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Wake up. Your competition is asleep. It's you against the world. And if you want to win, we need to get a few things straight. Your business is a mental war. Your success is a mental war. And making money is a game. And the game of money starts in your mind. This podcast exists to help you weaponize your brain through advanced marketing mindset and money concepts. To have what others don't, you need to know what others won't. Your future fortune awaits. Welcome to the War Plan Podcast. Hey, my friend. Welcome back to the War Plan Podcast. Have all of your hopes and dreams came true since you last listened? Or is it your first time listening? Well, if. Unless you hate money, you're gonna like this. We talk about money, and one of the things that people don't know about money is that you're not a bad person if you make a whole bunch of it. Now, sometimes people have a lot of it, and they're really bad, and sometimes people are poor and they're really bad. You know, some of the most selfish people I've ever met are poor people. And I know that sounds super rude, but it's true. You know, it's. I don't know. I think money amplifies what you already are, more or less. And today we're going to talk about Frappe in the Wild. Now, I am about to go to the airport, like, immediately after I stop recording this, because I'm going for 24 hours, I'm going to Vegas, and then I wake up, and then I'm going to speak to 100 contractors at a small event about FRAPP and about mindset and about orphan sons and kings. And then I'm going to get on an airplane and come back to Texas to the studio. Today I spent the day just recording, certification, training, and we have all these people from all over the world and all these weird industries that are like, I want to get certified in frap, and that's what we do, which is really cool. So what is frap? Well, frap, first of all, every dollar you've ever made in your life is already the result of frapp. FRAP isn't some gimmicky, markety catchphrase thing. FRAP is just an immutable law. Immutable being a fancy word for unshakable, irrevocable. It's like gravity, right? It's like physics. And the money that you already make is already the result of frap, which is an acronym for frequency, referrals, average ticket and pricing. And you already have a price right and if it's too low, you don't make any profit and you cry. And if it's, if it's high, you make some money. Average ticket, you have one. Even if you only have one customer the first day of your business, when you get your first customer, you technically have frap. It's like been initiated, right? And so whatever your average order value is, we can make it go higher by being creative and clever and smart and cute and we can play in the sandbox of crazy ideas and we have just hundreds of different weird, awesome Frapp strategies. Then you have referrals, right? And referrals, you either get them or you don't. You probably get some. You're a good person, right? But imagine, let me frame it like this. What are the chances that currently, right now, the way that you do things right now, you are getting 100% of the possible referrals you could get? That's my question. Are you getting like 23% of the possible referrals you could get? Are you getting. If I had to guess, I think the average business is probably getting 1 to 2% of the total referrals they could get. And what that means, maybe you get a lot of referrals and you're like, no way, Josh. But here's the thing. Referrals isn't just your customers like sending you their neighbor Sally, or, you know, it's not just a happy customer telling their mom to call you. Referrals is also joint venture strategic partnerships. And, you know, anyway, we're going to get into that because I want to talk about Texas Roadhouse because I ate there last night with Tucker. So Tucker is my second oldest son. He, he's actually sitting next to me while I'm recording this. Say hi, Tucker. So he, he, he's like 17 going on 32. He's like 6 foot 9. No, he's not that tall, but he's really tall. He's getting big. But when my boys were little, I started doing like special days with them. And we have Maverick Monday and Tucker Tuesday. And as they gotten older, I've missed more of them and they're busy and I'm busy. And so we went to Tucker Tuesday last night and we went to Texas Roadhouse. Now my whole family is initiated in the ways of frapp. It's like an ongoing conversation in our. When you're out in the wild, you can just see it or see the lack of it literally everywhere. And it's kind of heartbreaking because most companies have no clue about any of this stuff? How do you increase frequency? How do you get people to buy more often, get them to come back with more friends at a higher price point, with a more big average ticket from bundling and stuff? And it's just fun. And so we went to Texas Roadhouse, and if you don't know, Texas Roadhouse is. It's kind of like a masterclass in frap. I mean, there's a reason that they make more revenue per square foot than, like, any restaurant. They're. Them as a restaurant chain, are elite. They are dominant. It's crazy. Whether you like it or not, that's just the way it is. Same same with Chick Fil? A. Chick Fil? A makes more revenue per square foot than any fast food establishment on earth. And that's taking into the fact that