IN modern world there are more and more interesting business ideas that need to be implemented. But for the promotion of any project, money is needed, which the author of the idea does not always have. Therefore, the question of finding investments for starting a business is relevant. However, entrepreneurs and companies starting from scratch run the risk of facing strong competitors in their chosen niche. And in order to realize the idea and find the necessary funds for this, you need to know all the tricks for attracting investors.

We will tell you how to make your project attractive to investors and what you need to do for this. The road will be mastered by the walking one, and the business - by the one who is ready for the new.

• 1 Where to look for investors
  • 1.1 Classic ways to attract investment
• 2 Attracting investments through the mainstream
• 3 Platforms for finding investors
• 4 How to proceed. Basic rules for attracting investors
• 5 How to make the project attractive: what the investor will pay attention to
• 6 How to prepare for communication with an investor: from a pitch to signing a contract
• 7 How to prepare a presentation: 5 chips for investors

Where to look for investors

Opportunities for finding investors are much more than it might seem at first glance. And you can find money by resorting to both long-existing methods of investing, and modern ones that have appeared with the advent of the Internet.

Classic ways to attract investment

You can get money for business through investment funds, small business assistance funds. This is quite a difficult task. In addition to the fact that a novice entrepreneur must find serious reasons for receiving investments, he must invest part of the funds himself, but not everyone has the opportunity to do this.

You can ask for help at venture funds However, it must be taken into account that they provide funds for the development of projects that have prospects. First of all - in the field of innovations and IT-technologies.

Another option is a special platform for investing in business projects, a business incubator. But in order to get money, you need to win the competition and pass an interview.

Successful investors can also become potential investors businessmen who would like to have passive income. Finding investors and making them partners is the most acceptable and easiest way. And for this you need to be able to present your project well, to prove its viability and relevance.

Attracting investments through the mainstream

One of the most popular ways to attract investment is crowdfunding, which is the collection of funds for a business from ordinary people. There are crowdfunding sites on the Internet designed so that you can leave offers to raise funds for a project or invest your money in a project. But in order to resort to this method, you either need to be a famous person or be able to advertise your idea very well, which, unfortunately, is not done on crowdfunding sites.

You can also try attract investments through cryptocurrencies and electronic payment systems . It should be noted that some cryptocurrencies popular today, for example, Ethereum, were created with the money of users.

Platforms for finding investors

If you do not know where to look for investors, then we offer you several large platforms for finding them.

business-platform.com. Federal business platform. In addition to projects and sales offers ready business, here you can find the database of investors. The main task of the platform is to connect investors and authors of business projects online.

beboss.ru. The resource provides an opportunity to search for investors for any industry, as well as a catalog of franchises, business plans and business ideas.

napartner.com. The platform offers various services for startups and investors, such as transaction support. Beginning businessmen will need to describe the nuances of their project so that investors receive as much information as possible.

investclub.ru The resource provides ample opportunities for finding investments and investors.

rusinvestproject.ru. A platform for searching for investors both in Russia and in the CIS countries.

How to act. Basic rules for attracting investors

There are many people who want to receive investments and the competition is quite high, so before looking for an investor, you need to learn a few rules.

The more information you provide to investors, the more you will be trusted.

If you know how much you can earn, how your project will develop, you can safely go to a conversation with an investor. Calculate exactly how much money you need and for what.

An example is the startup Talkdesk. Its authors proposed the development of cloud technologies to be used in call centers. Before meeting with a representative of the Silicon Valley venture capital fund, from which the project team subsequently received $12,000,000, it already had investments from other investors in the amount of $4,000,000 and received $1,000,000 in profit. Investors were captivated by the team's ability to save money and devote themselves entirely to work. They made all conclusions on the basis of the information provided about the project.

The more you know about an investor, the more opportunities you have to interest him.

What is your preferred communication style? How does he do business? How quickly does he make decisions? Every little thing can be important.

An example is receiving investments for the Glowforge project. Before applying for investments, the author of the project looked through the blogs of the fund's partners. Studying them, he concluded that when making a presentation, one should be based not on numbers, but on the product. In total, the project raised $9,000,000 for the production of laser 3-D printers from venture capital funds Foundry Group and True Ventures in 2015.

The project also set a crowdfunding record as it was able to raise another $28,000,000 on the platforms. That is, the author of the project, Dan Shapiro, successfully used the second rule, but most importantly, the third rule.

