Novana
The market case for vanadium. The investment case for Novana.
Vanadium · Market research and investor positioning
Novana set out to bring institutional and private investors to its plan for Europe’s first carbon-neutral vanadium production. Together we agreed a work plan with three core pieces: a website that tells the story, a company video that conveys it in minutes, and a commissioned white paper, written with editorial independence, that substantiates it.
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Project recap · Novana · 58 s
The engagement in a minute
The Objective
Make a distinctive European vanadium project clearly visible to the investors shaping Europe’s energy transition.
Novana is developing its Vanadium Recovery Project: vanadium recovered from steel-mill slag rather than mined ore, carbon-neutral V₂O₅ and a carbon-negative by-product, validated by independent life-cycle specialist Minviro. A differentiated story, in a market Europe has every reason to secure.
Ahead of its investor engagement, Novana’s leadership and MPC agreed a work plan around one expectation: every audience – institutional and private investors, partners and policymakers – should meet the same case, grasped quickly in pictures and supported in depth on paper. Each piece was given a clear role.
What MPC Put in Place
The three pieces of the plan, and the imagery that ties them together – each with the value it delivers.
- 01Website Narrative
- 02Company Video
- 03Vanadium White Paper
- 04Project Imagery
Website Narrative
novana.fi · Story · Structure · Copy
The website is the front door for every investor. MPC shaped its narrative to answer the questions in the order an investor asks them: why vanadium matters to Europe, how Novana produces it, and why Novana is the company to do it.
The value: a first impression that already makes the case.
Company Video
Script · Production coordination
The visual component of the plan: the message across in under two minutes. MPC wrote the script and coordinated production with the agency Novana selected, from first draft to final cut – from steel slag to vanadium pentoxide in one continuous story.
The value: the investment story understood before the first meeting.
Vanadium Market White Paper
MPC Market White Paper · Meta-research · Available on novana.fi
The investment case, substantiated: an MPC-branded white paper, researched and written by MPC under Michael’s lead, on the vanadium market – supply and demand today and over the short, mid and long term; competing analyst price outlooks; producers and pipeline projects; legislation in six regions; and where Novana’s circular route fits.
The method is MPC’s meta-research: many analysts, scenarios and sources, no single projection imposed. Readers see the range and draw their own conclusion – hence the trust. Novana supplied the project facts; MPC owned the analysis at arm’s length – original, source-referenced work prepared for Novana to publish.
The value: subscription-grade market intelligence, published by Novana under MPC’s name and still offered as a free download on novana.fi. It gives investors, analysts and partners a reason to engage with Novana on the market, not only on its project.
Project Imagery
Visual language · Report and investor imagery
A new image set developed for the project: one visual language for vanadium, from ore and V₂O₅ to flow batteries and industrial processing, carried through the market report and the investor material.
The value: every document recognisably Novana.
The Result
Investor attention, earned with research rather than a pitch.
Novana meets investors with one case: understood quickly through the website and video, substantiated by the white paper – still offered on novana.fi.
Michael has the rare ability to turn complex market dynamics into clear commercial narratives. His work helped position Novana within the global vanadium market and continues to attract engagement from investors, industry participants and strategic stakeholders.
Want investors to come to you?
For your market story
How we start
A working session first
We write an independent white paper on your commodity, then investor material, a website and a video that make the same case – one point of accountability.
Book a 30-minute callFree, no obligation – you leave with a clear next step.
Positioning Review
AUD 4,500 + GST · Fixed fee · Five working days
A working session on your goals and audiences, then a review of your presentation, website and one further document through the eyes of investors and partners. You receive an audience map, a materials review, your five priority changes, core story and key messages, and a costed action plan, presented in a 60-minute findings meeting.
Get in touchFee credited in full against projects of AUD 15,000 or more within three months. The credit is not refundable or transferable.