they're only open six days a week. They're closed on Sundays. All their competition is open seven days a week. And they still make way, not a little bit, way less money than Chick Fil A. Why? Why does Texas Roadhouse crush it? Why does your average small business owner, even though they're a hard worker, they have ethics, they're a good person, they're just suffering and struggling. Why? It's because they don't understand the physics of profit. They don't understand frap. So we go into Texas Roadhouse and they used to have their. I don't remember when they stopped doing this, but they used to have peanuts all over the floor like peanut shells. And that was one of their, like, frappy things, you see. Why is peanut shells frap? Well, here's the thing about frap. The acronym frap, frequency referrals average taking place. That's just the nerdy logic part. But the real game with FRAP is choreography. So picture the word frap and then picture wrapped around it like a big hug is the word choreography. You see, choreography is where all the money is. It's in the nuance and the details. You know, Hilton hotels has a signature smell. Did you know that? That's frap? Why? Because it's choreography that creates a certain feeling. It increases perceived value. It justifies higher prices, right? Everything is marketing. Marketing is everything. You know, silverware at a nice restaurant is heavier. The way you answer the phone is. Is. Is frappe choreography. The email signature of your email is frap choreography. Your uniform, the way you smell, for God's sake, is frappe choreography. So if you got a nice cologne, that's good choreography. And if you smell like an armpit, well, then it's bad. Choreography. And we're in Texas Roadhouse. And the way they greet us, the training they have is so good. All their employees wear a shirt that says I love my job on the back of the shirt. Then they sit you down when your drinks empty, not just your server will fill it up, but any other person that works there that's walking by will just grab it and take responsibility. All of this is choreography. All of it creates a feeling, it creates perceived value. And then of course, when we actually ordered, my son ordered a steak. And like clockwork, like what happens every time at Texas Roadhouse, the guy says, would you like to add mushrooms or sauteed onions to your steak? And Tucker's like, no, mushrooms are gross and I don't want onions. But here's the point, he says that every single time, at every single table throughout the entire shift, you know, and dozens of servers are saying that thing. And it seems like a small thing, but this is frap. This is an average ticket increasing script. It's a system. It's part of the average ticket manipulation strategies of frapp. And what's cool is like if you're listening to this podcast, look, we need more good people to make real money. And with the way the economy is, with the way AI is, there's a lot of competition coming into local business. Like a lot. And it's going to get worse. And you know, I don't want to be negative Nancy over here, but there's a lot of really highly educated white collar people that are moving into like the home service space and the local business space. And I don't mean a little bit, I mean a lot. Because AI is taking out a lot of developers jobs, a lot of people's jobs in technology. There's going to be truck drivers that are going to get disrupted in a big, big, big way over the next few years. And what that means is if you don't get your FRAP together, you're going to be like, really in a very precarious situation because you're going to have more competition from sophisticated people than ever before. And you have AI and technology changing. Look, if we get back to fundamentals and we just wow and delight our customers, we focus on speed and execution, we do good choreography, we cross sell upsell, we confidently raise our prices and then justify that prices through a great experience. If we open up local strategic partnerships, so you're getting two or three leads a day or a week consistently from all these other partners. If we get people buying more often, your business literally transforms. It's unrecognizable. It's kind of like the show Extreme Home Makeover. Remember that show back in the 90s? It's like the craziest transformation, right? Or the Biggest Loser. I love that show. You have like the 600 pound, morbidly obese people come on there and they're all sad and then they work out and then they go and they go and they just look like a complete. Your business will be like that. If you understand frappe, your business will be like that. Now there's a lot of other important parts to business. You know, there's systems and there's, you know, bookkeeping and finance and there's, you know, hiring and firing and training and there's leadership and there's culture and all of these things are real, right? All these other parts of your business are important. But if it's sitting on top of a non frappy business, you're sort of building on sand, right? Because have you noticed the cost of things changing? Have you noticed, okay, this is like global inflation's real, the government lies. Okay, I get it, you're on one side or the other. But the fact is, is that stuff costs more, insurance costs way more, you know, certain categories of stuff, it's like crazy. It's like triple what