The more confident you are in your success, the more others will believe in it.

Investors prefer competent and persistent people who know what they want and who can justify their plans. Prove that you are capable of doing what you propose. Refuse the words “I want” and “I wish”, say “I do” and “I act”. Focus on goals. Properly set goals will certainly lead to success.

How to make a project attractive: what an investor will pay attention to

According to statistics, only one out of ten projects receives investments. What needs to be done to make your project interesting for investors?

1. You and your team

First of all, any investor will be interested in what kind of people he will have to work with. Interesting as the personal qualities of the author of the project, and his motivation, willingness to go to the end. You must prove that you can move forward despite the difficulties. It is important how you achieve your goal, as any investor values ​​his time and money.

1. Correct calculations

Unfortunately, 95% of start-up entrepreneurs, looking for investors, has little idea of ​​what income they can expect. The figures presented by them at the presentation sometimes do not correspond to reality. Constantly growing sales and millions of profits offered by project authors often have nothing to do with the real state of affairs. Look for how to optimize costs, indicate what exactly you want to receive investments.

1. Project Potential

One of the most important moments in communication with an investor is to determine the potential of the project. The investor must know when the project will generate income, how you will identify potential customers, and finally, when the project will fully pay off. Preferably within a year, maximum three years.

To identify potential customers, it’s a good idea to run a crowdfunding campaign. In the event that users are interested in your project, you will have a chance to arouse interest among investors.

How to prepare for communication with an investor: from a pitch to signing an agreement

There comes a time when the investor believes that he should choose your project. On average, it takes businessmen 3-9 months from meeting an investor to concluding an agreement. You may have to prepare more than one version of the business plan and answer many questions that you are not quite ready for. Therefore, carefully prepare not only for the presentation, but even for a short meeting and a telephone conversation. Each stage of communication requires its own preparation.

Stage 1. Acquaintance

It can be both internal and external. The main thing here is to interest the investor in your project. To do this, you can use the following methods.

elevator pitch or a presentation in an elevator. The short presentation is so named because businessmen and startups “caught” potential investors in elevators and presented their business idea to them in 30 seconds. Your mini-presentation must include:

• the problem you are solving;
• Product Description;
• monetization method.

The main thing is to attract attention, for which you can use interesting facts or figures. For example, SpaceX's presentation consisted of only three proposals: launch costs that have not been reduced in decades, the possibility of reducing them by 90 percent, and an impressive amount that can be earned.

Elevator pitch can be used in large forums and business competitions.

Correspondence. It is quite possible to establish a connection by correspondence by e-mail. For individual calls, this method works best. The letter, in addition to the appeal, must include:

• a description of the product or service;
• description of consumers;
• business model;
• basis for investment.

Stage 2. Business meeting

Presentation. If a potential investor is interested in the elevator presentation or your letter, he will invite you to a personal meeting, for which you also need to prepare. When going to a meeting, you need to decide what you want from it specifically. If you get money, then you need to say so. Such a call to action is quite applicable and works.

Now about the presentation itself. It should be short and bright. It's good to follow the 10/20/30 rule. Try not to dwell on the details and keep within the 20-minute presentation, which consists of 10 slides and typed in 30 font.

Appearance. The fate of your project will depend not only on a good presentation, but also on your behavior and appearance. That's why:

• don't be late;
• come in a business suit;
• follow the rules of etiquette.

Your ability to keep yourself confident, your energy and charisma are very important.

Stage 3. Obtaining funding

Finance, finance and more finance. For an investor, the most important thing is making money. This must be remembered first of all. Therefore, even if your project is supposed to “save the world”, but does not have a good business plan and financial plan, it will not be of interest to a potential investor. A financial model is needed, which can be corrected by the investor himself. Good to have:

• marketing research results;
• letters from suppliers.

It is better to prepare three options at once: optimistic, pessimistic and basic. But, in any case, the model must be carefully verified. Only in this situation can we hope for a deal. It is important to show that you know the market well, to convince of the expediency of introducing your product. The investor must believe that by investing money in your idea, he will be able not only to quickly recoup the investment, but also to make good money.

How to prepare a presentation: 5 chips for investors

The presentation is very important, on which the receipt of investments will largely depend. Many entrepreneurs, when preparing for a presentation, do not fully understand the interests of investors and do not know how to properly present their project. What points should the presentation contain?

