Terms of Service

1. Acceptance of Terms

By accessing, browsing, or using the Ruloh platform ("Service"), including the web application located at app.ruloh.com, you ("User," "you," or "your") acknowledge that you have read, understood, and agree to be bound by these Terms of Service ("Terms") and the accompanying Privacy Policy. If you do not agree to these Terms, you must immediately cease all use of the Service. Material modifications to these Terms require your renewed acceptance through the Service's consent screen before continued use.

2. Description of Service

Ruloh is a business valuation and exit readiness assessment platform designed for small business owners. The Service provides self-service questionnaire-based assessments, scoring algorithms, valuation estimates, exit readiness evaluations, industry benchmarking, and related informational tools. Mere Muse LLC ("Ruloh," "we," "us," or "our"), a Delaware limited liability company, operates the Service.

3. Beta Program

The Service is currently in early access beta. Features, scoring methodologies, user interfaces, and data storage practices are subject to change without notice. Your assessment data may be modified, migrated, or deleted as we improve the platform. Participation in the beta program does not entitle you to any future version, feature, or level of service.

4. Not Professional Financial Advice

THE SERVICE DOES NOT CONSTITUTE AND SHALL NOT BE CONSTRUED AS PROFESSIONAL FINANCIAL, INVESTMENT, TAX, LEGAL, OR ACCOUNTING ADVICE. Ruloh provides educational valuation estimates and exit readiness assessments that are screening tools based on general market data, industry benchmarks, and the information you provide. They are not certified appraisals, broker opinions of value, fairness opinions, financial advice, or investment recommendations. You should not make financial decisions based solely on Ruloh's output. Consult qualified professionals — including but not limited to a certified business appraiser (ASA, CVA), accountant (CPA), attorney, or M&A advisor — before making decisions about selling, buying, financing, or otherwise transacting in a business.

5. No Warranty on Accuracy

Assessment results depend entirely on the information you enter and on general industry benchmarks that may not reflect your specific market, geography, or business circumstances. Ruloh does not guarantee the accuracy, completeness, timeliness, reliability, or applicability of any valuation estimate, score, band classification, improvement recommendation, or other output. Actual business values depend on numerous factors — including buyer-specific synergies, deal structure, market conditions, and due diligence findings — that a questionnaire-based tool cannot capture.

6. Eligibility

You must be at least 18 years of age and have the legal capacity to enter into binding agreements to use this Service. By using the Service, you represent and warrant that you meet these eligibility requirements. If you are using the Service on behalf of a business entity, you represent and warrant that you have the authority to bind that entity to these Terms.

7. User Accounts

You sign in either with Google or with a one-time code sent to your email address. You are responsible for maintaining access to the account you sign in with — your Google account or your email account — and for all activities that occur under your account. You agree to notify us immediately of any unauthorized use of your account. We may terminate, suspend, or restrict accounts that violate these Terms, are inactive for extended periods, or at our sole discretion during the beta period, without prior notice or liability.

8. Acceptable Use

You may use Ruloh to evaluate businesses you own, operate, manage, or are considering acquiring. Shareable report links are intended solely for sharing your own assessment results with your advisors, counterparties, or other parties you authorize.

9. Prohibited Conduct

You agree not to:

(a) Reverse-engineer, decompile, disassemble, or attempt to derive the source code of any scoring algorithms, models, or software; (b) use the Service for any fraudulent, misleading, or unlawful purpose; (c) share account access with unauthorized parties; (d) use automated scripts, bots, crawlers, or similar tools to access the Service; (e) attempt to circumvent any security measures, rate limits, or access controls; (f) use the Service to generate valuations for securities fraud, money laundering, or other illegal purposes; (g) upload malicious code, viruses, or harmful data; (h) interfere with or disrupt the integrity or performance of the Service; (i) impersonate another person or entity; (j) copy, scrape, or bulk-download the Service's content, data, or output to build or improve a competing product, service, or dataset; or (k) use the Service in any manner that could damage, disable, overburden, or impair the Service.

10. Intellectual Property

Ruloh and its licensors own all right, title, and interest in and to the Service, including but not limited to all software, algorithms, scoring methodologies, models, user interfaces, text, graphics, logos, trademarks, trade secrets, and other intellectual property. Nothing in these Terms grants you any right, title, or interest in the Service except for the limited right to use the Service in accordance with these Terms. You retain ownership of the raw business data you enter. However, all assessment results, scores, valuation estimates, band classifications, improvement recommendations, reports, analytics, and other output generated by the Service from your inputs are the exclusive property of Ruloh.

11. Data License and Aggregation

By using the Service, you grant Ruloh a perpetual, irrevocable, worldwide, royalty-free, fully sublicensable, transferable license to use, reproduce, modify, adapt, publish, translate, aggregate, anonymize, and create derivative works from your data for any lawful purpose, including but not limited to: product development and improvement; industry benchmarking and market analysis; research, publications, and reports; training and improvement of analytical models, including AI and machine learning models; aggregate statistical reporting; and commercial data products and services.

