• by Laurie Sullivan  @lauriesullivan, October 25, 2013

Following several Twitter registration statement filings with the U.S. Securities and Exchange Commission for an initial public offering, the company filed papers setting the public stock price at between $17 and $20 per share. It plans to sell about 70 million shares.

There have been numerous success stories for brands, such as DK Publishing, but Twitter remains unprofitable, losing about $126 million from January through September 2013. About 232 million Twitter users worldwide collectively tweet an average of about 5,700 tweets per second, per The DealBook.

Mark Mahaney, RBC Capital analyst, wrote in a research note that the potential stock price implies a market cap of up to $11.1 billion. Twitter and underwriters have the option to raise the IPO price before Nov. 6, with trading starting on Nov. 7.

Twitter’s filings describe its growth strategy. It plans to expand its user base across geographies, develop and improve its mobile applications, and build and acquire new products. Mahaney also tells us that Twitter plans to enable the platform to integrate more content and continue to leverage their partnerships with traditional media outlets. It plans to improve the targeting capabilities for advertisers, develop new advertising formats, and open up the platform to additional advertisers through the expansion of the self-serve platform in different geographies.

At the DealBook, Michael De La Merced and Vindu Goel put it in perspective. They tell us this type of valuation would make Twitter more than three times as big as AOL, but only a fraction of Facebook, which now has a market value of more than $127 billion.

Separately, reports put NBC Vivian Schiller as Twitter's news chief. In a tweet sent Thursday, Schiller tweeted: "Excited to join @Twitter as Head of News in January. Leaving @NBCnews at year's end. Grateful to my beloved colleagues for 2+ great years."