6idea directions
Explore different ways to solve a customer problem.
AIGM IDEA LAB · £275 ONCE
They started with an idea.
What could yours become?
Discover, shape and develop a business idea in your industry. Or an industry of your choice.
You do not need a finished idea. Bring your experience, a frustration or simply a market you want to explore. We give you the process to find a different way and develop it into something you can test.
One payment · No subscription · No call needed to start
Prefer to talk first? Speak to Paul for free. No Idea Lab purchase required. Or try the free idea exercise.
YOUR £275 AT A GLANCE
The tools to explore.
The structure to move forward.
Bring your expertise or an industry you want to explore. Leave the process with a working concept and a clear first test.
10guided sessions
Work from industry insight to your next actions.
30AI prompts
Develop and challenge your thinking with your own AI assistant.
Workbookpractical exercises
Capture the customer, offer, evidence and decisions.
Calculatorcommercial assumptions
Explore price, costs, break-even and runway.
Workspaceonline + offline
Save your draft, export backups and print your plan.
Self-guided tools and a plan based on your answers. Optional AI workflows use your own AI assistant. Personal research and software development are separate.
View the full Idea Lab visual overview
Tap the graphic to view it at full size.
A DIFFERENT WAY TO SEE AN INDUSTRY
Before the company,
there was a question.
Purplebricks
Why should selling a home require a high-street branch and a percentage commission?
Michael and Kenny Bruce developed an estate-agency model combining an online platform, local property experts and a fixed fee. It challenged both branch overheads and percentage pricing. Their 2015 company announcement describes research and testing before the 2014 regional launch.
The lens: Question the cost base and the way customers are charged. Then test whether the alternative can deliver reliably and profitably.
Uber
Why should getting a car depend on finding one in the street?
Garrett Camp and Travis Kalanick discussed on-demand transport in Paris in 2008. Kalanick’s early account describes Camp’s idea for an iPhone-requested car service, initially imagined as a shared limousine arrangement. It developed into a different model as they worked on it.
The lens: Remove the friction between a customer needing a service and a supplier being available. Your first idea can change.
Airbnb
What if spare space could meet a shortage of places to stay?
In 2007, Brian Chesky and Joe Gebbia needed help paying their San Francisco rent. With a design conference arriving and hotels sold out, they hosted three guests on airbeds. Nathan Blecharczyk later joined them in developing the wider business.
The lens: Look for underused resources and a specific unmet need. Start with a small real-world transaction and solve the trust problem.
Historical examples of business-model thinking. No affiliation or endorsement. An idea is the beginning; customer demand, execution and economics determine what follows.
Research behind the stories
Purplebricks intention-to-float announcement, 2015: Purplebricks source
Travis Kalanick, Uber’s Founding, December 2010: Uber source
Airbnb founders’ letter included in its 2020 S-1: Airbnb source
THE AIGM IDEA PROCESS
Find the frustration.
Challenge the convention.
Develop a better way.
01 Discover
Explore six different directions: cost, access, unused capacity, coordination, pricing and clarity.
02 Shape
Compare the strongest candidates. Choose a specific customer, useful change and first offer.
03 Develop
Work through the numbers, first-product brief and customer test. Turn your thinking into a practical next step.
TRY THE FIRST QUESTION. FREE.
What does your industry
make harder than it needs to be?
Choose a market, a customer and a frustration. See three different angles you could investigate.
This exercise uses fixed templates to organise your entries. It is not AI analysis, market research or a validation result. Entries are not saved or submitted to AiGM.
YOUR IDEA-DEVELOPMENT WORKSPACE
You bring the starting point.
We provide the process.
Choose the industry you want to change
A clear arena and a useful starting advantage.
Create six different idea directions
A shortlist of possibilities, not a blank page.
Develop the idea worth testing
One developed concept and a first offer.
Test demand before building
A customer evidence plan.
Understand the commercial numbers
A simple unit economics view.
Write the first product brief
A brief a developer can quote.
Design agents with human control
An agent responsibility map.
Build the first customer route
A measurable acquisition test.
Plan funding and ownership
A funding evidence checklist.
Create a 90 day action plan
A practical sequence of decisions.
SOMETHING USEFUL TO TAKE FORWARD
One developed concept.
A clear first test.
Your answers become a printable concept plan: customer, problem, better way, first offer, revenue model, commercial assumptions, first-product brief and 90-day actions.
Use it to make your next decision with confidence: test the idea, refine it, or bring it to a free strategy session with Paul to discuss turning it into a company.
YOUR AIGM AI COMPANION
A conversation that helps you develop the thinking.
