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

With increasingly discerning investors, startups hoping to attract attention in 2025 need more than just good ideas. They must demonstrate clear evidence of resilience, growth potential, and market impact. However, this selectivity shouldn't be seen as a barrier, but as an opportunity for entrepreneurs who can showcase differentiating factors.

According to the "2023 Global Venture Capital State of the Industry" report, global funding decreased over the past two years, making investors more selective. Despite this, startups combining innovative solutions with a clear understanding of their metrics and market have attracted attention.

According to Marilucia Silva Pertile, startup mentor and co-founder of Start Growth[Company name], a venture capital firm that supports founders by combining expertise and capital, finds the market more demanding. However, startups demonstrating a deep understanding of their purpose have a greater chance of attracting investors. "Resilience and passion for the startup's purpose are crucial characteristics for success. One must be tenacious and passionate about the problem the startup was created to solve, as this generates tangible value for the customer," [he/she] states.

According to Marilucia, entrepreneurs should 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 translates into solutions that truly make a difference and strategies that generate added value for users. This is what makes a startup a sustainable business and attractive to investment," she says.

Another important guideline is to present a robust business plan, detailing the operational 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. Indicators like MRR (Monthly Recurring Revenue), CAC (Customer Acquisition Cost), cash burn control, and revenue growth help show that the startup has structured management and a long-term vision. "Startups that demonstrate traction, user growth, and high retention convey confidence to the investor. 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 good pitch to gain attention. "A well-executed pitch is an invitation for the investor to join the startup's journey. It should show what has been accomplished so far and how the investment will allow them to take the next major step," explains Marilucia.

The expert emphasizes that well-organized documentation is fundamental, especially for later-stage rounds. "Financial records, contracts, and intellectual property rights must be in order to facilitate the due diligence process and build investor confidence," she explains. "And for startups that haven't yet raised investment, resilience is essential," she concludes. 

Seven steps to attract investor attention in 2025, according to Marilucia Pertile:

1. Being stubborn and passionate about the problem the startup was born to solve
2. Having a robust business plan that details market strategies, a revenue model, and clear financial projections.
3. Demonstrate strong metrics, showcasing 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. Possessing competitive differentiation, making the startup unique in the market.
6. Keep documentation well-organized to facilitate investor analysis.
7. Investing in resilience, especially if the startup hasn't yet received funding