Privacy policy

Last updated: 23 October 2026

10PM (“we”, “us”, “our”) is a sole trader business operated by Anne Peire, registered in England. This policy explains how we collect, use and protect your personal information when you use our website, 10pm.works, and our services.

What we collect

We collect information you provide directly to us: your name, email address, business name, and any details shared during calls, the Business Process Review, or project work. When you book a call through Cal.com, your name and email are collected by that platform on our behalf. If you take the 10PM Test, we also collect the details described in the section below.

Website statistics and your choice

We use Cloudflare Web Analytics for aggregate website statistics. We also use GoatCounter to count public page loads from our email campaigns and clicks on our website booking links, so we can improve the website. A link click does not confirm that a booking was completed.

Our GoatCounter setup does not use analytics cookies, fingerprinting, session tracking or individual browsing histories. We send public page paths and fixed campaign/version labels, not prospect names, email addresses, form answers, test results, booking notes, full query strings or private client reports. We store aggregate counts for up to 180 days rather than records of individual visits. Repeat page loads can be counted again; these figures are not counts of unique people.

Your IP address and browser headers are necessarily processed to deliver the analytics request. GoatCounter does not store IP addresses in the analytics database. Our setup disables its optional session processing, individual pageview records and additional browser, location, language and screen-size statistics. The service is operated in Ireland and hosted in Finland and Germany. See GoatCounter’s privacy policy.

We use these aggregate campaign statistics to improve the website, on the basis of our legitimate interests and the applicable statistical-purpose exception for storage/access technologies. You can object free of charge using “Campaign analytics: on · Turn off” in the footer. This stops GoatCounter requests in that browser; the setting is saved in local storage only to remember your choice. We also respect Do Not Track and Global Privacy Control for this campaign measurement. Cloudflare’s separate aggregate statistics remain in place.

How we use your information

We use your information to respond to enquiries, deliver the Business Process Review, Process Design and implementation work, send invoices via Stripe, and communicate about ongoing work. We will never sell your data or share it with third parties for marketing purposes.

The 10PM Test

When you take the 10PM Test at 10pm.works/the-10pm-test and ask to see your cost breakdown, we collect your first name, your email address, your company name if you give it, and your answers to the nine questions, together with the score and cost estimate calculated from them.

We use this information to show you your result, to email you a copy of it, and to understand who takes the test so we can improve our services and content. We do this because you asked for your result, and on the basis of our legitimate interest in understanding our audience.

We send you occasional emails about business automation only if you tick the box asking for them. You can withdraw that consent at any time by replying “unsubscribe” to any of those emails or by writing to anne@10pm.works.

Your answers are processed by a script in our Google Workspace account, which stores them in a Google Sheet and sends the result emails. If you then book a call, your result is added to the booking notes in Cal.com, and you can edit or remove it before you confirm. We keep 10PM Test results for up to two years after you take the test, unless we start working together, in which case the retention periods below apply.

Third-party services

We use the following third-party services to operate the business: Cloudflare and GoatCounter for website statistics, Cal.com for scheduling, Stripe for payments, and Google Workspace for email, documents and 10PM Test results. Each has its own privacy policy. We share only the minimum information necessary for each service to function.

Data retention

We retain your information for as long as our business relationship is active, and for a reasonable period afterwards for legal and accounting purposes, typically six years for financial records in line with HMRC requirements. You can request deletion of your data at any time by contacting us.

Your rights

Under UK GDPR you have the right to access the personal data we hold about you, request correction of inaccurate data, request deletion of your data, object to processing, and request data portability. To exercise any of these rights, contact anne@10pm.works. You also have the right to complain to the Information Commissioner’s Office at ico.org.uk.

Security

We take reasonable measures to protect your personal information. Client data is stored in encrypted, access controlled systems. We do not store payment card details. All payments are processed through Stripe.

Changes to this policy

We may update this policy from time to time. Any change will be posted on this page with an updated date.

Contact

If you have questions about this policy or your personal data, contact Anne Peire at anne@10pm.works.