A Bike for Every Price is too much choice

Good, Better, Best, but the frameset is the same

In simplified terms, A Bike for Every Price offers a single model frameset in a selection of colors, a series of sizes and with three types of groupsets and wheel combinations. These combinations are characterized in three categories: good, better and best. This provides the consumer with three different price points for a single model.

Good will offer mechanical or heavier components and inexpensive but strong wheels and will result in a price point that is attractive to the entry level cyclist. 

Better will reflect lighter and probably wireless components and lighter wheels and will produce a price point for the enthusiastic cyclist. 

Best will include the lightest wireless components available, features such as a power meter and the lightest and fastest  wheels around. This price point will be acceptable to the dedicated competitive cyclist. 

Wide range of versions

Reality is more complicated. In order to offer more than three price points, the frameset is made with different materials (aluminum or carbon) and with different features (rear suspension, front suspension). This allows the model to be offered in a version that will suit the budget of every existing and potential cyclist. 

A Specialized Diverge for every price 

Hard for consumer to tell the difference

The problem is that when the price point selection is broadened, the consumer is overwhelmed with too much choice. A good example of this is the Specialized Diverge gravel bike. It is offered in 20 versions ranging in price from $1,000 to $12,500. If you are an entry level cyclist it is difficult to make a selection. Even if you are a dedicated cyclist it is hard to discern the differences between the various versions. Discerning the differences between three choices is hard enough; discerning the differences between 20 versions is really hard and many times results in the consumer not making any choice at all.

Covering the price points is costly

Not every brand tries to cover every price point on the bell curve. Many of the mid-sized and smaller brands focus on three categories. That makes it easier for the consumer to find the suitable price point and make a decision. But it is expensive and risky for the brand to offer even this degree of selection. If the brand wants to offer just one model in all three colors, in all  three categories and in all seven sizes, it will have to purchase 63 bicycles. That is the convention and it is costly.