An Idea represents a thought, a concept which can drive action. In business valuation analysis, an Idea qualifies as an intangible asset because it can be recognised, separated and the potential economic value accurately measured. Even though an Idea may have the potential to generate so much value, such value cannot be fully observed unless the idea moves from a “thought or concept” to a point where it can be protected as an intellectual property, where the determination of the fair market value becomes feasible. When valuing the fair market value of an idea, business valuation analysts draw market information from startups which are not only competing in the same space and offering new solutions but also with incumbent firms offering alternative solutions or are offering solutions to similarly related opportunities. Through such information, business valuators estimate the fair market value of an idea applying techniques under the market, asset or income methods.