Como vender sua ideia de negócio para atrair investidores
Em uma apresentação de poucos minutos, o empreendedor tem de explicar do se trata seu negócio e fornecer dados que comprovem o seu potencial de mercado. E ainda precisa fazer isso uma forma clara e atraente, para despertar o interesse dos ouvintes.
No universo das startups, essa apresentação rápida, chamada de pitch, é uma das principais formas para conseguir chamar a atenção de investidores e captar recursos para financiar projetos.
Para Mariana Rossatti Molina, analista de negócios do Sebrae, “o que será abordado dependerá do público-alvo, do objetivo do pitch e do tempo disponível”.
“Não acreditamos em uma ordem ideal ou fórmula mágica para o pitch perfeito”, completa Filippe Barros, gerente de projetos da Artemisia, instituição que fomenta negócios de impacto social e oferece um programa de aceleração.
Apesar de cada apresentação ser única, há alguns requisitos básicos que contribuem para que o empreendedor faça um pitch de sucesso. A seguir, veja as orientações dos especialistas.
O que não pode faltar
Na apresentação, o principal é dizer qual é a razão de ser da empresa: o problema que ela ajuda resolver e qual a relevância dele. Também é fundamental mostrar quem é o público-alvo, seu tamanho e importância, quais são os diferenciais em relação à concorrência, qual é o modelo de negócios (como a empresa se estrutura), qual é o estágio em que está e quais são os próximos passos. Além disso, é importante deixar claro qual é o convite que o empreendedor está fazendo para quem está ouvindo, segundo Molina. Se a intenção for obter um investimento, trata-se de um aporte inicial ou de um valor para aceleração? Quanto é preciso? Se for a de atrair um novo sócio, o que ele precisa agregar ao negócio?
O perfil da equipe deve ser evidenciado
Investidores podem se empolgar com um novo negócio, mas caso não se convençam do potencial empreendedor de quem o idealizou e irá tocá-lo, é possível que não coloquem suas fichas no projeto. “Muitas vezes, a aposta é feita com base nas características pessoais do time, tendo elas mais peso que a empresa em si ou a solução”, diz Barros. Isso ocorre, principalmente, com negócios em estágio inicial, cujo modelo ainda será adaptado.
Para cada audiência, um pitch
É preciso adequar o discurso ao público-alvo e ao que se quer dele. Possivelmente, uma apresentação para clientes será de um jeito, enquanto investidores e eventuais parceiros de trabalho terão mais interesse em outros aspectos. “Confira se a mensagem está sendo compreendida e, se necessário, adapte a narrativa de acordo com os feedbacks”, aconselha Barros. Use uma linguagem acessível: evite jargões ou termos poucos familiares à plateia.
Para cada tempo, um pitch
A duração das apresentações varia -em geral, vão de 30 segundos a dez minutos. Por isso, os consultores recomendam planejar e treinar versões enxutas e explicações mais aprofundadas, que serão demandadas em ocasiões diferentes, sempre conforme o público.
Recursos visuais ajudam
Enquanto o empreendedor fala, é recomendável que ele utilize de um pitch deck: uma série de mais ou menos dez slides com as informações principais do negócio (as mesmas do primeiro item desta lista).
Quanto mais artifícios visuais eles incluírem, como gráficos e esquemas, mais rápida será a assimilação por parte do público. Mas, atenção: os dados não estão ali para serem lidos pelo empreendedor, e sim para facilitar a compreensão da plateia. Se dispuser de um vídeo que agregue informações à narrativa, utilize-o, desde que se encaixe no tempo de apresentação.
A estratégia é praticar
Oficinas de pitch e cursos de oratória podem ajudar a ganhar prática, mas o essencial é treinar bastante -é a melhor forma de tornar a fala fluida. Ajuda, ainda, fazer apresentações para mentores e pedir uma avaliação, assim como filmar os ensaios e depois assisti-los. Durante a preparação, também é importante já pensar em quais serão as possíveis dúvidas e em como respondê-las.
A imagem também conta
Nervosismo sugere insegurança, enquanto um comportamento pretensioso ou muito despretensioso pode não gerar empatia. Procure inspirar tranquilidade na plateia, mostrando uma imagem asseada e um tom de voz comedido.
Barros, da Artemisia, sugere avaliar o público e a imagem que se quer transmitir nessa situação específica. “Não vá de terno se esse não é o seu estilo nem o da sua startup ou do seu cliente”, completa Molina, do Sebrae.
Erros que devem ser evitados
O primeiro deles é querer falar tudo sobre o negócio. Não há tempo para isso nem é esse o propósito do pitch. Por isso, é importante focar o objetivo principal, que é instigar a curiosidade da audiência.
O empreendedor também deve evitar dizer que a solução proposta não tem concorrente (se houver, ele vai parecer desinformado) e que o projeto é inovador -é preferível que o ouvinte chegue a essa conclusão após ouvir os diferenciais da solução.
Além disso, o empresário nunca deve falsear dados. “Qualquer projeção precisa ser bem embasada em premissas consistentes”, afirma Barros.
Outro cuidado é não compartilhar informações em excesso, ou seja, dados que naquele momento são estratégicas ou estão sob sigilo contratual.
Fonte: Folha PE
Foto: Pexels/Divulgação
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