---
title: Planning Guide to Conduct a Predictive Customer-Based Value Analysis
description: Planning to conduct a predictive customer-based value analysis? This guide walks you through the basic steps to take in preparation of the exercise.
---

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# The Value of a Company Lies in Its Customers.

Assess that value for just about any company by following the steps outlined in Theta’s *2024 Customer Centric Planning Workbook.* 

The information draws on the approach used by Theta co-founders and leading customer value experts [Peter Fader](https://www.linkedin.com/in/peterfader/) and [Daniel McCarthy](https://www.linkedin.com/in/danielmcc/), and Theta’s team of data scientists. It’s applicable to both subscription and non-subscription businesses, and can be used by both investment firms and corporations.

![Planning Guide Landing Page Image](https://learn.thetaclv.com/hubfs/Planning%20Guide%20Landing%20Page%20Image.png "Planning Guide Landing Page Image")

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![Planning Guide Landing Page Image](https://learn.thetaclv.com/hubfs/Planning%20Guide%20Landing%20Page%20Image.png "Planning Guide Landing Page Image")

#### The guide covers:

- Setting goals, use case(s) and expectations
- Assessing resources and capabilities
- Determining a preliminary budget and schedule
- The process workflow
- Types of deliverables
- Many example use cases by functional area

Get your copy today. Learn what goes into assessing a company’s value based on its customers, along with recommendations for optimizing the process.

By signing up for this workbook, Theta's *Centricity -* a collection of insights, ideas, and trends in customer centricity and customer-centric value creation - will also be delivered to your inbox each month. You may opt-out at any time.

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Know the customer. Know the company.

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