1. Problem Definition. If it is, then it must be confirmed. Confirmation of demand should be determined by real numbers.
2. Solution to the problem. Your decision cannot be the only correct one. But this is your decision, and you need to convince the investor that it works, that people are ready to buy the product. It is best to come to investors already with certain results. To do this, you can take the following steps:

• do product testing;
• notify of changes to the project;
• present the available results.

1. Search for opportunities to implement the product. Willingness to buy does not mean that the product will sell well. Even if a person buys a service or product once, there is no certainty that he will contact you the next time. Therefore, you need to consider the profit and loss per customer, the so-called unit economy, as well as ways to attract and retain customers.
2. Searching for a market and defining a strategy for entering it. We need to look for those markets that are growing, not disappearing, such as the market for cell phone repair.

If the presentation shows how your income will grow in 3-5 years, then your financial model will arouse interest among investors.

1. Determining the amount of investment. At the last stage, it is imperative to tell the investor what you need money for and how much you want, as well as how much you are ready to invest yourself.

The right choice of an investor, serious preparation for a conversation with him, as well as a good presentation of the project will help you get a chance to invest in your project.

Andrey Merkulov

Investor, founder of the Investment Territory project
The owner of a number of assets - a profitable house, profitable apartments, profitable websites
Entrepreneur, expert in traffic, business replication and business systems

- a subscription to underwear. If you are also thinking about developing your startup or launching something from scratch, then our experience will surely be useful to you.

We spent some of our own money on the project to test the viability of the idea, but there were no longer enough funds to grow and test serious marketing hypotheses. Then we began to look for investments and found.

Trusbox is not a purely technological service, but it definitely has the potential for development towards IT, so we were looking for investments like that. Technology projects often require long and complex development, and the result is measured not only by such metrics as we are used to based on university economics lessons 10 years ago. So if you want to open a beauty salon or a car repair shop, then my advice, alas, will not work for you. But if you came up with a program that facilitates the work of a car repair shop, you can find investments in the project, following our experience.

Anna Gorodetskaya

My documents: what to prepare

At the first stage of the project, it is often recommended to draw up a lot of documents: a description of the concept, mission, necessary regulations - that is, materials without which new team members will hardly understand what your project is about. It is not a fact that you will definitely need all the files later in your work, but they will definitely come in handy when you are drafting key documents for investors.

• Detailed presentation of the project
  You must have a document ready, from which a person who has no idea about the scope of your project will understand what you are doing, for whom and how. The document answers the usual questions: what do we do, who do we do it for, how do we do it, who are we, what are our plans, who are our competitors. If, like me, you are thrown into a work stupor by open empty files, then use the presentation template on canva.com - there are already structured templates with a minimal design and icons that you can use to visualize processes and numbers.
• Project business plan
  Even if you have not made a single sale yet, you should still have an idea of ​​where the money is in your project, even if it is small and not soon. But if your project, in principle, does not involve earnings, then perhaps it belongs to the social or art sphere, and sponsors rather than investors will help you better.
• road map
  A document that will describe what, when and with what forces you plan to achieve. It should consist of several milestones and a description of the processes and resources that will help you get there.

LinkedIn Sales Navigator/Unsplash

Where am I: determine the stage of the project

To choose the right potential investor and project presentation strategy, you first need to decide what you have. For projects in the early stages of development, there is a simple classification.

• Pre-seed- you have an idea, a team, a working prototype, hypotheses about the audience and distribution channels, confirmed by small numbers. That is, you have a project in which there are some people, and the project is working confidently, albeit at a low speed.
• Seed- you have bypassed all the traps of the previous stage, did not go crazy, did not go to Nepal and are now ready to grow dramatically and strongly.

Your investor search strategy will depend on what stage your project is at: some funds may specialize in projects of different stages. When you contact a specific fund, you will need to indicate what your current status of the project is.

If your stage is a confident pre-seed and you have not released, in fact, nothing, then this does not mean that you will not be able to find an investor. The first option for finding an investor will not require you to have a finished product.

About the benefits of hackathons

If you have a development team, even a small one, be sure to participate in thematic or corporate hackathons. A hackathon is a short-term event (most often they are held on weekends) where teams or individual developers solve one problem voiced by the organizer. In addition to the possible winning of an impressive prize that can be spent on the development of the project, you will meet serious people in your industry.

