With investors becoming increasingly discerning, startups aiming to attract attention in 2025 need to go beyond good ideas. It is necessary to demonstrate 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 differentiators.
According to the "Global State of Venture Capital 2023" report, the number of investments has decreased 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 attracted attention.
According toMarilucia Silva Pertile, startup mentor and co-founder ofStart GrowthVenture 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 key characteristics for success. You need to be stubborn and passionate about the problem the startup was born to solve, as this creates perceptible value for the customer," he 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 in strategies that generate added value for users. This is what makes a startup a sustainable and attractive business for investments," he states.
Another important guideline is to present a robust business plan, with details about the operating model, market strategies, and clear financial projections. "Investors want to understand how the 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 such as 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 demonstrate traction, user growth, and high retention convey confidence to investors. It is essential to show that the product or service meets a real market need, observes the mentor.
Finally, according to the co-founder of Start Growth, it's worth investing in a good pitch to capture attention. "A well-executed pitch is an invitation for the investor to join the startup's journey. It should show what has been done so far and how the investment will enable 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 strengthen investor confidence," he explains. "And for startups that have not yet secured investments, resilience is essential," he concludes.
Seven steps to attract investors' attention in 2025, according to Marilucia Pertile:
- Be determined and passionate about the problem the startup was created to solve
- Have a robust business plan that details market strategies, revenue model and clear financial projections
- Demonstrate solid metrics, highlighting indicators such as revenue growth, customer retention and operational efficiency
- Validate the product in the market, proving that the solution is relevant and is already generating real results
- Have competitive differentiation, which makes the startup unique in the market
- Keep documentation well organized to facilitate investor analysis
- Invest in resilience, especially if the startup has not yet received funding
