Loi refund from company

I had given LOI amount to franchiser seeking for franchisee, however when I studied the Agreement and proposal further I didnt find the business viable. and Intent to Back out from proposal. I requested for The LOI amount but company is saying its Non Refundable. I didnt Sign any Agreement Nor I have received and services or product, Actually it was in initial stage , But to have detail information about proposal company was insisting to pay amount to Block city. They sent LOI on Mail mentioning "NON REFUNDABLE". However I didnt pay the 100% amount demanded by them as Token amount to Block the City, Now since I am not going forward with proposal I want to have the Token amount Back. How can I get, Please guide