Companies that host hackathons are obviously interested in additional products, if they like your project, you have a serious chance to attract the organizers of the hackathon as an investor, as was the case with three teams at the hackathon "Create a University" . A list of upcoming hackathons can be viewed.

If the hackathon does not suit you, then nothing prevents you from contacting the investor directly, because thanks to the documents that you have already prepared, you know how much investment you need (although this point will be discussed).

QIWI Universe/facebook

Where to look

1. Follow the trail
If your product can definitely be classified as “something tech” (medical technology, financial technology, etc.) and it solves some understandable problem, then pay attention to large companies in your sector, many of them have their own investment solutions. For example, QIWI has a separate platform through which you can contact the company with a request for investment.

2. Spying on the neighbors
If you carefully and carefully prepared the presentation of your project, then you probably know all the competitive startups in your industry. Information about transactions is a major newsbreak that is very rarely hidden. You can check online to see if your competitors received investments in the last year, and if so, from whom. Feel free to contact funds that have invested in projects similar to yours: this means that the fund is already working with your topic, understands something about it and will be able to evaluate your project for subsequent investment.

3. Contact directly
The simplest and most obvious advice, which for some reason no one uses: just write to investment funds. The Firrma website has a ranking of the most active (that is, those who made the most deals) venture capital funds for the year. There are both seed and new funds. The algorithm in this case is as follows: you need to go to the investment fund website, try to find a project presentation template there, fill it out and, together with cover letter send to the address indicated on the site. Investment funds really read the letters that come to them. They make money from investments and certainly don't want to miss out on interesting options.

I strongly recommend that you find a specific foundation presentation template and work with it, because in any case you will be asked to provide information in a standard form, and you will simply lose time and some credit of trust if you do not use a document that is in the public domain.

cartierawards/instagram

One of the formats for accessing investments is startup competitions. Most often for their organization are combined investment fund and some large firm, and the winners receive prizes from both: in the form of investments, in the form of services from the firm, or both. For example, the First Height contest is held jointly by the consulting giant McKinsey & Company and the large investment fund Winter Capital. But the most famous startup competition in Russia is GenerationS. In addition to the main competition, it has different nominations every year, the application process and expert verification in them can be easier, so check if there is a special nomination on the subject of your project this year, and if so, feel free to apply on the website (list of special nominations located at the bottom of the home page).

Separately, pay attention to competitions that stimulate the development of women's entrepreneurship. So, the famous jewelry house Cartier has a competition program for women - business leaders from around the world.

By the way, not only Cartier has separate women's acceleration and investment projects. Read more about special opportunities in IT for women Pink already.

Investor's Choice

Important and responsible business. Because the investor gives you not only money - he gives you connections and opportunities to make this money even more money.

In addition, investment money is not given just like that - you can only get it in exchange for a share in the company. That is, by letting another participant into your project, whose interests will already be exclusively commercial, you should be prepared for the fact that your actions as a project manager should also take into account the possible benefit for the investor.

This is the main difference between investments and lending: you can simply return the loan and forget it, and the investor will stay with you until he leaves the project (sells his share). So if your project involves a relatively simple development cycle and does not require so many funds, then it will probably be easier and faster for you to take a loan for business development, and only then attract larger investments to scale the project.

Whichever option you choose, I wish you good luck and courage: no matter the outcome of your investment hunt, the experience of communicating with funds and making presentations will remain with you forever.

This section is for those who are either ready to invest and are looking for an object for profitable investments, or, on the contrary, are interested in attracting Russian or foreign capital. Here are both announcements of private investors who are ready to invest in business, and investment programs of investor companies, which offer, among other things, project financing. Funds of direct and venture investments, the largest regional and industrial investors. A wide range of investment opportunities will be found here by both representatives of small and big business.

It doesn't matter who you are: a private equity fund, a venture fund, a private investor, a business angel, an investment bank or a management company, if you make direct investments and are ready to provide project financing, then this portal will be useful to you.

If you are interested in diversifying your investment portfolio, looking for new and profitable objects for investment, post information about yourself: about investment priorities, volumes and directions of investment, principles for selecting investment projects and companies, ways to exit investment project.

