Serena Morones

Serena Morones
CPA, ASA, ABV, CFE
Serena Morones Damage Analysis Expert, Forensic Accountant, Portland Oregon
Serena Morones

CPA, ASA, ABV, CFE

Serena Morones

CPA, ASA, ABV, CFE

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Professional Experience

Serena Morones is a damage expert specializing in forensic accounting, patent infringement, damage analysis, and business valuation. She has helped lead numerous large and complex litigation cases to financial resolution through settlement or expert testimony. Multiple parties to a matter will hire Ms. Morones as an independent expert to assist them in settling valuation or economic disputes. She serves as a frequent guest lecturer for legal CLEs and at several Oregon universities on topics of valuation, damages and forensic accounting. Ms. Morones has practiced through her own firm since 2002 and began her forensic accounting/valuation specialty in 1996.

Professional Credentials and Education

  • Certified Public Accountant, Oregon (CPA)
  • Accredited Senior Appraiser (ASA) in Business Valuation, American Society of Appraisers
  • Accredited in Business Valuation (ABV), American Society of CPAs
  • Certified Fraud Examiner (CFE)
  • Master of Taxation, Portland State University
  • Bachelor of Arts in Accounting, Cum Laude, University of Oregon

Services Provided

  • Economic damage analysis for litigation
  • Business valuation for litigation, buy-sell transactions, estate planning
  • Forensic accounting and fraud investigations
  • Trademark infringement, false advertising, patent infringement damage analysis
  • Fraud investigations
  • Athlete endorsement contract valuation and damages
  • Alter ego, piercing the corporate veil analysis
  • Independent mediator to resolve business valuation or financial disputes

Selected Litigation Case History

  • Columbia Sportswear North America, Inc. v Seirus Innovative Accessories 2017 (Patent infringement)
  • Boyd Coffee Co. v. Miller Nash LLP 2015 (Analysis of alleged lost profits)
  • Reser’s Fine Foods, Inc. v. Bob Evans Farms, Inc. et al 2015 (Analysis of lost profits for alleged breach of contract)
  • Douglas Ossanna v. Nike 2014 (Analysis of alleged lost wages and benefits)
  • Tobacco Master Settlement Agreement 2003 NPM Adjustment Proceedings for the State of Oregon; 2013 (Served as Oregon’s quantitative expert in the 2003 MSA NPM adjustment arbitration proceedings held during April 2013.)
  • FLIR v. Fluke 2012 (Trademark infringement and false advertising damage analysis)
  • Dr. Bott, LLC et al v. Roderich Bott 2012 (Fraud investigation and forensic accounting analysis)
  • Leatherman Tool Group v. Coast Cutlery 2012 (False advertising damages)
  • Jessica Schlesinger v. Barry Schlesinger et al 2012 (Forensic accounting and valuation analysis)
  • Sikh Dharma International et al v. Kartar et al, 2011 (Business valuation and analysis of reasonable compensation)
  • Evergreen Helicopters v. Erickson Air-Crane, 2011 (Lost profits analysis)
  • Doe v. Boy Scouts of America 2010 (Forensic accounting analysis, cash flow tracing)
  • Synectic Funds v. Craig Berkman and Arthur Andersen, 2008 (Damage analysis, cash flow tracing)
  • Scoggins v. Nidiffer and C&K Market, 2008 (Business valuation)
  • State of Oregon v. Lyle Mann, 2007 (Forensic accounting analysis to assess potential expense reimbursement fraud.)
  • Daniel Miles v. Davis Wright Tremaine, 2007 (Lost profits analysis)
  • McWilliams v. Portland Public Schools, 2006 (custodian class action) (Lost wages and benefit analysis)
  • Fred Fields v. The Coe Manufacturing Company and Three Cities Research, 2005 (Business valuation)
  • Roger Pollock v. DR Horton, Inc. 2004 (Lost profits analysis)
  • Various Class Actions v. Hollywood entertainment, 2004 (Lost wages analysis, forensic investigation of information systems data)
  • Ochoco Lumber v. US Bank, 2003-2004 (Lost profits analysis)
  • Corporation v. Professional Athlete, 2003 (Breach of  endorsement contract damage analysis)
  • Judith Belushi Pisano v. The House of Blues and Dan Aykroyd, 2002 (Lost royalties analysis, assessment of internal controls)
  • Professional Athlete v. Corporation, 2002 (Breach of endorsement contract analysis)
  • 3pf v. Reel.com, 2002 (Lost profits analysis)
  • Professional Athlete v. Corporation, 2001 (Breach of endorsement contract analysis)
  • Rentrak v. Hollywood entertainment, 1999-2000 (Lost profits analysis)
  • Oregon Public Employees’ Retirement Board v. Simat, Helliesen & Eichner, et al (Pamcorp) 1997-1998(Complex, multi-faceted damage analysis)

Selected Business Valuations

  • Manufacture of natural foods and tea company, revenues $90 million
  • Regional grocery chain, revenues $450 million
  • Steel fabricator, revenues $90 million
  • Mill equipment manufacturer, revenues $90 million
  • Wholesale lumber distributor, revenues $80 million
  • Various medical practices revenues $5-$10 million
  • Numerous family limited partnerships, assets up to $50 million
  • Harley Davidson dealerships, revenues $5 million
  • Hotel and family restaurant,
    revenues $600,000 Dog grooming business, revenues $200,000
  • Single family home builders
  • Professional service firms, including engineering, advertising, architectural, real estate brokerage, insurance agencies
  • Agricultural nursery
  • Development stage companies, zero revenues
  • Electronic component manufacturer, revenues $2 million
  • Development stage companies, zero revenues
  • Notes receivable
  • Fractional interests in real estate

Publications & News Articles

  • Serena Morones, “Buzz abounds on markets for trading startup shares” July 26, 2010 Portland Business Journal
  • Portland Business Journal, “Valuation expert can take the heat on witness stand,” June 4, 2010
  • Associated Press, “Accountant says Boy Scouts have nearly $1 billion in assets as punitive damage phase of abuse trial opens.” and related articles, April 20, 2010
  • Serena Morones, “Proving the Top Line: Supporting Lost Sales in a Lost Profits Case,” CPA Expert, a publication of the AICPA, Summer 2004
  • Serena Morones, “Exclusive Autograph Deals: What Value to the Athlete and Their Fans?” Entertainment and Sports Lawyer, a publication of the American Bar Association, Volume 22 Number 1, Spring 2004
  • Serena Morones, “Athlete Signature Lines: Maximizing Endorsement Value for the Professional Athlete,” Entertainment and Sports Lawyer, a publication of the American Bar Association, Volume 21 Number 3, Fall 2003
  • Jeff Manning, “Berkman Investors Seek $43 Million,” The Oregonian, May 30, 2008

Professional Associations

  • Oregon Society of Certified Public Accountants
  • American Institute of Certified Public Accountants
  • American Society of Appraisers
  • Association of Certified Fraud Examiners
  • Multnomah Bar Association Committee for Judicial Review (past)

Charitable Associations

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