For this case, you need to answer the following questions: What is the value of gift cards to retailers? What is the value of gift cards to consumers? Is the Consumers' Association of Canada correct in saying that there is no value to the consumer? Would you use a service like CardSwap? Why or why not? What is the size of the market that CardSwap is focusing on? What is CardSwap's sustainable competitive advantage? What is the value of a customer to CardSwap? How much should Poptia be willing to pay to recruit a customer? What should Poptia do to generate customers?