Distribution: the showroom model

There are two types of consumers: the consumer who wants to buy and ride "right now" and the consumer who is willing to wait, to check out choices, shop around months in advance of delivery. A consumer who wants the bike "right now" is prepared to have choices made for him by the manufacturer; the consumer who waits wants to make the choices (about components, wheels, color etc) for himself. The consumer is living in two worlds these days: he wants the choice and the pricing and convenience of the Internet, but he also wants the community and the support of the bricks and mortar shop. It is hard to have both: the physical store will always have higher overhead costs (rent and labor).

Perhaps the best way forward is to guide the consumer towards a model where he can have the choice and pricing of the Internet and the tangible and physical support of the local store. The showroom model is becoming more commonplace with big box retailers who realize that having a huge building filled with inventory is not the most efficient use of physical and financial resources. Best Buy for example now has showrooms where consumer can fiddle with the electronics in a comfortable environment; the consumer can try out the item and decide if he likes it. The key point is that Best Buy stocks less inventory on site; if the consumer wants to buy the item and it is not in stock, he orders the item from a computer in the showroom and the item is shipped to his house the next day.

Applying this model to bicycles would be something like this: the consumer goes to a local bike store where he can inspect and test ride a demonstration bike; he identifies the frame model he wants and its size; the bike shop, which acts as an agent, orders the frame from the manufacturer's website for the customer; the frame is sent to the bike shop; the consumer asks the bike shop to order the components and wheels, or the consumer does that on his own and has these items sent to the bike shop; the bike shop receives the materials and assembles the bike. 

The consumer obtains the pricing and the selection he wants and the bike store gets business from ordering components, the frame, the wheels and build up charges. The trouble is that the consumer has to be organized because the ordering process takes a while and so does the build up process. However, if the manufacturer has stock in its warehouse in the local market and the bike store is organized, the wait time is not all that long. The wait might be longer if the manufacturer has no stock "on shore" and is awaiting and new shipment from the factories in Asia. This would have to managed through an order book arrangement or "pre-order" list. To avoid this problem requires having factories that can fill orders quickly throughout the course of the entire year: if suddenly the market wants 50 frames, the manufacturer has to have the networks and the resources to deliver on time.

The bike store meanwhile does not have to tie up resources in bikes that it is not sure it can sell; it does not have to pay high rent for large facilities that can store the bikes. The model is more driven by the pull model (where the market determines demand) than the push model where resources are invested in inventory, mechanics and space and then salesmen are hired to "push" the products into the market. The pull model favors the Internet and the consumer who will wait and order in advance; the push model favors the " want it now consumer".

Austro-Daimler Superleicht Catalogue

The original Superleicht was built up with Campagnolo Record components and Clement Strada 66 tubular rims. Here is a link to a catalogue.  Handle bars were Cinelli. Tubing was Reynolds 531. Chain ring was 42/53, but I think mine had 42/54 for some reason. Interestingly, they sold the bike with pedals. That is not done today.

The Ultima was the Superleicht frame but with Campagnolo Super Record components (this group retails for $3,000 with basic wheels). The Superleicht had Campagnolo Record components ($2,650 with basic wheels). The Ultima targeted that segment of the market that demanded the lightest and the finest regardless of cost. Since Austro-Daimler was unable to do anything with the frame to reduce the weight (to make it an SL for example), they just offered lighter components. In the end, the difference in weight between the Superleicht and the Ultima clearly could not have been that much. But in the mind of the rider, there was a difference and that was what the rider paid for.

This marketing tactic still exists today: The Cervelo S3 frameset retails for $4,000 and weighs 1050 grams; the Cervelo S2 frameset which is identical except for a beefier rear triangle retails for $3,100 and weighs 1150 grams (In other words, for every one gram reduction in weight, the price increases $9.00). Both frames are pretty much the same; the S3 is offered for the riders who are trying to obtain a very low weight or have the budget and want to be seen on a premium version of the brand. The S2 is for the rider who has a smaller budget, less concern about brand image and the knowledge that weight can be lowered in other ways (no road computer, lighter wheels, saddles etc.) There are more S2s on the road than S3s, but the S3 is probably a much more profitable frame for Cervelo. This was probably true for the Austro-Daimler Ultima.