You can not only post information about yourself, but also subscribe to receive applications in attracting investments. Just customize the search form according to the criteria you are interested in and regularly receive investment requests in your mailbox. Do you want to search for investment objects more actively? Then refer to the section "Investment projects".

How to find an investor for a small business from scratch? This question is often asked by young and aspiring entrepreneurs who have their own project and idea, but do not have money. Asking for help in obtaining money is a difficult step, however, you can find your investor by setting yourself the goal of implementing your project. How to attract investors to small business?

Search for investors to implement an idea in a small business

How to get investments for a small business? When looking for funding sources for a project, keep the following rules in mind:

• do not delay the deadlines;
• collect as much information as possible about a potential investor in order to avoid misunderstandings in the future;
• carefully calculate the amount of necessary investments;
• focus on specific goals;
• in the process of negotiations with the investor, be honest and open, do not hide important facts.

Useful video on the topic:

How to get investments for small businesses from the state?

Today, the state of the Russian Federation offers a wide range of ways to promote the development of small business:

• allocation of state subsidies for the purchase of premises and fixed assets in the amount of up to 60 thousand rubles;
• grants for start-up businessmen in the amount of up to 60,000 rubles;
• compensation for previously received bank loans for business development;
• a subsidy from the Employment Center up to 25 thousand rubles;
• assistance from the Small Business Support Funds;
• subsidy for entrepreneurs aimed at the development of innovative technologies (maximum 60 thousand rubles).

You can learn more about state support programs on the portal of the Government of Russia (http://government.ru/).

How to find a private investor to borrow money?

How to find a private investor to borrow money to create and develop a business? To obtain financing, there are online platforms specializing in business lending:

• Fundico - joint lending service;
• Nimfamoney - a closed platform for investors and startups (loan amount from 100,000 to 1 million rubles);
• business.potok.digital - lending to entrepreneurs by individuals.;
• vdolg.ru - loans up to 500 thousand rubles to a bank card;
• loanberry.ru is an online loan service for up to half a million rubles;
• townmoney.ru is a P2P lending service that unites the interests of borrowers and investors.

How to find an investor for a business from scratch in Russia: 7 ways

How to find an investor to finance a business created from scratch in Russia?

I offer 7 options:

1. Reach out to family and friends- this is the option of financing your own business most often practiced by start-ups. And here the essence of the matter is not to borrow money against a receipt or interest - the essence of the matter is to make a friend or relative of your partner and boss, start earning together. This investment option is optimal if the diets are about a small amount - many friends and relatives will not have a lot of money for your project, free amounts on hand. The main thing is to convince them of the profitability of your idea and the opportunity to get your share of passive income.
2. Looking for a business agent. Today, there are many agents in the services market - intermediaries between a startup and an investor who are ready to help you find a potential sponsor for a certain percentage, amount of money. Agents often unite in all sorts of associations and clubs - their coordinates can be easily found on the Internet and already on the spot to conduct a business conversation more substantively. This option of finding an investor for your own project will be of interest to those who have decided to bring to life something grandiose and large-scale. Most often, agents have access and contacts with very wealthy investors, and if they like your project and it is approved, the finances will not stand up. But to sponsor projects that do not bring a lot of money, they are unlikely to undertake - this is not their level, and here you should go and choose a different option for finding investment.
3. Crowdfunding. If we talk about this type of search for an investor, then this phenomenon means the help of the crowd or public funding, built on the principle of mutual aid funds. This phenomenon has been gaining a lot of momentum in recent years - this option for finding an investor has been completed with attention and therefore it should be adopted. The essence of this method of finding an investor and financing your own project is that a person publishes his own idea on one or another specialized website, his own project and in social networks dedicated to this area, prescribing the conditions for participation in the project - those on which he intends to attract financial activists. Everyone can take part in the project, and by contributing their part of the money as a percentage or a fixed amount, you can collect the amount needed to implement the startup. Most often, this method of finding and attracting an investor is used in such areas and areas as charity in the field of medicine, financing non-profit projects - recording amateur music and holding festivals, making films and holding exhibitions.
4. Bank loan. As an option to search for an investor - contacting the bank with your own developed business project, all the necessary calculations of investments and profits, its payback period. But this option is possible if you have stable and official earnings, you can make a certain deposit in the form of real estate or a car. This option is relevant if there is a need for a large amount of money, if the initial investment in your project does not require large financial investments - you can resort to financial sponsorship of IFIs, where the conditions for issuing borrowed money somewhat softer, although the percentage for using the loan will be higher than in a bank.
5. Business investment attraction platforms. If you do not want to resort to the help of a bank or an MFI, you can visit specialized startup platforms. It is on such specialized platforms that the necessary information for a beginner is posted - research and statistics, practical advice and assistance in launching new projects, plus information about investors, the ability to find their coordinates and contacts, investment conditions. In search of your own investor, you can visit online lending platforms. Is this a kind of MFI format or bank lending. More specifically, such a platform can be Startups.co, which can act as a proven and reliable channel for finding a potential investor. As statistics show, more than 13.9 million potential users and investors have already registered on the presented platform, who can act both as a consultant and a sponsor. Another proven platform that is popular among startups and investors is Gust.com – since its submission, about 1.8 million dollars have been invested in many projects in recent years.
6. Social networks of professionals- these are groups of potential investors, which can be easily found on the Internet. Professional networks of investors are a currently developed area where you can cross paths with a potential sponsor working in one direction or another. Most of the sites presented in the network work with foreign investors who are ready to directly join the international, global in scale business space.
7. Business angels, private equity funds. There is a need to find a reliable investor for your own project - you can contact a private investment company that specializes in this kind of financial injections. Most importantly, you can get approval for a variety of amounts, ranging from several thousand to several million dollars. What is the interest of the investors themselves - after a few years to sell their own part in a few years from the start of a startup. An example is the private equity fund Zunder Invest. But even if you were refused a loan of money, you were refused by a bank or an MFI, an investor - do not despair. Perhaps your investor has not yet met on your way, or your project does not meet all the requirements of a potential sponsor.

