7 Challenges Snapchat's Parent Company Has to Overcome Before It Can Be Wall Street's 'New Facebook'

And avoid Twitter's rocky relationship with investors

Snap Inc., the parent company of Snapchat, today is expected to begin trading on the New York Stock Exchange, where it’s reportedly being valued at $24 billion, or $17 per share. The mobile-focused player, founded by CEO Evan Spiegel in 2011, is a classic challenger brand, taking on digital behemoths that came before it as well as traditional media companies.