With investors becoming increasingly discerning, startups that want to stand out in 2025 need to go beyond good ideas. They must 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 key differentiators.
According to the ‘Global State of Venture Capital 2023’ report, the number of investments has declined globally over the past two years, making investors more selective. Despite this, startups that combine innovative solutions with a clear understanding of their metrics and market have been attracting attention.
According to Marilucia Silva Pertile, a startup mentor and co-founder of Start Growth, a Venture Capital firm that supports founders by combining expertise and capital, the market has become more demanding, but startups that demonstrate a deep understanding of their purpose have a better chance of attracting investors. ‘Resilience and passion for the startup’s purpose are decisive factors for success. You must be relentless and passionate about the problem your startup was born to solve, as this creates tangible value for the customer,’ she says.
According to Marilucia, entrepreneurs should be more committed to the problem than the solution because success tends to follow naturally. ‘When entrepreneurs focus on the pain to be solved, it translates into solutions that truly make a difference and strategies that generate added value for users. This is what makes a startup sustainable and attractive for investment,’ she states.
Another important piece of advice is to present a robust business plan detailing 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 key differentiators for attracting attention. Indicators like MRR (Monthly Recurring Revenue), CAC (Customer Acquisition Cost), cash burn control, and revenue growth help demonstrate that the startup has structured management and a long-term vision. ‘Startups that can prove traction, user growth, and high retention instill confidence in investors. It’s essential to show that the product or service meets a real market need,’ notes the mentor.
Finally, according to the co-founder of Start Growth, it’s worth investing in a strong pitch to capture attention. ‘A well-executed pitch is an invitation for investors to join the startup’s journey. It should show what has been achieved so far and how the investment will enable the next big step,’ explains Marilucia.
The expert emphasizes that well-organized documentation is crucial, especially for later-stage funding rounds. ‘Financial records, contracts, and intellectual property rights must be in order to facilitate the due diligence process and strengthen investor confidence,’ she explains. ‘And for startups that haven’t yet secured funding, resilience is essential,’ she concludes.
Seven steps to attract investors in 2025, according to Marilucia Pertile:
- Be relentless and passionate about the problem your startup was born to solve
- Have a robust business plan detailing market strategies, revenue model, and clear financial projections
- Demonstrate solid metrics, showcasing indicators like revenue growth, customer retention, and operational efficiency
- Validate the product in the market, proving that the solution is relevant and already delivering real results
- Have a competitive edge that makes the startup unique in the market
- Keep documentation well-organized to facilitate investor analysis
- Invest in resilience, especially if the startup hasn’t received funding yet
