The hardest part of mineral‑exploration SaaS isn’t building features, it’s earning trust. When I arrived, prospects were intrigued by DORA, but our story read like a list of point tools. We reframed the company around a bigger truth: the world needs AI-assisted mineral discovery to meet the demand of the AI era, and VRIFY is the proof engine that makes discovery faster and more credible. This is the narrative, the brand system, and the launch machine that turned that idea into pipeline.
1) Insight → Category Definition
Problem: Exploration data is fragmented and under‑utilized; black‑box AI erodes trust; capital allocators and operators need transparent, auditably defensible proof to separate signal from noise and commit with confidence.
Strategic leap: Define a category that speaks to outcomes, not features: AI‑assisted mineral discovery, and make proof the organizing principle for GTM.
Definition: An AI‑assisted mineral discovery platform that puts AI in geoscientists’ hands, integrating exploration datasets, transparent machine learning (no black box), and interactive 3D to drive near‑100% data utilization and produce decision‑grade proof.
Who it’s for: Tier‑1/2 explorers with funded programs; strategic partners (producers, funds); advisors and buy‑side analysts who influence allocation.
2) Message House
Category name: AI‑assisted mineral discovery
Descriptor: An AI‑assisted mineral discovery platform that puts transparent (no black box) AI in geoscientists’ hands to drive near‑100% data utilization and proof‑led, higher‑confidence exploration decisions.
Positioning statement: For explorers and investors who need transparent, defensible decisions faster, VRIFY puts AI in geoscientists’ hands to turn near‑100% of exploration data into decision‑grade proof.
Proof pillars:
Near‑100% data utilization: Unify exploration datasets with transparent (no‑black‑box) AI in geoscientists’ hands and interactive 3D to turn data into decision‑grade proof.
Decision‑grade product proof: transparent (no‑black‑box) models with provenance and uncertainty, interactive 3D validation, and exportable evidence packs for boards and investors.
Web‑based, geoscientist‑first interface: A browser‑native workspace that puts transparent (no‑black‑box) AI and interactive 3D directly in geoscientists’ hands—no installs, fast collaboration, built for day‑to‑day exploration work.
Reasons to believe: Quantified customer stories (RUA Gold, Canterra, SXG).
3) Brand System (rebrand essentials)
Voice & tone: Plainspoken, evidence‑first, confident but not hype.
Visual: High‑contrast, data‑forward; 3D geometry as scaffolding.
Identity kit: Logo lockups; colour system; typography; motion primitives; proof glyphs.
Templates: Product one‑pagers (DORA, Viz), case‑study format, analyst brief, event booth system, announcement/PR kit.
4) The Launch Machine
Event spine: PDAC as the forcing function; Beaver Creek Precious Metals Summit and Denver Gold as follow‑through.
T‑8 weeks: Finalize message house; booth narrative; ABM target lists; speaker abstracts; launch‑day run‑of‑show.
T‑6 weeks: Creative for booth/screens; site hero & landers; PR/editorial plan; outreach sequences for Tier‑1 accounts.
T‑4 weeks: Sales enablement (talk tracks, objection handlers); demo scripts; pilot offer; briefing doc for media/analysts.
T‑2 weeks: ABM messaging on Tier‑1/2; social editorial; paid retargeting; event meeting scheduler live.
T‑0 (PDAC 2025): Narrative in motion: keynote/booth/demo cadence; capture + instant follow‑up; pilot offers.
T+1–2 weeks: Follow‑ups; proof activation; case‑study capture; expansion offers.
5) ABM Integration (focus → meetings → pipe)
ICP/tiers: CEO / VP Exploration personas; Tier‑1/2 definitions; coverage targets.
Plays: Pre‑event warmups; in‑event meetups/demos/feature events; post‑event proof offers.
Cadence: Channel mix across AE, exec outreach, social, and field; shared daily stand‑up during event window.
Measurement: Meetings per target account; demo rate; pipeline per Tier; demo→proof conversion.
6) Site & Lifecycle (Through‑path)
Site: Hero, product landers, and use‑case pages aligned to the message house; SEO + speed fixes; CRO on demo paths.
Lifecycle: HubSpot journeys keyed to role and tier; proof‑first nurtures; post‑event drips with case‑study snippets.
7) PR & Editorial
Series B narrative: Tie financing to category leadership and customer proof.
Owned media: Category explainer; founder POV; technical deep‑dives; customer proof spotlights.
Earned: Brief analysts/media with proof‑first angles; embargoed assets for launch week.
8) Launch‑Day Run‑of‑Show (PDAC 2025)
Booth narrative: Concise story arc → problem, proof, product.
Demo rhythm: Always available live demo; on‑demand deep dives.
Capture & follow‑up: Scan → qualify → route; same‑day sequences; pilot scheduling.
Leadership loops: End‑of‑day stand‑up; next‑day adjustments.
9) Outcomes (to be finalized with dashboards)
Brand/category: awareness ↑ +30%; share of voice ↑ +60% QoQ (LinkedIn + trade media).
Demand: demo requests ↑ +65% in the PDAC launch window; sessions ↑ 1200%.
ABM: Tier‑1 meetings/account 1.2 (list), 1.5 (engaged); coverage 80%; ABM‑sourced pipeline 20% of new pipeline.
Conversion: proof→demo 60%; opp→win 80% (+30 pp).