The included companion prompt guides your preferred AI assistant through discovery, idea generation, comparison, concept development and testing. Thirty additional prompts help you challenge each decision.
Use your own AI account; separate charges may apply. Idea Lab has no embedded AI service or personal review by Paul. Protect confidential information and check outputs.
FROM INDUSTRY KNOWLEDGE TO COMPANY OWNERSHIP
Discover it. Develop it.
Then discuss the build.
Read Generation AI
See how your experience and AI could reveal an opportunity.
Free book
Get Generation AI ↗Develop your idea
Use Idea Lab to create a defined concept, first offer and plan to test it.
£275 once
See your ten sessions ↓Talk it through with Paul
With or without Idea Lab, explore your opportunity, fit and next milestone in a free 30-minute Zoom.
Free strategy session
Book your session ↗Build with AiGM
Choose a company package, personalise one or agree a tailored build.
Packages from £9,500
Plus VAT where applicable
Two routes, one ambition: develop your idea in Idea Lab first, or go straight to a free strategy session. Neither the book nor Idea Lab is required to speak to Paul. Any company package is a separate decision after the call.
WHEN THE IDEA IS READY FOR ITS NEXT STEP
Your idea. Our capabilities.
A conversation about what comes next.
Print your Idea Lab concept plan and bring it to Paul. Together, explore the customer opportunity, what needs building and whether an AiGM company package fits your ambitions and resources.
If there is a fit, we agree a written proposal covering the assets, scope, ownership, milestones and costs before you commit. You can also keep developing independently.
Book a free strategy session with Paul ↗BEFORE YOU BEGIN
Your questions, answered.
Can I book the free strategy session without buying Idea Lab?
Yes. You can book directly, before reading the book or purchasing anything. Bring your industry knowledge, an early idea or a question about a company package. The free 30-minute Zoom helps us explore the opportunity, a suitable route and the next practical step. Idea Lab is optional.
Do I need an idea before I start?
No. Start with an industry and a frustration, or an industry you want to explore. The six-lens workbench and guided AI workflows help you create different directions before choosing one to develop.
Can I choose an industry I do not work in?
Yes. Start with customer conversations and a learning plan. The process distinguishes what you know from what you need to discover.
What do I leave with?
Six editable idea directions, your comparison notes, one developed concept, a first offer, commercial assumptions, a customer test, a first-product brief and a 90-day action plan. Your printable plan is based on your entries and needs testing.
How does AiGM develop the idea with me?
You work through AiGM’s structured digital process, supported by the idea workbench, exercises and prompts. The included AI Companion gives your preferred AI assistant a step-by-step development workflow. This is self-guided; personal review by Paul, coaching calls and bespoke research are not included.
Is AI included in the price?
The product includes thirty prompts and the AI Companion workflow to use in your own AI assistant. It does not include an AI account, API usage or an embedded AI chat service. Separate accounts or charges may apply. The six-lens tool itself uses structured templates, not AI research.
How is it different from the free book?
Generation AI opens up the possibilities. Idea Lab helps you apply them to a specific opportunity using an editable workspace, exercises, comparison tools and calculations.
Does £275 include the company, website, portal or app?
It includes the idea-development tools and working concept plan. Incorporation, research, production software, fundraising and personal advisory work are separate. You can continue independently; no upgrade is required.
Will my idea be unique or commercially successful?
No process can establish that from a draft. Explore competitors and alternatives, test with customers and obtain specialist advice where needed. Historic company examples explain different ways of thinking, not expected outcomes.
Where is my work saved?
Your entries save in your browser on your device. They are not sent to AiGM. Export backups regularly and print your plan. The download includes an offline desktop version; the online version is recommended on mobile.
What happens after Idea Lab?
Print your concept plan or prepare your call brief in the final session. Book a free 30-minute strategy session with Paul to explore the next milestone and whether an AiGM company package fits. Standard packages start at £9,500 plus VAT where applicable, with a written scope before commitment. Idea Lab is a separate purchase and its price is not automatically credited against a package.
What if it is not right for me?
Email aigm@mail.com with your order reference within 14 days of purchase to request a refund. Your statutory rights are unaffected.
A STRAIGHTFORWARD NEXT STEP
Your next idea can start here.
£275 total, paid once. No subscription. Digital download and workspace access follow confirmed payment. One purchaser licence for your own projects. Share your completed plans, but do not redistribute or resell the product or access code.
14-day refund on request. Statutory rights are unaffected. Product support: aigm@mail.com. Personal advice, custom research, software development, incorporation, fundraising and AI subscriptions are separate.
Created by Paul Johnson at AiGM. Educational tools and working hypotheses, not verified market research or a promise of funding, returns, novelty or commercial success.