“When I started the FRAP Challenge, I was sinking. But it's been six months now, and I haven't touched our line of credit, not once, and I have $50,000 in the bank.”
Suzanne Sotello, Countertop Manufacturing and Installation
“We implemented FRAP strategies this year that will generate $168,000 this year. Now that's real money, and that's real fast.”
Mitchell Jeter, Outdoor Lighting
“FRAP has changed my business and my personal life. It's the only marketing training I really need as a business owner.”
Michelle Januzzi, Landscaping
“FRAP breaks it down and unlocks things. The in-depth amount of marketing material, skill sets, and techniques for growing your business is just incredible.”
Jon Stoehr, Exterior Cleaning
“We are up 355% increase in profit, 63% increase in sales, and 35% increase in average ticket. We did $35,000 in audio in the middle of winter, which is unheard of for us.”
Mike Long, Landscape Lighting
“I used one FRAP tactic, spent $700 on FedEx packages, and sent out bids. I won a $139,000 job off of that tactic.”
Lisa Shaul, Residential and Commercial Cleaning
“When I started the FRAP Challenge, I was sinking. But it's been six months now, and I haven't touched our line of credit, not once, and I have $50,000 in the bank.”
Suzanne Sotello, Countertop Manufacturing and Installation
“We implemented FRAP strategies this year that will generate $168,000 this year. Now that's real money, and that's real fast.”
Mitchell Jeter, Outdoor Lighting
“FRAP has changed my business and my personal life. It's the only marketing training I really need as a business owner.”
Michelle Januzzi, Landscaping
“FRAP breaks it down and unlocks things. The in-depth amount of marketing material, skill sets, and techniques for growing your business is just incredible.”
Jon Stoehr, Exterior Cleaning
“We are up 355% increase in profit, 63% increase in sales, and 35% increase in average ticket. We did $35,000 in audio in the middle of winter, which is unheard of for us.”
Mike Long, Landscape Lighting
“I used one FRAP tactic, spent $700 on FedEx packages, and sent out bids. I won a $139,000 job off of that tactic.”
Lisa Shaul, Residential and Commercial Cleaning
People who help other owners FRAP theirs
“I am so freaking pumped for FRAP Chapters, and I think anyone that's not really paying attention to how big it could get for them and for their community and how much it's gonna help us all grow is missing out.”
Mark Mercer, Power Washing
$130,000 in year one
“Emma is a self-described paralyzing introvert. She didn't have a huge audience. She didn't have a big following. She just followed the formula. A hundred and thirty thousand dollars her first year helping people.”
Emma Arzate, Maid Service
Launched in 6 days. $0 ad spend.
“DJ decided to go all in. Six days later, he had a live mastermind. It cost him zero dollars.”
DJ Neumann, Crime Scene Cleanup
$1,000,000+ helping window cleaners
“Ryan was a window cleaner. He used the FRAP framework to grow his business, then launched a mentorship helping other small window cleaning companies. He's made just over a million dollars doing it.”
Ryan Johnson, Window Cleaner Turned Mentor
$7,500 cash and $3K a month recurring, in 14 days
“Monty launched his mastermind in 14 days in Boise, Idaho. Collected $7,500 cash. Set up $3,000 per month in recurring revenue. One of his members paid a full year upfront.”
Monty Elliot, Window Cleaning
“There's no greater drug on the planet than falling in love. And then there's no second greater drug on the planet than getting ahold of a good idea and spitballing it and putting things together and starting to realize where it's going to go.”
Tex Martinez
“I am so freaking pumped for FRAP Chapters, and I think anyone that's not really paying attention to how big it could get for them and for their community and how much it's gonna help us all grow is missing out.”
Mark Mercer, Power Washing
$130,000 in year one
“Emma is a self-described paralyzing introvert. She didn't have a huge audience. She didn't have a big following. She just followed the formula. A hundred and thirty thousand dollars her first year helping people.”
Emma Arzate, Maid Service
Launched in 6 days. $0 ad spend.
“DJ decided to go all in. Six days later, he had a live mastermind. It cost him zero dollars.”
DJ Neumann, Crime Scene Cleanup
$1,000,000+ helping window cleaners
“Ryan was a window cleaner. He used the FRAP framework to grow his business, then launched a mentorship helping other small window cleaning companies. He's made just over a million dollars doing it.”
Ryan Johnson, Window Cleaner Turned Mentor
$7,500 cash and $3K a month recurring, in 14 days
“Monty launched his mastermind in 14 days in Boise, Idaho. Collected $7,500 cash. Set up $3,000 per month in recurring revenue. One of his members paid a full year upfront.”
Monty Elliot, Window Cleaning
“There's no greater drug on the planet than falling in love. And then there's no second greater drug on the planet than getting ahold of a good idea and spitballing it and putting things together and starting to realize where it's going to go.”
Tex Martinez
FRAP:The4-LeverProfitFramework
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No complicated marketing strategy. No more leads required. FRAP looks inside existing businesses and unlocks the fastest opportunities to create more profit.
