One of the original 10 Facebook employees shared this week a glimpse into the social media giant’s early years: a pitch deck sent to advertisers back when the company was called TheFaceBook.
The document, dated April 18, 2005, focuses on how the 14-month-old company TheFaceBook plans to advertise Starbucks DoubleShot. The pitch says they’ll target college students—only students with a “.edu” e-mail could use TheFaceBook then—whose profiles contained keywords like “coffee” or “snowboarding,” the roots of a strategy that’s the reason why Facebook’s ads are now so eerily personalized. There was also room for old-school banner ads.
The pitch also reminds us just how fast Facebook has grown during its 10-year history. The document reports only 1.9 million monthly unique visitors, while Facebook said as of Sept. 30, 2014 it has 1.35 billion monthly active users, which is about one-sixth of the world’s population.
This Is What Your Facebook Profile Looked Like Over the Last 11 Years
![The Original Facebook Group Page, 2004.](https://api.time.com/wp-content/uploads/2014/03/facebook-original-profile-2004.jpg?quality=75&w=2400)
![Facebook Profile Page, 2005.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2005-original.jpg?quality=75&w=2400)
![Facebook Profile Page Facelift, 2005.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2005-update.jpg?quality=75&w=2400)
![Facebook Profile Page, 2006.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2006.jpg?quality=75&w=2400)
![Facebook Profile Page, 2007.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2007.jpg?quality=75&w=2400)
![Facebook Profile Page, 2008.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2008.jpg?quality=75&w=2400)
![Facebook Profile Page, 2009.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2009.jpg?quality=75&w=2400)
![Facebook Profile Page, 2010.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2010.jpg?quality=75&w=2400)
![Facebook Profile Page, 2011.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2011.jpg?quality=75&w=2400)
![Facebook Profile Page, 2012.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2012.jpg?quality=75&w=2400)
![Facebook Profile Page, 2013-2014.](https://api.time.com/wp-content/uploads/2014/03/facebook-profile-2013.jpg?quality=75&w=2400)
![Facebook Profile Page, 2014-2015. Facebook updated both the newsfeed algorithm and the privacy settings.](https://api.time.com/wp-content/uploads/2014/02/facebook-alex-fitzpatrick-profile3.jpg?quality=75&w=2400)
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