During the last six years, the investment of Venture Capitals (VC) in Latin America has been growing; However, if the figures for last year and this year are emphasized, a notable decrease in capital can be seen, which can give an indication of the reduction in financing for startups.
If you compare the investment of Venture Capitals in Latin America, during the last six years, it is inevitable to perceive the great growth that it has had. With the arrival of the pandemic, it is very likely that it has been strengthened, since many people decided to start or make “the dream of their own business” tangible. However, if you compare the figures for last year vs. This year, a decrease in capital is appreciated, which can give an indication of a possible reduction in financing over the years. However, there are many countries in the world, such as Argentina, Chile, Peru, etc., where people continue working to carry out their ventures and/or startups, hoping to turn them into a profitable business in the future.
According to the study “From Startup to Unicorn: Key Positioning Communication”, presented by AXON Marketing & Communications, there are five fundamental challenges that startups and/or new businesses must follow if they want to emerge in different markets: have financing and /or capital flows, working on your positioning and brand reputation so that it is positive, having talented personnel and a management team, as well as adapting your product and/or service to the local market and finally, having legal and administrative regulations . However, with globalization and the internet, the media and social network strategy has become essential in any business, since it contributes to brand reputation and, above all, gives it visibility. Currently, 90% of businesses prefer to develop an ecosystem of their own value for their brand, since, being personalized, it has strategies created to measure, which, when carried out properly, manage to create a bond of trust between the brand and its stakeholders, which allows achieving good results in challenging contexts.
“It is essential that a growing brand is clear that success comes hand in hand with investment, whether it is to pay for guidelines on social networks, buy advertising space or require the services of an agency that is in charge of positioning them. While it is true that today it is much easier than before to publicize a product or service, it is also true that there is much more competition and that in order to stand out, it is necessary for each brand to have a differential or for its product or service, generate added value”, commented Federico Wals, Director of Accounts in Latin America of AXON Marketing & Communications.
“For several years ago, this trend accentuating in 2020, startups have been evolving and looking for opportunities in local and international markets, which in addition to being beneficial for their creators, is also beneficial for the development of a country. At AXON Marketing & Communications, we feel proud and privileged that in these more than 18 years of experience in various countries in Latin America and the United States, we continue to have the opportunity to orchestrate “landings” of different companies and/or startups, in new markets. This has allowed us to perceive their needs and materialize their ambitions”, concluded Wals.
Source: Ambito
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