Your idea might not be easily expressable in code. Worse, it is usualy unclear what has to be developed and what design choices to make. Before a feasible implementation plan can be layed down, one needs to conduct a research that supports feasibility of the idea and sheds light on relevant design choices.
Time to get real: Goals.
After thoroughly looking into your idea we dedicate our time to set feasible goals to implement it. It could be that you are striving towards making sales, but you have not taken the time to optimize your site towards specific target audiences. In order to propose achievable goals, we define them in the S.M.A.R.T. model (specific, measurable, achievable, reasonable, time bound).
Before a product is built out of an idea its pros and cons are not visible and difficult to predict. The implementation might be constrained or even impossible at the current technological level. A stakeholder trying to embark on a journey to build a product out of an idea without a prototype is taking enormous and unpredictable risks.
Minimum Viable Product
A minimum viable product (MVP) is a product that implements just enough features to provide feedback, satisfy early customers or make an investment pitch possible. By means of an MVP it is possible to justify a cost sheet for further development. Successful work on MVP requires special skill that trades efforts for robustness and added value of features.