Where to find an investor for a business from scratch: 5 options

To find investments, you can use the following tools and resources:

• Social networks for professionals (LinkedIn, EFactor, Xing, Plaxo, Startup Nation, Cofoundr and Meetup)
• Business incubators and accelerators (Synnergy Innovations, Ingria, the business incubator of the Academy National economy, API Moscow business accelerator, First city business incubator of St. Petersburg and others)
• Platforms for startups (full list below)
• Small Business Support Funds and Employment Centers
• Investment Club "Business Youth" (molodost.bz/investfund_OLD)
• Investor forums (investory.biz, investors.net/forum, investtalk.ru/forum/)

Sites for finding investors in Russia and abroad: top 20

The following platforms for finding investors are the most popular today:

How to attract investment in business: ideas and platforms for startups

How to attract an investor to a startup is the first most difficult task that a novice investor who wants to realize his business idea has to solve.

Where to find investments for a startup? To finance your project, you can use specialized online platforms for finding private investors, with the help of business angels, business accelerators and incubators, government support programs, and crowdinvesting platforms.

How to get investments for a startup? In order to receive financing, the startupper will have to convince the investor of the viability and profitability of the project. To do this, you will need to consecrate the following topics in your business plan in the most detailed and reasoned way:

• uniqueness and prospects of the project;
• demand for a product or service in the market;
• the size of the investment;
• payback period of investments;
• projected level of profitability;
• money back guarantees.

How to attract investors to the project quickly and without unnecessary problems? You can search for investments and investors using specialized online platforms:

• Boomstarter is a crowdfunding Russian platform.
• Planeta.ru is a platform that allows you to attract from 20,000 to 15 million rubles for the implementation of any creative idea.
• nachinanie.ru - a service for collective financing of new projects
• Startups.co is an international platform for startups that allows you to solve the problem of how to find an investor for a project.

How to write a business plan for an investor: key points of the project

How to draw up a project for an investor? The summary of the business project should contain the following points:

• description of the essence of the business idea;
• market analysis;
• portrait of the target audience;
• how and with what tools the idea will be monetized;
• analysis of competitors (their strengths and weaknesses);
• the team involved in the implementation of the project;
• project benefits;
• investment project performance indicators (payback period (DPP), MIRR, IRR (internal rate of return), ARR (return on investment));
• how much money has already been invested in the project at the start;
• plan for the use of investments;
• what will the investor get as a result and in what time frame.

How to calculate return on investment (ROI)? To calculate, you must use the following formula: ROI \u003d PR / I * 100%, where PR is net profit for a certain period of time (this indicator is calculated as the difference between total profit and cost); And investment.