Check Out TheFacebook's 2004 Advertising Pitch Deck
In the scheme of things, eight years isn't a very long time. But as this artifact demonstrates, for Facebook, it's the difference between a startup run out of a dorm room and the global powerhouse it is today.
This 2004 advertising pitch deck, unearthed by Digiday, is from the era depicted in the film The Social Network. As the film details, Eduardo Saverin was keen on monetizing "TheFacebook" from the early days via advertising, but Mark Zuckerberg was more interested in growing the company as fast and as much as possible.
As the deck illustrates, TheFacebook was very much conceived as an academically focused enterprise. Rather than being described as a social network from the get-go, it's instead marketed as an "expanding online directory that connects students, alumni, faculty and staff through social networks at colleges and universities." There was no hint that the network would ever expand beyond that focus. The plan was to "expand to include most of the schools in the United States."
Yet even at that point, the potential for Facebook was clear in some respects. For instance, the site was already getting 90 million pageviews a month. (The site had 70,000 users.) Saverin was asking for ad commitments of around $80,000 to reach such users, who could be segmented by age and sex, according to Digiday.