Terms of Purchase
- What you are purchasing and what you will receive
- Pricing, subscription mechanics, and how to cancel
- IP ownership — the methodology stays ours; the report is yours
- Our quality commitment and how refunds work
- Liability, governing law, and the path to follow-on consulting
1. The parties
This agreement is between Why Marketing (Alan Edwards, sole trader, trading as Why Marketing, the Service Provider) and the company completing the purchase (the Buyer). The person completing checkout confirms they are authorised to enter into this agreement on behalf of the Buyer.
2. What you are purchasing
2.1The Capital Efficiency Report is a board-ready CLV:CAC and capital efficiency diagnostic generated from the Buyer's own financial and commercial data. It includes a risk assessment based on the findings and a set of recommendations aimed at improving CAC and CLV over time.
2.2All tiers include a reviewed read — a structured session with Alan Edwards, scheduled after the report has been delivered (see clause 5.2), in which the findings are explained and questions addressed.
2.3The diagnostic is priced by the Buyer's annual revenue. Three tiers apply:
3. Subscription terms
3.1Annual and bi-annual subscriptions are available at each tier. The upfront subscription payment bundles the initial diagnostic and one recalibration. Subsequent renewals are charged at the recalibration rate.
3.2Subscriptions may be cancelled after the second diagnostic run. Cancellation must be made in writing to alan@why-marketing.com before the next renewal date. No refund is given for diagnostic runs already delivered.
3.3If a subscription is cancelled before the second run is completed, the cancellation takes effect at the end of the then-current subscription period. The second run remains available until that date.
4. VAT
Why Marketing is not currently VAT registered. The prices stated in clause 2.3 are the full prices payable — no VAT is added. If VAT registration status changes, this clause and the prices above will be updated and the version number incremented accordingly.
5. Delivery
5.1The Capital Efficiency Report will be generated and released to the Buyer on receipt of cleared payment.
5.2The reviewed read will be scheduled within ten working days of report delivery, unless a different timescale is agreed in writing.
5.3At the Foundation tier, the purchase and diagnostic are completed entirely online. At the Growth and Scale tiers, a short pre-purchase call with Alan Edwards is required before purchase, to confirm data availability, clarify objectives, and ensure suitability. Payment is taken after that call.
6. Our quality commitment and refund policy
6.1Why Marketing is committed to delivering a Capital Efficiency Report that accurately reflects the data entered and provides a meaningful, board-ready assessment of the Buyer's acquisition economics.
6.2If the Buyer considers that the report has not been delivered to a reasonable professional standard — meaning it contains material errors attributable to the diagnostic tool rather than to inaccurate data provided by the Buyer — the Buyer should notify us in writing within 14 days of delivery, specifying the grounds.
6.3On receipt of a valid complaint under clause 6.2, Why Marketing will first seek to remedy the issue by correcting and redelivering the report within five working days. If the issue cannot be resolved to a reasonable standard within that period, a full refund of the purchase price will be issued.
6.4No refund is available where: the Buyer has entered inaccurate or incomplete data; the Buyer's dissatisfaction relates to the findings rather than the quality of the report; or the request is made more than 14 days after delivery.
7. Intellectual property
7.1The Capital Efficiency Report delivered to the Buyer is the Buyer's property on receipt of full payment. The Buyer may use it for internal business purposes, share it with advisers and investors under confidentiality, and present it to their board.
7.2The Buyer may not reproduce, resell, or publish the report or any part of it commercially without Why Marketing's written consent.
7.3The Commercial Logic methodology, diagnostic framework, calculation model, report structure, and all associated intellectual property remain the property of Why Marketing. The Buyer receives no licence to the methodology beyond what is implicit in using the report.
7.4The Buyer's input data remains the Buyer's own property at all times. Why Marketing's rights over that data are limited to processing it to deliver the diagnostic as described in the Confidentiality and Data Terms.
8. Limitation of liability
8.1Why Marketing's total liability to the Buyer under or in connection with any engagement, whether in contract, tort, or otherwise, is capped at the total fees paid by the Buyer for the relevant diagnostic run.
8.2Why Marketing is not liable for any loss of profit, loss of revenue, loss of business, loss of anticipated savings, or any indirect or consequential loss arising from the diagnostic or the use of the report, even if such loss was foreseeable.
8.3Nothing in these terms limits liability for death or personal injury caused by negligence, or for fraudulent misrepresentation.
9. The follow-on consulting engagement
The Capital Efficiency Report may identify areas where a structured marketing strategy engagement would address the findings. Why Marketing offers a Strategy Build engagement for this purpose, priced separately at approximately £8,000 and above depending on scope. Where a Buyer proceeds to a Strategy Build within six months of their diagnostic, the full diagnostic fee is credited against the Strategy Build fee. The Strategy Build is governed by a separate Statement of Work and the Why Marketing Terms and Conditions of Business, not these Terms of Purchase.
10. General
10.1These Terms of Purchase, together with the Confidentiality and Data Terms accepted at the start of the diagnostic, constitute the entire agreement between the parties in respect of the Capital Efficiency Report.
10.2These terms are governed by English law. Any disputes are subject to the exclusive jurisdiction of the courts of England and Wales.
10.3If any provision of these terms is found to be unenforceable, the remaining provisions continue in full effect.
10.4Why Marketing reserves the right to update these terms. The version accepted at purchase is recorded on the Buyer's session. Changes do not affect purchases already made.