How it works
Two numbers decide almost everything.
What a customer is worth to you, and what a customer costs to acquire. Everything Jules does is arranged around comparing those two honestly — and refusing when the comparison does not work.
The ceiling: what you can afford
A customer’s lifetime value multiplied by your contribution margin — the profit actually available to spend on winning them.
The floor: what a customer costs
Cost per click divided by conversion rate, for your market, your industry and the specific kind of conversion you are selling — a booking is not a download and a B2B licence is not an impulse purchase.
The verdict, in bands
Comparing a single pessimistic ceiling against a single pessimistic floor would refuse almost everybody, so the comparison is banded.
Then it designs the tests
Each plan carries numbered assumptions, each with what happens if it turns out to be false and a test that would find out.
Where the model is allowed to speak
After all of it.