With increasingly discerning investors, startups that aim to attract attention in 2025 need to go beyond good ideas. It is necessary to show clear evidence of resilience, growth potential, and market impact. However, this selectivity should not be seen as a barrier, but as an opportunity for entrepreneurs who know how to present unique aspects.
According to the report ‘Global State of Venture Capital 2023,’ the number of investments has decreased globally in the last two years, making investors more selective. Nevertheless, startups that combine innovative solutions with a clear understanding of their metrics and market have drawn attention.
According to Marilucia Silva Pertile, a startup mentor and co-founder of Start Growth, a Venture Capital company that supports founders by combining expertise and capital, the market is more demanding, but startups that demonstrate a deep understanding of their purpose have a greater chance of attracting investors. ‘Resilience and passion for the startup’s purpose are decisive characteristics for success. One must be relentless and passionate about the problem that the startup was born to solve, as this generates tangible value for the customer,’ she states.
According to Marilucia, the entrepreneur should be more committed to the problem than to the solution because, by doing so, success tends to be a natural consequence. ‘When entrepreneurs focus on the pain to be solved, it reflects in solutions that truly make a difference and strategies that generate added value for users. This is what makes the startup a sustainable business and attractive for investments,’ she affirms.
Another important guidance is to present a robust business plan, with details about the operating model, market strategies, and clear financial projections. “Investors want to understand how resources will be used to scale the startup and ensure its sustainability,” says Marilucia.
Financial and operational metrics are also important differentiators to attract attention. Indicators like MRR (Monthly Recurring Revenue), CAC (Customer Acquisition Cost), cash burn control, and revenue growth help demonstrate that the startup has a structured management and long-term vision. “Startups that can prove traction, user growth, and high retention convey confidence to the investor. It is essential to demonstrate that the product or service meets a real market need,” notes the mentor.
Finally, according to the co-founder of Start Growth, it is worth investing in a good pitch to attract attention. “A well-executed pitch is an invitation for the investor to join the startup journey. It should show what has been done so far and how the investment will allow taking the next big step,” explains Marilucia.
The specialist emphasizes that well-organized documentation is essential, especially for more advanced rounds. “Financial records, contracts, and intellectual property rights need to be in order to facilitate the due diligence process and reinforce investor confidence,” explains. “And for startups that have not yet raised investments, resilience is essential,” she concludes.
Seven steps to attract investors’ attention in 2025, according to Marilucia Pertile:
- Be obstinate and passionate about the problem that the startup was born to solve
- Have a robust business plan that details market strategies, revenue model, and clear financial projections
- Demonstrate solid metrics, showcasing indicators such as revenue growth, customer retention, and operational efficiency
- Validate the product in the market, proving that the solution is relevant and already generating real results
- Possess competitive differentiation that makes the startup unique in the market
- Keep documentation well organized to facilitate investors’ analysis
- Invest in resilience, especially if the startup has not yet received funding
