Snibble’s investor deck, dated November 2018, presents a mobile video platform aimed at Gen Z and Millennials, citing that over half of this demographic deleted Facebook in a 12-month span (Slide 4). The company identifies 'over-monetization' as a core pain point, noting that 75% of users try to skip ads (Slide 10). Snibble’s solution is a curated environment for professionally produced content that offers advertisers brand safety and transparency (Slide 16). The deck outlines a five-step audience building strategy involving content hubs and influencers (Slide 19) and projects high revenue po…
Key takeaways
- The platform targets Gen Z and Millennials, noting that Gen Z watches an average of 68 videos per day on their phones (Slide 4).
- Snibble identifies a major market shift, stating that over half of the target demographic deleted Facebook in the 12 months prior to the deck (Slide 4).
- Ad fatigue is a primary driver for the platform, with 70% of users frustrated by the volume of ads on YouTube, Facebook, and Instagram (Slide 4).
- The deck highlights a 'brand safety' crisis for advertisers on major platforms, positioning Snibble as a safer alternative (Slide 13).
- Snibble focuses exclusively on premium, professionally produced content rather than user-generated content (Slide 16).
- The go-to-market strategy relies on 'content hubs' and 'unique contesting' to turn one user into ten (Slide 19).
- Revenue projections are based on high-value in-app video CPMs, which the deck claims average $24.51 USD (Slide 22).
- The deck lacks a formal team slide, financial projections, or a specific funding ask in the provided selection (Slides 1-25).
Executive Summary: The Anti-Social Social Video Platform
Snibble’s investor deck, produced in late 2018, captures a specific moment in the evolution of digital media: the height of the 'Facebook exodus' and the rising frustration with ad-saturated platforms. The deck positions Snibble not just as another video app, but as a necessary correction to a broken digital advertising ecosystem. By focusing on premium content and brand safety, Snibble attempts to bridge the gap between the high-quality environment of traditional television and the social connectivity of mobile apps.
Slide 1: The Vision Statement
The deck opens with a minimalist black slide featuring the tagline: "Changing how the world watches video." The logo, 'snibble,' uses a lowercase, rounded font with eyes integrated into the double 'b,' emphasizing the act of watching. This is a standard vision-led opening designed to signal a high-ambition project without immediately revealing the mechanics of the business.
Slide 4: Defining the Gen Z Opportunity
This slide establishes the target demographic with several aggressive data points. It claims that "GenZ will outnumber Millennials by 2020" and that they watch an average of "68 videos per day on phone." Most notably, it asserts that "Over half deleted their Facebook over the last 12 months." This is a classic 'enemy' slide, identifying a massive, dissatisfied audience looking for a new home. The slide also notes that 70% of these users are frustrated with the volume of ads on incumbent platforms like YouTube and Instagram, setting the stage for Snibble’s value proposition.
Slide 7: The Complexity of the Problem
Slide 7 is a transition slide titled "Problems We're Solving," featuring a background image of a man in a hat writing complex mathematical equations on a chalkboard. While it doesn't contain data, it serves as a visual metaphor for the 'messy' state of the current video landscape that the company intends to simplify.
Slide 10: The Over-Monetization Crisis
Under the heading "Over-Monetization is Rampant," Snibble uses third-party data from SiliconRepublic and eMarketer to validate its claims. The slide states that "60% of people feel there are now too many ads on VOD platforms like YouTube" and "75% try to skip ads." A bar chart shows that 39% of US teen social media users believe there are too many ads on YouTube, followed by Facebook at 26%. This slide effectively quantifies the user pain point mentioned earlier in the deck.
Slide 13: The Advertiser’s Pain Point
Snibble shifts focus from the user to the buyer on Slide 13. It states: "Major video platforms are not safe or efficient places for advertisers to build their brands." This refers to the 'brand safety' scandals of the era, where ads were frequently placed alongside extremist or inappropriate content due to automated algorithms. By highlighting this, Snibble prepares the investor for a solution that offers more control and curation.
Slide 16: The Snibble Solution
This slide provides the core product definition: "Snibble is the first mobile video platform that is dedicated to premium, professionally produced content." It claims to combine a better user experience with "social amplification." The slide includes two mockups of the app on a smartphone, showing a clean interface with content like movie trailers (John Wick) and sports commentary. The dual focus is clear: a better experience for viewers and "brand safety and media transparency" for advertisers.
Slide 19: The 5-Step Growth Strategy
Snibble outlines its go-to-market plan here. The steps include:
1. Working with content partners to access their large digital platforms. · 2. Identifying 5 social media "content hubs" to drive initial downloads. · 3. Launching in three key markets in the US and Canada. · 4. Working with key influencers. · 5. Using "unique contesting and giveaways to turn 1 user into 10."
