Specific features of the frame can sometimes help distinguish between bikes that are otherwise similar. For example, fender mounts add versatility if you plan to use them, but add weight if you don't. Is there an internal compartment for tool storage? Do you need extra bottle mounts? Rack mounts? Aesthetics doesn't necessarily add to performance, but complex paint jobs might be more susceptible to scratches and dings - or at least make them stand out more. White or other light-colored paint may make you more visible (somewhat) on the road but also will show dirt more easily. If you are buying a custom-made dream bike you might opt for a complex, custom-designed paint job…and then just try to be really careful with it. Different frame materials and construction methods also contribute to aesthetics. Perhaps you prefer the seamless look of carbon vs visible welds of aluminum. (Some aluminum frames have their welds smoothed over and painted, which gives them a seamless appearance.) Maybe you are going for the classic look of steel lugs…. The way a bike appears won't make you faster, but I think perhaps we are more apt to ride a bike if we like the look and feel of it.

Once you establish exactly the kind of bike you are looking for, it's time to consider cost. I view the price of the bike as just one part of the overall budget. The price of the bike includes the frame, wheels, and components (seat, drivetrain, handlebars, etc….) and most often all of these things are bundled together by the manufacturer. This is the most common way most consumers purchase a bicycle. However as we all know, one typically does not simply take the bike and ride away at that point. There may be a few, or a lot, of "extras" that need to be purchased. The extra items plus the price of the bike constitute  the overall budget. Some items that might need to be included in the budget are pedals, professional fit session, different tires, front and rear lights, fenders, racks, bike packing bags, etc…. For most bikes and most of the name-brand bike companies, the frame material (aluminum vs carbon fiber composite) and the level of components and wheels (Shimano 105 vs Dura-Ace, SRAM Force vs Red, etc…) are what determine the price of whole package. Within most product lines, there will be a flagship model considered by the company to represent the tip of spear in terms of performance and weight, and then from there the various models become more and more affordable with less costly component choices and frame choices. The mid-range model may use less expensive, less stiff carbon fiber or high-end aluminum instead. The most affordable models often have the same or similar design characteristics as the top-end models, just reimagined with practical, durable, and more affordable choices in frame construction, drivetrain parts, cockpit options, and wheels. Often the least expensive version of each bike model lineup is offered with an aluminum frame and the most affordable components, often mixing and matching different product lines and brands of parts. The middle of the pack is the most interesting in some ways. The mid-range offerings can cover a pretty wide range of price points. And there is often some overlap as well - both within the same brand and between brands. For example, for similar bike models you may be looking at two bikes with similar prices. One might have an aluminum frame with high-end parts and the other a carbon fiver frame with mid-range parts. You'd have to look carefully at the specifics of the frame and component choices for each offering to determine if one or the other is more suited to your use-case.

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