Terms & Conditions

Last updated: 27 September 2026

1. About us and these terms

This website and our consulting services are provided by Yihang Bai, trading as Meridian Advisory (“we”, “us”, “our”). These terms apply to your use of this website and to any consulting services we provide to you (“you”, the “Client”). Please read them before engaging us.

2. Our services

We provide online e-commerce consulting services, including growth strategy, conversion rate optimisation, marketplace and channel strategy, and retention and customer lifetime value advice. Services are delivered remotely through video calls, email, written reports and shared documents. The exact scope, deliverables, timeline and fee for each engagement are set out in a written proposal or statement of work (the “Proposal”).

3. How a contract is formed

An initial consultation of up to 30 minutes is free and creates no obligation on either side. A binding contract is formed only when you accept a Proposal in writing (including by email) or pay the first invoice for it. If a Proposal conflicts with these terms, the Proposal applies.

4. Fees and payment

• Fees are fixed and stated in the Proposal, in pounds sterling unless agreed otherwise. VAT is added where applicable.
• We invoice as set out in the Proposal, which may include a deposit before work starts. Invoices are payable within 14 days by bank transfer or by card through our payment provider.
• Expenses are charged only if you have agreed to them in advance in writing.
• For business clients, we may charge interest on late payments under the Late Payment of Commercial Debts (Interest) Act 1998 and may pause work while an invoice is overdue.

5. Your responsibilities

You agree to give us accurate information, timely access to the data, systems and people we reasonably need, and prompt feedback. Delays caused by missing information or access may affect the timeline. Decisions on whether and how to implement our recommendations remain yours.

6. No guaranteed results

We perform our services with reasonable skill and care. Commercial outcomes such as revenue, conversion rates or return on ad spend depend on many factors outside our control, so we do not guarantee any particular result.

7. Changes, cancellation and refunds

• Either party may ask to change the scope of an engagement. Changes that affect the fee or timeline are agreed in writing before they take effect.
• Business clients may end an engagement by giving written notice. You pay for work performed up to the date of termination, together with any pre-agreed expenses already incurred.
• Consumers have the right to cancel within 14 days of the contract being formed under the Consumer Contracts (Information, Cancellation and Additional Charges) Regulations 2013. If you ask us to start work within that period, you pay a proportionate amount for the work done before you cancel, and the right to cancel ends once the services have been fully performed.
• If an engagement ends early, we refund any fees you have paid in advance for work not yet performed within 14 days, unless the Proposal clearly states that a deposit is non-refundable.

To cancel or request a refund, email hello@jasca.co.uk.

8. Intellectual property

Once you have paid in full, you own the reports and other deliverables we create specifically for you. We keep ownership of our pre-existing materials, methods, frameworks and templates, and you receive a non-exclusive licence to use any of them included in the deliverables for your own business. We will not name you as a client without your permission.

9. Confidentiality

Each party will keep the other’s confidential information confidential and use it only for the engagement, except where disclosure is required by law. This obligation continues after the engagement ends.

10. Liability

• Nothing in these terms limits liability for death or personal injury caused by negligence, for fraud, or for anything else that cannot be limited by law.
• Business clients: we are not liable for loss of profit, revenue, business or goodwill, or for any indirect or consequential loss. Our total liability arising from an engagement is limited to the fees paid for it in the 12 months before the claim.
• Consumers: we are responsible for loss you suffer that is a foreseeable result of our breach of these terms or our failure to use reasonable care and skill. We are not liable for business losses. Your statutory rights are not affected.

11. Use of this website

Content on this website is general information, not advice for your specific situation. We aim to keep it accurate and available but do not guarantee that it is complete or uninterrupted. You must not misuse the website, for example by attempting to gain unauthorised access or introducing malicious code. Links to third-party websites are provided for convenience and we are not responsible for their content.

12. Complaints

If you are unhappy with any part of our service, email hello@jasca.co.uk. We acknowledge complaints within 5 working days and aim to resolve them within 14 days.

13. Personal data

We handle personal data as described in our Privacy Policy.

14. Changes to these terms

We may update these terms from time to time. The version in force when you accept a Proposal applies to that engagement.

15. Governing law

These terms are governed by the law of England and Wales, and the courts of England and Wales have jurisdiction. If you are a consumer living in Scotland or Northern Ireland, you may also bring proceedings in your local courts.

16. Contact

Yihang Bai, trading as Meridian Advisory, 46 New York St, LS2 7DY, Leeds, United Kingdom. Email: hello@jasca.co.uk