Josh Latimer went from delivering pizzas and living in a trailer park to building and selling four companies. In this episode he breaks down FRAP, the four-part framework he uses to help business owners find more profit inside the customers they already have, without leaning harder on ads.
Josh starts with the origin story. Cleaning windows door to door out of a 1993 Chevy Cavalier, growing that to $50,000 a week, then selling it to private equity and learning how those firms find more profit in a business after they buy it. He later almost lost a software company, Russell Brunson helped him turn it around in 90 days, and it went on to do close to $40 million. Along the way he picked up two Two Comma Club awards he says he never even applied for.
Then he teaches the framework. FRAP stands for Frequency, Referrals, Average ticket, and Pricing, the four levers every business already runs on. There are 16 moves inside it, four per letter, and Josh explains why he always starts with pricing. He walks through how small changes to each lever can surface profit a business is already sitting on, using real examples from companies he has worked with.
Josh also gets into the mindset side. FOPO, his label for Fear, Overwhelm, Procrastination, and Overthinking. The belief many owners carry that having money makes them a bad person, and how that quietly caps what they keep. Why he frames FRAP as a new opportunity instead of an improvement offer, and how he now helps people run small local mastermind groups instead of selling information nobody needs.
Whether you run a brick-and-mortar shop, a coaching business, or a software company, Josh shows you where to look for the profit already in your business, and how to hold onto more of it.
Learn more about FRAP: https://frapchapters.com Josh's podcast: The War Plan Podcast
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