From Spark
To Ventures: FORGE Ideas That Work.
A human-led AI workspace for innovation teams. Capture what you noticed; Forge builds the idea card, tests it against your strategy and live evidence, and scores it on the 4Ps — so your team makes the call.
IDEA. Four Steps. One Loop.
Input
Describe what you saw, heard or noticed — not the solution. Add a photo or a context note. Captured in minutes, on a phone.
Develop
The AI asks 2–3 sharp questions, then drafts all 10 idea-card fields — from headline and problem to promise and reasons to believe.
Enhance
Approve 👍, flag 👎 or refine 💡 each field, using internal evidence (your strategy and knowledge documents) and external evidence (live market research with sources).
Assess
The 4Ps run: Purpose, Prowess, Potential and Profit, scored out of 100 by senior evaluator personas with the reasoning shown. Then you decide where the idea goes next.
The 4Ps Methodology
Every idea is scored out of 100 across four equally weighted pillars — up to 25 points each for Purpose, Prowess, Potential and Profit. Each score comes with its reasoning, the evidence behind it, and the single change that would most improve it.
Purpose
How well does the idea fit your Innovation Quest — the mission, vision and strategic priorities of the business?
- ▪ Fit with the Innovation Quest
- ▪ Mission & vision alignment
- ▪ Strategic priorities
- ▪ Why it matters now
Prowess
What is your unique or unfair advantage — why can you solve this better than anyone else?
- ▪ Unfair advantage
- ▪ Brand & capability fit
- ▪ Ability to deliver
- ▪ Hard to copy
Potential
How big could this be? How many people have the problem, and does the idea solve it completely or only partly?
- ▪ Size of the problem
- ▪ How many people have it
- ▪ How fully it’s solved
- ▪ Room to grow
Profit
How confident are we that this can make money — and that future customers will pay enough for it?
- ▪ Willingness to pay
- ▪ Price vs. value
- ▪ Route to market
- ▪ Confidence in the numbers
Meet the Evaluator Agents.
Five senior AI evaluators, each with its own lens. Four score one of the 4Ps; the fifth guards the gate. Every score comes with its reasoning — and the decision stays with you.
PurposeLeila
Diagnoses the real problem and tests your right to win — customer access, capabilities, brand trust, IP and partnerships.
ProwessMark
Begins with the spark — what’s genuinely been observed, the assumptions behind it, and the fastest way to learn.
PotentialMaya
Starts with the person and the moment: who uses, buys and decides, what triggers the need, and what would make them change.
ProfitRafa
Follows the money: who pays, through which channel, at what price — and whether the economics and cash timing stack up.
Risk GateAnders
Checks delivery, legal, data, ethical and reputational risk, then sets a Green / Amber / Red progression gate.
Meet Mark Roberts.
The Entrepreneur Within.
Author, serial entrepreneur, innovation keynote speaker, board adviser and angel investor. Mark’s innovation experience spans both entrepreneurial start-ups and large corporations — the combination at the heart of his book The Entrepreneur Within, of Red Line Foundry’s FORGE methodology, and of Forge Ideas.
“Entrepreneurs are brilliant at innovation but often need help to scale; corporations scale effectively but struggle to innovate.”
Co-founded and scaled from two mates in a shed to over £80m in revenues — acquired by AB InBev.
Launched it for AB InBev and led the global roll-out. Has also led innovation teams at P&G and Lloyds Banking Group.
Angel investor and board adviser; former Chair of the Leeds City Region Local Enterprise Partnership.
Ready to FORGE your next big idea?
Stop debating ideas on gut feel. Put them through a structured, evidence-led loop — talk to us about setting Forge up for your team.