach

What We Built?

Results

The Takeaway

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