Professor Peter Fader - Customer-based Corporate Valuation

Date and Time
Thursday, September 26, 2019
7:00pm— 9:00pm
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Insignia in Belltown
583 Battery St
Seattle, WA 98121
United States
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The Penn Club of Seattle and the Wharton Club of Seattle invite you to share an evening with fellow alumni as Peter Fader, PhD – Professor of Marketing at The Wharton School, leads a discussion on Customer-based Corporate Valuation.


Professor Fader will discuss new ways of valuing corporations from the "bottom up" — i.e., determining the forward-looking financial valuation of the customer base — as a complementary perspective to the standard "top down" methodologies that dominate current valuation practice. This approach is gaining increasing interest and adoption among a variety of functional areas both inside corporations (e.g., business development, accounting and finance, marketing) and outside of them (e.g., private equity, venture capital, shareholder lawsuits). Customer-based corporate valuation (CBCV) is driving a meaningful shift away from the dangerous (but common) mindset of “growth at all costs” towards revenue durability and unit economics.

This session will introduce CBCV by first showing how it fits within traditional valuation approaches, then applying it to several publicly traded companies. These examples highlight the growing ability of CBCV to move markets, making it a crucially important methodology for executives and investors to understand and utilize.

Beyond the award-winning academic research on CBCV, Professor Fader will also briefly discuss how he is commercializing and popularizing it through Theta Equity Partners (, a startup that he recently co-founded.

7:00 – 7:45 pm – Registration / drinks and light snacks
7:45 – 8:30 pm – Presentation by Professor Fader, including Q&A
8:30 – 9:00 pm – Networking



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Map & Directions

Insignia in Belltown

583 Battery St, Seattle, WA 98121, United States,
by public transit by car by bike Walking