Phase 2: Price

Price is the most immediate revenue lever in the FRAP framework.

Even small pricing improvements can create major profit increases because every dollar flows directly to your bottom line.

This phase helps you identify where you may be undercharging and shows you practical pricing strategies you can implement confidently.

This module introduces the psychology and strategy behind pricing.

Many business owners undercharge because of habit, fear, or uncertainty — not because the market demands it.

Static pricing focuses on raising your standard rates.

You’ll calculate the impact of:

You’ll also learn how to communicate price increases confidently to existing customers.

This module covers dynamic pricing strategies.

Topics include:

If your schedule is consistently full, that’s often a sign your pricing may be too low.

Not every customer relationship should be priced the same way.

This module explores pricing differences based on:

You’ll learn how to structure pricing in a way that feels fair and intentional.

This module focuses on pricing based on what you sell.

Examples include:

You’ll evaluate where certain services may be undervalued relative to the work involved.

The Recap module helps you compare the pricing strategies covered throughout the phase and identify which opportunities fit your business best.

At the end of the phase, you’ll choose which pricing strategies you want added to your Implementation List.

Choose ideas you can realistically execute within the next 90 days.