Original 2014 deck · 14 slides. Click a thumbnail or scroll down for the full breakdown.
Pitch deck examples
Snapchat
Snapchat Pitch Deck (2014)
Snapchat's leaked July 2014 business deck is famous online as a fundraising deck, but it is really a brand sales presentation — built to onboard advertisers, agencies, and influencers onto Stories, Chat, and Our Story. Evan Spiegel's team walked partners through 700M daily Snaps, 1B daily Story views, and concrete playbooks from HBO, GrubHub, and Taco Bell. The vertical, mobile-native layout mirrors the product: scroll like a Story, not a boardroom PDF.
Stage · Brand deckIndustry · Social media
- Industry
- Social media
- Business model
- Mobile messaging and advertising platform
- Raised
- $4.9B total (13 rounds); deck is a brand sales presentation
- Location
- Los Angeles, California
- Website
- snapchat.com
Slide-by-slide breakdown
Slide 1: Cover
Yellow Snapchat ghost on black — 'Snapchat for Business' with July 2014 confidential footer.
Cover sets audience immediately: this is not a consumer app tutorial. Brands know they're reading a partnership pitch, not a Series C financial model.
Slide 2: Get to know us
Founding story (2011, Spiegel & Murphy), product milestones — captions, doodles, video, Stories — plus usage stats and demographic splits.
History + metrics on one scroll: 50M to 700M daily Snaps, 1B Story views, age and geography charts. Proof density before any product diagram.
Slide 3: Philosophy
'Delete is our default' — conversations stay ephemeral unless saved; press-and-hold means intentional engagement.
Philosophy slide doubles as differentiation. Investors and brands understand why Snapchat feels unlike Facebook feeds — impermanence is the feature.
Slide 4: Product overview
App map: camera feed, Chat, Stories, Add Friends — one app, multiple one-to-one and one-to-many modes.
Navigation slide orients non-users fast. Shows Snapchat is a messaging platform, not a single-purpose camera toy.
Slide 5: Snap
Direct photo/video messages with captions, doodles, and filters — the core ephemeral send.
Feature deep-dive #1 ties back to delete-by-default. Short copy, product screenshot — show, don't bullet.
Slide 6: Story
Snaps threaded into a 24-hour flipbook visible to friends — the format brands would later adopt industry-wide.
Stories are the monetization wedge. This slide explains the unit brands buy before ad products existed.
Slide 7: Chat and Here
May 2014 launches — direct messages and face-to-face video for seamless one-to-one communication.
Release timeline proves velocity. Each new surface is another inventory slot for future brand campaigns.
Slide 8: Our Story
July 2014 location-based collaborative Stories — users contribute Snaps from live events into one shared narrative.
Our Story previews UGC + event marketing. Brands see crowdsourced coverage models before Live Stories became a ad unit.
Slide 9: How it works
Step-by-step UI walkthrough for creating and viewing Snaps and Stories on mobile.
Demo slide for partners who've never opened the app. Reduces 'too young / too weird' objections with literal screenshots.
Slide 10: Now it's your turn
Create a business account — username selection, profile setup, and first Story guidance.
Conversion slide. The deck stops educating and starts onboarding — rare in investor decks, perfect for this B2B audience.
Slide 11: What do I Snap?
Content prompts — personal moments, exclusives, in-the-moment coverage, celebrity takeovers, promo codes, teasers.
Creative brief disguised as a slide. Lowers the 'we wouldn't know what to post' barrier with six concrete formats.
Slide 12: Get the word out
Promote your Snapchat username on web, TV, in-store, Twitter, and Instagram — launch with a Story ready.
Distribution playbook. Snapchat tells brands how to import existing audiences — critical when the app had no native discovery feed.
Slide 13: Examples
Early adopters — HBO Girls red carpet (220s Story), GrubHub promo Snaps, MLB, MTV, Taco Bell with usernames shown.
Social proof from entertainment and food verticals. Named handles make the examples verifiable — founders can look them up live.
Slide 14: How to see your stats
Tap your Story → purple eye = views, green arrow = screenshots; starter account list across sports, fashion, music, food.
Closes with analytics literacy plus discovery list. Partners leave knowing how to measure and who to benchmark against.
What this deck teaches founders
- Match deck format to product — Snapchat's vertical slides signal mobile-first thinking better than a landscape PowerPoint ever could.
- Lead with usage gravity before the ask — 700M Snaps and 1B Story views per day make the monetization story feel inevitable, not speculative.
- Turn philosophy into a moat slide — 'Delete is our default' explains ephemeral messaging as a design choice investors and brands remember.
- Show named partners doing specific tactics — HBO red-carpet Stories and GrubHub promo codes teach more than abstract 'brand engagement' bullets.
- Close with operational how-tos — stats dashboards, username promotion, and content prompts reduce friction for the audience this deck targets.