Terms of Use

Sequence Theory – Terms of Use

Welcome to Sequence Theory ("ST", "we", "us", or "our"). Sequence Theory is a belief-driven GTM partner. We help B2B brands grow by building trust and giving teams a structured way to map, design and influence every touchpoint in the buying journey. These Terms describe how we work: what we take on, what we expect from you, who owns what at the end, and what happens when something goes wrong. Company Info KVK-nummer: 72222204 Legal form: eenmanszaak Address: Commelinstraat 198, 1093 VD Amsterdam, Netherlands

1. Accepting These Terms

By working with us, using our site, or starting a project, you agree to these Terms. If we send a proposal or invoice and you proceed, we assume mutual agreement. If you disagree, please do not use our services.

In case of conflict between these Terms and a signed proposal or agreement, the signed version wins for that specific scope.

2. Who We Work With

We focus on:

• Startups in complex B2B spaces
• Growth teams in companies under 10 years
• High-consideration products and services

Every project starts with an assessment. If weare not the right fit or cannot provide value, we may politely decline.

3. How We Work

We follow the Sequence Framework. It is a system shaped around how people actually make buying decisions and how to build modern brands. We start by assessing where your brand is in the sequence and focus on what will create the most momentum.

If your foundation is not clear, we start there. We align your positioning, identity, and brand story. If the foundation is solid but performance is off, we map and optimise the full journey. Every touchpoint, message, and conversion path is evaluated and improved.

A typical project may include

• Market research and opportunity analysis
• Brand and logo design
• Website optimisation and web design
• Sequence Mapping (minimum 10 key accounts)
• Strategic messaging and content development
• Touchpoint orchestration and journey mapping
• Interactive forms to collect insights and affirm belief
• Inbound and outbound campaigns, activation, acquisition, and growth loops
• Optional advisory or co-building sessions

We work lean and deep. After the assessment, you will receive a proposal that outlines scope, timing, and cost.

Delays may happen due to

• Illness, accidents, or external disruptions
• Missing feedback or late approvals
• Loss of access to essential tools or shared workspaces
• Internal misalignment or unavailable stakeholders

If these issues persist, we may pause or rescope the project. We will tell you as soon as we see it, and propose a way forward.

4. Use of Tools and External Support

We build on our own software wherever we can. Most delivery runs on Donezo, which keeps your project files local and in formats you can open without us. Where a project needs something outside it, we use established third-party platforms for payments, scheduling, hosting and media, and we will name them in the proposal for that project.

We also use AI systems, including Anthropic and OpenAI models, to draft, test and check work. Nothing reaches you that a person has not reviewed and agreed with. Where a tool changes, raises its prices or shuts down, we adapt, but we are not responsible for external disruptions, service changes or pricing decisions made by third-party platforms.

To deliver specific work like animations, development, or design assets, we may work with vetted freelancers or external partners. They are selected carefully and work within our systems. You deal with ST directly, and no collaborator invoices you separately unless we agree otherwise in writing.

You are responsible for:

• Providing access to your tools or accounts
• Managing licenses or paid subscriptions for third-party platforms
• Ensuring that shared credentials are valid and updated

ST is not liable for:

• Any loss of data, access, or work caused by third-party software
• Tool limitations, bugs, or outages
• Legal or operational issues resulting from your misuse of a platform

We lead the process and take full responsibility for our strategic work.

Tools and external collaborators support our delivery, but they do not replace our leadership or your accountability as a client.

Let us build with what works. If tools break, we move forward with clarity and alternatives.

5. Donezo Software

These Terms cover our services. They do not cover the Donezo software.

Donezo apps, the Donezo Connected licence and anything else we ship under the Donezo name are governed by the Donezo Terms of Use. That document is where you will find the licence grant, what a Connected licence covers, how your data is handled, how the AI features work on your own provider key, and the limits of our liability for the software.

If you buy a Donezo licence, you are agreeing to the Donezo Terms. If you engage us for a project, you are agreeing to these. If you do both, each applies to its own part, and neither overrides the other.

Where a project we deliver for you is built on Donezo, we will say so in the proposal, and your use of the software afterwards continues under the Donezo Terms rather than these.

6. Intellectual Property

Sequence Theory owns all intellectual property created through our website, social media, public and internal messages, frameworks, systems, and custom deliverables unless stated otherwise in writing.

This includes:

• Strategic documents
• Content systems
• Messaging frameworks
• Brand and narrative assets
• Journey maps and touchpoint sequences
• Visuals, designs, templates, and interactive files
• Any unique formats we develop for your business

You are granted a license to use these materials within your business and the agreed project scope. You may not

• Resell or redistribute them to third parties
• Use them in other brands or business units
• Republish or present them as your own intellectual property

If you want full ownership of specific assets, we are open to discussing a license transfer or buyout. This must be documented and agreed before use outside the original scope.

Some work may include third-party content such as animations, fonts, Lottie files, or images. These assets follow the license terms from the original creators.

You are responsible for checking usage rights if you plan to reuse them.

When we use AI tools to assist in ideation or content generation, the final curated output is treated as our creative work. Your license to use that output follows the same rules as any other ST deliverable.

We protect what we build so we can keep creating original work for every client we partner with. It is how we maintain creative integrity, trust, and long-term value.

7. Data and Privacy

We collect and use data only to improve your experience and deliver the work we promised. Everything we do with your data is transparent and aligned with EU GDPR standards.

