How we handle your information.

01Who we are

This website is operated by Business Alchemy Australia Pty Ltd, an Australian proprietary company registered in Queensland. References to "we", "us" and "our" in this policy refer to that entity.

Business Alchemy operates an advisory practice and a senior talent practice, together with related programmes (the Pattern Disruption Index™, the Margin Disruption Index™, the Pattern Science Practitioner™ Certification, and the Business Pattern Science book). This policy covers personal information collected through the public website and connected forms, regardless of which programme you have engaged.

02What we collect

We collect personal information in two ways: information you give us directly, and information collected automatically when you visit the site.

Information you give us

When you complete a contact form, a diagnostic, or a waitlist application, you may provide:

• Your name and the business you represent
• Your email address and phone number
• Your role, industry, and approximate business revenue range
• The reason for your enquiry and any context you provide
• Responses to diagnostic questionnaires (the PDI™, MDI™, or related instruments)
• Professional background details if you apply for the Practitioner Certification waitlist

You decide what to share. You can use the site without submitting any form, in which case the only data collected is the automatic data described below.

Information collected automatically

When you visit the site, we and our service providers automatically collect:

• Your IP address (anonymised in analytics where possible) and approximate location
• Your browser type, device type, and operating system
• The pages you view, how long you spend on them, and the path you take through the site
• The website or source that referred you to us
• Date and time of your visit

This information is used in aggregate to understand how the site is used and where it can be improved. It is not used to identify individual visitors.

03How we use it

We use personal information to:

• Respond to your enquiries and provide the services you have requested
• Deliver advisory engagements, recruitment briefs, diagnostic outputs, and waitlist correspondence
• Maintain a record of your engagement with us for future reference
• Send occasional updates about our work where you have indicated you are open to hearing from us
• Improve our website, our methodology, and our service delivery
• Comply with legal, accounting, and regulatory obligations

We do not sell your personal information to third parties. We do not use your information for advertising profile-building outside of our own remarketing.

04Who we share with

We share personal information only with service providers and parties who help us operate the practice. These include:

• Customer relationship and form providers — we use Go High Level (LeadConnector) to collect and manage form submissions and client communications
• Analytics providers — we use Google Tag Manager and Google Analytics to understand site usage in aggregate
• Hosting and infrastructure — the site is hosted on Cloudflare Pages, which processes traffic on our behalf
• Email and calendar providers — we use standard business productivity tools (such as Google Workspace) to manage correspondence
• Diagnostic platform — our diagnostic instruments (PDI™, MDI™) are delivered through Base44, which stores your responses for the purpose of returning your scores
• Professional advisors — accountants, lawyers, and other regulated professionals where necessary
• Authorities — where required by law, court order, or to protect our legal rights

We require all service providers to handle personal information in line with applicable privacy laws.

05Cookies and analytics

Our website uses cookies and similar technologies to provide functionality and to understand how the site is used. Cookies are small text files stored on your device by your browser.

What our cookies do

• Essential cookies keep the site functioning, including form submissions and embedded content
• Analytics cookies, set by Google Analytics through Google Tag Manager, measure how the site is used and how visitors arrive at it

Your choices

You can disable cookies through your browser settings. Most browsers let you refuse all cookies, accept only essential cookies, or be notified when cookies are set. Disabling cookies may affect some site functionality.

To opt out of Google Analytics tracking across all websites, you can install the Google Analytics opt-out browser add-on.

06Where data is held

Most personal information is stored on cloud infrastructure operated by our service providers. These providers may store and process information in countries outside Australia, including the United States and European Union.

We use providers that publicly commit to recognised privacy and security standards (such as ISO 27001, SOC 2, or GDPR compliance) and have contractual obligations to protect your information.

By submitting personal information through this website, you consent to its transfer to and storage in countries outside Australia where our service providers operate.

07How we protect it

We take reasonable steps to protect personal information from misuse, interference, loss, and unauthorised access, modification, or disclosure. These include:

• HTTPS encryption on all site traffic
• Access controls on internal systems, with information accessible only to people who need it for their role
• Vendor selection that prioritises providers with strong security postures
• Reasonable retention periods, after which inactive records are deleted or anonymised

No method of transmission over the internet is fully secure. While we work to protect your information, we cannot guarantee its absolute security.

08Your rights

Under the Australian Privacy Principles, you have the right to:

• Access the personal information we hold about you
• Correct information that is inaccurate, incomplete, or out of date
• Request deletion of your personal information, subject to legal and operational retention requirements
• Opt out of future marketing communications at any time
• Make a complaint if you believe we have mishandled your information

To exercise any of these rights, contact us using the details in section 10. We will respond to all reasonable requests within 30 days.

If you are not satisfied with our response to a privacy complaint, you can lodge a complaint with the Office of the Australian Information Commissioner at oaic.gov.au.

09Changes to this policy

We may update this policy from time to time. When we do, we will update the "Last updated" date at the top of this page. Material changes that affect how we handle your personal information will be flagged on the website or communicated to clients we hold direct relationships with.

We encourage you to review this page periodically to stay informed about how we handle personal information.

10How to contact us

If you have questions about this policy, want to access or correct your information, or wish to make a privacy complaint, contact us.