Our 2014 bike is called the dojo. Not the Dojo, or the doJo as we would name it if we wanted $38 million in venture capital. If you would like to give us $38 million, please do so without the expectation of equity.
Yesterday Facebook blew the eff up when we asked it what it thought the price of the dojo would be, fully built with Force22, a Deda Zero cockpit, and our FSW 23 wheels that come with White Industries hubs standard. 100+ comments in a few hours is unsubtle enough even for us to pick up on. That, or you all want to win a free pint glass for guessing correctly.
Below is what the pricing and options look like. We'll be building these into a configurator in our store over the next couple of days so you can pull on all the drop down menus you like and see how your final product changes. For all of these options, you'll naturally be able to choose stem length, bar width, seatpost setback, tape color, cassette ratio and standard or girlie-tee compact crankset.
Note also that these are pre-order prices. In-stock prices aren't finalized but will likely be about $400 more for the frameset and somewhere between $600 and $800 more for the complete bike, depending on wheels, gruppo and build kit.
- Frameset Only: $1045
- Add a gruppo
- SRAM Force22: +$868
- SRAM Red22: +$1719
- Shimano Ultegra 6800: +$804
- Shimano Dura Ace 9000: +$1808
- Shimano Ultegra Di2: +$1219
- Shimano Dura Ace Di2: +$3183
- Campagnolo Chorus: +$1319
- Campagnolo Super Record: +$2420
- Add a build kit (bars, stem, post, saddle, tires, tubes, bar tape)
- Deda Zero: +$336
- FSA SLK: +$491
- Ritchey WCS alloy: +$363
- Ritchey Superlogic carbon: +$793
- Add wheels
- November FSW 23 with White Industries hubs (your choice of color): +$745
- November Rail 34 with White Industries hubs (your choice of color): +$1445
- November Rail 52 with White Industries hubs (your choice of color): +$1445
- Add professional build
- +$200
So get out your calculators or set up your spreadsheets to see how much you're in for. Each of these options are just that - options. If you want to get a frameset and gruppo only and build up with your own kit, that's great. Or if you want a frame and wheels you can do that too.
Final artwork
We're close to final artwork. When we have it we'll share it here and also on a product page for the dojo so you can decide which colorway you'd like. The picture of the mockup at the right is very close to the final scheme for our Penguin Colorway, which will only feature the raw matte UD carbon and some white accents. We are also creating an all black version where the white accents you see at right will be replaced by a graphite with subtle contrast to the matte UD carbon. The White Industries hubs on the FSW and Rail wheels are available in 6 non-black colors, if you'd like to add some visual variety that way.
The all black version will only be available through pre-order. We'll bring some bikes in stock but they will all have the white accents.
Timing
Once our design agency finishes up with the artwork we're cleared for pre-order takeoff. The exact date of that is ASAFP. The pre-order will very likely run through Christmas so build that into your (or your favorite gift giver's) planning. With that timing, frames are arriving here in April. QA begins right away and we typically begin shipping the first frames within a few days of receiving them. Complete unbuilt bikes will also be ready to go, and built bikes will take some additional days depending on how many there are.
At a glance builds
Our least expensive option for a complete dojo would be equipped with FSW wheels, a Deda Zero cockpit and Ultegra gruppo for $2930. If SRAM is your thing, Force22 set up the same way is $2993. Upgrade to an Ultegra bike with Rails and you're in for $3670 with Ultegra and $3693 with Force22.
Ultegra Di2 starts at $3345. SRAM Red22 is $3845 and up. Our least expensve Campy bike is with Chorus at $3445.
Our halo build is built with DuraAce Di2 with Ritchey Superlogic and Rails, and is $6665. Add $200 to any of these prices if we're building it for you.
Questions?
Use the comments please. We're listening.
24 comments
Or, come to think of it, Ralph Macchio orange. Yeah, you know what I'm talking about.Also:-What BB standard did you plump for? And, more importantly, why?-Seeing as how you mentioned CX and mixed surface road use in the Rail 34 weight discussion, I'm also curious what sort of tire clearance you are getting with the Rails on these frames?-How many times is your name/logo going to be on the frame? Somewhere between mainland China stealth and Giant/Focus overload is fine. Oh, and head badges are way cool. On an unrelated note, I really like the decals on the Rails. When I get mine next year, I might actually leave them on.
Ashwin, your comment hits on something we talk about a lot, and which is the subject of a very near future blog – building aspiration in a brand. Without giving away the punchline, building the kind of aspiration and nostalgia you're talking about is exceptionally difficult with a business model like ours – maybe even by definition impossible. In my mind, what creates nostalgia for a bike has to do with customization. You get a size or color of a frame just for you, or to a much lesser extend a build that you personally curate, and the bike has more personal meaning. Or rather, the added expense of this customization has more meaning to you than the market at large, which backs into a lifetime bike since nobody else is willing to pay for the specific details that the original buyer invested into. Is it possible to be a pro deal for everyone and still aspirational? Maybe. But if it's not, there's more white space where we are playing now, and we're better qualified to win on this end of the spectrum. A limited edition colorway like you suggest absolutely starts to bridge the gap between commoditized and iconic, but would you be so amped up on the idea if the limited edition was purple or sea foam green or some other color you haven't personally chosen? That's where Frameconomics enters the discussion, right? Guessing wrong is costly in a number of different ways, and we're not so delusional to think that we can kingmake a colorway by virtue of choosing it, as other brands seem to believe.Most of the rest of your questions will be answered within the next few days as we release more complete info on the dojo. I will tell you though that the Dojo is a road racing frame, with fairly standard tire clearance. Most 25mm tire / rim combos should be fine, and fewer 28mm tires. They vary depending on the manufacturer, model and the rim they're mounted on. But as a race bike, it works awesome with Rails and the 23mm tires for which the wheels are optimized. Finally, I wouldn't characterize unbranded frames from Chinese trading companies as "stealth." The word I'd use is "anonymous."
I like what you guys are doing. Congrats!Quick question on the Ultegra Di2 build option. Is the quoted pricing for 6870 or 6770?.Thanks
wow, i am impressed with all the build options. A 2 man operation is offering more customization that almost every large bike company except trek. I am surprised so few companies offer customization for their bikes. Have you looked into making a website page like the project one? Its quite neat.Good luck guys,Ian
Bill – Thanks. Ultegra price is 6870, which is what I plan on for my build next year.Ian – Thank you as well. Have you seen the configurator that Mike built last year? I think the functionality rivals the Trek site, at least as far as allowing you access to all the options available. We don't have the paint option, obviously, and ours doesn't allow for the custom selection of each and every part on the bike (which we don't offer, because of gruppo constraints from our supplier and because the juice really ain't worth the squeeze).