As the guy with 10 ideas that never make it to the line, I would prefer
- More company time allotted to work on my ideas. Think of Google's personal project time, that sort of thing. Good ideas need research and time to be fleshed out.
- Profit sharing linked to the idea.
If a project gets to fruition, the idea is only a piece of the puzzle. It will take the efforts of the rest of the organization to bring it to fruition, so rewarding just the idea guy with a cash bonus or stock may de-motivate the rest of your team. I would consider an overall profit sharing scheme that slightly favors the idea generator.
Let me take you through the narrative in my head for how I am looking at this.
Let's say I believe there is a potential market for a something we in the office have but consider a toy (i.e. something useful but not "product" worthy). I talk to friends and family that might be interested, get their feedback, produce a memo that describes my idea, what I think its potential is and upcoming events or other opportunities to get more information and put it in front of the people who could be our potential clients. Now, assuming the rest of management is on board, we'll need sign off from sales who will have to push this, then there are the graphics/branding, and competitive issues to consider. So you can already see the team effort involved. As a developer I am often tapped to make someone's brilliant idea come to life.
Its been a long time since one of my ideas has appeared on a store shelf though so weighing this opinion is left as an exercise for the reader.