Schrock Innovations

What Schrock Innovations does

Schrock Innovations, Inc. is a privately held, family-owned computer services and technology retailer headquartered in Lincoln, Nebraska, operating four walk-in service centers across Nebraska (Lincoln, Omaha, Papillion) and Iowa (West Des Moines) with an 11-50 employee base. The company builds and sells customizable modular desktop computers under proprietary brand names (Boundless, Venture, Endeavour, MINI PC, Special Edition Modular Mini) using AMD Ryzen processors with optional NVIDIA GPUs, alongside branded laptops (Gallant, Resolute, Intrepid) and a catalog of third-party accessories from Microsoft, Logitech, Canon, Sophos, and others.

The business derives revenue from four streams: transactional computer and laptop repair (on-site and in-store, with same-day capability and a free first-hour labor offer for new customers), hardware sales through the e-commerce website and physical locations, data recovery services, and a recurring monthly subscription called Schrock Desk ($34.99/month) that provides unlimited remote support plus discounted in-person labor. Distribution is anchored by physical service centers but augmented by an e-commerce storefront with direct shipping, remote desktop support delivered nationwide, and field-deployed technicians for home and business calls.

Marketing relies on a multi-channel mix that includes Thor Schrock's weekly "Compute This" radio show, his recurring "Tech Tuesday" segments on Channel 8 KLKN in Lincoln, an extensive DIY repair article library dating to 2006, an active Facebook presence, and consistent Best-of-Lincoln, Best-of-Omaha, and Best-of-Papillion regional awards dating back to 2002. The company is bootstrapped with no institutional investors, parent company, subsidiaries, or disclosed acquisitions, and operates a horizontal segmentation model targeting both residential consumers and small-to-medium businesses for IT support, preventative maintenance, and networking services.

Name

Schrock Innovations

Legal name

Schrock Innovations, Inc.

Website

https://schrockinnovations.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Schrock Innovations is a privately held, family-owned computer services and custom PC retailer operating four service centers across Nebraska and Iowa, serving residential and small-business customers with repairs, data recovery, modular desktop and laptop sales, and a monthly remote-support subscription.

Ownership category

akta.pro rank

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Computer and Laptop Repair Services: On-site and off-site computer repair for homes and businesses including same-day repairs, data recovery, and laptop screen repair. Free first hour of labor for new customers.
2. Product Sales: Sale of custom modular PCs, laptops, accessories, networking equipment, storage devices, monitors, and software. Products include branded computers (Boundless, Venture, Gallant, Resolute, Intrepid) and third-party peripherals.
3. Schrock Desk Subscription: Monthly subscription service providing unlimited online computer help. Subscribers also receive 50% off hourly labor rates for issues requiring in-person service. Over 80% of subscribers save money compared to pay-per-incident repairs.
4. Preventative Maintenance Services: Prepaid certificates for computer maintenance checkups including memory testing, cooling system cleaning, capacitor inspection, power supply testing, malware scanning, and registry repair.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Schrock Innovations provides on-site and in-store computer repair, laptop repair, data recovery, and remote IT support for residential and small business customers across Nebraska and Iowa. The company also sells custom-branded modular desktop PCs and laptops, along with accessories and endpoint security software, through its four service center locations and e-commerce storefront.

Product overview

Schrock Innovations is a computer repair and technology retail company operating across Nebraska and Iowa with four service center locations. The product portfolio centers on customizable modular desktop computers (Boundless, Venture, Endeavour, and Modular Mini/MINI PC lines) and laptop computers (Gallant, Resolute, Intrepid). The company complements hardware sales with professional services including on-site and off-site computer repair, data recovery, and the Schrock Desk remote support subscription. The business also retails technology accessories including monitors, printers, networking equipment, speakers, webcams, and security software.

Differentiator

Problem solved

Functional benefit

Brands

• Schrock Desk: Online help desk subscription service providing unlimited online computer help with remote support capabilities
• Compute This!
• Compute This TV
• Modular PCs

Products and services

• Computer Repair Services

Quantifiable outcome

• Over 80% of Schrock Desk subscribers save money compared to fixing computer problems as they arise

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• SophoscoreTechnology or IntegrationSophos is a cybersecurity company providing endpoint protection software. Schrock Innovations sells Sophos Endpoint Protection and Sophos Intercept X Anti-Virus products, offering virus-free guarantee with their security software.
• AMDcoreTechnology or IntegrationAMD is a semiconductor company manufacturing processors and graphics cards. Schrock Innovations builds custom PCs featuring AMD Ryzen processors in their Boundless and Venture modular computers.
• MicrosoftcoreTechnology or IntegrationMicrosoft is a software and cloud services company. Schrock Innovations sells Windows operating systems, Microsoft Office suites, and their custom PCs come with Windows 11 pre-installed.
• BBB (Better Business Bureau)minorOthersBBB accreditation provides trust and credibility. Schrock Innovations maintains an A+ rating with the BBB serving the Lincoln, NE area.
• Channel 8 KLKNminorGTM or Marketing PartnerLocal Lincoln, NE television station. Thor Schrock appears in Tech Tuesday segment providing technology tips and advice to viewers.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• NerdsToGo: Franchise-based IT services and computer repair company serving small businesses and residential customers. Comparable SMB and consumer IT support model with recurring service contracts.
• CPR Cell Phone Repair: Multi-store device repair franchise with comparable walk-in repair model, modular service offerings, and focus on small business and consumer customers across multiple U.S. geographies.
• Geek Squad (Best Buy): Best Buy's in-house computer repair and IT support arm offering in-store, in-home, and remote tech support. Most direct comparable to Schrock's core repair services, with far greater scale and national footprint.
• uBreakiFix: National chain specializing in device repair (smartphones, tablets, computers) with walk-in service centers. Comparable business model of store-based repair services with multi-location footprint.
• Micro Center: Consumer electronics and computer retail chain offering custom-built PCs, repair services, and accessories under one roof. Closely comparable combination of custom hardware retail and in-store repair services.

Broad incumbents

• HP Inc. Global PC and peripheral manufacturer with consumer and business product lines. Comparable computer/peripheral retail offerings; competes with Schrock's custom PC line on price, warranty, and configurability.
• Office Depot / OfficeMax IT Services: Office supplies retailer offering in-store tech support, computer repair, and PC setup services as part of a wider product portfolio. Comparable retail-channel IT support offering at broader scale.
• Dell Technologies: Global PC OEM offering customizable desktops/laptops direct-to-consumer. Comparable custom-configured hardware product line, though at vastly larger scale and without services bundling.
• Staples Connect / Staples Technology Services: Office retail chain offering in-store and on-site IT support, computer repair, and business technology services. Comparable retail-channel IT services offering at national scale.

Others

• iFixit: DIY repair ecosystem providing parts, tools, and free repair guides. Complementary to Schrock's content-marketing approach (DIY blog articles) but competes as an alternative to paid repair services.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/SchrockInnovations

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Schrock Innovations