Preface vii
Acknowledgments xi
About the Author xv
PART ONE
Create and Manage a Mutual Fund
CHAPTER 1
Why the World Needs Another Mutual Fund 3
CHAPTER 2
Money, Product Differentiation, and Distribution 13
CHAPTER 3
Price and Customer Service 48
CHAPTER 4
Spreading the Word with Promotion and Publicity 89
CHAPTER 5
Building Your Mutual Fund Team 117
CHAPTER 6
The Steps to Start a Mutual Fund 156
PART TWO
Create and Manage an Exchange-Traded Fund
CHAPTER 7
ETFs: The Mutual Fund’s Next Evolution 221

CHAPTER 8
Building Your Exchange-Traded Fund Team 236
CHAPTER 9
The Steps to Start an Exchange-Traded Fund 251
APPENDIX A
What to Expect in Your First Year 310
APPENDIX B
Selling Your Business 315
APPENDIX C
Useful Web Sites, Phone Numbers, and Additional Readings 322
APPENDIX D
List of Service Provider Questions 330
Afterword 340
Notes 341
Index 343