TherearetwopathstoprofitwithFRAP.
Path 1
FRAP your own business
Take our free Hidden Profit Assessment to find out how much profit is sitting inside your business and the exact moves to unlock it.
Swipe through to learn the story behind FRAP.1 / 6
Meet Josh Latimer.
He and his wife Ashlee live in Michigan with their five kids and three dogs.
1
Fifteen years ago, Josh built a window-cleaning company in a small Michigan town to more than $50,000 a week.
2
Then he sold it to a private equity firm. Right away, he noticed something strange.
3
Within 90 days, the new owners dramatically changed the business's profit without ads, new services, or more employees.
4
Josh watched, took notes, and started reverse-engineering what they were doing. He used what he learned to grow and sell four businesses and make $45 million selling products and services online.
5
This became FRAP, the four-lever profit framework that helps almost any business increase profit. To date, Josh has personally helped 1,000+ business owners implement FRAP, with 100 of them becoming millionaires or multi-millionaires.
In a recent case study, 35 business owners each found an average of $13,253 in additional profit per month using FRAP. These are their stories.
“I met Josh right around that time. I was burning out from the Cardone ecosystem. The stuff that you're learning in FRAP and the ecosystem that Josh is building is, like, a hundred times more…”
01 / 48
Results are not typical and depend on individual effort, market and other factors. These are the experiences of specific individuals and are not a guarantee of your results.
Private equity figured this out decades ago. They don't buy a business and immediately try to reinvent it. They look at the economics and make four specific moves. Why? Because they know there's already more money hiding inside the business. And it's hiding in four places.
Frequency
Your existing customers. They already know, like, and trust you. They proved it by buying from you in the past. Yet most small businesses sell to them once and then wander off looking for a stranger on the internet to sell to instead. Let's fix that.
Referrals
And I'm not just talking about asking your customers for referrals. There are other business owners in your own backyard who could be sending you customers all day long. No ads. No lead company. No complicated funnel. Just simple JV relationships that can 2X, 3X, 5X, even 10X your referrals. Most owners don't do it because nobody ever showed them how.
Average Ticket
The packages. The offers. The options you give people and the way you present them. Most business owners leave a ridiculous amount of money sitting on the table right here. A few simple tweaks can get the same customers who are already buying from you to happily spend more every time they buy. And when you get this right, it can change your bank account stupid fast.
Pricing
Most businesses are massively undercharging. Costs are climbing. When's the last time your pricing rose to match them? In most businesses, it's been years.
Each profit lever of FRAP has four money moves. Each move can be implemented in a variety of ways, making FRAP a nearly inexhaustible, yet simple, system.
Time to pull some levers.
Take the free Hidden Profit Assessment and find out how much profit is sitting inside your business right now, and the exact moves to unlock it.
FRAP is the profit formula that helps small business owners make more money from the customers they already have, using four levers: Frequency, Referrals, Average Ticket and Pricing.
No. Most people who teach FRAP ran it in their own business first, but coaches, consultants, and trainers with no business of their own do this too. What you need is a market, a background you can lean on, and the willingness to learn the FRAP Formula and how to teach it.
If you can set your own prices and have a customer list and a phone that rings, FRAP will work for you. FRAP works for any business — trades, home services, local service companies, and most anything else that sells — doing more than $0 a year in revenue up to $100 million plus. The four levers are the same at every size.
No. You can go out and help other business owners by sharing the knowledge and experience you’ve earned as a business owner right now if you want to. Want to become licensed to use the FRAP Formula and have access to our tools, trainings, coaching, and support? The FRAP Certification program provides the education, guidance, and support to launch your own local mastermind that gets other owners profit-producing results.
FRAP is made up of money moves that don’t cost a penny in ad spend to implement. You also won’t need to buy more leads, hire more employees, or work longer hours. FRAP works on the customers, offers, and prices you already have. That means you can use FRAP, grow your profit to a healthy margin, and then have the resources to scale without stress.
You’ve already learned things the hard way that other business owners are still trying to figure out. That experience is worth something, and they’d rather learn it from another business owner they know, like, and trust than an internet guru. And you don’t have to do it on your own! FRAP gives you a proven framework to help business owners make more profit.
That depends on how soon, how much, and how often you implement. Some business owners report generating an additional four to five figures in previously uncollected profit within a very short period of time.
No matter which path, FRAP doesn’t work well for people who play the victim, are know-it-alls, or miracle seekers. FRAP always works… when it’s worked. If you only take and never give, this won’t resonate with you. We’re firmly in the “We” vs. “Me” camp, and we believe that when one wins, we all win.
For those who want to use FRAP on their own businesses: startups without customers yet, businesses that don’t set their own prices, and anyone looking for a way to spend more on ads will not be a good fit for FRAP. It also won’t work for you if you aren’t an action taker and are just looking for a magic button.
For those who want to help other business owners use FRAP: if you don’t genuinely care about other business owners and you don’t want to learn a proven framework for profit, you won’t like this.
