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29.12.201621:31:00UTC+00Snapchat Prepares for Planned $25 Billion IPO

Snap Inc. is attempting to pitch to potential IPO investors that the Snapchat parent company is at par with Apple and Facebook in a bid to reassure that it will not suffer the same fate as Twitter, sources told the Wall Street Journal.

Snap's IPO roadshow, or the marketing process ahead of the listing, is expected to highlight Snap CEO Evan Spiegel's image as a visionary in league with the likes of Steve Jobs or Mark Zuckerberg who knows how to innovate according to the needs of his fellow millennials, people knowledgeable to the matter said.

The marketing strategy means that Snap is looking to increase its price share from $20 billion to $25 billion IPO valuation. The pitch is also designed to convince investors that the startup firm can step up and transform from a messaging platform into a content and media giant such as Facebook. Snap is also anticipated to center on the its stickiness or the time spent on its app. Still, investors said the marketing story will not be an easy sell.

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