This document analyzes Snapchat using several frameworks: 1. A SWOT analysis identifies strengths like innovation and privacy, weaknesses like data loss and a small user base, opportunities like expansion, and threats like competition. 2. Porter's five forces shows medium pressure from new entrants, low pressure from suppliers, high pressure from powerful buyers, low pressure from substitutes, and medium pressure from rivals. 3. A business model canvas outlines Snapchat's key activities, resources, customers, channels, revenue streams, and costs. 4. Blue ocean strategy canvases compare Snapchat to competitors on strategic factors and identify ways to create uncontested market space through new strategies.

1. Blanca Zhang; Deborah Que; Jessica Wong
April Xu; Joyce Wang; Angelene Lyu
NEW MEDIA ECOLOGY

2. SWOT ANALYSIS
FOR SNAPCHAT
§ Internal
§ Strength
§ Weakness
§ External
§ Opportunity
§ Threats
SWOT ANALYSIS FOR SNAPCHAT
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3. Threat
Imitators
Emerging Competition
Going Public
SWOT ANALYSIS FOR SNAPCHAT
Opportunity
§ Expansion
§ Going Public
Weakness
Controversy
Loss of Historic Data
Smaller and Fickle User Base
Strength
Innovation
Privacy
Mobile-friendly Design
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4. PORTER’S FIVE FORCES
Threat of New Entrants
§ Low time & cost of entry
§ Snapchat’s features can be easily copied
§ Minimal technology protection
= Medium Pressure
Bargaining Power of Suppliers
§ Snapchat does not require suppliers to
provide its service
= Low Pressure
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5. Bargaining Power of Buyers
§ 158M of daily active users
§ Instagram Stories: 150M of daily active
users (within 5 months)
§ Low switching cost
§ When existing social media giants copy
Snapchat’s features
§ X create new profile
§ X convince peers to use it
= High pressure
PORTER’S FIVE FORCES
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6. Threat of Substitute Products
§ Privacy
§ Convenience
§ Knowing the content will be deleted within 24 hours and that it is treated casually
§ Less effort needed to put into posting
§ e.g. Facebook,Whatsapp, Squawk Messenger, email, text messaging, etc.
= Low Pressure
PORTER’S FIVE FORCES
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7. Rivalry among Competitors
§ Strong emotional appeal
§ Constantly updated filters
§ Situation-specific snaps
§ Recent acquisition of Bitstrips
§ Bitmoji integration
§ Brand loyalty
§ Out of parents’ reach
§ e.g. Snow, Instagram, Clipchat
= Medium Pressure
PORTER’S FIVE FORCES
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8. BUSINESS MODEL CANVAS
- Young people
aged from 13 to
34 (especially
female)
- Advertiser
- Acquisition &
Retention
- Create a
friendly, funny,
interactive with
customers
- Online channels:
social media,
news apps, video
platforms
- KOLs (especially
celebrities)
- Advertising (sponsored geofilters and lenses,
“discover”)
- User purchase
- Self-destructing
messages: content
deleted
immediately after
reading without
privacy concerns
- Unique filters and
lenses to make
pictures & videos
fun and creative
- Fixed cost: app construction and maintenance,
personnel etc.
- Variable cost: marketing and promotion etc.
- Publishers, media
companies
- Bitstrips
- Investors
(e.g.,Alibaba)
- Provide a
platform for users
to communicate
and tell stories
through pictures
& videos
- Lenses and
geofilters
- Millions of DAU
(daily active
users)
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9. BLUE OCEAN STRATEGY CANVAS
Speed of
multimedia
content
creation/
viewing
Digital effects
creation
Fun of
multimedia
content
creation/
viewing
Keep parents
out
Ease of UI
learning
View past
content
Discover
what’s going
on in the
world
High
Low
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10. BLUE OCEAN STRATEGY CANVAS
§ View past content
Eliminate
§ Discover what’s going on in
the world
§ Ease of use
Reduce
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11. BLUE OCEAN STRATEGY CANVAS
§ Digital effects creation
§ Speed (Content creation/ content
viewing)
§ Fun (Content creation & viewing)
Raise
§ Content deleted immediately after sending
§ Collaborative content creation (uploading
location-specific snaps to be shared across
the world)
§ Fun filters (Geolocation/ Time/
Temperature/ Speed / Altitude / Lenses /
Motion stickers)
§ Marketing Use
Create
Lens:
Snapchat uses
AR to create
many attractive
lenses.
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12. NEW MEDIA ECOLOGY - SNAPCHAT