From Idea to Market: The Journey of Launching an ETF

August 26, 2024 EDT

JOURNEY OF LAUNCHING AN ETF GUIDE

Pre-Launch Phase
Market Research and Positioning
Development and Launch Preparation
Legal and Regulatory Compliance
Post-Launch Management
From Idea to Market

Explore this comprehensive guide for the key steps and strategies needed to successfully bring your ETF idea to market.

Exchange-traded funds (ETFs) have emerged as a powerful vehicle for bringing innovative investment strategies to market. They offer a unique blend of flexibility, transparency, and accessibility that appeals to a wide range of investors. But how does an investment idea transform into a tradable ETF?

Pre-Launch Phase

Before your ETF idea hits the market, there's some crucial groundwork to cover. We call this the pre-launch phase. In this phase, ETC ensures your strategy fits the ETF structure.

ETF COMPATIBILITY

First, we need to make sure your investment strategy plays well with the ETF format. ETFs, like mutual funds, operate under the Investment Company Act of 1940, which comes with its own set of rules.

Here's what you need to consider:

Does your strategy align with ETF regulatory requirements?
Can your investment approach work within the ETF framework?
Are your proposed holdings liquid enough for daily ETF operations?
What role do you want/need to play in the fund structure: index provider, sub-advisor, or fund sponsor?

Market Research and Positioning

Once your strategy's ETF compatibility has been confirmed, it's time to scope out your market and position your fund effectively.

IDENTIFYING YOUR TARGET MARKET

Dive into comprehensive market research. Your goal is to understand where your ETF fits best in the current landscape. Who's likely to be interested in your fund? What are investors looking for right now? This research helps you pinpoint the market segments most likely to embrace your ETF.

ANALYZING THE COMPETITION

Let's face it – you're probably not alone in this space. To position your ETF effectively, you need to know:

What similar funds are already out there?
What fee structures are they using?
How successful have they been in attracting assets?

Use this information to craft a compelling value proposition. You want to communicate why investors should choose your fund over existing options. What makes your ETF unique? Why does it deserve a spot in investors' portfolios?

Development and Launch Preparation

With your strategy vetted and market research complete, it's time to bring your ETF to life. In this phase, it’s time to structure your fund, prepare for launch, and navigate the regulatory landscape.

STRUCTURING YOUR ETF

Structuring an ETF involves more than just picking stocks. You'll need to make some crucial decisions:

Which service provider(s) best fit your fund's needs?
Do you need unique structures, like a Cayman subsidiary or an FCM for holding futures?
Are there specific brokers needed to set up and trade your ETF’s holdings?

These decisions lay the groundwork for your ETF's operations, so it's important to get them right. This is where partnering with an experienced ETF team makes all the difference.

ETC’S ROLE AND EXPERTISE

At Exchange Traded Concepts, we've launched nearly 100 funds in the last 13 years. Our ETF-in-a-Box™ solution is designed to streamline this complex process, potentially bringing your ETF to market in as little as three months. We're here to handle the intricacies, preventing unexpected delays and unnecessary costs that often trip up firms going at it alone.

MARKETING PLAN DEVELOPMENT

As Garrett Stevens, our CEO, emphasizes,

"A fully formed go-to-market plan is critical. Not to be confused with some marketing ‘ideas’ for launch."

ETFs face unique marketing challenges, including a "quiet period" before launch that prohibits marketing. That's why it's essential to develop a comprehensive, step-by-step plan for getting the word out once your fund launches. This plan should outline your strategies for reaching your target investors and how to clearly communicate your ETF's value proposition to your audience.

Legal and Regulatory Compliance

Launching an ETF involves navigating a complex web of legal and regulatory requirements. ETC can handle all of these and more:

Drafting and filing necessary documents with regulators
Setting up appropriate trust structures
Ensuring all contracts are in order
Maintaining ongoing compliance

By thoroughly addressing each of these areas – structure, market plan, and compliance – you're setting your ETF up for a strong start.

Remember, the goal isn't just to launch; it's to launch successfully and sustainably. With the right preparation and partners, you can turn your investment idea into an ETF that stands out in the market.

Post-Launch Management

Successful ETFs require ongoing attention and management to thrive in the competitive landscape. Here are three critical aspects of maintaining your new ETF:

Ongoing Optimization: To ensure long-term success, you'll need to monitor and optimize your fund's intellectual property continuously.
Stakeholder Management: Your ETF's success relies on a network of stakeholders. Effective stakeholder management isn't just about troubleshooting, you must actively build a community around your ETF to support its growth and success.
Continuous Expert Support: New regulations, evolving market dynamics, and shifting investor preferences all impact your fund's operations and performance. At ETC, we don't just help you launch – we're here for the long haul. Our team stays on top of industry trends and regulatory changes, providing the guidance needed to keep your ETF running smoothly and compliantly.