Double Your Business this Year with F.R.A.P. Joshua Latimer

In this powerful episode of The Untrapped Podcast, host Keith Kalfas welcomes Joshua Latimer, founder of FRAP (Frequency, Referrals, Average Ticket, Pricing), a transformative framework for doubling business profitability. Latimer, a serial entrepreneur with deep roots in the home service industry, shares his journey from a trailer park to building multiple seven-figure businesses and coaching thousands. He argues that the core issue for struggling entrepreneurs isn't lack of effort or leads, but broken unit economics—specifically, underpricing and poor financial choreography. Latimer reveals that raising prices strategically, using framing and psychological positioning, can dramatically increase profit without losing customers. He introduces supply and demand pricing, where prices are inflated during peak seasons and discounted during slow periods, creating a perception of value while maximizing revenue. The episode emphasizes that FRAP isn't about manipulation, but about delivering greater perceived value through marketing, branding, and customer experience. Latimer also discusses the power of decentralized coaching communities—local, non-competitive groups where businesses collaborate, refer clients, and co-market—creating a multiplier effect far beyond traditional networks like BNI. He warns against chasing marketing hype without fixing the underlying business model, calling it 'scaling chaos.' Ultimately, the message is clear: profitability is the foundation of freedom, peace, and impact—both personally and professionally.