In this paper we introduce and motivate a conceptualization framework for agent-based social simulation, MAIA: Modelling Agent systems based on Institutional Analysis. The MAIA framework is based on Ostrom's Institutional Analysis and Development framework, and provides an extensive set of modelling concepts that is rich enough to capture a large range of complex social phenomena. Developing advanced agent-based models requires substantial experience and knowledge of software development knowledge and skills. MAIA has been developed to help modellers who are unfamiliar with software development to conceptualize and implement agent-based models. It provides the foundation for a conceptualization procedure that guides modellers to adequately capture, analyse, and understand the domain of application, and helps them report explicitly on the motivations behind modelling choices. A web-based application supports conceptualization with MAIA, and outputs an XML file which is used to generate Java code for an executable simulation.