This slide attempts to answer the 'how do you get users?' question, though it remains high-level rather than providing specific partner names or market locations.
Slide 22: Revenue and CPM Metrics
The business model is centered on high-value advertising. Slide 22 shows a chart from IAB and SQAD comparing display vs. in-stream video CPMs. Snibble claims that "In-app video advertising in Snibble drives even higher CPMs than In-stream. At $24.51US, that equates to over $32 CDN." This is a crucial slide for investors as it provides the unit economics for the platform's primary revenue stream.
Slide 25: The Call to Action
The final slide in the provided set is a contact page featuring Andrew Shortt, Founder . It includes an email and a phone number against a background of a child in a classroom with an apple on his head. This slide serves as the closing, though it notably lacks a specific 'Ask' (e.g., "Seeking $2M for seed round").
What Works in This Deck
Strong Problem Validation: Snibble does an excellent job of using third-party data (Forrester, eMarketer, IAB) to prove that both users and advertisers are unhappy with the status quo. By citing that 75% of users skip ads, they create a compelling reason for a new model to exist.
Clear Differentiation: The deck draws a hard line between 'user-generated content' (the problem) and 'professionally produced content' (the solution). This is a clear strategic choice that appeals to high-end advertisers who are wary of the 'Wild West' nature of YouTube or Facebook.
Demographic Focus: The emphasis on Gen Z and their specific mobile habits (68 videos a day) makes the market opportunity feel urgent and massive.
What is Missing from This Deck
The Team Slide: While the founder is mentioned on the final slide, there is no slide detailing the expertise of the leadership team. In a competitive space like social video, investors need to see a team with deep experience in media, tech, or advertising.
Financial Projections: Aside from a single CPM figure, the deck does not show how these metrics translate into a five-year P&L. There is no information on projected user growth, burn rate, or break-even points.
The Ask: The deck identifies a problem and a solution but fails to state how much capital is being raised and how that capital will be deployed. Without a 'Use of Funds' slide, the deck feels more like a general presentation than a fundraising tool.
Competitive Landscape: While the deck attacks YouTube and Facebook, it ignores other emerging competitors in the short-form video space (like TikTok, which was gaining massive traction in late 2018). Investors would want to know how Snibble survives in a crowded field of 'new' social apps.
Founder’s Playbook: What to Copy
Use Third-Party Data for Credibility: If you are entering a market dominated by giants, don't just say they are bad—show the data. Snibble’s use of eMarketer and IAB charts makes their claims about ad fatigue and CPM rates much harder to dismiss.
Identify a Specific 'Enemy': Snibble identifies Facebook and YouTube as the incumbents whose flaws create the opportunity. This 'David vs. Goliath' narrative is often effective in early-stage pitching because it gives the investor a clear mental model of the market disruption.
Focus on Unit Economics: By highlighting the $24.51 CPM, Snibble shows they understand the 'value' of their users to an advertiser. Even without a full financial model, proving that your 'unit' of inventory is highly valuable is a strong start.
Keep the Product Simple: The mockups on Slide 16 are not overly complicated. They show a familiar interface that doesn't require a steep learning curve for the user, which is essential for mass-market social apps.
Frequently asked questions
- What specific problem is Snibble trying to solve for users?
- Snibble focuses on 'over-monetization' and poor user experience. According to Slide 10, 60% of people feel there are too many ads on VOD platforms like YouTube, and 75% actively try to skip them. Snibble aims to provide a social viewing experience that feels less intrusive while maintaining high-quality content.
- How does Snibble plan to acquire users without a massive marketing budget?
- The deck outlines a five-step plan on Slide 19. This includes working with content partners to access their existing digital platforms, seeding interest in five specific social media 'content hubs,' and using influencers. They also mention 'unique contesting and giveaways' designed to create a viral loop where one user recruits ten others.
- What is the value proposition for advertisers on Snibble?
- For advertisers, Snibble promises 'brand safety' and 'media transparency,' which they claim are the two biggest problems in digital advertising (Slide 16). By hosting only professionally produced content, they mitigate the risk of ads appearing next to controversial or low-quality user-generated content.
- What are the projected economics for the platform?
- Slide 22 indicates that Snibble expects to command high advertising rates. It cites an average CPM (cost per mille) of $24.51 USD for in-app video, which it notes equates to over $32 CDN. This is presented as being significantly higher than standard display advertising.
- Who is the primary audience for this platform according to the deck?
- The deck focuses heavily on Gen Z and Millennials. Slide 4 notes that Gen Z will outnumber Millennials by 2020 and that this group spends 74% of their free time on their phones. The strategy is built entirely around the mobile-first habits of these younger demographics.
