There is no value in ideas. It is always about hardworking with intelligent sense.
Ideas are like seeds. You can grow a Giant Sequoia out of it. But if you don't know how you can not even grow a bean bud.
The hard part is sticking to your guns and actually telling your 'friend' that sounds like a good idea. You can pay me X/hour to build and market it or I can build it and hand over 5% of the profits it's up to you.