Meet Peter
Credibility
These details can be independently checked, if required
Peter Hawkins holds two patents, including a published apparatus for detecting electrical current leakage (US 2020/0319260 A1), with a further application underway with the European Patent Office. In 1993 he founded Kinshaw Electronics, whose Perception range of British hi-fi equipment — backed by a five-year warranty at a time when one year was standard — earned a lasting reputation among UK audiophiles that still holds today. He also spent several years as a reviewer for Total Car Audio (UK), and is a director of Carpe Design Manufacture Limited.
Why PFA?
Peter has spent nearly four decades as a sole trader and small business owner himself — not observing the pressure from outside, actually living it. The quotes that pile up. The calls backed up.
The weekend that quietly disappears into catch-up. Difficult customers kept on because turning work away felt like a risk that couldn’t be afforded. The change started twenty years ago with a spreadsheet built by hand, because nothing else existed that did what was needed — and seeing clearly what work was actually coming quietly changed the pricing, the decisions, everything.
That’s the same gap PFA exists to close now, for other sole traders.
The research behind this is plain: sole traders — their own word for themselves — are already looking for proper telephone call handling. There are answering services out there, and most people know something better exists, but it’s a part of the market nobody’s quite filled. Existing services can take a message. None of them go as far as AI-handled calls that actually understand and integrate the job and its logistics.
PFA runs on GoHighLevel because it can do both halves at once — answer the phone, and build a clear picture of what work is actually coming. To this, Peter has also added additional tools and automations based on his own experience and now adapted for wider use. For someone, already stretched thin, the point isn’t more to manage – it’s done for them.
What This Isn’t
This isn’t a corporate system that someone repackaged for small businesses. It isn’t a stack of software that needs managing, a long contract, or something that requires a half-day of training to understand.
We handle the setup. We configure the system around your business and don’t hand it over for you to figure out. Most of what runs in the background does so without needing your time or attention.
But it doesn’t run on autopilot in the way that matters most. Keeping the system working well, keeping costs where they should be, and making sure it stays relevant to how your business actually operates — that’s an ongoing responsibility, not something we set up once and walk away from.
The goal isn’t a subscription that quietly renews. It’s a setup that continues to earn its place.
Who This Is For
If you work for yourself — or run a small operation with a handful of people — this was built with you in mind.
It doesn’t matter whether you’re a plumber, a painter, a landscape gardener, a cleaner, a builder, or any other kind of trade. What matters is the pattern: skilled at the work, stretched thin by everything around it, and quietly wondering whether there’s a better way of running things without it becoming another job in itself.
If you’ve ever lost a lead simply because you were too busy to follow it up, priced a job lower than you should have because the diary looked thin, or found yourself working weekends because one job ran over, one quote came in too tight, or the admin simply had nowhere else to go — this is aimed squarely at you.