Snapchat Parent Snap Valued at $24 Billion After IPO Pricing

by: Corrie Driebusch and Maureen Farrell

Mar 02, 2017

TOPICS: Corporate Governance, Entrepreneurs, Initial Public Offering

SUMMARY: Snap, the parent of Snapchat, had a successful initial public offering (IPO). This may lead to other IPOs by technology firms in the $1 to $5 billion range. There are questions about the company and its growth potential, how it can ramp up revenue per user, why it's called a camera company, its plans to fight competition and the ownership structure that gives the founders a high level of voting control. The IPO raised $3.4 billion. 120 million shares were sold to investment firms. 50 million shares went to existing investors which left only 30 million shares for all other investors. The CEO and Chief Technology officer own more than 90% voting control after shares were offered with no voting rights. The restricted supply and lack of recent IPOs helped lift the price of shares. There are some concerns about Snap. It spent heavily on marketing and data storage last year and lost more than $500 million. It forecast $1 billion in revenue in 2017, but it will need to quickly scale up its advertising business to support that.

CLASSROOM APPLICATION: The Snap IPO involves several concepts in business. Supply and demand are illustrated in pricing for the issue. The issue had 200 million shares with only 30 million available to those who were not investment firms or prior investors in the company. Corporate governance is also a concept illustrated by the IPO because the shares did not have voting rights. This means the CEO and CTO have more than 90% voting control. This gives the founders control, but it also means that investors do not have voting rights to elect board members and make sure their interests are represented. There was strong interest in the IPO and the price increased, but uncertainty and questions remain about the company's ability to meet its 2017 revenue forecast. The business model for the company depends on a key demographic in the 18-34 year-old range.

QUESTIONS:

Do a web search and explain what an IPO (initial public offering) is. 2. Discuss the issue of the shares and their voting rights in this IPO from the perspectives of investors and the company's CEO and CTO.

3 List the questions raised about the company as it traveled in the U.S. and London to win over prospective investors.

4. Why do entrepreneurs want to retain control of their companies? Explain why that control may not be good for the company and other shareholders?

5. Snapchat targets the 18-34 demographic. Why is this age group important?