The market for exchange-traded funds is getting nasty. Especially for new ETFs. Carving out a niche for one is becoming increasingly difficult.

There are already more than 2,000 exchange-traded products out there and the market has started to feel saturated. Only about 1 percent of new ETF proposals actually ever make it to market. And of that 1 percent that do, 10 of them flop when they get there for every one that takes off. A great concept, a clever ticker symbol and a sharp pitch -- something that’s both clear and powerful -- are crucial. So too is lining up seed capital. An ETF’s chance of success increases markedly if it comes with some initial money behind it.

So, given this trend in the market, we dedicated this episode of Trillions to a competition in the Bloomberg newsroom -- a Shark Tank-esque sort of showdown -- to see who could come up with the best pitch for a new ETF.

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