What is FRAP?

What does FRAP stand for?

FRAP stands for Frequency, Referrals, Average Ticket and Pricing. It is a profit system for small business owners.

Each letter is a lever an owner already controls.

• FFrequency

  How to increase how often customers buy. The reason many customers don’t come back isn’t because they didn’t like you. It’s because you never asked them to.

  

• RReferrals

  How to systematically increase the number of customers sent to you from partner businesses and current customers.

  

• AAverage Ticket

  How to increase the amount customers spend per transaction. This includes the packages, offers and options on every job and how you present them. Small changes here move the bank account faster than almost anything else.

  

• PPricing

  How to increase what you charge without losing customers. In most businesses it has not been seriously evaluated in years, while costs quietly climbed the whole time.

  

Who is FRAP for?

FRAP is for owners of service businesses of any size, like window cleaners, HVAC companies, plumbers, electricians, landscapers, coffee shops, gunsmiths, candy makers, coaches, marketing agencies, and residential and commercial cleaning companies.

If the business has customers, control of their pricing and a phone that rings, the four levers apply. It is not for pre-revenue startups or for anyone looking for a lead-generation system; the honest breakdown of who it does and does not fit is on the "Is FRAP worth it?" page.

Is FRAP worth it? An honest look at who it fits

How does FRAP work?

FRAP works by running the four levers on the customers a business already has, instead of buying new leads.

An owner measures where profit is leaking across Frequency, Referrals, Average Ticket, and Pricing, then fixes the levers. They identify reactivate customers who would come back if asked, systematize the referral asks, restructure packages and options, and correct prices that have not moved while costs did.

The levers compound. A 10% gain on each one is not a 10% gain overall, it is roughly 46%, because the four multiply together.

Ready to unlock your hidden profit? The free Hidden Profit Assessment identifies how much profit your business is leaving on the table in just eight minutes.

What is a FRAP Chapter?

A FRAP Chapter is a local group of 5 to 20 non-competing service business owners, one seat per industry, who meet on a regular cadence and cross-promote to each other’s existing customers.

Each chapter is run by a FRAP Certified leader who licenses the methodology and teaches it to the owners in the group. FRAP Chapters currently run in 23 states and three countries.

Who created FRAP?

FRAP was created by Josh Latimer.

Josh built a window cleaning company in a small Michigan town to over $50,000 a week and sold it to private equity. In the first 90 days, the new owners doubled profits, yet changed nothing about the service or the team and spent nothing on marketing. They ran four specific moves on the financials, and the profit profile of the company changed completely. He watched every one of them, wrote them down, and reverse-engineered the method. Fifteen years and more than a thousand owners later, those four moves are FRAP.

Is FRAP the same as WarPlan or Profit Academy?

No. FRAP is the profit formula. WarPlan is the company that teaches it, and Profit Academy is the coaching program and software that runs FRAP inside an owner’s business.

Both are operated by Honor and Fire LLC of Denton, Texas.

Is this the FRAP from biology, law or software?

No. FRAP is used as an acronym in several industries: as a lab technique in cell biology, as an antioxidant assay in food chemistry, as the Federal Rules of Appellate Procedure in US law, and as an old screen-recording program. This page is about none of those.

This FRAP is the profit formula for small business owners: Frequency, Referrals, Average Ticket and Pricing.

How do I start with FRAP?

To apply FRAP to your business, you’ll start by taking the free Hidden Profit Assessment. Answer 24 questions about your business as it runs today, and in about eight minutes, it shows you how much profit is hiding in your business and where to start to unlock it using the four levers.

Owners who want to get paid teaching FRAP to other owners start with FRAP Certification instead, which licenses the methodology, trains business owners on how to teach it, and leads to running a local FRAP Chapter.