It's the company's first major search product, and the first new product since its initial public offering earlier in March. The company needs to churn out new updates and services because Facebook is steadily cloning Snapchat's most-popular features.
Snapchat Rolls Out First Major Product Since Its IPO in March
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At the end of the day, marketing comes into play majorly there. If you've got a great product, and when you show somebody, you get their first initial reaction and it's great, then it just becomes, maybe you're not getting the right eyeballs, or you're not driving enough fireballs to it. That's your limitation, but the product is still a winner.
We want somebody to come and buy that large bundle, but without question, the high majority of customers are coming and they're starting with that low barrier to entry. That one product that's your hero product, that they might look at it and say, "I'm not quite sure I need to go big on this one, let me start with just the $70 offering." Then when they put that in the cart, there's a couple of in-cart upsell apps that allow you to really map out what upsell accessory or product is going to be sold in that cart with that particular hero product. We saw six-figure changes in our ecommerce revenue in the first few months, just through those accessory upsells.
I love the Kardashians. I don't watch the reality show, but I do keep up with them because I use them in hypotheticals in class and in exams for entity selection questions. The students roll their eyes, but invariably most of them admit to knowing everything about them. When the students can relate to the topic, it makes my job easier. That's why I used the SNAP IPO last year as our case study on basic securities law. Every year I pick a "hot" offering to go through some of the key principles and documents, and Snap was the logical choice because the vast majority of the students love(d) the Snapchat app. The company explained as its first risk factor "... the majority of our users are 18-34 years old. This demographic may be less brand loyal and more likely to follow trends than other demographics. These factors may lead users to switch to another product, which would negatively affect our user retention, growth, and engagement." I used myself as an example to explain that risk factor in class. I have over 100 apps on my smartphone, and I have a son in the target demographic, but I never open Snapchat unless my six-year-old goddaughter sends me something. I just don't get the appeal even though millions of celebrities and even mainline companies use it for marketing. My students were aghast when I told them that I wouldn't invest in any stock that depended on the vagaries of their ever-changing taste.
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