it was two or three years ago. And so if you're raising your prices and upgrading your business, but you're only doing it to match inflation, you're losing and you don't know it. And then there's the, the unforeseen circumstance that can happen with a business. Like what happens if you get hurt? Is your business sellable? And if you had to sell it, God forbid, if. I don't want you to have to. But if you had to, what would you get for it? Because I'll give you an example. So Phil from Australia has a tree company and he works really hard. He's a great dad. He's like the greatest guy. Okay, his name's Phil Hackett. He's awesome. And when I met him, his business did 1.8 million in revenue the year before. And we met just at the beginning of the year of like a January of 2025. So in 2024, he did 1.8 million in revenue. One year later, 12 months with no paid marketing at all, his business went from 1.8 million to 2.9 million. And here's actually the most important part. His profit went from 190,000, which is around 10 and a half percent profit on 1.8 million. That's what it was before it went to over 700,000 in one year. And what's crazy this is a part people miss is, yeah, he had a lot more money in the bank. He could buy fancy equipment. Like he had choices and breathing room. He could expand his org chart, he could pay his leaders. More like all of that's true. But what he didn't even realize till the end of our engagement and I was talking to him about it, I'm like, phil, do you realize that your business, were you to sell it before FRAP was worth about 750 grand? Ish. You know, maybe it's a million, maybe it's 600,000. But that's about right after frat, because his profit went from 190 to over 700,000, his business is worth at least 3.2 million. Now. What that means, okay, not to get all nerdy and mathy, it means that his net worth went up $2 million in one year because of thinking differently in applying frat. And that can happen to you, right? So if you have a bus factor of one, meaning, like if you get hit by a bus, your business will implode. That's scary. We gotta make profit. So at least you have a sellable asset. Like if something bad happened and it's dramatic, guys, it's really dramatic. And your company might be smaller, but it's just as dramatic, right? I mean, if you're listening to this and you're like, man, it must be nice to make 700,000 in profit. Okay, scale the numbers back. You have a business doing 200 grand a year. You're just getting by, you're proud of it, you've worked hard, you've established something. You have customers, they respect you, you're doing it right. But how big of a deal would it be for you over the next 12 months to pull out another 65,000 in cash that you wouldn't have gotten and it's just sitting there in your bank account right before Christmas of this year. Would you be mad if that happened? Look, what if I told you that can happen, it can happen quickly and it can happen for free. Because FRAP doesn't cost money to implement. It costs creativity. So over the rest of this year, you're going to have to make a choice. You're going to be like, Josh, I want to learn cool money making stuff. And I will, I'll keep bringing the money making stuff, but I'm not going to stop talking about frapp. So your choice is like exit stage left and like delete this podcast or maybe investigate and lean into frat for real. It's one thing to hear me talk about it, it's another thing for you to get involved with it. Because we want to add you to the mountain of stories we already have. Profit is what's known as a big domino. Have you ever heard of the book from Gary Keller called the One Thing? Super awesome book. And his whole premise of the book, by the way, he built the largest real estate company in the world, at least at the time, Keller Williams. And he's talking about his frameworks and his philosophies and stuff. And he has this framework he uses about what is the one thing that by focusing on that, he calls it the big domino. By solving that one bit, by knocking over the one big domino, by doing that, if you've done it correctly, it will eliminate or make irrelevant all other little dominoes. And that's just a good question to ask yourself. But I'll tell you, if you have a small business, profit is the big domino. Profit, more margin and space. It makes marketing not feel like gambling. Solves your marketing problems, solves your lead generation problems, solves your retention and your employee problems. You have more leverage over your employees when they're paid slightly above market rate and they can't replace their income with a similar job working for you. You can only do that with profit. Investing in equipment and technology, growth and expansion. You want to buy a business or buy a competitor. You need money, you need margin, you need cash, you need profit. You want your wife to stop being stressed out and yelling at you all the time. You need profit. You know, the number one cause of divorce is financial issues, financial pressure, right? Maybe you promised a vacation 10 years ago. You're not doing it. She's driving a bro broken car. But your company has a new car. We need profit. Hello, McFly, wake up. Right? It's the big domino. And my job is to evangelize the world with the gospel of frap, the good news of frap. Because it's real and it's true and it's simple. My 10 year old