Snap

Case Discussion

Analyzing critical marketing and customer decisions on the journey to becoming a camera company.

Presented by:
Larry Vincent,
Professor of the Practice of Marketing

Presented to:
GSBA 509
September 3, 2026

Performance

Ever used?

• Core A
• Core B
• Core C

Still use?

• Core A
• Core B
• Core C
• All Cores

Frequency of use

• Core A
• Core B
• Core C

Starting use

• Core A
• Core B
• Core C

Current use

• Core A
• Core B
• Core C

What is Snap?

• Core A
• Core B
• Core C

Objectives of redesign

• Core A
• Core B
• Core C

Target customer

• Core A
• Core B
• Core C

Sizing the market

United States, 2018

Demographic	25–29	30–49	50–64	65+
U.S. population (millions)	23.6	84.2	63.2	52.4
Own a smartphone	94%	89%	73%	46%
Already use Snap	54%	26%	10%	3%

Use case data for all of your other assumptions.

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