Original Austro-Daimler Superliecht Frameset

These are images of my old Austro-Daimler Superleicht (Serial No. 6163975). It was built up with Campagnolo Record components and tubular wheels. The bicycle was light at the time.  Not anymore: the frame alone must weigh about five pounds. This frame or the Ultima (which is the same frame but with Super Record components and a different finish) was used by the Seven-Eleven pro cycling team in the 80s. The cream paint is known as champagne. Austro-Daimler was targeting the high end of the market in the United States with this model. It was a high end racing frame and the market probably remembers it that way. Here's some more information on Austro-Daimler Bicycles. This link has more background on Austro-Daimler.

Dirtfest 2010-A Girl's Eye View...When Good Turns Bad

Dirtfest/Allegrippis Trail Review more pics too!

So this past weekend was Dirtfest 2010, hosted by Rothrock outfitters in conjunction with Dirt Rag. I was really excited to go because there were people I have ridden mountain bikes with since the dawn of time, (or at least 20 years) as well as my old team mates from Evolution whom I haven't pounded trails with in quite some time. My fun meter was brimming as we packed up and readied ourselves for a few days of fun.

We arrived on Friday afternoon and had enough time to set up camp and throw din din on the fire. Friday night was spent catching up with friends and enjoying a few brews. At dusk, we headed over to the festival, as we opted for more civilized camping facilities. (Hey, it's nice to have a shower and a little more than a piss hole.) Whatever floats your boat. I love remote camping, but with a kid in tow, clean bathrooms are nice. 7 Points Camp at Raystown Lake was fabu. Check out the review on my website if you want details. www.velochicks.com

On Saturday, my amazing hubby was gracious enough to let me ride; he took one for the team by hanging with our son, noodling around and fishing at the lake. I was all a twitter to get out on a ride with the girls. Breakfast took a bit, as I am determined to cook on natural fire when camping. By brunch, breakfast was served. Frankie was relieved because she was itching to get out. She had consumed 2 Mountain dews by now and was raring to go. My Dunkin' Donuts morning blend of Java was still kicking in. Not that it mattered. Riding couldn't commence until noon due to hunting. Not a bad price to pay to coexist and ride trails that I would kill to have in my back yard. (Although I do live in a MTB mecca) These are just too sweet.

Frankie...freeloading at Sue and Joanne's crib.

We finally saddled up. Me, Sweet Baby D, Frankie, Sue and Jill. Joanne left me hanging to be the caboose on my own. She feigned soreness from Friday's ride and left me with the pack of hungry wolves. We were going to let Todd and Chris come along, cuz really, they are just like one of the girls. Their primping and preening took too long, so we left without them; figuring they would catch up somewhere out on the trail.

Our first point of entry was Stony Trail which was just up from the campground. The terrain was quick, tight and rolling. It reminded me a lot of Fairhill, DE with all the tight, narrow singletrack. It's the kind of terrain that is fast and fun, but you have to be on your game and pay attention. The trails twisted and turned quickly. I often felt like I was on a roller coaster, whipping around, going over the "whooptie doo's" and catching air. I was giddy with delight.
At some point, we headed over to the Locomotive Trail. We bombed down that with Frankie leading the way over to Sidewinder. Well, we knew Sidewinder had a fairly fast, sharp hairpin with a table top that gets hit with a lot of speed. We stopped for a break and discussed our plan of attack. We agreed that we would all take it easy and see what this table top had to offer. We are all experienced riders, so we knew our limits and wanted a look see. Our plan was to check it out and then I was going to take pics of any of the girls who wanted to go back and jump it. Sweet Baby D (Donna) is our resident Dirt Jumper, so I thought it would be a cool spot to shoot.

Well...we all know how the best laid plans sometimes go. Frankie and Donna led the way. Sue followed with Jill and then me in tow. When I cut the hair pin turn, I was so focused on the trial that I never saw what laid up ahead. When I got over the table top, Sue was toppled over on her bike, with the wind knocked out of her. Jill and I called the girls back. From what Sue remembers, there was a guy who was sanding off to the side...he had apparently crashed earlier and was still dazed. Sue caught a glimpse from the corner of her eye...enough to distract her and launch her over the table top, into the air. She hit the tree with her bar end which forced her left bar end to possibly jab her in the stomach. When we peeled Sue off her bike, we could see her seat was sheered off. This was probably the main culprit of her injuries.

