Snapchat's CEO Evan Spiegel follows an ambitious strategy focused on independence, branching out more than originally thought. However, the company's innovations are not taking off and larger competitors like Instagram are surpassing Snapchat. Snapchat started as a messaging app but is now shifting focus to creators, though many users reject this new update and business model. Spiegel has turned down acquisition offers of $3 billion from Facebook in 2013 and $30 billion from Google in 2017 in order to maintain the company's independence.

1. ICT STARTUP
SNAPCHAT
ANNA VERHOEVEN CHRISTINA KIM CURTIS MACDONALD MIJUNG CHOI

2. HYPOTHESIS
Our hypothes was that Snapchat had a bad strategy when it
came to the emerging social media market, with the software
sticking itself in one set market with one set purpose.
What we found is that the CEO follows an ambitious strategy that
focuses on independence, and actually branches out more than
we originally thought. The issue being that the innovations aren’t
market.
taking off, and other bigger companies are quickly eclipsing their

3. #hashtags & likes
Across-top stories
Upload photos on feed
Discovery: based on
user interaction
More options, selections
Video/ picture/
message to “story” or
“snap”/ “direct message”
Stories last 24h
Multimedia messages
Scroll-down stories
Discovery: big/ famous
things of interest
Simple & easy to navigate
SOFTWARE
Used as professional
contact platform
Friend to friend
communication
AR & Facial filters

4. DIFFUSION OF INNOVATION
Disruption 2
(Now)
Disruption 1

5. LEADERSHIP & STRATEGY
Evan Spiegel
Strategy
- Tended towards sustaining a market rather than creating innovative material
- Prioritized iOS users rather than Android users as that was where the early market was
- Ageing market was also isolated
- Snapchat started as a friend to friend business model, but are now shifting their focus to
promoting creators
- This shift in focus became a reality with the newest snapchat update
- Many are rejecting this newer update and business model
- Originally worked on the idea with Reggie Brown
- Turned down a deal from Facebook for $3 billion in late 2013
- Turned down a deal from Google for $30 billion in 2017
- Prioritizes company independence
- Updates don’t match user needs

6. INNOVATOR’S DILEMMA
Picaboo
(July 2011 - Fall 2011)
Released SnapKidz
(June 2013 - August 2013)
Turned down deal from
Facebook for $3B
(late 2013, turning point)
Instagram stories
(August 2016 - Now)
Released Spectacles
(February 2017 - Now)
Picaboo
Time
Performance

7. STRATEGY MIX
Performance
Priority
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8. SOURCES
Thank You
https://www.wired.com/story/copycat-how-facebook-tried-to-squash-snapchat/
https://www.wired.com/story/snapchat-dancing-hot-dog-taught-us-how-to-use-ar/
https://www.wired.com/story/snapchat-snap-map-web/
https://www.youtube.com/watch?v=AqPHordzhdw
https://www.youtube.com/watch?v=2LZxqloA6Nc
https://www.youtube.com/watch?v=0f64u_AdLf4
http://www.dbknews.com/2018/03/08/snapchat-update-discover-kylie-jenner-tweet/
https://techcrunch.com/2018/02/21/snapchat-responds-to-the-change-org-petition-
complaining-about-the-apps-redesign/
http://www.businessinsider.com/instagram-vs-snapchat-which-is-the-better-app-2017-7
https://www.theverge.com/2018/3/8/17086804/instagram-snapchat-vs-features-
versus-video-social-apps-lauren-goode
https://beta.techcrunch.com/2017/11/13/time-to-snap-into-action/
https://techcrunch.com/2017/08/03/google-buy-snap/
https://www.omnicoreagency.com/snapchat-statistics/
https://techcrunch.com/2017/10/28/why-snapchat-spectacles-failed/