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ACTIVITY PACKET

The Investor
Mindset
WITH
ERIC
K IM
Exercise #1
Instructions

1. Quick introductions (recommended length: 2 min.)

Your name, role, and city

2. Remember our thesis

Snap will be the BEST digital community for Gen Z consumers to connect and consume content.
In turn, Snap will be the preferred advertising platform for marketers to attract Gen Z consumers,
leading to >$10B in ad revenue by 2027.

3. Brainstorm key drivers across engagement, growth, and monetization

(recommended length: 6 min.)

4. Hone your ideas to 2-4 most powerful key drivers

(recommended length: 2 min.)
EXERCISE #1

Brainstorm Engagement Key Drivers (2 min.)

What are key drivers to become one of the top 3 social and media
platforms for gen z consumers?

Brainstorm Here
● <engagement driver>
Examples
● <engagement driver>
● ●Product experience
<engagement driver>
● ●Product innovation
<engagement driver>
● ●Customer loyalty
…
EXERCISE #1

Brainstorm Growth Key Drivers (2 min.)

What are the key drivers to acquire new Gen Z customers?

Brainstorm Here
● <growth driver>
Examples
● <growth driver>
● ●Network effects
<growth driver>
● ●Geographical
<growth driver>
● … expansion
●Healthy marketplace
dynamics
EXERCISE #1

Brainstorm Monetization Key Drivers (2 min.)

What are key drivers to make Snapchat a top partner for advertising
and content partners?

Brainstorm Here
● <monetization driver>
Examples
● <monetization driver>
● ●Cost advantages over
<monetization driver>
● <monetization driver> competition
● ●Strong unit
…
economics
●Pricing power
EXERCISE #1

Prioritize 2-4 Key Drivers (2 min.)

What are the 2-4 drivers critical to our thesis?

Prioritized Top Driver

1. <top driver>
2. <top driver>
3. …
Exercise #2
Instructions

1. Remember the 3 key drivers

Engagement: Snap consistently launches product features (such as Stories) that engage and retain
their core users.
Growth: Snap has true Network effects, driving massive user growth as the user experience
improves as more people come onto the platform.
Monetization: Advertisers will have high ROI for their ad dollars on Snap’s platform.

2. Brainstorm key metrics for key drivers across engagement, growth, and monetization
(recommended length: 6 min.)

3. Select 1-2 key metric per key driver

(recommended length: 2 min.)

4. Brainstorm benchmarks for your top metrics

(recommended length: 2 min.)
EXERCISE #2

Brainstorm Metrics for Engagement Key Driver

Driver: Snap consistently launches product features (such as Stories)
that engage and retain their core users.

Brainstorm Here Examples

● <engagement driver>
●CAC: Customer
● <engagement driver>
● Acquisition Cost
<engagement driver>
●CLV: Customer Lifetime
● <engagement driver>
● Value
…
●Retention rate
●New user growth rate
●Paid vs. organic growth
●ARPU: Average Revenue
Per User
●NPS: Net Promoter Score
EXERCISE #2

Brainstorm Metrics for Growth Key Driver

Driver: Snap has true Network effects, driving massive user growth as
the user experience improves as more people come onto the
platform.

Brainstorm Here Examples

● <growth driver>
●CAC: Customer
● <growth driver>
● Acquisition Cost
<growth driver>
●CAC Payback
● <growth driver>
●CLV: Customer Lifetime
● …
Value
●Retention rate
●New user growth rate
●Paid vs. organic growth
●ARPU: Average Revenue
Per User
●NPS: Net Promoter Score
EXERCISE #2

Brainstorm Metrics for Monetization Key Driver

Driver: Advertisers will have high ROI for their ad dollars on Snap’s
platform.

Brainstorm Here Examples

● <monetization driver> ●CAC: Customer
● <monetization driver> Acquisition Cost
● <monetization driver> ●CAC Payback
● <monetization driver> ●CLV: Customer Lifetime
● … Value
●Retention rate
●New user growth rate
●Paid vs. organic growth
●ARPU: Average Revenue
Per User
●NPS: Net Promoter Score
EXERCISE #2

Prioritize 4-8 Key Metrics (2 min.)

Key Driver Metric(s)

Engagement Key Driver ● <Prioritized key metric>

Snap consistently launches product ● …
features (such as Stories) that engage
and retain their core users. Examples

●CAC: Customer
Growth Key Driver ● <Prioritized key metric>
Snap has true Network effects, driving ● … Acquisition Cost
massive user growth as the user ●CAC Payback
experience improves as more people ●CLV: Customer Lifetime
come onto the platform. Value
●Retention rate
●New user growth rate
Monetization Key Driver ● <Prioritized key metric> ●Paid vs. organic growth
Advertisers will have high ROI for their ● … ●ARPU: Average Revenue
ad dollars on Snap’s platform. Per User
●NPS: Net Promoter Score
EXERCISE #2

Prioritize 4-8 Key Metrics (2 min.)

Key Driver Metric(s) Benchmark
Examples
Engagement Key Driver ● <Prioritized key ● <Benchmark>
Snap consistently launches metric> ●… ●Direct competitors
product features (such as ●… ●Industry averages
Stories) that engage and retain ●Companies with same
their core users. business models in different
industries
Growth Key Driver ● <Prioritized key ● <Prioritized key ●Today’s industry leaders at
Snap has true Network effects, metric> metric> an earlier stage of their
driving massive user growth as ●… ●… growth cycle
the user experience improves as ●Proprietary databases
more people come onto the
platform.

Monetization Key Driver ● <Prioritized key ● <Prioritized key

Advertisers will have high ROI metric> metric>
for their ad dollars on Snap’s ●… ●…
platform.