Once Sue caught her breath, all color drained from her face and her lips turned blue. Frankie raised Sue's legs above her head to keep her from passing out. Donna whipped out an emergency blanket from her bag and covered Sue. I frantically called my husband, who went to the Ranger who called 911. 911 kept trying to call me to get out location, but every time I answered, the phone buzzed with a bad connection. I called down to a buddy at the SRAM to try and get help that way, but he didn't hear the ring.

As luck would have it, a fellow rider came along who was an EMT. He knew things were serious and took control of the situation. Right after, our knight in shining armor, Evan (from Rothrock Outfitters) was seen in the woods on a lower trail. Evan is one of the event staff and local dudes. I love him. Frankie called to him. As soon as he got to the scene, he got on the phone and called down to the festival where EMT's and Ambulance were stationed. He gave them the EXACT way-points of where we were and the EMT with Sue instructed Evan to ask for a board, neck brace and Helicopter to a trauma center.

Withing a short time, the ambulance found their way up a grassy double-track road that intersected the trail. In the meantime, these other riders and fellow campers camp upon us. They were E.R. doctors. Seriously? how lucky could we get. I went from thinking holy shit-Sue is bleeding internally (I knew it was at least her spleen and broken ribs), how are we going to get her out of here...to WOW. I cannot believe our lucky day. The E.R guys, EMT's and Evan bushwhacked through the woods with Sue on the body board. Jill went with her. The guys took the bikes too and delivered them down to the festival and then brought them back to camp for us!

Turns out, without Evan's knowledge, there would have been a 1.5 mile carry to the ambulance. There also would have been a much longer wait. As we came to find out, time was of the essence. Once they got Sue in the ambulance, they I.V.'d her and took her to a waiting Helicopter which airlifted her to Altoona Regional Trauma Center (an hour drive away).

My husband drove Joanne up to the trauma center. When they got there, Sue was already out of surgery. Massive internal bleeding...severed spleen, lacerated liver, punctured bowel and broken rib. Doc's said she was lucky. Her fitness level helped her big time. Had Sue been taken to a local hospital, she would have been airlifted somewhere else...or worse, according to doc's, not made it. Some scary shit when you're out having a good time with friends.

Pretty traumatic day for everyone. Even more so for Sue. She is one tough cookie though and I have no doubt she'll be hitting the trails as soon as she can. For now, she is in great pain and has a long road ahead for recovery. I think she will be much light and faster without that spleen. I hear they can just slow you down. At least that is what Mike Y. always said.

I will say that if it were not for Evan (and Josh helped too) things would not have progressed in the same manner. The EMT and E.R. guys were equally crucial to Sue's safety. We are eternally grateful to these guys. You saved our friend and what could have been a nightmare ending to what was supposed to be a fun day.

With all that said, we all agreed we would go back to Dirtfest and Raystown Lake, camp and ride the Allegrippis Trails too. We are seasoned riders who know that accidents happen, and Saturday was just not our lucky day. Other than Sue's adventure, we had a great time, hung out with great friends and it was one fun event worth going to again. The trails are sa-weet!

Jill and Suzie Q...

One suggestion for the festival folks...911 was useless. There should be a main contact number for Evan or someone at the event who can contact the waiting ambulance that is on site and direct them where to go. This was crucial in getting to Sue in the time needed. If things didn't go down the way they did, I could be writing about much sadder things right now.

Branding: Resurrecting an old brand

The other way to enter the market is to resurrect an old brand. A good example of this is  Motobecane USA (pronounced Moto-becan and rhymes with pecan). Motobecane was a French manufacturer of bikes and motorbikes for many years before they went bankrupt in the 80s. The brand was resurrected as Motobecane USA very recently and now the company imports bikes from Kinesis Industry Co. in Taiwan (a big contract manufacturer of bike frames and equipment). Motobecane USA provides marketing, warranty support, a website and a range of models and a MSRP. It appears that the bikes are only available through Bikes Direct which is an online retailer of bikes; there does not appear to be any availability through independent bikes stores. Indeed, comments about quality on bike forums and from mechanics I have talked to is not positive. The company is targeting the low end of the market, competing on price and using almost only on-line distribution.  