Ruloh may produce aggregated industry benchmarks, market insights, scoring models, and other analytical products from user data. Pseudonymized data, and aggregated data that no longer identifies any individual, may be retained and used for these purposes. This license survives any termination or expiration of your account or these Terms.

12. Limitation of Liability

TO THE MAXIMUM EXTENT PERMITTED BY APPLICABLE LAW, IN NO EVENT SHALL RULOH, ITS OFFICERS, DIRECTORS, MEMBERS, MANAGERS, EMPLOYEES, AGENTS, AFFILIATES, SUCCESSORS, OR ASSIGNS BE LIABLE FOR ANY INDIRECT, INCIDENTAL, SPECIAL, CONSEQUENTIAL, EXEMPLARY, OR PUNITIVE DAMAGES, INCLUDING BUT NOT LIMITED TO DAMAGES FOR LOSS OF PROFITS, GOODWILL, USE, DATA, OR OTHER INTANGIBLE LOSSES, ARISING OUT OF OR RELATING TO YOUR USE OF OR INABILITY TO USE THE SERVICE, ANY BUSINESS DECISIONS MADE USING THE SERVICE'S OUTPUT, ANY DATA LOSS DURING THE BETA PERIOD, OR ANY CONDUCT OR CONTENT OF ANY THIRD PARTY ON THE SERVICE, REGARDLESS OF THE THEORY OF LIABILITY (WHETHER IN CONTRACT, TORT, STRICT LIABILITY, OR OTHERWISE) AND EVEN IF RULOH HAS BEEN ADVISED OF THE POSSIBILITY OF SUCH DAMAGES. OUR TOTAL AGGREGATE LIABILITY FOR ALL CLAIMS ARISING OUT OF OR RELATING TO THESE TERMS OR THE SERVICE SHALL NOT EXCEED THE GREATER OF (A) THE TOTAL AMOUNT YOU PAID TO RULOH IN THE TWELVE (12) MONTHS PRECEDING THE CLAIM OR (B) ONE HUNDRED DOLLARS ($100.00).

13. Indemnification

You agree to indemnify, defend, and hold harmless Ruloh and its officers, directors, members, managers, employees, agents, affiliates, successors, and assigns from and against any and all claims, liabilities, damages, judgments, awards, losses, costs, expenses, and fees (including reasonable attorneys' fees) arising out of or relating to: (a) your use of the Service; (b) your violation of these Terms; (c) your violation of any third-party rights; (d) any business decisions you make based on the Service's output; or (e) any data or information you submit to the Service.

14. Disclaimer of Warranties

THE SERVICE IS PROVIDED ON AN "AS IS" AND "AS AVAILABLE" BASIS WITHOUT WARRANTIES OF ANY KIND, EITHER EXPRESS OR IMPLIED. TO THE FULLEST EXTENT PERMITTED BY APPLICABLE LAW, RULOH DISCLAIMS ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE, TITLE, AND NON-INFRINGEMENT. RULOH DOES NOT WARRANT THAT THE SERVICE WILL BE UNINTERRUPTED, TIMELY, SECURE, OR ERROR-FREE, THAT THE RESULTS OBTAINED FROM THE USE OF THE SERVICE WILL BE ACCURATE OR RELIABLE, OR THAT THE QUALITY OF ANY INFORMATION OBTAINED THROUGH THE SERVICE WILL MEET YOUR EXPECTATIONS.

15. Termination

We may terminate or suspend your access to the Service immediately, without prior notice or liability, for any reason, including without limitation if you breach these Terms. Upon termination, your right to use the Service will immediately cease. All provisions of these Terms which by their nature should survive termination shall survive, including but not limited to ownership provisions, warranty disclaimers, indemnification, limitations of liability, data license grants, and dispute resolution provisions.

16. Dispute Resolution

Any dispute, claim, or controversy arising out of or relating to these Terms or the Service shall be resolved exclusively in the state and federal courts located in the State of Delaware, and you and Ruloh consent to the exclusive personal jurisdiction and venue of such courts.

17. Governing Law

These Terms shall be governed by and construed in accordance with the laws of the State of Delaware, United States, without regard to its conflict of laws principles.

18. General Provisions

Entire Agreement. These Terms, together with the Privacy Policy, constitute the entire agreement between you and Ruloh regarding the Service and supersede all prior or contemporaneous agreements, representations, warranties, and understandings. Severability. If any provision of these Terms is held to be invalid or unenforceable, the remaining provisions shall continue in full force and effect. Waiver. The failure of Ruloh to enforce any right or provision of these Terms shall not constitute a waiver of such right or provision. Assignment. You may not assign or transfer these Terms or your rights hereunder without Ruloh's prior written consent. Ruloh may assign these Terms without restriction. Force Majeure. Ruloh shall not be liable for any failure or delay in performance resulting from causes beyond its reasonable control. Notices. We may provide notices to you via the email address associated with your account. You may provide notices to us at hello@ruloh.com. Modifications. We reserve the right to modify these Terms at any time. We will post the modified Terms with a new effective date, and material changes require your renewed acceptance through the Service's consent screen before continued use. Changes apply prospectively and do not affect any dispute or claim that arose before the changes took effect.