We may collect basic information such as:

• Company and contact details
• Project-related files or access credentials
• Session data and behavioural signals
• Form submissions and onboarding responses

We use this data to

• Understand your goals
• Personalize recommendations
• Track how users interact with your brand
• Improve project delivery and performance
• Test and optimise touchpoints

We do not:

• Sell or rent your data
• Use your information for unrelated purposes
• Track personal behaviour outside of our tools

You may request access to your data or ask us to delete it at any time. Use the contact panel at the top of this page and we will answer.

Our tools may use cookies or local storage to analyse usage patterns. For full transparency, please review our Privacy Policy and Cookie Notice.

You are responsible for:

• Sharing credentials securely
• Keeping platform access up to date
• Notifying us if you revoke access or permissions

We treat your business with confidentiality and use encryption and best practices to protect sensitive information. If we need to share data with collaborators, it goes on a need-to-know basis and stays within the scope of the work.

Your data stays safe. Your trust stays intact.

8. Payment Terms

We work in structured phases. Each one has a clear scope, timeline, and cost. You pay per phase, and we deliver results based on the goals we define together.

How payments work

• Payment is due before each phase begins
• Invoices are payable within 14 days unless otherwise agreed
• Work officially starts after the payment is received
• Weekly check-ins are included for alignment and momentum
• Additional strategy sessions, team workshops, or platform setups may require an add-on fee

Each phase includes

• Research and analysis
• Journey mapping or content development
• Hands-on delivery with full documentation or design assets
• One round of revisions based on feedback within the scope

Discounts may be available for

• Co-pilot clients during early-stage validation
• Clients committing to full-sequence projects upfront
• Long-term partnerships where we act as your growth team

All discounts are subject to internal evaluation and must be approved before the project begins.

Fixes and revisions

We stand by our work. If we make factual mistakes or clear design errors, you can request a fix within 14 days of delivery. Fixes requested after that period or outside the agreed scope may require a new phase or separate agreement.

We do not offer refunds for completed phases unless there is clear non-performance or a written exception.

Scope and overage

Each proposal includes a defined scope. If the project expands significantly beyond what was agreed. For example, if extra pages, campaigns, team trainings, or integrations are added. We will review it with you and provide an updated quote.

We love flexibility. But we also protect clarity.

Payment failure

If a payment is delayed beyond 21 days, we may pause the project until payment is made. We reserve the right to charge late fees for repeated delays or non-payment.

In cases where deliverables are paused due to unpaid invoices, all licenses and usage rights are suspended until balance is cleared.

9. Scope Changes and Termination

We design every project with focus. But sometimes things change. If priorities shift, timelines move, or deeper opportunities show up. We’re flexible, but also structured.

Scope changes

All changes to the agreed scope must be discussed and confirmed in writing. This includes any additions to

• Project deliverables
• Number of pages, touchpoints, or personas
• Timeline extensions
• Added stakeholders or departments
• New platforms, tools, or campaigns

We will evaluate the impact on time, cost, and capacity. If needed, we will send an updated proposal or mini-phase to reflect the change.

If you request significant changes mid-phase without alignment, we may pause delivery until we agree on the revised plan.

Termination

You can end the project after any phase. Just let us know in writing before the next phase begins.

If you terminate after work has started on a phase, payment is still required for the time and work already committed. We retain rights to the work delivered up to that point unless otherwise agreed.

We may end the project if

• There is a breach of agreed terms
• Communication breaks down for more than 14 days
• Payment is delayed beyond 21 days
• The scope changes beyond feasibility and no agreement is reached

If the project is paused or terminated, any unused files or systems will remain the property of ST unless transferred in writing.

We would rather part on good terms. Our goal is to protect the work, the relationship, and the belief system we build together.

10. Disclaimers and Limits of Liability

We help you build belief, systems, and growth. But no system can guarantee results. What we deliver is clarity, structure, and support. What you do with it is up to you and your team.

We do not guarantee

• Revenue growth
• Conversions or client acquisition
• Platform or algorithm performance
• Internal adoption or execution
• Business outcomes beyond our scope

Success depends on your timing, implementation, leadership, and market forces. We are here to guide, not promise.

We are not liable for

• Missed opportunities, revenue loss, or market delays
• Platform bugs, tool failures, or outages on third-party systems
• Delays caused by illness, accidents, or external disruptions
• Feedback delays, unavailable stakeholders, or unapproved materials
• Internal changes, team turnover, or lack of alignment
• Access issues to tools, dashboards, or accounts needed for delivery
• Reuse or repurposing of our work outside the agreed project

Once a phase is delivered, you are responsible for how it is used or implemented. If changes are made without context or alignment, results may shift.

Our liability is limited

If something goes wrong, our maximum liability is equal to the amount you paid for the active project phase. We do not take responsibility for indirect or consequential damages.

We protect what we build. We lead with honesty. We keep the terms as real as the work.

11. Governing Law

These Terms are governed by the laws of the Netherlands. Any disputes will be handled by the competent courts in Amsterdam.

We choose to operate under Dutch law because it reflects our values: clear, fair, and structured.

12. Final Note: Let’s Keep It Real

We built Sequence Theory to work with founders, teams, and marketers who want clarity and momentum.

Our terms are here to protect that relationship, not to slow it down.

If something is unclear, just reach out. We will say what happened, and fix what we can.

We do not do hidden clauses. We do not play blame games. We co-build. We lead with belief. And we give everything the structure it deserves.

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