An example of a successful brand make-over is the Mini Cooper. This brand was restored by BMW into a premium marque in the 90s, well after most Mini Coopers had disappeared from the road. They introduced among other things a bigger engine, more luxurious interior and a high level of customization. The point is that an old brand can be revived, even if it is defunct and associated with a different era,  and is nevertheless recognized by more consumers than one that is new. A brand such as FWT or Ritte is recognized by no one (or fewer people) and thus requires many dollars of advertising or many hours of racing and riding with other people before it takes hold with consumers.

Branding: Part I

The bike industry is characterized by low barriers to entry. Ritte Van Van Vlaanderen Bicycles is a great example. This company shows that anyone can purchase an open mold frame from a trading house or from a factory in Asia and brand it as their own. It shows that to enter the bicycle market all that is needed is a brand.

Additionally, component  manufacturers (Shimano, Campagnolo, SRAM) are happy to sell their components (brakes, drive trains, wheels, etc) to any frame manufacturer; there is no exclusivity. Ritte offers to build up the frame either with SRAM or Shimano. Neither  component company is complaining.

The only way a bicycle company can obtain exclusivity over a frame is by designing it and owning the mold from the frame is made. This explains why it is not possible to buy a generic frame that looks like a Cannondale Super Six or Cervelo S2 from a trading house.  Cannondale and Cervelo own those molds and they are the only ones who can make frames from them.  They will likely use them until they wear out or have generated enough of a return on them to invest in a new mold (a very costly investment).

More Choice frame in the market

Ritte Van Vlaanderen is one example of a company that uses the More Choice-01 for its frame. The Ritte Van Vlaanderen bike is a good example of what the bike could look like when it is built up. They are selling it for $1,650 ($1,760 in June when I checked again) for the frameset and a starting price of $3500 ($3,600 in June) for a complete bike with SRAM. They have the frame weighing at around 14 pounds. There is some good technical information about the frame. They have the model with the integrated seat post. The interesting thing about this company is how they sell the frame: its all through the Internet and most of its seems to be pre order. They also are in the business of building up entire bikes. They have an interesting blog and they are placing ads in Road Magazine to promote the bike. Reynolds markets a set of wheels named Attack as well. The advertising campaign is also viral.

Geometry compared to 2010 Fuji SST

Brand	F&W	Fuji
Model	MCR-01	SST
Size	47	XS
Seat tube	47.0	68.1
Top tube (effective)	51.5	51.7
Head tube length	10.5	11.0
Chain stay length	41.0	41.0
Wheelbase	97.3	94.2
Head tube angle ⁰	71.0	72.0
Seat tube angle ⁰	74.5	73.5
Bottom bracket drop	68.0	68.0
Stack	42.5	49.6
Reach	36.0	38.9
Stand over	na	75.2
Trail	na	5.9
Bottom bracket height	na	na
Fork rake	4.5	4.3

Frame and Wheel has seen a few Fuji SST bikes on the road and had a chance to inspect one closely. Frame and Wheel noticed that the down tube on the Fuji SST is a similar size to the MCR-01. Frame and Wheel was unable to close my thumb and forefinger around the down tube and is unable to do the same with the MCR-01 (The down tube of the MCR-01 is 5.4 cm). The rider of the Fuji frame said it was very stiff and he is pleased with it. Frame and Wheel has posted the geometry of the Fuji SST for comparison. Also, the top tube on the Fuji SST has triangular shape to it that is similar to the MCR-01. Frame and Wheel reads in the Fuji specs that the front triangle is monocoque and the rear triangle is attached to it using tube-to-tube technology. This is the same method used with the MCR-01. All of this suggests that the manufacturers in Asia are using similar molds and designs. 

Like Mother Like Daughter

Like mother like daughter. Words I never thought would be uttered from my mouth. Now, as I sit here, writing a website and blogging, I realize it is more true than I could ever imagine. My mother is a writer on dance and food. She has written for the Philadelphia Inquirer for years, among other publications. She has now entered the world of blogging (primeglib). My mother knows dance and food like nobodies business. She'll kick your butt in Scrabble too. The only difference is she gets paid for her writing. I just get the glory.

