Snap’s IPO Roadshow Message: We’re the Next Facebook, Not the Next Twitter – By  Maureen Farrell and  Corrie Driebusch Dec. 29, 2016 5:30 a.m. ET


Virtual-messaging service’s pitch designed to convince investors that platform can evolve into a content powerhouse

Snap Inc. Chief Executive Evan Spiegel beside his company’s logo in Los Angeles. Marketing for the virtual-messaging service’s initial public offering will tout Mr. Spiegel as a visionary and the platform as the next Facebook, people familiar with the matter said, but bankers and investors say the story isn’t necessarily an easy sell.

Snap Inc. Chief Executive Evan Spiegel beside his company’s logo in Los Angeles. Marketing for the virtual-messaging service’s initial public offering will tout Mr. Spiegel as a visionary and the platform as the next Facebook, people familiar with the matter said, but bankers and investors say the story isn’t necessarily an easy sell.Photo: Jae C. Hong/Associated Press

When Snap Inc. goes on the road next year to market its initial public offering, it will be touting more than its popular virtual-messaging service.

Evan Spiegel, the company’s 26-year-old founder, is expected to figure prominently in conversations with investors during the marketing process, known as a roadshow, according to people familiar with the matter. Snap’s IPO bankers and executives are planning to portray Mr. Spiegel as a visionary who knows how to create products for his coveted millennial peer group, the people said.

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