understands FRAP at a basic level. If you like search way back, like a year, a year and a half on my YouTube channel is. My YouTube channel is just my name. I made this really cute video with Finley where she had a lemonade stand and we set it up in our studio and I'm like teaching her FRAP with her lemonade stand. And it's so simple, right? Like, so she had lemonade for sale for 50 cents. And I'm like, well, let's raise the price to a dollar, but let's put it in a fancier cup to justify the price. So we give them a little bigger portion and the cup is fancier. Now it's a dollar. Oh, now we got a cross sell an upsell. What's a cross sell? It's selling me a brownie to go with my lemonade. What's an upsell? It's selling me an extra large instead of the regular size lemonade. Right. What's the high ticket decoy offer? Right. What's the choreography? How did she greet me? She gave me a coupon for, you know, half off a brownie on visit to the lemonade stand. That's a frequency system, right? And so we go through this stuff and she's like getting it. She's like, oh yeah, that makes sense, right? Cuz it does. Stop updating systems, stop filling in your spreadsheet. Like make time to do frap. FRAP is the big domino you're working on. Little leverage things that give you little results instead of the main big thing that changes everything. So here, here's my call to action, I guess first of all, I love you. Here's my call to action. Take seven minutes. Seven minutes. Say no to something else so that you can create seven minutes for yourself. And go to frapchapters.com so I was in the studio recording the certification videos today and our whole team is buzzing around here because we have just launched FRAP chapters. And it's really simple. Basically we certify you in what frap is so you can get a result for yourself. First, we have some insanely weird epic software that you walk through. It just takes a few weeks to go through it. And you create a FRAP plan, specific and personalized to your business, personalized to your personality type, personalized to your market. And it's really fun. And so it stores all this, this plan information and it figures out, it does magic calculations, it figures out how much more money will Sarah make by making these plans. 11 frat moves or these 15 frat moves, right? And so it calculates it and it does all this stuff. And we use like private equity formulas to figure out all this stuff. Then it uses artificial intelligence to implement a ton of it for you. It does a lot of the creativity for you. And then you do this inside of a small group called the FRAPP chapter. And you basically can either join a chapter because we're going to be launching them all over the country this year or you get certified and you can open a chapter. It's, it's totally affordable. We're not like price gouging this. We just want, you know, our first hundred chapters to be good hearted people that want to make more money and they want to help people. Because if there's one thing that I know is true right now more than ever before, is that we are in a sweet spot for launching these small little communities because people are fatigued. Are you fatigued? Here's what I mean. Have you noticed there's more ads for courses and gurus and programs and ever before, like, than ever before, there's more ads for marketing agencies and promising you they can do this and do that and just pay my retainer in three to six months. It's going to be fine. There's so much fatigue because there's so many liars and charlatans on the Internet. They're just promising the world. They're not delivering the ethics of like, flown out the window. Marketers ruined everything, right? And so if we zoom out from all that chaos and we just ask ourselves, what if we got in a small local community, we focused on profitability and helping each other, like, is that a good idea or a bad idea? Not some boring, sterile, stupid networking group. Those are dumb. They don't even work. Like, you get a referral here and there. It's stupid. It's a waste of time. No, I mean a Mastermind group where 1 +1 equals 7, where you crowdsource creativity, there's some positive pressure and accountability. And then you're using some of these modern tools like AI to come up and innovate your packages, your references. I'm sorry, your scripting, your choreography, your pricing, the timing, supply and demand. There's, there's all this stuff you need to learn. I want to matrix plug it into your brain because it'll change your life. But I can't, I can't help you unless you take a step towards me. So go to frapchapter.com and watch a seven minute video, it'll make a lot more sense. Plus there's an extra additionally short video that explains FRAP chapter. Again, if you're just like, what the heck? He just said frap 500 times. Dip your toe in the water. Check it out. The water's nice. Come on in. Love you. Bye. Hey, do you want to weaponize your brain and go all the way with profitability? Are you finally ready to apply FRAP to your business? Look, you might think you understand, but you don't. When you get in community, you get in proximity. Belief is transferable. There's power in these groups. Go to frappchapters.com and you can figure out if running a FRAP chapter is for you, and if not, join a FRAPP chapter because there's more power in community. If you're Ready, go to frapchapter.com.