What I never realized until now is how similar dance and cycling are. My mother never really "got" the bike thing. While I know she is proud of my accomplishments, sports are not a part of her vernacular. Dance is. She understands the movement, grace and style that must accompany good dance. One has to be limber, strong and graceful to execute certain moves. It is equally important to be in tune with your body, knowing where each part connects and how it connects with the world outside (the audience). When she watches dance as a critic, the ability to interpret choreography with precise movements that convey emotion and a story, are part of what she is looking for.

The more I thought about it, the more I thought about cycling. Like dance, a cyclist has to be in tune with their body, feeling each movement individually, yet bringing it all together in one precise motion. As you glide across the road or dirt, there is a feeling of weightlessness as you float effortlessly over the terrain. The zizz of your gears spinning buzzes like a sweet hum in your ears. You pedal along with ease, much like a dancer leaping through the air as if she has wings to make her fly. You feel that moment where you are truly free and one with your bike.

I have experienced the blood, sweat and tears that I have given to this sport. Which in some way is part of the joy. I have had the bloody wounds, scabs and bruises (both in body and spirit) to show my commitment and desire. Like a dancer with bloody, calloused feet and exhausted muscles, who keeps dancing until she gets it right; there is something that lives inside of us that pushes us to do what we do.

Another similarity I noticed is that you have to be able to read your terrain, much like a dancer interprets choreography. You have to know how each piece connects, what lies ahead, and how you will adjust or approach the varying and unpredictable roads or trails ahead. In the peloton, there is a certain choreography and tempo that falls into place. When you are jamming down your favorite trail you can feel your wheels slicing the dirt moving with the path of nature. It is a beautiful thing to experience for yourself.

When bike riding takes you to these heights, I believe it is much like the pleasure and satisfaction a dancer must feel when taking the final bow. You know you nailed it and you have the momentary realization of why you put yourself through the rigors. To have that feeling of grace and beauty, again and again. And to keep dancing on those pedals...

Like mother like daughter. Maybe it's not such a bad thing.

Headset bearings

The headset is FSA. This image includes the chain guard. Bearings are sealed cartridge bearings. 

Front fork

The front fork is full carbon and fits a conical head tube. The diameter of the tube at the top is 1 1/8 inches and the diameter of the tube at the bottom is 1 1/4 inches. The drop outs are carbon. There is about 30 cm of steerer tube which is more than enough for any adjustments.

Seat post

The seat post is carbon. Its diameter is 31.6mm and its length up to the seat post clamp is about 34 cm. Weight is about 180 grams.

Geometry of available sizes

Geometry of available sizes

Cm	47	50	53	56	59	62
Seat tube	47.0	50.0	53.0	56.0	59.0	62.0
Top tube	51.5	53.0	54.0	56.5	57.5	59.0
Head tube	10.5	11.5	14.0	15.5	18.5	21.0
Head tube angle ⁰	71.0	71.5	72.0	73.5	73.5	73.5
Seat tube angle ⁰	74.5	74.0	74.0	73.5	73.5	73.5
Rear center	41.0	41.0	41.0	41.0	41.0	41.0
Front center	57.2	58.0	58.7	59.6	60.3	61.2

More geometry comparisons

Geometry (cm)

Brand	FWT	BH	Scott	Jamis	Cannondale
Model	MCR-01	G Series	Addict	Zenith	Super Six
Size	47	XS	XXS	48	48
Seat tube	47.0	55.0	47.0	48.0	48.0
Top tube (effective)	51.5	52.0	51.0	51.5	51.5
Head tube length	10.5	11.0	10.0	10.0	11.0
Chain stay length	41.0	40.2	40.5	40.5	40.5
Wheelbase	97.3	95.9	n/a	94.2	95.9
Head tube angle ⁰	71.0	72.0	70.5	72.5	72.0
Seat tube angle ⁰	74.5	74.0	74.5	73.0	74.5
BB drop	68.0	n/a	67.0	n/a	74.0
Stack	49.0	n/a	n/a	n/a	51.7
Reach	36.0	n/a	n/a	n/a	36.8
Stand over	n//a	n/a	71.8	71.1	74.0
Trail	n//a	n/a	n/a	n/a	6.2
BB height	n//a	n/a	n/a	26.8	26.5
Fork rake	4.5	n/a	n/a	4.3	4.5

The MCR-01 has the longest wheelbase (97.3 cm) compared to similarly sized frames above. Head tube length and top tube length are similar. Chain stay length is one centimeter longer and head tube angle is roughly one degree steeper.