Mentora gives 7 suggestions for startups to attract the eyes of investors in 2025

With increasingly discerning investors, startups that want to attract attention in 2025 need to go beyond good ideas. It is necessary to show clear evidence of resilience, growth potential and impact on the market. However, this selectivity should not be seen as a barrier, but as an opportunity for entrepreneurs who know how to present differentials.

According to the report “Global Venture Capital State 2023”, the number of contributions has declined globally over the past two years, making investors more selective.

According to Marilucia Silva Pertile, startup mentor and co-founder of Start Growth, Venture Capital company that supports founders combining expertise and capital, the market is more demanding, but startups that demonstrate a deep understanding of their purpose have greater chances of attracting investors.“Resilience and passion for the purpose of the startup are key characteristics for success. It is necessary to be obstinate and passionate about the problem that the startup was born to solve, because this generates noticeable value for the”.

According to Marilucia, the entrepreneur must be more committed to the problem than to the solution, because in doing so, success tends to be a natural consequence. “When entrepreneurs focus on the pain to be solved, this reflects on solutions that really make a difference and on strategies that generate added value for users. This is what makes the startup a sustainable and attractive business for” investments, he says.

Another important guideline is to present a robust business plan, with details on 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 differentials to draw attention. Indicators such as MRR (Monthly Recurring Revenue), CAC (Customer Acquisition Cost), cash burn control and revenue growth help show that the startup has a structured management and long-term vision.“Startups that can prove traction, user growth and high retention convey investor confidence. It is essential to demonstrate that the product or service meets a real need in the” market, notes the mentor.

Finally, according to the co-founder of Start Growth, it is worth investing in a good pitch to gain attention.“A well-executed pitch is an invitation for the investor to enter the startup journey.It should show what has been done so far and how the contribution will allow to take the next big step”, explains Marilucia.

The expert points out 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”, explains. “ for startups that have not yet raised investments, having resilience is essential”, he concludes. 

Seven steps to attract the eye of investors in 2025, according to Marilucia Pertile:

1. Be stubborn and passionate about the problem that the startup was born to solve
2. Have a robust business plan that details market strategies, revenue model and clear financial projections
3. Demonstrate solid metrics, highlighting indicators such as revenue growth, customer retention and operational efficiency
4. Validate the product in the market, proving that the solution is relevant and is already generating real results
5. Have competitive differentiation, which makes the startup unique in the market
6. Keep documentation well organized to facilitate investor analysis
7. Invest in resilience, especially if the startup has not yet received contributions